Posted by: Bill Campbell | March 19, 2012

New ways to reach customers across continents

New ways to reach customers across continents

Many companies rely heavily on their ability to export, especially to our major trading partners in the EU. Customer and supplier communications, publicity and advertising are vital ingredients in the marketing mix. So too are major media which now straddle continents, such as satellite TV channels like the BBC, CNN, Al Jazeera, Sky, France 24 and Deutsche Welle, as well as the business channels like CNBC and Bloomberg. Your ability to secure positive coverage on any of these giants can be worth its weight in gold. Large audiences across key markets are covered instantly. One major multinational called us in to open the eyes of its European marketing managers to the possibilities, and the potential traps, of crossing borders, cultures and governmental and legal systems. Most recently, new media have come to the fore. It is striking how many major concerns are now starting to explore the potential of Twitter and Facebook to reach customers. Eurostar and domestic UK trains companies like East Coast and Grand Central now have Twitter feeds to alert passengers of any disruption on their networks. It is good old fashioned public relations in new clothing. Other recent developments such as Blogger, TwitPic, YouTube, Flickr and LinkedIn all offer new tools to enhance the mix. We have the experts to help you make the most of a very exciting media age.

Posted by: Bill Campbell | March 19, 2012

Banking on trouble on the tracks

Banking on trouble on the tracks 

Trains are usually one of the safest forms of travel, but a few years back, there were two horrific crashes on the same stretch of track, at Paddington and Southall in West London. Both involved fatalities. In both cases there was massive media coverage, and the reputations of train companies and regulators and the rail industry in general were seriously questioned. Shortly afterwards, a major bank decided to invest in rail rolling stock, the engines and carriages that you and I use every day. It was to be a major investment in new territory for the bankers, and they were keen to ensure it was money well spent. Fortunately, they took the lessons of those two crashes to heart, and called on me to prepare a crisis management course to deal with their greatest nightmare: another crash, this time involving one of their newly acquired trains. They were to be accused of being novices and knowing nothing about railways, nor about the need for regular and efficient maintenance, the safe construction of coaches, or reliable systems for escape in the event of disaster. We racheted up the pressure during an intensive one day course, feeding in concerns about cost cutting on safety, untrained staff, poor communications, and lack of care for the passengers. We had a pretty stormy press conference, with questions shouted from all sides (yes just like the real thing!), before producing the kind of interviews that produced the best possible outcome. First, showing sympathy and sorrow for victims and families in a way that was natural and not over-acted. Also, offering a clear explanation of the bank’s role and its reliance on contractors. And, showing a firm resolve to ensure their trains would be the safest on the tracks in future. To my knowledge, the bank’s trains have never crashed. Maybe they were lucky. Maybe our course prompted a lot of thought and action to ensure safety was king. Courses like these do sometimes change attitudes because we can demonstrate graphically the consequences of complacency.

Posted by: Bill Campbell | March 19, 2012

The all important human touch in a crisis

The all important human touch in a crisis

Imagine now that you are the boss of a major organisation whose prime purpose is to send volunteers into the homes of old and vulnerable people to deliver freshly prepared meals. You are there to extend a helping hand to ensure their wellbeing. Imagine also that disaster can strike on two fronts. First that one of your volunteers abuses one of the people they are meant to protect. Or, that one of your meals causes food poisoning. Well those are two of the nightmares we covered in crisis management courses, and very enlightening the experience proved to be, especially as we racked up the pressure on participants by simulating crises that just kept on growing and threatened to spiral out of control. In the abuse case, the scenario was that inadequate checks had been carried out on volunteers, there was a lack of supervision and that the organisation had failed to call in the police when the case first came to light. In the second, that safety checks on cooking by a sub contractor had not been carried out, that one of the old people had become seriously ill, and then to top off the nightmare, reports came in during the interview that the old person had died. Needless to say, both situations had the potential to destroy a reputation that had been built up and nurtured over many decades in a single day. The answer in both cases: honesty and openness on the facts, public apologies, sympathy for victims and families, an explanation on what would be done immediately to ensure the situation could never arise again, and resolve to do whatever it takes to put things right. And, very importantly, a performance in interview that was caring, apologetic, firm and convincing. As usual, the human touch is all important. Empathy with the audience is key.

