McPR

Firmly embedded in our popular culture are the phrases ‘Big Mac’, ‘golden arches’ and ‘do you want fries with that?’ And when we think of McDonald’s, the first concept that comes to mind these days is not a Scottish clan that was given a rough time by the Campbells in 1692.

Not content with their dominion in the minds of all seeking instant gastronomic gratification, the corporation has recently set its sights on the Oxford English Dictionary for listing the term ‘McJob’, defined as "an unstimulating, low-paid job with few prospects, esp. one created by the expansion of the service sector".

According to today’s Guardian, a public petition is being launched on behalf of the company's 67,000 British employees and other fast-food service personnel, to remove this ‘insulting’ definition.

If they get their way, one wonders if they’ll turn their attention to the rewriting of history or demand that copies of Douglas Coupland’s Generation X (where the term originated) be removed from our library shelves.

The story has been picked up by Strive Notes with some commentary on whether this campaign is cleverly targeting the OED in an effort to change public perception, although the Guardian reports a poll, commissioned as part of the campaign, in which over two thirds agree with McDonald’s that the term is outdated. (Is it me or does anyone else detect the slight whiff of astroturf here?)

The problem with viewing this as a legitimate PR exercise is one of ethics. Dictionary definitions change to reflect changes in language and culture. Putting one’s corporate weight behind a lobby campaign to try and force that change to happen is arguably indefensible if PR is to maintain any integrity as a profession. Many people use the admittedly rhetorical term ‘McJob’ to mean precisely what the OED states. The dictionary isn’t forcing people to use this term and will no doubt drop the word – or at least mark it as archaic – if the term is no longer used.

McDonald’s lost a lot of credibility during the McLibel case in the UK, despite actually winning the case. The episode enhanced their reputation as a touchy, litigious organisation that doesn’t respond well to criticism or to the use of the Mc- prefix in any way that could conceivably act against their corporate interests.

Running PR campaigns like legal campaigns could well result in short-term victorious headlines, but I would offer this simple observation for anyone in corporate PR - you don’t change how people really feel about you by censoring dictionaries.

McDonald’s    OED    corporate PR     ethics     McLibel     astroturfing

The curse of the exploding tomato

I first heard Panorama reporter John Sweeney’s outburst as a clip on BBC's Five Live. It launched a phone-in discussion on whether it is right for a reporter to ‘lose it’.

Out of context it sounds like Sweeney lost a few things during his exposé on Scientology - apart from his temper: objectivity, the ability to appraise something dispassionately, and the ability to ensure that a topic of valid journalistic interest does not become a story about personalities. The sign of a good journalist, one might argue, is one that does not become ‘the story’.

It is clear that Mr Sweeney’s red face of anger resulted in a number of other BBC faces equally red with embarrassment. Whatever you might think of the cult of Scientiology (or should I say ‘faith’? – after all I don’t want this blog being stalked by sinister young Americans in dark suits and dark glasses), they definitely scored something of a PR hit in their battle with the Beeb. In terms of impression management, our noble corporation found itself very much on the defensive.

The use of tactics and counter-tactics in how a story is aired on one television show is all good knock-about stuff but it would be worrying if these surface-level shenanigans diverted public attention away from the genuine concerns that people have with the ‘Church’ of Scientology and its methods of ensuring that its members are not ‘corrupted’ by alternative belief systems, such as – well just about any other religion, philosophy or world view.

Sweeney regrets his performance. As a dedicated seeker of truth, he slipped up and he readily admits it. We haven’t yet heard anyone taking responsibility on behalf of the BBC itself for allowing its flagship of journalistic integrity, Panorama degenerate to sensation-seeking, tabloid television.

During my student days, some friends and I were discussing the prospect of a National Front rally that was planned for our city. Should we demonstrate against them? Shout at them? Get into a battle? In the end, we took the view that the best tactic was to laugh at them and show them that it is impossible to take them seriously. By the same token, I suspect that programmes like Have I Got News For You or Radio 4’s The News Quiz could inflict a lot more damage on the reputation of crazy cults (sorry – ‘faiths’) than any hard-hitting documentary by an angry journalist determined to expose them.

Here are some resources: the Observer’s account of the incident and discussion on investigative journalism in the age of video networking; and the BBC website’s own coverage of the story with links to clips of news reports, an interview with Panorama’s editor, Sandy Smith, and John Sweeney’s exploding tomato impression.

