Articles published in March, 2010

  1. The email world – where waspish comment, voyeurism and freeloading flourishes

    Published on Tuesday, March 30th, 2010

    “Whore” – the email response to a politely declined request for sponsorship is now part of email history. 

    Had I received such an email, I’m inclined to think I would have passed it on to a few colleagues. However, when  I received a copy for the third, or was it the fourth time, last week – under the heading how not to communicate in email – I asked myself why we are so quick to share someone else’s misspeak with everyone else when it is on-line. 
     
    We already know that this is not the way to communicate via email, so we can drop that as a reason for spreading it virally! The author ‘deserved it’ is another reason, but I have at the back of my mind that the ‘sender’ claimed someone else used his email address.

    When we communicate in the on-line space we sometimes forget to exercise common sense, and some fail to show basic good manners. 

    For some reason we treat mail-type communication totally differently.

    It is still regarded as bad form to open or read other people’s mail, and why when we pen ‘dear sir, madam, Jim or Jill’ at the start of a written communication do we tend to be more polite and more thoughtful in how we construct our sentences or what we want to say.

    Is it the instant speed with which email communicates that causes us to be more blunt, rude and forthright than we would be in a letter or on the telephone?

    If a person’s mail is accidentally delivered to our house or place of business we would make sure it got to the right person as soon as we could. Yet a recalled email message, or one sent to us inadvertently, is an invitation to check out what was sent before it is deleted. Why the difference? 

    Another area in the digital world where the norms of society have changed is the wireless ‘freeloader’. On Danny Watson’s Newstalk ZB show recently one chap announced he was entirely comfortable with using his neighbour’s wireless access as he only did it once a month to pay his bills.  Besides, if the neighbour didn’t want him to use it he should have had it password protected!

    I‘m wondering if I need to make sure my Sunday paper is put in a locked mail box as having it sitting there might suggest to people that I am offering it to them to read.

  2. The tale of two media interviews

    Published on Wednesday, March 24th, 2010

    There have been two hugely different media interviews this week that provide good learning experiences. That of Cadbury New Zealand Managing Director, Matthew Oldham, with John Campbell of Campbell Live, and former All Back and Chief’s No 8 Sione Lauaki, on the main TV bulletins.

    Take Lauaki first. Coming out of the Hamilton District Court after pleading guilty to assault, he says: “I’m really disappointed that I let my family down, my mum and dad down, and my team-mates down.” This over-rehearsed apology is now so overused that it is hackneyed.  As is the other tactic of flooding the court with team-mate supporters. Chiefs captain and current All Black Mils Muliaina spoke about Lauaki this way: “He’s an outstanding leader in the franchise.” 

    If this is how outstanding leaders act, then rugby needs to revisit its media training manual.

    Entirely more worthy was the interview that Cadbury chief Matthew Oldham had with Campbell. The brand may have taken a battering since being named the No 1 trusted brand in last year’s Readers Digest brand survey, but Oldham was an outstanding ambassador for the brand in the face of a typically hectoring performance from Campbell and consumers.

    Oldham was temperate and polished when others, in similar circumstances, may have abandoned their cool. Top marks for fronting in the studio for what was always going to be a difficult interview.

    We are all familiar with the substance of the issue – the production of a local icon moves offshore. Hiss, boo from consumers of the product.

    The chocolate maker does its best to explain the reasons for this decision. Campbell seeks to portray the company’s management as weak and inept.

    Lesser communicators may not have tried to outline the realities in the face of such invective, but Oldham did, and made a pretty good fist of it.  While we might not have expected consumers to understand the economic realities faced by a small chocolate business at the end of the earth, we might have expected that some of this would have resonated with Campbell, and his Australian owned channel. There is no future for a business producing a little bit of everything with ancient equipment. Do a few things well and you might survive, just! That is the challenge for this Dunedin business, but it seems that some would have preferred to celebrate the demise of this business rather than report on its survival, albeit with fewer total products.

    This interview has some valuable media training lessons.  We commend it.

  3. It may be the 500,001st word, but it will certainly not be the last

    Published on Monday, March 15th, 2010

    The power of the English language to invent new words and seamlessly adopt them into everyday use is one of its magical strengths, and as a result English is universally recognised as having the richest vocabulary of any of the world’s 2700 languages.

