Quest PR blog

this is an ex-blog

2008-03-11T09:37:00.002Z

Just a quick note to let you know we are now moving our blog to:

www.questprblog.com

Please update your RSS feeds or just take a wander over to the new blog - or risk missing out on the ammassed wisdom and musings of the Quest team.

See you on the other side,

Nick

Can you recycle an idea – or is it all in the packaging?

2008-02-29T13:40:00.005Z

This week has once again proved that the best ideas aren’t always the new ones.

Yesterday the news was dominated by M&S’s decision to charge for carrier bags, generating so much interest that even the PM felt the need to get in on the action today.

Earlier in the week, the Conservatives announced an ‘honesty box’ campaign for supporters to become friends of the party to much fanfare and a £500,000 ad campaign.

Both these campaigns have something in common (and it’s not just their apparent virtue) – the ideas are nothing new, but have been presented as revolutionary.

Netto have charged for carrier bags since the late 90’s, while David Cameron has admitted the Conservative idea is lifted from Radiohead’s online approach for their latest record, In Rainbows. (For the record – pun intended - I paid £40 for the box set. MP3’s still can’t compete with heavyweight vinyl in the artwork stakes.)

Just goes to show that it isn’t always the new idea that gets the attention, but those who shout the loudest.

Discard the "Dustbin of Europe" label

2008-02-27T09:45:00.007Z

Having bemoaned the horrors of blatant rubbish dumping in Cairo – a city where recycling is a dirty word and where pollution from the city centre dump and offensive smoke belching from factories and traffic fumes permeates every space – I was horrified to read how almost 10,000 tonnes of waste (the equivalent of 851 bin lorries worth) that should have been recycled in Yorkshire last year ended up on tips or being burned.

Such headlines make Britain, labelled by Paul Bettison as: “The dustbin of Europe, with more rubbish being thrown into landfill than any other country on the continent” a laughing stock.

They also make us seriously question our commitment to attaining our share of EU recycling targets (50 per cent for municipal waste by 2020) which would save emissions equivalent to more than 89 million tonnes of CO2 per year – the equivalent to taking 31 million cars off the road.

Campaigners are calling on the UK Government to support and implement these targets to realise our vision of a low-carbon economy. As two thirds of all household rubbish can be recycled, we can maximise facilites provided by retail “champions.”

As businesses, we can also adopt responsible practices outside of recycling initiatives that can deliver both environmental and economic benefits.

For those of you looking for a starting point, the Carbon Trust’s SME Footprint Calculator will give you an idea of your firm’s carbon footprint – then you can look at reducing it.

For a comprehensive list, Business Climate Change Champions have produced an excellent guide, but steps we have already taken at Quest include:

Turning down your heating – costs rise by 8 per cent for every 1^oC incremental increase
Switch off equipment when not in use – avoiding stand-by modes can cut cots by 30 per cent
Maximise natural light and reduce use of artificial light

Let’s all do something more this week as householders and businesses to help reach these targets and make us proud of our contribution

Hands up who still reads a newspaper

2008-02-20T21:31:00.005Z

Following on from Nick’s previous post, we attended tonight’s CIPR event at which David Parkin former business editor of the Yorkshire Post and now editor of thebusinessdesk.com highlighted his vision for his new venture – and where traditional media aligned with that.

It was an interesting discussion and I was certainly intrigued to see how successful it has proved – despite the myriad naysayers along the way. However, one of the most intriguing – and for me quite frightening – issues came right at the end. Carol Arthur of Northern Lights and deputy chair of the CIPR in this region asked the 40+ attendees which out of us read a daily newspaper and who consumed their news online. Of the approximately 20 students, who were all studying some sort of PR degree, not one read a newspaper.

Having provided work placements for many students as part of our commitment to giving back and nurturing the next generation, we have encountered some truly outstanding young people – as well as some that worryingly knew very little about the workings of the media nor seemed to care very much.

While we are all embracing online and social media and recognise its importance, it still remains very much part – and some would say only a small part – of the UK’s general psyche and therefore must continue to combine with traditional media. Securing clients coverage in newspapers, on the radio and on television is something we at Quest do every day and something that continues to achieve our clients the recognition and business success they are seeking.

