If All the World’s a Stage, Who Gives the Stage Directions?
Posted by Jennifer Ouellette on September 9th, 2009
In a slight shift from my posts where I have been talking about starting my career in PR, I wanted in light of recent events to talk a bit about Public Relations as an industry. Specifically, headlines such as Sunday’s Toronto Star; “Spinning in the First Week of Michael Bryant’s New Life” and today’s Globe and Mail article; “Michael Bryant’s political strategy: PR 2.0”.
Both articles discuss PR in relation to Michael Bryant’s case, and from my reading of it and as someone working in PR I was a bit put off. To pull a few quotes from the Star article; “It helps to have friends in PR”, “Look, the headline of this story should be: ‘Navigator, changing your perceptions without you even knowing it” and “He refers, of course, to Navigator Limited, the smooth public relations firm hired by Bryant (when exactly is unclear) to massage the message”. The article then continues to a full page analysis of the inner working of the messaging surrounding this tragic incident. The Globe article takes a look at Navigator’s use of social media (Twitter, Blog and Facebook) in relation to their client.
Personally, I resent the fact that PR is often tied to “spin”, deception and manipulation. I do not feel that reflects the work that I do, or the many other professionals who are passionate about communication and social media. However I did find it very interesting that the article pulls into the spotlight a PR firm, whereas usually the agency stays in the background.
I want to make it very clear that I am not choosing sides and making statements about Michael Bryant’s guilt or innocence. I feel this is a very tragic situation for both sides. Lives have been changed forever. But facing these serious charges and the media onslaught, I can sympathize with Michael Bryant for enlisting the services of Navigator just as I respect the work they are doing on behalf of someone who will be forever affected by this moment in time. PR does not change “the facts”. A strong team of media savvy professionals helping in the face of any crisis can provide advice, support and direction.
What do you think of the role PR plays in image management issues when a crime or tragedy has occurred?
September 9th, 2009 » 10:19 am
hi Jennifer –
I’m glad to see you writing about this topic! I’ve been reading these articles with fascination. So rarely does the PR firm involved in any situation get so much attention; in fact, some would argue we ought to be invisible. I agree that they way the PR industry is being portrayed negatively and this is a shame. Part of the problem is that because we tend to stand “back stage,” the general public doesn’t realize just how often we are affecting them and their decisions. They don’t understand that a good portion of the articles in the paper and on TV have been pitched by PR folk. And that’s us doing our job: get the message out via the media as a third party.
Maybe it’s a good thing to open people’s eyes to what we do? I know it would be helpful in family discussions when I try over and over again to explain how it is I spend my days. But I don’t know that articles such as these do much to HELP. Explain, perhaps, but help? Not really. In any case, it is fascinating and I’ll continue to follow with deep interest.
Keep up the good work on the blog- great to see more voices coming out on a regular basis.
September 9th, 2009 » 11:52 am
Hi Joscelyn,
It really is very interesting to follow isn’t it? I think there is such an important relationship between PR and the media, I never really expected the agency to be pulled into the spotlight like it has been in this case.
I think it is good to open people’s eyes to what we do, but only when it is done in such a way that doesn’t skew public perception or reinforce negative stereotypes. I’m also going to be following this closely, to see if I can learn anything from it…
Thanks for your input, I’m hoping we can get a few opinions going back and forth on this topic, generate a bit of discussion. Topics like this bring out the PR-Geek in me…
September 11th, 2009 » 4:59 am
Finally a story that tells the truth on the Michael Bryant Incident without spin:
http://tochat.tv/viewtopic.php?f=11&t=351
Looks like there is some media that can’t be bought!
September 11th, 2009 » 8:09 am
Hi Curt,
I’m going to try to respond very tactfully, because while I do want to engage a discussion on this, I do not want to get into a discussion of the case. That is for our legal system to review. I want to discuss PR.
First, thank you for the link. It was an interesting read. But is it fair/good/responsible reporting when there is an obvious bias? The writer is not a fan of Michael Bryant, and his article clearly expresses that. He also states his opinion as fact.
I think that there should be fair reporting from both sides, respecting the deceased but in that same thread, Mr. Bryant should not be demonized because of his position or status.
I’m also offended by the writer using the term “PR vermin”, and it is this exact stereotype which bothers me and many other responsible, ethical and hard working professionals in my field.