    Why raise it? Well the thought came to me last Friday following a Newstalk ZB chat about the economy between host Mike Hosking and the Governor of the Reserve Bank, Dr Alan Bollard.

    (Not verbatim): Hosking says: What will be the ‘new normal’ then?  The Governor: Well the ‘new normal’ is yet to be determined Mike.

    The ‘new normal’! The two used it as though it’s an economic term that has been around forever and the mass audience that Hosking’s show attracts would know exactly what they are talking about.

    As an economic term, ‘new normal’ has only really built up a head of steam since early 2009 following the financial meltdown.

    Its strongest use to date is around spending patterns. In the United States, for example, the normal spending pattern between 1950 and 1980 was 62% of GDP. In the 80s it increased to 65%, the 90s to 67% and between 2001 and 2008 70%.

    Most economists are confident that spending power is returning, but just where it will settle is a matter of conjecture – hence what will be the ‘new normal’.

    It will be interesting to see if ‘new normal’ remains selective in definition, or whether it gathers momentum as a buzz word, and morphs into a general word describing change, and from there … where?

    As an aside, it’s estimated that there are 500,000 English words (excluding the 500,000 technical and scientific words), or is that now 500,001! German has about 185,000 and French 100,000.

  4. What a wonderful bizarre world we live in!

    Published on Wednesday, March 10th, 2010

    There are occasions when you can only but shake your head in disbelief at the antics played out in our media.

    Take for example the reaction by the majority of the media to the suggestion by ACT MP David Garrett that there might be some value in considering paying ‘bad parents’ $5000 if they agreed to be sterilised.

    The media went berserk, making it the leading news item of the day. Politicians and every sort of self appointed social or liberal commentator climbed into the debate. Someone even managed to manufacture a link with Hitler.

    You could be forgiven for believing that the suggestion was on the verge of becoming law rather than the musings on a blog by a MP who was unknown to the majority of us.

    The most poignant comment that I saw was that from the Herald’s Fran O’Sullivan, who quietly pointed out that many middle class parents pay for their own sterilisation once they have completed their families.

    Shame on you Fran for effectively killing off the debate when your colleagues were just getting started! And shame on the middle class for following the teachings of Hitler!

    Having recovered our breath we then moved on to the Destiny Church’s ‘cash cult’ expose. Not to worry that we have heard it all before, including stories about the extravagant living style of its leader Bishop Tamaki.

    It all started because part of the Brisbane congregation did what every right minded person would do if they disagreed with the ‘cult’s’ requirements around tithing and gifting – they walked out.

    The only nugget I gathered from the coverage was that TV3’s John Campbell has now adopted the practice of gate crashing other presenter’s interviews (Willie Jackson’s) to get a story if anyone dares to decline his demand that they appear on his show.

    Can we now look forward to the day when Willie gate crashes John’s programme?

    To mimic the words taken to the world by the late Paul Fuemana, ‘how bizarre, how bizarre’.

  5. Clear messages from the golden age of advertising

    Published on Thursday, March 4th, 2010

    If you are anywhere near the creative industries, public relations and advertising, and want a good pick-me-up, go see Art and Copy at the Documentary Film Festival.

    Yeah, it’s a review of the early American advertising industry, but there is still freshness about their thinking and their client solutions.  We learned of the irreverence these pioneers had for their clients, but also of the tremendous results that were achieved. This was the golden age of advertising, when people loved marketing and weren’t yet called ‘consumers’.

    For me, two comments had particular resonance:

    - People make advertising decisions by committee, because it avoids them taking responsibility if things go wrong (this applies equally to other industries of course); and
    - If you make a mistake, forget it and move on. You learn nothing from your failures, but lots from your success. Art & Copy featured this ad as an example.

     

    Another thing that I’ve learned about managing communications, and it was only today, from a client who was talking about preparing good briefs: the proposals that clients receive from their agencies are only as good as the brief they’ve been give. Most likely, if the ideas are crap, the brief was crap. I hasten to add that our discussion did not relate to anything that had just been proposed.