If the next generation of PR professionals fails to even acknowledge or consume on a regular basis our quality daily and weekly newspapers we are going to encounter an even more intense talent war than we are currently experiencing.

To any budding PR I would urge you to pick up a newspaper and start reading, critically examining it and dissecting the origin – PR-driven or otherwise - of a story. Only then will you learn how to position newsworthy ideas and stories that integrate into your new media to deliver powerful PR campaigns for your clients and achieve success for their business.

I would be interested to hear what others within the industry and particularly students and lecturers have to say on this issue – are the next-in-line moving too quickly away from traditional media to the detriment of their potential career progression?

A storm is a brewin’

2008-02-18T11:28:00.003Z

Time does indeed fly – this time last week I was braving the cold (and restaurant bills) in Reykjavik - and after a hectic week in the office I thought I’d take a moment to reflect on the publication of the latest ABC circulation figures. Once again, the conclusion from many commentators is print media as we know it is coming to an end.

We all know online news sources have flourished, not just from national organisations like the BBC but also the growing number of specialist sites (for example, Yorkshire’s own Business Desk.) But ten years after Drudge broke the Clinton-Lewinski affair the print media still is still struggling to develop a coherent response to the challenge it poses. Add to that the continued expansion of 24-hour rolling news channels and print media faces a stern test.

However, the latest ABC figures for magazines clearly illustrate there is a demand for in-depth analysis, quality features and challenging editorial. Titles like Private Eye and the Economist (as David has previously blogged) continue to hold their circulation figures steady, while The Spectator has grown for 11 consecutive six-month periods.

Yet with the New Statesman’s circulation dropping 12%, the risk to established titles is only too apparent. Publishers, like many of us working in media, are finding the pace of change a tough challenge. The question is how long they will be allowed to flounder before we see the first major media casualty.

One thing is clear – news gets older faster. There will always be a demand for journalism that goes beyond simply reporting the facts and as more magazines capitalise on this, the challenge is for newspapers to respond – or face being left out in the cold.

The public gets what the public wants

2008-02-04T10:20:00.000Z

As a member of the LA paparazzi quits his job in apparent protest at the press’ hounding of Britney Spears, the familiar cries demonising celebrity photographers can be heard.

Ever since the paparazzi were indicted in the Diana accident, stories about paps and their methods have never been far from the headlines.

When I’m not in the office, I can often be found camera in hand taking photos that appear in a range of media. In the past that’s included red carpet and rarely, paparazzi work. Indeed, my first nationally published picture was Wayne Rooney and his girlfriend arriving at a charity ball.

While I personally would never go to the lengths that some do – climbing into gardens, hounding families or girlfriends and so on – I do find it difficult to blame paparazzi when the demand for their work is generated by the public.

Many have already blamed the savagery of the media for Ms Spears’ decline and I am sure they will hail Nick Stern as a reformed soul. However, the simple truth is that across the globe, the highest value photography remains the product of paparazzi work. To give you an idea, this short film about the Diana inquest covers one photographer’s £300k price tag for his photos of the crash scene.

So how can they demand such price? It’s simple - because the public will pay to see celebrities falling over, relaxing in private or in any shocking scenario. Paparazzi shots continue to sell in their thousands and the front pages remain dominated by splashes of ‘exclusive photos.’

If the public genuinely wants to get rid of paparazzi, then they should boycott the media that pays them. Until then, who can blame someone going after a single photo that could change their life?

(For those of you still struggling to link the headline, you should consider buying this!)

Quit stressing about red tape – reach out to the top talent

2008-01-29T11:08:00.000Z

Employers seek people who are head and shoulders above the rest.

SMEs need to keep developing and challenging their people.

That was the overriding consensus at a recent Yorkshire Business Insider Economic Forum at Headingley to which over 100 CEOs and MDs flocked on a bitterly cold, dark and bleak winter morning.