John Sweeney    Panorama    Scientology     BBC     investigative journalism

Professional guidance for PR protégés

There’s a definite air of euphoria in the corridors of Media and Comms at UCE this week. We’ve had a lot of good news recently – a successful course validation, a member of staff gaining an impressive postgrad qualification, a substantial research grant and a very respectable 7th place in the Guardian university league table for Media Courses (3rd place if assessed on a like-for-like basis).

This was helped by a healthy 9 out of 10 score for job prospects (check here for the Guardian’s methodology) – always welcome news that indicates greater employer recognition of a Media Studies degree as a worthwhile qualification.

Since taking on responsibility as Acting Degree Leader for the PR pathway of UCE’s Media and Communication degree, I have certainly been able to rely on strong employer support for our programme and our students. As one of the conditions of CIPR approval for the degree, we have a panel of employers chaired by Julia Willoughby of Willoughby PR and meeting regularly to offer advice, news of possible student projects, placement news, visiting speakers and general guidance. Their attitude is fantastic – any support they offer is based on the idea that this is a long-term investment for PR as a profession. If they can help and support our students – and the way we teach them – today, the profession will soon benefit from the skills, knowledge and professional commitment of newly qualified members. And, let’s face it, a lot of success in PR is based on the ability to network, make contacts, getting tuned into the grapevine and being known – so it’s in the interest of PR students and PR professionals to have the channels of two-way communication well and truly open.

With this in mind, I have been working on a mentoring scheme. The idea is to match individual 2nd year students with mentors from within the profession - individual PR people who, in some cases, may be recent graduates themselves. The benefit for the student is to have someone from outside the university but inside the profession who can provide support and guidance to their study and skills development, intelligence on placement, project or job opportunities and a chance for students to build up a network of professional contacts.

At first sight, the scheme has lots to offer to students – but what are the benefits to employers? I thought I might have to struggle to convince PR professionals to get involved but I’m delighted to discover that I was wrong.

It’s true that employers like to get involved in students’ personal development and, as I said, see this as a good way of investing in the future of the profession. But there’s so much more to be gained from working with students. Enthusiastic students with fresh ideas can be very inspirational, especially in an industry that relies on creative thinking and an abundance of fresh ideas.

Working as a mentor can also contribute much to the CPD (Continuing Professional Development) of recent recruits into PR and play a big part in their annual appraisal process. Even as a grizzled old academic I can verify that a great way to learn something new is to work out how to teach it to someone else!

I plan to report on the progress of the mentoring scheme in this blog. In the long run, I hope this works as a further factor in promoting the employability of our students. And boosting the credibility of Media Studies.

mentoring    Media Studies    UCE     PR education     Guardian     Willoughby_PR

What happens when traditional journalists meet 'tech savvy students'...

Am adding this link to an article in today's Guardian as a useful resource for students of citizen journalism. It's an interesting reflection on the changing roles of - and relationships between - 'citizens' and 'journalists' and also raises questions of trust when the public sphere is a digital environment.

Filed under:
Virginia Tech   public sphere   citizen journalism  journalism education

Bloggers eye view of Virginia Tech

I drove home from work today to the breaking news about the Virginia Tech shootings. You don't have to work on a campus to appreciate the awfulness of the events but mental images become very vivid of students and professors starting another day of classes before their lives abruptly change - or cease. As the story unfolded, I stayed tuned to Five Live news, hoping to gather more information to fill the gaps in the pictures forming in my mind. When I got home, Chele was glued to BBC News 24 for the same reason.

When it became clear that the gunman was dead, the story moved into a different phase. The question was no longer 'What happened?' but 'Why did it happen?' Right now I'm listening to the news conference where the University President and Chief of Campus Police are facing aggressive questions from journalists on the level of security and why classes weren't cancelled after the first shootings.

We'll be able to read the analyses at leisure in the press tomorrow and beyond, but the first phase of the story - its breaking and unfolding - highlighted the weakness and frustration of mainstream news media trying to make sense of the sparse information that was emerging and the strength of 'citizen journalism' as students and witnesses blogged their personal accounts and experiences.

We were able to read an eye-witness account of one student directly affected, and injured, by the shooting in the Madness on Campus thread of the Live Journal blog. We could also witness the tensions between the mainstream media and the bloggers. With no other sources available, various news media, including MTV News, the Boston Herald and the Guardian, invaded the bloggers' space, only to find themselves repelled by insults and cries of 'whores', 'vultures' and 'ghouls'.