September 20th, 2009 » 2:36 pm
I’ve had a few bad bits of press in the past which have followed me around like a bad smell and, which, to quote Churchill, “a lie is half-way around the world before the truth has a chance to get its boots on”.
The use of honest, ethical and professional PR can and will pay sizeable dividends to all concerned and, having known Jen during her time in the UK, I believe that she’s got the skills necessary for this.
September 21st, 2009 » 8:31 am
Craig, wow! How are you, and when did you stumble across PR Girlz? Also, what a great quote. I really did learn a lot during my time in England, and thank you for the compliment. Please do keep in touch!
By the way, Denise and Stuart are visiting Canada for two weeks, are you still in touch with them?
Best,
Jennifer
September 29th, 2009 » 4:22 pm
Hi Jennifer,
I read your articles and especially agree that PR is given a less than favourable image in the public in general. In my opinion this is reinforced when a politician, organization, etc. tries to inappropriately use PR to “spin” an event and happens to fail miserably. Now you have a situation where the perceived cover up can attract all kinds of unwanted attention and even eclipse the original problem. I don’t think it’s worth a short term PR gain to potentially diminish longer term professional credibility. Could you imagine the PR problems if Michael Bryant had asked for (and received) special treatment from the police at the accident scene as their former boss; the previous Ontario Provincial Solicitor General ? I think he handled things very well for being in the intense spotlight. Professional PR support was a logical part of dealing with this tragic event. He had nothing to hide and dealt with it patiently and with dignity, regardless of the early accusations of his detractors.
On a related note, we had talked awhile back about how well the CAO of Maple Leaf Foods handled their crisis, and how PR must have played a critical role in delivering a clear and honest corporate message.
In conclusion, I would say that it is up to you and your colleagues in PR to raise public awareness on the issue of PR versus spin. If you see or hear a reporter inappropriately labelling/misrepresenting your trade, call them on it. Part of the problem of PR is that it is done so much in the background (and rightfully so), but once in awhile you might have to step out and clarify the fact from fiction of modern PR. You may slowly educate reporters/public on the finer aspects of your profession. At the very least you will not let an inappropriate attack on it go unanswered, giving it legitimacy.
For other people reading this article, I am Jennifer’s proud father. I have a bit of former hands on experience in PR and media relations (at least enough to form a reasonable opinion I figure). I was chair of my professional fire fighter association’s political action committee for over ten years, lobbying at all three levels of government, working with local media on fire/public safety issues, and creating a number of successfull public education projects.
Keep up the hard work Jennifer, your mom and I look forward to seeing you soon in Toronto.
September 29th, 2009 » 4:53 pm
…. thanks Dad. I can say that I never, EVER expected a comment from you! And now I patiently wait for the office to poke fun at me!!
Honestly though, your passion for media relations and long conversations I have had with you over the years on the subject has sparked my interest in PR, and is why I find myself here today. I’m glad people can see where I get it from now.
But please refrain from cyber-embarrassing your daughter in the future!
September 29th, 2009 » 4:55 pm
Dear Jen,
I’m pretty sure that was the cutest parental comment on a blog ever. On a more serious note I think PR can be both good and evil, instead of spin, if used correctly it can also keep the coverage a little more balanced and fair particularly in situations when the public is eager to blame someone. I think the age of “spin” is over, it’s just not as easy to fool people anymore, and you probably don’t want to considering they just get enraged when they find out.
September 29th, 2009 » 5:08 pm
Mike,
I agree with your take – I think it is incumbent on us to showcase the best side of our profession.
Unfortunately, there are bad apples who tarnish everyone as they burn relationships with journalists and bloggers alike. Instances such as the blacklists created by LifeHacker’s Gina Traponi and Wired’s Chris Anderson are illustrations of the outcome of a low-standards approach to publicity (as it rarely encompasses the entirety of what PR represents).
BTW, thanks for commenting – you’ve given us all a good chuckle here in the office
Dave
September 30th, 2009 » 7:36 am
Thank you both, it goes to show that we are never too old to be reminded our parents can pop up from time to time to surprise us!
Rahaf, I agree with you. I think that it is also true of every profession, there can be good and bad in any sector; doctors, contractors, writers… I feel that it is unfair that PR is looked at with so much more scrutiny and labeled in a way that does not do justice to the hard working professionals and good work that we do.
Dave, some great examples. And everyone loves a good chuckle…