Reading about the event now from the warmth of our offices reinforces the importance of the vociferous call to action from a panel of heavyweights including Terry Hodgkinson, chair of Yorkshire Forward, and John Goodfellow of Skipton Building Society, who has risen through the ranks to become CEO.

Hodgkinson was appalled at the decline in investment in people development highlighted in a joint Yorkshire Forward and CBI biannual survey – at a time when it is most needed. Having invested an unprecedented number of days and budget in training for the Quest team (39 days and over £30,000 in budget) in 2007, it appears that we are in the minority.

And in the knowledge that “twentysomethings” will expect at least six career progressions, it’s up to employers to act now to keep them challenged and stimulated. The more savvy, such as Above & Beyond Architecture and Paul Waite Associates, are setting up scholarships and mentoring schemes respectively to attract, develop and retain the best people and maintain a steady flow to ensure smooth succession planning.

And on that very topic, we too are seeking a first-class operator for the role of deputy MD.

Happy talent-spotting, fellow SMEs!

Cut and blow with a side order of politics

2008-01-25T09:57:00.000Z

Following up from Nick’s previous post, cabbies aren’t the only ones being geared up to deliver word-of-mouth marketing. The owners of Fabulous Salon and Fantastic Fingers in South Caroline, USA are – according to a story in the Guardian – on the Obama campaign trail.

Recognising the salons’ customers offer a captive audience (apparently the black female customers at Fabulous Salon can spend up to three hours having their weaves re-done) for the prospective Democratic candidates. Targeting potential supporters in this way is not new the article goes on to say – apparently Martin Luther-King drew upon a similar tactic in recruiting black women to his cause in the sixties. Well done to Obama on picking up the mantle from King – maybe Clinton will have to rely on more than a few tears to ensure she remains the frontrunner.

On a separate point, Borkowski makes an excellent comment on this week’s ‘story-celebre’ – the strength or otherwise of Mr Paxman’s knicker elastic. In my book a classic PR tactic by M+S though the ethics of revealing private correspondence for corporate gain invite discussion – particularly when many (including this venerable publication) have commended the retailers’ apparent commitment to operating on an ethical platform.

Cabbies drive marketing to new heights

2008-01-16T15:39:00.000Z

For generations, vociferous cabbies have shared their unique, faux-leather perspective with passengers - but now marketeers have their eyes on the humble cabbie as another opportunity to pitch their products at us.

The Times reports on a London cabbie who, courtesy of the Thai tourist board, sampled the delights of Thailand and now – in a cab sporting a new ‘visit Thailand’ motif – is sharing his experience with passengers. The theory is that word of mouth advertising like this is worth the extra investment in an increasingly ad-saturated consumer environment.

For all of us in the PR industry, word of mouth communication is an intended by product of our work and an integral part of the service we provide, but for many the thought of paying for it crosses ethical and moral boundaries.

As Alex Burmaster’s comment in PR Week points out, word of mouth led activity requires the delicate relationship management public relations practitioners are well versed in. It’s quite a risk allowing your message to be communicated through agents who feel no loyalty or legal obligation to you or your client.

I for one certainly don’t believe what every cabbie tells me, but it’s a worrying thought that in the near future swathes of service providers - not to mention people talking loudly on the bus or in the supermarket - are walking, talking adverts.

Actually, that reminds me. Did I tell you about the PR agency I’ve just started working for……..?

Free-range chickens come home to roost

2008-01-14T15:07:00.000Z

So Hugh Fearnley-Whittingstall tried to turn his sleepy town of Axminster into Britain’s first free-range town. He sort of succeeded – 60 per cent of chickens sold that one week were free-range – but the real success will be whether the good intentions continue.

I watched each of the programmes intently and thought it presented a worthwhile opportunity to dissect his approach.

Top marks for effort Mr Fearnley-Whittingstall and well done for trying nearly every trick in the book – community engagement,
third party endorsements, media coverage to name a few. There were a few gaps though (not least using social media) and most of all he failed to choose a message that his audience would grasp. Axminster’s seemingly down-at-heel population cared more about the cost than the quality of their chicken so banging on about animal welfare was unlikely to ring true with many.