We've become used to relying on the media even though we may sometimes hate their methods of gathering - and competing with each other to gather - the fresh angle, the goriest photo, the most heart-rending witness account. However, while the horrors of the events in Virginia unfolded, it became clear that the untrained, non-professional 'citizen' journalists were able to keep the world informed while the official news media could only watch helplessly from a distance before being allowed access to a news conference to cry out 'Why?'

To anyone affected by these events who happens across this blog, Chele and I send our heartfelt prayers and best wishes.


Filed under:
Virginia Tech   blogs   citizen journalism

The truth market

Mark Borkowski offers his analysis of the debacle of Iranian hostages selling their stories to the redtops.

His basic argument presents the press as amoral; it's in the their nature to get a story and will adapt in any way they need to the circumstances and political climate to get a scoop. As for the MOD, they were naive, failing to take into account that PR - or at least media relations - is a fact of life.

Lessons, says Borkowski, can be learned from Hollywood. The media don't report the world, or reflect the world, or represent the world - they are the world.

Yes reality does exist beyond the newsroom but as any basic Media Studies textbook will confirm, media reality is systematically distorted. We're not necessarily talking about journalistic conspiracies to bend the truth. Very often the truth bends itself to jump onto the media bandwagon.

The Sun's exclusive report of 'brave Faye Turney's terror' is loaded with the assumptions of how a British servicewoman might expect to be treated by Iranian captors - potential rapists and violaters of her 'baby' (the boat, not her daughter, Molly).

Her reported reaction was that of a real trooper - 'F*** off'.

The Daily Mail's stance does at first sight present a veneer of morality. Their headline last Thursday was They won't be selling their story, minister. This comment, aimed at Defence Secretary Des Browne, appeared over a photo of a coffin of one of the British servicemen recently killed in Iraq.

Unsurprisingly, the story does not indicate how much money the Mail had itself offered for an Iranian hostage's story.


Filed under:
Mark Borkowski   Iranian Hostages   Sun  Daily Mail  Faye Turney   media relations

Drugs, obesity and media studies

Welcome to the world of Boris Johnson, as seen through the rose-tinted windscreens of his high-performance cars.

Today's Portsmouth Today reports comments of the 'Motormouth MP' which have led to demands for an apology from 'furious city leaders'. He characterised the home of HMS Victory as 'one of the most depressed towns in southern England, a place that is arguably too full of drugs, obesity, under-achievement and Labour MPs.'

His views weren't expressed in any speech in the House, or indeed during his recent visit to the University of Portsmouth. The words appeared in that most eminent publication, GQ Magazine, as part of Boris's write-up on test driving a Maybach limousine. He combined his journalistic and political commitments by using the £340,000 vehicle for his official visit to the University on behalf of the Conservative party.

The indignant city fathers are undoubtedly still smarting from the late Spike Milligan's consignment of Portsmouth into oblivion on BBC's Room 101. But the city wasn't the only target of stereotyping in Johnson's jottings. I quote...

As soon as we pull up outside the University of Portsmouth, I can see the look of astonishment on the face of the Vice Chancellor. The streets are full of rain. Poor bedraggled students splash across the campus in search of their lectures in feminism and media studies.

Ah yes, we're in familiar territory here. And this from the Shadow Minister for Higher Education, who claimed during the last election that 'Voting Tory will cause your wife to have bigger breasts and increase your chances of owning a BMW M3'.

Somewhere in this infinite universe, there must be a parallel world in which David Cameron not only wins the next election but also allows Boris to stay in charge of the nation's universities. It hardly bears thinking about. But then perhaps in another parallel world, feminism and media studies are included in the curriculum at Eton...


Filed under:
Boris Johnson   Portsmouth  media studies

Click here! Meet interesting people.

A note to any of my students checking out this blog (some of them do apparently!) – if you would like a brief respite from lectures given by myself and colleagues and have your lectures delivered by the likes of Ray Kurzweil, Richard Dawkins, Bjorn Lomborg, Barry Schwartz, Peter Gabriel or Bono, visit TEDtalks (Technology, Entertainment and Design). The website offers a growing selection of videos of talks given by a diverse range of interesting, brilliant or iconoclastic people.