Posted by: Bill Campbell | March 19, 2012

Bonkers bankers and the parallel universe

It’s hard to work out whether Britain’s bankers are mad, bad or simply prone to a god complex, which elevates them above the concerns and criticisms of ordinary mortals like you and me. Certainly, they appear utterly impervious to the tide of abuse pouring over them, following wave after wave of headlines about bonuses and multi million pound pay deals.
Even the Governor of the Bank of England, Sir Mervyn King, says senior executives are in denial about their actions amid “very real and wholly understandable” animosity. Sir Mervyn who is habitually a staunch defender of the financial sector, adds that “market discipline can’t apply to everyone except banks.”
We live in strange times. Not long ago banks like other institutions went out of their way to avoid making bad headlines. And if occasionally they failed, then large, well-funded PR departments would be wheeled out not only to repel attacks but also mount positive campaigns, in a determined bid to change public perception. Not so with banks and bankers today.
It would now be an uphill struggle to persuade any of us that trust in banks should be restored. Yet surely any other business would fight hard to restore its reputation because of the huge potential damage to market value, and not least, the threat to many top careers. So why are the bankers stubbornly staying in their parallel universe?
Sadly, our bankers seem to have sunk into a sulk, resentful that the world is so ungrateful for their allegedly dazzling success in creating wealth for all, convinced that they are worth every million they have voted for themselves. Wealth they appear determined to keep in their own bank accounts, no matter what the headlines say.

Posted by: Bill Campbell | February 16, 2011

So what’s all the fuss about?

Here we go again! Another row over what councils can and cannot do to communicate with their communities. A proposed new publicity code would apparently ban the use of public money for “political” media such as posters, and restrict the frequency of council newspapers. It sounds restrictive, but you have to ask, will the changes really make much difference? Overtly political publicity paid from the public purse has long since been banned under existing codes, and any council ignoring the rules has been open to clearly stated sanctions. Nor is reducing the frequency of council-run newspapers in any way the end of the world. In an age of new media and broadcasting, council sheets are hardly the sole channel for communication. Many councils were already debating whether to continue with their own newspapers at all, because their effectiveness and value was being called into question. Truly effective communications are a much more sophisticated and diverse mix than the new code seems to recognise. There are still many, many, well-proven means of engaging the public, and surely a well-considered mix of old and new media is the most reliable means of getting your message across to a range of audiences. My best mix runs like this, and relies only on better-targeted use of time by council press officers:

  • Build and maintain a strong, long-term relationship with local papers, radio and TV. They will not always put your message out unquestioned, but you will score a lot of hits through feeding stories and regular briefings
  • Step up use of social media from Twitter to Facebook and beyond, particularly in computer-savvy neighbourhoods such as city suburbs. Exploit further new media as it develops
  • Don’t forget press releases are still manna from heaven for poorly-resourced local papers and websites, and you can often rely on a grateful cut-and-paste approach
  • Turn your website press release page into a blog, and get the press to sign up to the rss or e mail alerts, to save yourself time and effort in emailing them
  • Put more regularly updated information on council websites, and work on ways to create a more attractive, user-friendly format
  • Make it all more visually attractive by lacing the whole mix with pictures and video. Use press officers to shoot the pictures, and edit on free online packages
  • Use much of this material on existing council-run electronic screens in buildings such as town halls, libraries and leisure centres
  • And don’t forget you can still arrange news conferences and publicity launches, judiciously, when you want to make some impact

The answer is surely in our own hands. We just need to make the best possible use of press officers and target where we can most effectively inform and engage our public. And then keep the beast fed.

Posted by: Bill Campbell | February 10, 2011

Coping with a crisis

Crisis – what crisis? You can bury your head in the sand if you like but sooner or later, you have to learn how to cope with a crisis.The alternative doesn’t bear thinking about. Ruined reputations, careers in tatters, even corporate meltdown. But it really needn’t be like that.