What would I have done differently? Well, firstly I’d have drawn upon the local advocates much more – handing out flyers is rarely going to make a difference – and I would have given away more free-range chicken to highlight the taste benefit. An extension to the avenues he chose could have been to persuade Tesco or another retailer to cut the cost temporarily of free-range to encourage more to buy it (his own shop could have led the way). Equally, he could have produced information packs with recipe guides to demonstrate how versatile a chicken is – assuaging the concerns of those who felt they couldn’t afford the higher cost.

As a final point, I was dismayed by the supermarkets’ refusal to engage with Hugh. It strikes me that if you sell a product you should have no qualms in explaining why you do. There seems no reason why you shouldn’t sell battery-farmed chicken if your customers demand it – in which case stand up and be counted rather than shying away.

Reaping the rewards of an ethical approach

2008-01-09T16:09:00.000Z

When M&S chief executive Stuart Rose was knighted in the New Year’s Honours List, the accolade was awarded for services to retail industry (no surprise there) and to corporate social reponsibility.

His CSR credentials were burnished most recently – and most impressively – when he balanced the customer-empowering “Your M&S” campaign with the “Plan A” environmental initiative (so called “because there is no plan B”). The twin strategy has done much to brush up what had become a rather haggard-looking corporate image and M&S now tops Management Today’s Most Admired Companies poll with the highest-ever score.

Yet the strategy was not merely an image-enhancing exercise. Despite today’s gloomy share-price news, M&S has still enjoyed a positive change in its financial fortunes and in doing so has illustrated very clearly that “profit” and “principles” are no longer mutually exclusive concepts (if, indeed, they ever truly were). In fact, these days they can make very comfortable bedfellows.

According to the Co-op Bank’s ethical consumerism report 2007, the total ethical market in Britain is now estimated to be worth £32.3 billion – up 9% on the previous year – and growing. What’s more, companies taking the lead on environmental, social and governance performance have outperformed the stock market by 25% over the last two years. Conversely, companies deemed unethical can suffer: Nike, Nestlé and Barclays Bank have all been hit by boycotts over allegedly unethical practices.

The fact is that consumers increasingly value values – and not just low prices. Given the rewards available to companies with strong ethical positions – and the penalties awaiting those who ignore the ethical aspect of modern business life – there is more reason than ever to adopt a robust CSR agenda. As Dr Emma Harvey of CSR Consortium member SaltaSustainable points out, “There’s really no excuse not to.”

An Aspirational 2008

2007-12-24T10:18:00.000Z

As the clock hurtles rapidly towards 2008, the media focus inevitably turns towards the tears and triumphs of 2007. Yet, whatever the century or decade we reflect on, the magical ingredients of success remain timeless. More often than not, they involve strong teams that are passionate about the end goal. England’s rugby players whose hunger for success powered them to the final of the world cup against the odds represent this year’s best example. Listening to Johnny Walker’s pre-Christmas show in which he acknowledged the strength of his team, it is the perfect time to celebrate what a great team at Quest we have. We’d like to thank all our wonderful clients and supply partners as we look forward to exceeding expectations in 2008.

As a final positive look forward, a quote from Sheila Graham: “You can have anything you want if you want it desperately enough. You must want it with the exuberance that erupts through the skin and joins the energy that created the world.”

We wish you all a happy, healthy and fabulous 2008.

Maintaining control

2007-12-21T13:16:00.000Z

Two stories have dominated our headlines this year – Madeleine McCann’s disappearance and the Mills/McCartney divorce. Both are perfect media fodder, both involve personal and family tragedy and both have used PR machines to further their own ends. But which has succeeded and why?

The whirlwind of media frenzy surrounding Madeleine McCann shows little sign of abating. Leaving aside the obvious emotional and complex criminal investigations, as a PR case study the McCanns have pulled off one of the biggest PR coups of recent times.

In creating a global phenomenon of their daughter’s abduction they have ably run the gamut of PR tactics. Everything from press conferences, setting up exclusive interviews, leaking information to the press, engaging third party endorsements and buy-in, drawing in media partners to bolster support and reacting to opportunities while maintaining longer-term objectives have been drawn upon to ensure their daughter’s disappearance a global story.

