The PR Lab

The decision by the Australian Olympic Committee to lift the ban on its athletes commenting on sensitive issues during the Beijing Games is sensible.

Why they had the ban in the first place is a mystery, as is why the sudden change of heart.

From a PR aspect, it will mean far less work “putting out bushfires” during the Games.

Denial of free speech never was an Australian “strong point” anyway.

More PR at http://www.prlab.com.au

A study released this week outlines the 10 most important things that PR (educators) should be focusing on.

Compiled by Tom Watson, of Bournemouth University, the study appeared in Corporate Communications: An International Journal.

While there were only 31 respondents, from an original 44 who were approached, the study used the Delphi method, which is “characterised by a structured process of questionnaires or rounds of discussion until a group consensus is reached” (Beretta, 1996; Green et al., 1999), sort of process of elimination. Not rigidly academic, but nevertheless has been used in various professional.

So, according the the “experts”, the 10 things we should be considering are: 

1. Public relations’ contribution to strategic decision-making, strategy development and realisation, and efficient operation of organisations.

2. The value that public relations creates for organisations through building social capital and managing key relationships.

3. The measurement and evaluation of public relations both offline and online.

4. Public relations as a fundamental management function.

5. Professional skills in public relations; analysis of the industry’s need for education.

6. Research into standards of performance among PR professionals; the licensing of practitioners.

7. Management of corporate reputation; management of reputation.

8. Ethics.

9. ) Integration of public relations with other communication functions; the scope of public relations practice; discipline boundaries.

10. Management of relationships.

Then came: Client/employer understanding of public relations, The impact of technology on public relations practice and theory, The role of public relations in community/social responsibility programmes, International issues in public relations.

More PR at http://www.prlab.com.au

Once iconic Aussie swimwear company Speedo took a dive yesterday by distancing itself from its Olympic sponsorship … and the ubiquituous Torch Relay, due in Canberra any time now.

Speedo said it only made swimwear and didn’t comment on politics.

It was joined by BHP, which has now toned down its involvement by saying it’s just making the medals.

Most of the companies I’ve already mentioned must be wondering if the negative publicity associated withe the Games is worthwhile. They probably figure “let’s just lay low for a while and the protests will subside once the Games approaches”.

But their long-term reputations may suffer. People will remember; not only for their actual association with the Games, but also for their weak-as-piss responses.

I wonder if these companies would have something to say about politics if they were prevented from operating in China?

Kevin Rudd’s 2020 ideas summit has been and gone. One weekend to brainstorm the direction for a nation. Well, it was, after all, only about producing some ideas.

It will be in the next year that action has to be taken.

Some people have labelled it as a PR stunt. However, I’m not that sceptical. Rudd has shown an open approach. Sure, there will be people who say certain groups weren’t represented. But it would be impossible to be totally inclusive.

Give ‘em a go. Give ‘em a year.

Well, it looks as though the Olympic Torch protestors have taken a commanding 3-0 lead, and the Games haven’t even started.

Following victories in Olympia (see 25 March comments), London (a tough game) and Paris, the anti-Games PR protest rolls on.

But what do the Chinese think about it? This, from their web site: 

 ”People along the Torch Relay route have extended the flame a warm welcome and the relay is proceeding successfully as planned … all Torch Relay cities have given strong support for the event.”

Predictably, hot on the heels of the Olympic Torch Relay protests by Reporters Without Borders at Olympia came the PR follow-up from sponsors (”Sponsors Feel Heat from protests”, 27/3). 

As expected from companies who are likely to be affected (tarnished) by their association with the Games, Lenovo and Samsung produced some mealy-mouthed words from a PR textbook, saying they had no role to advise governments on political policy, and that the aim of the Olympics was to bring sponsors together. Bullshit.

The aim of the Olympics these days is to sell product. And what better place than in the world’s fast-growing market, China.

It got worse, with Samsung’s Australian Director of Marketing (not the CEO) saying his company was a “responsible corporate citizen” (which can bring) “positive change by offering what we can as a worldwide leading technology company”. Yes, that’s right, product.

Good to know these companies have their priorities right. Then again, business is business, right? Not so sure Tibetans would go for that one.

This comment can also be found at the pr LAB 

And so it begins. The Olympic Torch Relay (and PR battle) has begun amid protest at China’s human rights record.

Some representatives from Reporters Without Borders broke through security at the torch-lighting ceremony at Olympia, Greece.

Activists are angered that the torch’s 136,000-km (85,000-mile) route will take it through the Himalayan region and Mount Everest, which straddles the border between Nepal and Tibet.

Associated Press reports that Narisa Chakrabongse — one of Thailand’s six torchbearers — said in an open letter that she decided against taking part in the relay to “send a strong message to China that the world community could not accept its actions.”

Score: Protestors 1, China 0.

Weekends are reserved in government PR circles for announcing those issues that would not usually rate highly, or which are controversial. Part of the logic is that if they are announced on weekends, they won’t get noticed in news bulletins, amid the fires and sport.

And so it was this weekend (the Easter long weekend) when Defence Minister Joel Fitzgibbon struck with an announcement on Sunday that we need more women in uniform, and in higher positions. Hardly news.

FItzgibbon must be kidding if he thinks a few hundred women in more operational positions will solves the military’s recruitments problems.

Sure, elements of macho culture exist within Defence. But let’s be honest; the sharp end of the military is no place for the feint-hearted. If that fosters a macho culture, then so be it.

I have served in the army for 20 years and have worked for he air force. There are Rambos out there, but you get this in any walk of life. Having fewer women on the front line will certainly skew the options for them reaching higher rank. Maybe that’s not fair. But then, there’s nothing fair about war.

Because this was announced on a weekend, I’m assuming the government PR boffins took the view this was something that should best escape under the radar.

Rather than playing the populist, I’d suggest the Minister start getting tough with the people who have been responsible for major blunders with Defence equipment contracts (Abrahams tanks, helicopters, jet fighters, destroyers), which have cost us billions.

More PR comment at http://www.prlab.com.au

The government’s simplistic approach to teenage binge drinking will not assist to solve the problem.

For a start, the Prime Minister admits he doesn’t have much data to back claims there is a problem (which there is, if the number of media reports are any guide. And just talking to my teenage children is enough to alarm me).

But what does the government propose? A TV campaign. In this modern day and age of communications, this is hardly inspiring, as any first-year PR student could tell you.

Teenagers do not use television as their medium. 

All an advertising campaign will do is boost the agency’s and TV stations’ profits.

What’s needed is a well-crafted IMC campaign. However, this will have to be an extremely long-haul program which goes beyond the standard education program. It should even extend beyond the target audience.

As nation, we have to overcome a decades-old alcohol-abuse culture. This will require a massive shift in thinking across several generations. 

This comment can also be read at http://www.prlab.com.au 

Apparently the global PR company Edelman’s latest catch phrase is “authentic PR”. Yep, that’s right. Edelman is doing “authentic” PR (i.e., real, traditional, genuine, significant, purposive, factual – take your pick from my dictionary). Makes me wonder what they’ve been doing for the past umpteen years.

More comments can be found at http://www.prlab.com.au