I specialise in supporting organisations to prepare and plan for a crisis, simulating disaster for you in your own (safe) environment, an hour by hour run through showing you and your executives how to navigate the storm. I provide training and comprehensive individual feedback, helping you to assemble your own robust disaster management plan.

It’s an intensive two day course at your base, using seasoned journalists and public relations specialists backed up by multimedia technicians. It will provide your organisation with the knowledge, skills and planning to cope with come what may.

Posted by: Bill Campbell | February 2, 2011

The data trap is set

Danger! The web data revolution is here, and journalists are already arming themselves to attack recalcitrant public bodies afresh.

January 2011 was the date when local councils were required to provide detailed information on key areas such as spend, services and performance, presenting them with a rich, fertile and continuous source of material.

An afternoon meeting at The Guardian revealed how well many journalists are prepared. “The web data revolution – a new future for journalism” brought together exponents of the new journalistic arts being assembled to exploit millions of items of fresh data.

And it certainly appears that the campaign is already well advanced:

  • a London university is running a course to train journalists in how to find headlines among the mass of newly released data
  • the Guardian’s News Editor, Simon Rogers, says journalists will now be required to possess an ability to understand and deal with statistics, and will be trained to do so
  • a freedom of information activist, Heather Brooke, is urging journalists in Britain to “push a little harder” to gain access to further public data.
  • speakers also emphasised they are already well advanced in designing visualisation of data to dramatic effect, in support of shocking headlines in areas such as spend.

Organisers of this event say reporters around the world have been making it their mission to make public data truly free, to publish literally everything in the public domain, and some that still remains under lock and key, in the belief that a world run on these terms will be more democratic, more honest, more inclusive and more prosperous.

It’s a lofty global mission statement, but in Britain, the reality is that in just a few weeks’ time, local authorities will face a formidable challenge: how to explain what the statistics reveal, and how to protect their reputation.

So here’s your health warning:

  • look ahead, see what your data is saying and why
  • anticipate the headlines and the public reaction
  • make sure you have your response ready
  • fix problems that data release will reveal before they get reported

Remember, the MPs’ expenses scandal started with statistics, but ended with careers in flames, and appearances in court. The trap is now set for local councils too.

Posted by: Bill Campbell | February 1, 2011

Final countdown begins to full council transparency

Final warning! Although it appears many councils have complied, others have not, and some have not done so in a user friendly form. Local Government Secretary Eric Pickles set a deadline for councils to become more transparent by publishing all of their spending data over £500 online in accessible formats, at the end of January 2011.

Then a week before deadline day Pickles gave councils a final week’s notice - as he said, to show their residents that they are ready to be open and transparent about how they spend taxpayers’ money.

Over 210 councils across the country put some information online, but on deadline day this left almost 150 still to act.

All councils are expected to put details of senior pay, councillor expenses, tenders and contracts, meetings, and frontline service data into the open so that ‘armchair auditors’ can clearly see the decisions being made on their behalf by the council in due course.

Pickles said: “I’ve called for every council to become more open and accountable about every aspect of their work, starting with getting all expenditure over £500 online by the end of this month. Transparency can help save money in tough times protecting frontline services, by cutting waste and unnecessary costs.

“The final countdown for councils has begun. In the last six months more than half of all councils have got their house in order. Today I’m putting those councils still to open up on one week’s notice.

“The public have a right to know how their tax pounds are spent, and those yet to deliver are running out of excuses and time before they have to face their electorate - I hope every council chooses to do so openly, transparently and democratically.”

The work for this may be the last thing local government needs at a time of cuts, cuts and more cuts, but the political pressure is now clearly on all authorities to comply. Opposition groups will surely have a field day with councils who do not comply - with, ultimately, public dissatisfaction being reflected at the ballot box.

The list of councils which told DCLG they have put their spending data online is at:

http://www.communities.gov.uk/transparency/localgovernmentexpenditure/.