The on-going saga of the ex-Beatles’ divorce continues to rage and becomes evermore acrimonious. Our own experience in both reacting to and commenting upon the story for one of our clients has ensured we have been in the thick of it.

Heather Mills’ recent public unravelling on the GMTV sofa – followed by seemingly every other possible media outlet – has led many to question her sanity. That she and her PR consultant had parted ways the day before comes as little surprise. Her ill-thought-out, rambling and confusing tirade drew vitriol and scorn from the nation’s newsrooms.

Having been in the spotlight for many years, one would hope and expect Ms Mills to have a pretty well-honed understanding of the nature of our media. If she does, then she is clearly determined not to play the game.

So what’s the missing link between the two stories? Control.

Where Heather has unleashed her emotional, frenzied and troubled self to the world in an effort to gain public support, the McCanns have relied upon their PR team – and some old-fashioned stiff upper lip – to achieve the same aim. But, while they have each been courted and villified by the press at different strokes, the public at large remains sympathetic to the plight of Madeleine’s parents – despite still being formal suspects – than that of the former glamour model.

We may be living in an increasingly cynical and media-savvy world but there’s clearly nothing quite like a well-managed media campaign to sway public opinion. Take note Heather.

Good intentions up in smoke

2007-12-19T16:55:00.001Z

A classic PR clanger this week saw Gordon Brown being warned by Nasa that his plans to build new coal-fired power stations will produce more - instead of less - carbon emissions.

Such an example highlights that the CO2 education process is more aligned to a long haul marathon as opposed to a quick channel hop.

In the countdown to 2008, enlightened businesses seeking to reduce their greenhouse emissions back up ethical statements with responsible actions. These ‘CSR savvy’ organisations are confident in the knowledge that following this path is more than just good PR - it’s about achieving competitive advantage.

Quest is proud to be a member of a newly-launched CSR Consortium spearheaded by CSR strategist Mervin Straughan.

The Consortium draws on its expertise to enable companies to link responsible business to improved financial performance. And with 9 in 10 employees in the UK believing it is important for their employer to be environmentally and socially responsible. Click here. (Source: Financial Times) it is vital that bosses listen to the messages – especially in light of the war for top talent which is forecast to further accelerate in 2008.

Steps to success

2007-12-13T11:00:00.000Z

Circulation up, sales up and profits up: few media organisations can lay claim to such laudable statistics. One that can, is a personal favourite of mine: The Economist. Roy Greenslade’s blog, carried a piece last week on his thoughts on the success of the weekly newspaper (as it refers to itself). He attributed it to the Economist’s commitment to “sober analysis, occasionally leavened…by the odd example of wit and its trademark front covers.”

In a world of overblown, overhyped trivia that abounds across a plethora of media outlets – online, print, broadcast all included – there are those of us who, for want of time and inclination, refuse to dredge through bunkum stories to find out what’s going on in the world. The Economist’s stance is firmly free market and it argues a liberal standpoint on all issues from government bureaucracy, economic implementation and social and moral areas such as terrorism and civil partnerships.

It also remains generally aloof of the workings of the PR industry. My own experience of previous sadly bears this out and while it remains a career ambition to see one of our clients quoted in an article, I remain quite proud that it refuses to kowtow to the all-pervasive PR industry. Very much like someone continually rejecting your numerous attempts to woo them (not something I have ever experienced!?!) it simply means you place them on a higher pedestal – and makes you all the more hungry for it.

But what does the Economist’s success teach us about the changing face of media and the symbiotic relationship that PRs and journalists have? Well, I think it’s been clear for a while that each of us is finding our own niches of media insight that best suits our own agendas and requirements. The generalist is losing out to the specific and those media that are unable to capitalise on that are struggling. Broadcast organisations are targeting more specific audiences than ever before – the rise of BBC4 and the recent launch of Dave (both personal favourites) are delivering programming for a narrowly defined audience. It is therefore paramount that as PRs we are able to find those outlets that best target the audiences of our clients and engage with their journalists and producers most often.