You can download audio or video or simply watch online. Click and enjoy (and be inspired, at least by some of them). The site also includes its own blog plus access to press and blog coverage of this gathering of ‘icons, geniuses and mavericks’ whose words and ideas are archived here.


Filed under:
TED talks

ITV's answer to The Apprentice?

This is all getting very incestuous.

For years the popular press has thrived on stories from Reality TV – now Reality TV is setting its sights on life behind the scenes of the print media. And who better to give us an insight into the trials and tribulations of producing a glossy magazine than a bunch of Z-listers?

Deadline hits the screens next Wednesday (4th April) at 10pm on ITV2 and 11pm on ITV1. The magazine will be edited by Janet Street-Porter, with Darryn Lyons running the picture desk and Daily Star's copy editor Joe Mott.

The celebrity reporters are:

Celebrity Love Island evictee, Abi Titmuss
Radio 1 presenter and Celebrity Big Brother evictee, Lisa I’Anson
Ex-Neighbours actor and Australia’s Big Brother evictee, Blair McDonough
Ex-Eastenders actor Chris Parker (remember Spencer Moon?)
Dean Holdsworth – football player
Iwan Thomas MBE – athlete
Spoof chat show host and writer for Independent on Sunday, Dom Joly
Spooky presenter of FTN’s Most Haunted, Yvette Fielding
Writer, theatre producer and famous daughter, Imogen Lloyd Webber
Former ITV This Morning presenter and estranged wife of a quiz show compere, Ingrid Tarrant

In keeping with the experience of most newsrooms these days, the staff numbers for the publication are to be systematically reduced – indeed Ms Street Porter’s task is to determine each night which celebrity is the most incompetent and give them their marching orders. Comparisons with Sir Alan Sugar are inevitable.

Only last November, Michael Grade announced his first priority was to improve ITV programming. Anyone anticipating a new era of creative, blue sky, out-of-the-box thinking will find this combination of tired old formats and uninspiring celebrities an interesting response to the challenge of winning back ITV’s wayward audiences.


Filed under:
Deadline   celebrity  reality TV  ITV  Michael Grade

Confessions of an 'extreme blogger'

OK - time to get a new routine. I took a short break from blogging last November. Next thing I know it's Daylight Saving Time again and not a word has been added to Screaming Headlines.

For excuses, choose a combination from any of the following: I've been busy (I have!), I've become accustomed to a new routine; I've been blogging elsewhere (a news blog for a folk band I play for); I've been focused on my PhD research; I've been preparing teaching materials for new subjects/marking assignments/external examining...you name it, I've been up my eyes in it.

But I've missed this routine and today I've been shamed back into blogging by two events. One is news of a survey that discovered over 2.7 million blogs lying around abandoned in cyberspace. The other is an email from a friend which demonstates a masterful technique in tact and persuasive skills (Bill is wasted as a folksinger!). I quote:

I have noticed that only very, busy people own or run a Blog. I haven't read a single Blog that says .... "Got up this morning, washed, dressed.... nothing to do.".

Those with Blogs seem to be excruciatingly busy dashing around at 500 mpg. Bloggers seem to be either journalists, politicians, multi-skilled musicians, Friends Of The Planet people or terrorists/ wannabe terrorists.

Bloggers live life in the fast lane, rush around like the proverbial Bat Out Of Hell and then, as quick as a flash, somehow find the time to get a few words down on their Blog before going on to the next task. Do Bloggers make lists? No! Do they plan their next day in their Outlook Diary? No! Why? Because they are just too busy!

Out of these Bloggers are fast emerging the "Extreme Blogger". These are Bloggers who are just so busy that they haven't even got time to update their Blog. Now that is what I call busy! How can they do anything when they haven't got time to actually DO anything?

Pete do you know anyone that falls into this category?

Another friend has a maxim that if you want something done, ask a busy person to do it. (He's always asking me to write his press releases!)

So - point taken. Screaming Headlines is active again. However I am determined to keep this going at a pace that suits me and fits into my priorities. Worrying about how much traffic passes this way leads to madness. I shall control this blog - I will not let it control me.

Now I've got a conference paper to prepare. Until next time...


Filed under:
blogging   time management

Hanging in there

Read all about it! The Press Gazette hangs on by its fingernails.

News just out - and I'm heading out as well. Will expand on this later....

Filed under:
Press Gazette

'Hot buttered toast...'