Posted by: Bill Campbell | January 31, 2011

How journalists dig out stories from spending data

Journalists are already working hard to get to grips with the stream of data now becoming freely available. Among it, information which can be expected to produce some startling headlines! The latest advice to them comes from David Higgerson who went into print on local government data deadline day.

Higgerson rightly points out that finding the data in the first place can be a bit of a pain but there is at least one good starting point,  The Guardian’s Data Blog has a list of councils which have published and in what format here, plus a list on the DCLG website.

As Higgerson states, many journalists will head first for details of which companies which get the most money from a council, or which department spends the most. He recommends the Openly Local website.

So to the nitty gritty.  He guides journalists to the wonders of speadsheet technique, and in particular, to using filters, in every column.  This Higgerson says enables them to quickly slice and dice data – bringing up the top 10 payments, for example- and he offers this:   A guide on using Autofilters can be found here.

Now such technical niceties may be anathema to traditional journalists, but times and technology are changing rapidly, and Higgerson highlights the potential of Google Fusion Tables. These he says make it very easy to play around with the data which councils have to provide. A tour can found here.

Jumping to conclusions is perhaps the greatest danger for journalists exploring open data. Its meaning can be obscure or ambiguous. As Higgerson cautions, for example, Birmingham City Council’s spending data for December includes a lot of spending on taxis. But is it all for ferrying council officers around or does it also include spending by, say, social services for ‘service users’ getting to day centres, or for children travelling to schools?  Journalists still need to ask the questions to discover the truth.

The devil is in the detail, and the Manchester Evening News’s coverage of spending at councils in its area is proof of that, Higgerson says. Many of the items of spending it references include a more detailed description of the spending than appears on the spreadsheet – for example the reason the council spent £20k with Manchester City or the £750 spent on a ‘huge chicken hotpot.’ If you search the MCC data for spending of £750, no firm which only does ‘huge chicken hotpot’ comes up but catering firms do. Asking the council further questions about spending is crucial.

Finally, Higgerson points out that Birmingham City Council says on its website that people wanting more information can do so under the Freedom of Information Act. There’s nothing to suggest this would apply to journalists, who have access to the council’s press office, but if councils start to complain about the work caused by open data requests, perhaps they should also look  at whether they could be releasing more detail in the first place.

These are early days in the data revolution, but council officers can expect an increase in their workload, and members can expect a voters’ backlash when journalists highlight, with renewed vigour, questionable spending, particularly in the traditional areas of perceived junketing, banquests and mammoth taxi bills.

All the more reason for councils to think hard about what they spend and the implications of what they publish, and draw up their strategy to deal with it, before it all becomes public.

Posted by: Bill Campbell | January 29, 2011

Make Headlines – get your message out there!

Never before have the broadcast media played such a central and pervasive part in our lives.
Never before have news and current affairs programmes been so popular and so influential.
And never before has coverage of business and the public sector been wider or more frequent.
Add to that television on websites and video on demand and the opportunities for you and your organisation to communicate with markets, legislators and public are now unprecedented.
Local media, national media, mass market media, specialist media… all with an insatiable appetite for new material.
It’s a golden opportunity to present your organisation’s case or further its cause.
So how would you appear and sound on air if given the chance?
Better, if you had been professionally trained to do so.
You’ll have noticed that some interviewees appear at their ease on television and radio.
Some make their case concisely and naturally. Some don’t.
The difference has everything to do with training and the confident familiarity with the media it provides.
Training which we are here to supply, using highly skilled tutors steeped in many years of broadcasting, professional journalists with extensive experience.
Our tutors will look after you and train you during an intensive, day-long course to deal with cameras and microphones in real-world conditions.
They will employ scenarios tailor-made and highly relevant for you and your organisation.
They will ask you questions about real concerns. Your experience will be realistic, up to date and relevant… not theoretical.
You will study what different types of programmes will demand of you, and by the end of the day, you will have learnt to adapt your own interviewing technique to them.
You will complete the course prepared for all that television can throw at you, calm, confident and assured for your first performance.
Television is the most powerful form of communication in history. We will show you how you can use it most effectively to meet your own needs.

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