As newspapers continue to shed staff many of them are becoming specialist freelance journalists – themselves more tricky to reach than the traditional newsdesk – and it is upon us in PR to ensure we engage with those targeted to our clients’ industries to continue building their reputation.

May the Economist’s success be a lesson to us all.

Doing versus talking

2007-12-04T08:58:00.000Z

Following on from my Double Standards? post, this blog is a celebration of the tremendous work being achieved in Yorkshire and the Humber to promote and nurture female entrepreneurs. Our regional development agency Yorkshire Forward is supporting dynamo Etta Cohen who, from scratch, has built up a 3,000-strong “Forward Ladies” forum (above) which provides business support, a confidential mentoring service – and vibrant networking events.

The phenomenal success of Forward Ladies has resulted in 100 of its members, including myself, being invited as ambassadors onto the Women’s Enterprise Ambassadors Network, set up by the Government to give more women the self-belief, confidence and support to start their own businesses. As ambassadors we will share our “learns” and experiences to support and inspire fellow female entrepreneurs to discard their self-limiting beliefs and reach for the stars. We marked the launch at the Queens Hotel in Leeds with a motivating presentation from Julie Kenny CBE, managing director of Rotherham-based Pyronix and board member of Yorkshire Forward.

Sharing best practice is key to stimulating business success and Etta, a firm believer in lifelong learning, has also launched two pro bono dedicated mentoring and support groups called FEE (Female Emerging Entrepreneurs) under the Forward Ladies umbrella. Playing a key role in getting the first group off the ground was Deirdre Bounds, who
earlier this year sold specialist travel company i-to-i to First Choice Holidays Plc.(LINK) for £13.6 million with a £7 million earn-out – and who starred in a four-part documentary series on Channel 4 called ‘The Mission’.

The FEE formula is based on the robust processes of Vistage International, the world’s largest CEO membership organisation, which supported Deirdre Bounds in powering her business forward and which has supported and developed me for four years. Vistage has more than 14,000 members worldwide and is marking 50 years of developing CEOs and MDs. Members meet for monthly intensive development sessions, facilitated by chairs who also act as mentors, in which they are challenged and act as each other’s non-executive directors. On average those who join double their turnover and treble their profitability after three years. Vistage Yorkshire chair Richard Bosworth, a master strategist and mentor , who has been central to growing the number of Vistage groups in Yorkshire from 2 to 11, has also shared the benefit of his experience with Forward Ladies in a presentation entitled “Have you got the right people on the bus?”.

The first FEE group has proved such a success that we have now rolled out a second group which I am delighted to chair as we plan a packed learning agenda for 2008.

Great inroads have been made, with women-owned businesses contributing to about £60 billion to the economy, yet we are still only skimming the surface. An increase in numbers of women business owners could boost UK productivity by up to £23 billion – that’s 2 per cent of GDP. If the UK matched US levels of female enterprise, there would be 700,000 more businesses in the UK – all of which reinforces the need for more support groups like Vistage for larger organisations and FEE for sole traders. SMEs are the lifeblood of our economy, so come on ladies - we need more talented, passionate, energetic and determined women to boost the confidence, business acumen and success of their peers – and accelerate female entrepreneurialism to new levels.

Double standards?

2007-11-30T09:27:00.000Z

Consultation exercises such as local communities railing against a NIMBY planning application are frequently slated as mere “talking shops” going nowhere.

It was therefore with a degree of scepticism that I accepted an invitation as “A female business owner who will shape the future face of enterprise in the UK” – to join fellow female business owners from the length and breadth of the UK at Westminster to attend a Government consultation exercise and contribute to a strategy document.

Entitled “The 11th Women's Entrepreneurs Enterprise Consultation Event,” the session was led by a panel including the Minister of State for Competitiveness, Stephen Timms. Also present were the good and great from Regional Development Agencies – our highly accountable regional custodians –represented by Seeda (South East England Development Agency) CEO and women’s champion, Pam Alexander.

