Have a new client in the burgeoning field of word of mouth marketing. Am trying to define the industry and the firm. Reminded me of an old television ad in the USA for broker EF Hutton. Seems whenever anyone mentioned the company name, everyone would listen in. Sounds like word of mouth, right?
Samsung is pretty happy. Months ago some PR agency folks were huddled around a conference table trying to figure out how to win the Samsung account. They drank caffeinated beverages, ate seeds or doughnuts or take-away szechuan and had a brainstorm session.
“It’s getting harder to achieve cut-through,” said the media director.
“We need this win,” said the business development guru (her card probably says guru as a title).
So more pressure was applied, more ridiculous ideas were offered and Junior Account Executives began to fear taking a toilet break.
Then - kismet! The Big Idea! The day was saved, the account was won and the client got primetime coverage on the evening news.
Now if the agency could just figure out how to get people to watch the news again. (”I know,” said the media director. “Let’s cut the clip and put it on Yahoo! News and hope it makes the top stories of the day. Bloggers everywhere will populate their sites with our story!)
I feel used…
We’re all familiar with the formula. On an expensive set a host convenes experts to debate an issue. We hear all sides of an argument and usually find one opinion that matches our own. We enjoy the tension, the arguments, the disagreements and the new viewpoints. This is media at its best!
But then there’s “The Onion.” This satirical newspaper has regularly published farcical stories to exploit our insecurities and adoration of mainstream media. Want to see how newspapers bias your view? Want to see how quickly an expert panel can come undone?
Watch this wonderful example. Here panelitsts debate: Are video games preparing our children adequately for the post-apocolyptic future?
In the midst of a bad new year, global insurance group AIG has made news by adding another public relations agency to its roster. It seems unusual that an announcement of this type has been made - perhaps it was to make it easier for journalists to contact the right firm for assistance?
It backfired spectacularly as one commentator tries to come to grips with a taxpayer-funded company hiring public relations agencies. Rachel Maddow then lists all the clients that have hired the same agency - and says, “…evil has PR on speed dial.”
It will be interesting to see how the firm handles its own crisis.
In the rush to publish on-line I sometimes forget to spell check. (Is that a venal or mortal sin?) So I was reassured today to see I’m not alone. In their afternoon edition of “The Australian” the sub-editor misspelled the headline. Don’t fret - it wasn’t anything noticeable. Just the name of the country:
Auistralian vehicle sales fall 22pc in February
I’m not sure but isn’t that a Euro Zone country?
Film is a wonderful medium - it allows more to be said in imagery and action that words can ever express. Animation is especially elastic. A French short film shows a wide range of actions and emotions - true love, distress, action, determination, salvation, surprise and, in the end, sacrifice. Take two minutes and twenty-five secnds and enjoy…
A week after the worst peacetime disaster in Australia’s history - the massive bushfires that claimed more than 200 lives - “Time Magazine”published a cover story on the healing power of faith. The devastating bushfires were consigned to a page where the photo size exceeded the column inches of the story. Grief contracted to one-third of a page.
Later in the issue was a two page expose on the US Defence Secretary’s strategy for re-building the American military. And a riveting story on healing through prayer.
To me it is contemptuous that “Time” would claim to publish a local edition then forego covering that nation’s most pressing news. This is the fall-out from cut-backs last year. In November 2008 “Time” shuttered offices around the world - via teleconference! “The Daily Telegraph” reported on the news (25 November 2008):
Time Australiaeditor Steve Waterson told The Daily Telegraph Online he and the Sydney bureau’s nine staff were told of the closure last night on a conference call from the US.
“They told the journalists they are are going and that our edition is closing down,” Mr Waterson said.
So in their grand effort to bolster the bottom-line “Time” has decided to forego any local reporting and provides Australian subscribers a US-centric view of the news. But it seems the Septics now fail to provide Loo-worthy reading. Perhaps there’s another use for “Time” while we’re in the dunny?
Which CEO wouldn’t like to manage the media the way the Israelis are managing foreign correspondents?
Despite court orders and demands from global outlets, the Israeli Military are denying journalists access to the Gaza Strip. This is while fighting intensifies, civilian casualties mount and people around the world clamour for updates.
Instead photojournalists use telephoto lenses and must rely on footage spirited out of the conflict zone.
Meanwhile the Israeli military has smooth spokespeople calmly providing views. Last night ABC-TV News interviewed a spokesman with an American accent. My guess is he was available across all the USA primetime news slots. Very smart to use an acceptable American accent to communicate to the critical USA audience.
And why the CEO reference up top? Perhaps because compaies no longer have the option to bar media from their operations. Part of “business as usual” today is the acceptance of media into all facets of business. Whether you’re fighting for market share or rocket launchers the media infiltrate and provide information to all concerned.
Israel has more to gain by opening the borders. Journalists operate in war zones and understand the risks. Many a talented reporter has been killed in action.
The world needs to see both sides of the story in the Gaza Strip. There are journalists knocking on the door of the hellish Gaza Strip. Open the borders, Israel!
The founder of now-bankrupt Rubicon Holdings continues to blunder in the media. When asked how much he earned, he said “I haven’t added it all up yet” (see today’s The Australian).
Yet investors can quickly tabulate their losses. Rubicon has collapsed in value from$870 million to today’s $15.5 million.
There are recommended ways to handle challenging questions, especially in times of crisis. Mr Fell needs to exress some more empathy for fellow investors - and showcase actions underway to resolve the issue. Finally some perspective on the overall, global economic situation should be offered.
Instead Fell distances himself from audiences - and any sympathy.
I’d strongly recommend in-depth media training immediately. And re-development of the core messages. Until then Gordon Fell is likely to be the media’s whipping boy.
Last night I saw a preview of “Frost/Nixon” thanks to the event organisers at Hoyts Cinema and The American Chamber of Commerce in Australia. This Ron Howard-directed film chronicles the post-Presidency bid for redemption by Nixon, and his undoing by British talk show host David Frost. (An exceptional performance by Frank Langella as Richard Nixon - he will be nominated for an Academy Award!)
The story centres on a series of television interviews. Frost wants to get Nixon on tape admitting culpability. Nixon wants to restore his reputation and drive his agenda of leadership. Clearly only one can win.
Through the interviews Nixon holds the upper hand. His responses are rehearsed and his answers are long (one was 23 minutes!). Kevin Bacon plays an advisor who whispers in Nixon’s ear saying the long answers ensure he dominates the discussion. Until the very end it looks as if Nixon will have his way.
Films based on actual and well-known events that can still build suspense are masterful. We know Nixon falls - we’re waiting to see when.
In the end the undoing is made for television. Frost understood the impact of close-ups and how a facial expression conveys everything to television viewers. Nixon folded. Langella recreates it perfectly.
Watch “Frost/Nixon” because it is a masterful film. But watch it also to learn how masters try to win in media interviews. And Nixon was a master. But in the end, he was out-gunned by Frost and done in by his own dirty deeds.
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