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.
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.
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.
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.
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.
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.