The elegant room was charged with the energy and buzz of people who are excited about making changes for the better. Some of the inspirational entrepreneurs included Margaret Wood, chair of development agency Wakefield First and founder of award-winning ICW modular glazed systems.

Our particular breakout group, equipped with a Government “scribe”, was tasked with identifying issues and challenges centred on business growth. Responses articulating our aspirations and frustrations flowed thick and fast and included funding, business support – and lack of self esteem. This was duly logged by our scribe and each table nominated a spokesperson to relay our suggestions on how the RDA’s can encourage and support start ups and growing enterprises. Seeking evidence that the panel was wholly accountable and passionate about making a difference, my enthusiasm and energy levels began to wane when my questions (we were also asked to submit written queries) on how the Women’s Task Force initiated by Margaret Hodge had performed against its objectives over the last 12 months, went unanswered – as did a query on how the Government intends to make Business Links across the country accountable.

The following day my cynicism was further exacerbated by nagging doubts as to exactly how our contributions to the strategy would be taken forward when I received a follow up self-congratulatory “thank you” email saying: “Yes, Government has done well over the last ten years (we had not been asked if Government had performed well, badly or indifferently!) and we have an environment in the UK that encourages and supports entrepreneurs”.

Fast forward another two weeks and the rot truly set in with a Sunday Times revelation of free-spending RDAs clocking up the most expensive flights and corporate entertainment on tax payers’ hard earned money.

Making the headlines was Seeda which had wasted over £50k on cars and other luxuries - £18k of which was run up by Pam Alexander whose photograph was prominently splashed across the article.

So much for our accountable and transparent custodians – and I won’t be holding my breath for the launch of the new framework document next spring.

Suffering an identity crisis

2007-11-30T09:05:00.000Z

Every fortnight I wake up even earlier than normal to join around 10 other professionals and bosses to share best practice, learn business improvement tips and help each other with any issues. Hosted by Andrew Cussons a business coach from Action Coach, Profit Club is sometimes like a glorious breakfast counselling session and at other times a welcome opportunity to advise other businesses and share learnings.

This week’s followed up on our previous theme of identity icebergs. The concept is that to change people’s (and your own) results, actions and behaviours (above the water) you need to work on their beliefs, values, environment and skills (below the water). It’s certainly something we’ve experienced at Quest – and something we continue to work on. Up-skilling as well as operating with common values and beliefs is a core facet of our business. Casting off self-limiting beliefs and delivering on an ethical platform are definite ‘Quest-isms’.

Our discussions struck a particular chord with me having confronted my own self-limiting beliefs by completing a marathon. Having never previously taken on any serious physical challenge – nor committed myself to such a time-consuming and all-enveloping training regime – I was able to achieve a major life milestone. I cast off my previous belief system that I could never achieve such a tough task and focused on crossing the finish line.

So, how does learning about identity icebergs add to my working life? Well, I think it demonstrates a valid point for PR. Let’s extend the analogy and say that PR is the above-water for a company – its own internal mechanisms are played out by the below-water part of the iceberg. By quite literally getting under the water of our clients and understanding their business vision, values and abilities, we hope that what we’re portraying is an accurate reflection of the truth.

For some in PR that’s not always the case. Companies have approached us to cover up or fudge issues to protect them from media flack and I can happily say we have so far turned them down. Why? Because how can we stand by our own ethical value if we don’t extend that to our clients. Presenting the public with a false impression of a company or person is tantamount to lying – not something I am comfortable with (or, quite frankly, very good at.)

And me? Well having cast off my self-limiting beliefs I have unleashed a new demon – how to satisfy my new craving as an exercise junkie. So, I’ve joined a gym – not the cheapest experience ever but hopefully one that will enable me to continue pushing myself and dispelling further personal myths.

Wikipedia: to PR or not to PR?

2007-11-22T08:14:00.000Z

Having become a relative newcomer to the online encyclopedia-cum-community-interest-learning facility Wikipedia (I’ve been a passive user for a while but this week I actually made some additions), I continue to stand in awe at its socialist ideals and range of information available.