Do not click here unless you have a lot of time on your hands. This is the Leo Burnett advertising agency. OK they promote smoking and junk food but the site is fun to navigate.

Filed under:
Leo Burnett   advertising   online promotion   

The cat-and-mouse game of media relations

  
Q&As can often prove boring and self-indulgent. They may fill a lot of space in Sunday supplements as a result of fairly minimum effort in transcribing a sycophantic interview by a feature-writer who believes that people really want to know what a celebrity has for breakfast. Even worse is the 'Q&A' based on a ready-made set of 'A's from a PRO determined to get as much exposure as possible for the celebrity client.

It was therefore refreshing to read a Q&A that exposes the sham. Perhaps this was not so surprising as the publication was the Press Gazette and the journalist, Rob McGibbon was clearly feeling anything but sycophantic when he finally managed to pin down Lord Sebastian Coe for an interview on topics ranging from the London Olympics to tabloid revelations of a long-running extra-marital affair.

As a teaching aid for students, the article offers an excellent case study in how not to do PR. Before the Q&A transcription starts, Rob offers a 600-word preamble outlining:
- problems in fixing a date to do the interview
- problems experienced by Coe (apparently) in turning up at a time that had been rearranged by his PA
- the unexplained (and uninvited) presence of Coe's director of communication and public affairs (let's call her flack for short) whose apparent function was to sit, take notes and fidget uncomfortably when the questioning moved onto his private life.

The same edition of the publication includes a letter comparing the relationship between journalists and PRs as one between cats and mice (the writer also offers this view in the Gazette's discussion group), although it isn't clear which is which. In this case, McGibbon clearly felt that the discourtesy that he experienced was justification for exposing the attempts to manage the interview and he embellished his Q&A transcript with 'stage directions' and comments on the flack's actions and interventions.

I'm quite a fan of 'game theory' as a means of explaining the PR-journalist relationship. It highlights the differing set of objectives held by players in the game and the strategies they employ to achieve them. Contemporary definitions of PR, focusing on 'goodwill and understanding', set out an ideal of a win-win game where everyone achieves objectives through open, successful communication.

But this article offers a clear illustration of a zero-sum game in which the success of one player is at the expense of the opponent. McGibbon claimed to 'surrender lamely' to the flack's presence but, in my view, he came out of the game with an engaging and readable Q&A while Coe and his consort tripped over their own hurdles and landed flat on their faces.

My thanks to Paul Bradshaw for alerting me to the article.

Filed under:
Q&A   Press Gazette   Rob McGibbon   Sebastian Coe   media relations   flack   
game theory

Irony is alive and well in the USA

Still focusing on things American - and in particular the mid-term elections - here us an example of online political PR, which arrived from my wife's Aunt in Napa, California.

Things You Have to Believe to be a US Republican Today

1.) Jesus loves you, and shares your hatred of homosexuals and Hillary.

2.) Saddam was a good guy when Reagan armed him, a bad guy when Bush's daddy made war on him, a good guy when Cheney did business with him, and a bad guy when Bush needed a "we can't find Bin Laden" diversion.

3.) Trade with Cuba is wrong because the country is Communist, but trade with China and Vietnam is vital to a spirit of international harmony.

4.) The United States should get out of the United Nations, and our highest national priority is enforcing U.N. resolutions against Iraq

5.) A woman can't be trusted with decisions about her own body but multi-national corporations can make decisions affecting all mankind without regulation.

6.) The best way to improve military morale is to praise the troops in speeches, while slashing veterans' benefits and combat pay.

7.) If condoms are kept out of schools, adolescents won't have sex.

8.) A good way to fight terrorism is to belittle our long-time allies, then demand their cooperation and money.

9.) Providing health care to all Iraqis is sound policy, but providing health care to all Americans is socialism. HMOs and insurance companies have the best interests of the public at heart.

10.) Global warming and tobacco's link to cancer are junk science, but creationism should be taught in schools.

11.) A president lying about an extra-marital affair is an impeachable offence, but a president lying to enlist support for a war in which thousands die is solid defense policy.

12.) Government should limit itself to the powers named in the Constitution, which include banning gay marriages and censoring the Internet.

13.) The public has a right to know about Hillary's cattle trades, but George Bush's driving record is none of our business.

14.) Being a drug addict is a moral failing and a crime, unless you're a conservative radio host. Then it's an illness and you need our prayers for your recovery.

Filed under:
political PR   Republican Party