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 

Today markes the first 100 days of the Rudd Labor Government. Hip, hip, hooray.

 Kevin and Co. got in early to mark the milestone last Friday. Not sure why, but PR probably had a lot to do with it. Maybe they milked more exposure over the weekend by doing it then. 

 I thought the most interesting part of the entire non-event was the production of a book to outline the achievements. In fairness, this was produced by the ALP and not the government. However, I believe the government’s coat of arms was on the cover. Strange.

 While it’s not possible to change the nation’s fabric in 100 days, Labor has given it a nudge, albeit in a mostly cosmetic way. There’s saying sorry to the Aborigines, ratifying Kyoto, starting to wind back Work Choices, holding community forums and a Cabinet meeting in Perth and replacing Howard’s Parliament House suite furniture with some old orange stuff, last used by Bob Hawke. Oh yes, there’s also the 20/20 summit, minus a decent proportion of women; but it has got Cate Blanchett.

Labor’s got a way to go. I just just hope it doesn’t produce a book every time it has something to say. Think of the trees.

 Similar comment can be found at http://www.prlab.com.au 

The Australian magazine New Idea proved what a lousy publication it is by contributing to the withdrawal from Afghanistan of Prince Harry. Whether it was New Idea or the Drudge Report is immaterial (apparently Drudge picked it up from New Idea). What is important is that the magazine put at risk the lives of not just Harry, but the men he was serving with – all for the sake of … what? Even the British tabloids respected the embargo, which the Oz publication said it didn’t know about. So what?  It’s obvious no one there has any common sense. I propose the magazine be re-named No Idea. Other media comments can be found at http://www.prlab.com.au 

It’s got nothing to do with PR, but it’s got a lot to do with PR. Scepticism.

A healthy dose of scepticism is essential in this day and age. 

Bloody Google invents some flaky course and includes a competition, gets academics to deliver it and, presto, students are devotees of AdWords when they go into the world of commerce.

Am I sceptical? You bet I am. Must be the journalist in me. 

Kudos to the new Rudd Labor Government for being so open about what it is doing. I refer specifically to recent events in which it has (1) paved the way for an apology to the Stolen Generation (and Aborigines in general) (2) allowed media access to the refugee camps in Narua, (3) provide the media with information regarding the latest Treasury advice on the economy and (4) support media reporting of terrorism-related cases (in stark contrast to Federal Police boss Mick Keelty). Prime Minister Kevin Rudd and his Cabinet also held an open community forum when they met in Perth for the first time. This transparency was not a feature of the previous government but it’s what government should be about. After all, they work for us.As long as they can take the people into their confidence, Labor should enjoy a long (and successful) term in office. Other comments on communication can be found at http://www.theprlab.com.au 

Looks like the Worst (sorry, West) Coast Eagles are once again facing another season of PR disasters. The first ball hasn’t even bounced and the players in the media spotlight hasn’t even played for them before.

Some young ‘no-name’ player called Chris Masten was handcuffed by police and led away from Australia Day celebrations in Perth. Allegedly he was involved in a brawl on the Swan River foreshore and refused a ‘move-on’ notice.

So much for the club’s tough, new approach to rebuilding pride, spirit, decency and whatever else it believes will help restore its shabby image.

As I’ve said before, the club just can’t seem to fathom that it is a business and that its players are employees. In any normal job, such continued behaviour would warrant sacking. I’m just not sure it’s the players who need sacking.

Reputation management is a core business function, but if the Eagles aren’t in business then I guess it doesn’t matter.
More PR comment can also be found at http://www.prlab.com.au