Allowing all of us to share our knowledge – and most importantly to have that questioned, challenged and refuted – it brings to the fore to the power of the internet and its means as a communication tool. However, its openness can also be its downfall.

Run by a collective of worthy and good-meaning truth seekers called the Cleanup Taskforce their job is to ensure accuracy and settle disputes. Canny PR types have capitalised on this rather hands-off approach to use Wikipedia as another powerful, ‘objective’ voice to promote clients. Key messages, abridged histories and ‘salient’ facts drawn together ensure their clients’ reputations are safeguarded.

Earlier this year, Wikipedia’s founder Jimmy Wales told the PR industry where to stick its attempts at controlling corporate messages on the site’s pages. And, while I agree that our industry’s involvement may well rail against Jimmy’s principles of well-meaning individuals adding, editing and updating for the sheer fun of it, I fail to see the problem. In launching an online, open-access forum for debate and discussion, it seems disingenuous to think that those of us who manage messages and devise and implement media campaigns to showcase our clients, wouldn’t want to do the same across new media.

Its checking mechanisms and Cleanup Taskforce may well be kept more busy than previously, but how does that differ from the role of sub-editors on a newspaper whose job is to ensure accuracy of message and language. PR and journalism operate a symbiotic relationship and newspaper editors and their subs have the job to check that we submit – and get printed – isn’t totally PR-speak and is a factually honest account. Wikipedia’s high morality shouldn’t be treated as an excuse to batter the PR industry – many of us recognise the power we have in forging opinions of our clients in the public eye and treat that with responsibility and respect. Please, Jimmy, treat us with the same respect and get your own house in order to keep the more flagrant elements of our industry under control.

Finally, as to my own additions: having looked at other towns’ and suburbs’ pages I felt Pudsey’s was under-represented. My role: to ensure Pudsey’s page is as positive a representation as possible. The desired result: who knows, maybe my little area of Leeds will be the next up-and-coming ‘burb!

On a totally separate point, Lynne Franks seems to be losing it. I wonder if she still feels promoting the work of SEED is worth it.

I'm a PR guru, get me in there

2007-11-15T10:09:00.000Z

So, Lynne Franks – self-styled PR guru – has entered the Australian jungle in this year’s ever-popular ‘I’m a Celebrity Get Me Out of Here’. Initial arguments with the world’s first supermodel and uber-cosmetically-enhanced Janice Dickinson have made excellent viewing and headlines across the country.

Laying herself open to the snakes, spiders, assorted animal appendages nd Ant and Dec’s comedy links, Lynne has perhaps – more so than most PRs are prepared to – opened her true self up to the world.

No-one that I can remember (bearing in mind I watch a LOT of them) has ever left a reality show championing its honest portrayal of their inner beauty. The vast majority become acutely aware of their myriad personality flaws and how they frequently clash with their fellow contestants. Lynne Franks, as a PR practitioner of some years knows all too well, managing a client’s messages is a powerful way of ensuring their target audiences understand their product or service and choose to buy from or engage with that company.

Revealing your most intimate self on national television would certainly go against mine – and I’m sure many other PR professional’s – advice. Once you reveal all, it’s a long and slow road back to discretion and control. When advising clients in handling media interviews and liaising with journalists I encourage a strict adherence to key messages and ‘brand identity’ while incorporating as much personality, personal interest and ‘colour’ to ensure a journalist takes on the story. Ticking off a list of the important points and taking a lead in an interview means clients receive positive coverage and their messages reach their target audiences.

Lynne’s latest incarnation is as a ‘lifestyle guru and visionary’- offering the world advice on the changes is today’s and tomorrow’s world as well as encouraging and supporting women in enterprise. Admirable aims and no doubt her raised profile will allow her a louder voice in getting out those messages. But it puzzles me that someone who is so tuned in to the workings of international media, the merry-go-round of our modern-day celebrity circus show and how to orchestrate and manage all of that would throw themselves into the lion’s den so willingly.

I look forward to being proven wrong by Lynne Franks as she succeeds in accomplishing a win-win from her rumble in the jungle. Her spats with Janice Dickinson – and the consequent negative media interest – may reveal otherwise.