Posted: November 23, 2016 Filed under: communications | Tags: examples, local government, PR, virtual reality, VR
For the last 18-months or so I’ve been helping deliver video skills workshops with one of the brightest people I’ve come across in a long time.
Steven Davies is a freelance cameraman, University lecturer and throughly good chap. A while back I asked about how he saw the future of video.
Virtual reality, was part of the answer.
Virtual reality is footage shot that allows someone with a headset to be immersed in a different world. Google cardboard can be bought for a few quid and is a way to view the content.
For young people
I’ll paraphrase him, but the problem with talking about virtual reality is that it’s like dancing about architecture. It doesn’t really work. So seeing this Google clip at #firepro on what virtual reality – or VR – can do in classrooms is inspiring. If you are not sure what it is take a look at this for 90 seconds and see the reaction of schoolchildren. It’s amazing.
And it’s older people too
Don’t think it’s just for young people, too. There is this example where VR works with old people. It puts them in a safe recognised environment and works well with dementia sufferers. You can take a look here. The older person is immersed in an environment.
The opportunites for PR people are immense. It is entirely a new exciting blank piece of paper. The ability is to place the VR headset wearer in an environment. I’ve blogged about this before.
Shout if I can help email@example.com and @danslee.
Picture credit: Maurizio Pesce / Flickr
Posted: November 9, 2016 Filed under: Journalism, Public Relations, Uncategorized | Tags: advice, Journalism, PR
So, what is the difference was between journalism and PR? I’ve stopped and asked myself the question this week. I’ve been thinking of how to explain the difference.
For 12-years I was a journalist and rose to become assistant chief reporter of a daily regional newspaper. Back then I would have told you that the difference was news was everything they don’t want you to know. The rest is PR, I’d have said.
Eight years on and director of my own company I know the difference is more to it than that just a lack of shouting news editors and no double murders.
The truth is that if there was a Venn diagram, there would be surprising little between the two. At best, it’s a common use of the English language and the knowledge that news is people. And people like to read about people.
Here are 15 differences
A yardstick of success. As a journalist, your measure is if you’ve got the front page. Failing that, it’s a healthy number of pageleads. As a comms person, it’s a number of things. Chiefly, being able to show the material difference your content has made. The number of foster carers recruited, for example.
Criticism. I say this with love, knowing journalists will take umbrage. There is nobody so thin skinned as a journalist. I knew this when I was one. I know it now too. As a comms person you are like a sniper in no man’s land. Under fire from all sides. Your organisation and those outside will throw things at you.
Professional regard. Journalists are special. Not trusted, especially. But special. They have a Press bench and a Press pass. Doors open. Comms people have a daily battle to have their opinion listened to. Solicitors? Planning inspectors? Doctors? Their word is law. But anyone with spell check and clipart thinks they are a comms person.
Audience. A journalist, in the words of a former colleague only half in jest ‘tries to make old people scared to leave their homes.’ They used to have one main channel. Like the printed newspaper or radio bulletin. Now they have to use more. A comms person needs to know as many of the 40 different skills as possible.
Skills. While the reporter needs more skills now than ever the PR or comms person needs to draw either individually or across a team up to 40 skills.
Diplomacy. A journalist can smile politely and ask why the chief executive has failed to build 100 homes on time. A comms person needs the tact to talk through the implications of how that failure will play out and suggest a course of action.
There are no jacks under it. As a journalist, I’d be encouraged to make a story a bit more exciting by ‘putting the jacks under it.’ Outrage, slam, row. As a comms person you play it straight. You stick to the facts which are always sacred.
Accuracy. Now, here’s a thing. I was more accurate as a PR person than a journalist. There. I’ve said it. The news desk request to write a story to fit a pre-determined idea is a thing. I’ve done it. In comms and PR you need to be certain of your ground or you become the story.
A difference. A journalist can try and make a difference by holding power to account. A comms person can make a difference by drawing up the right content in the right place at the right time.
Planning. Long term planning on newspapers was often tomorrow. The concept of a comms plan to work out the business priority, the audience and the channel is alien.
Obsolescence. The journalist suffers from being in an industry whose business model is being re-invented and as a result there are casualties. Comms as an area is developing.
Hours. Long hours to make sure the paper is filled are common on newspapers – who are often renamed media companies. Hours in comms and PR are long. But it’s rare to be stood outside a burning factory in Smethwick, I find.
Writing. Just because you can write for a newspaper doesn’t mean you can write for the web. Or Facebook or Snapchat.
Your employer and your ethics. You bat for your employer as a PR person. But you bat for your ethics first. At times you have to know your ground and say a firm ‘no.’
Innovation. There can’t be a more exciting time to be a comms person than now. The internet has tipped up old certainties. The tools we can use are evolving and the guidebook on how to use them you can write yourself. How good is that?
Like many former journalists, I admire good journalism. But don’t anyone think that being a reporter and being a press officer or a PR person are remotely the same.
Picture credit: Mattiece David / Flickr
Posted: February 15, 2016 Filed under: communications, Uncategorized | Tags: communications, future, independent, newspaper, newspapers, PR, print, Public Relations, skills
You know the good old days of newspapers have gone, don’t you?
You know that the press release is at best dying too?
If you don’t, here are three more nails for the coffin.
Firstly, the digital first Manchester Evening News have been telling PR people, apparently, they won’t look at what you send unless there is an image or a video attached.
Secondly, when Birmingham New Street re-opened central government comms people by-passed the Birmingham Mail and the BBC and went straight to the Birmingham Updates hyperlocal site with a video for their 200,000 Facebook page.
Thirdly, the Independent newspaper is to scrap its print edition and concentrate on the web. ‘There are not enough people,’ Independent editor Amol Rajan wrote ‘who are prepared to pay for printed news, especially during the week.’
A downward spiral for print
But it’s not just one national title that’s fading from print. More than 300 have closed completely in the UK in the last 10 years.
Brian Cathcart, a journalist professor and Hacked Off co-founder on the day the Independent announcement was made wrote in The Guardian mapped the decline:
“Trace the downward curves of print sales over the past couple of decades and then extend those lines into the future: you will find they all hit zero at some point in the next 25 years or so – and of course they will have to cease publication long before that zero moment comes.
“Indeed for most people under about 25 it is already extinct – a couple of years ago I stopped talking to my students about newspapers because even budding journalists don’t see the point of buying a wad of newsprint every morning.
“The grand tradition of newspapers, sometimes noble sometimes shameful, is coming to an end. Connections that go all the way back to Gutenberg are fraying and we will soon be left with little more than old people’s memories.”
But let’s not be sad
I love newspapers. I worked on them for 12 years and started my career on a Staffordshire weekly carrying pages of type on a hot metal newspaper that used 1880s technology. I’ve had printers ink under my finger nails. It’s sad to see an industry in decline. But watching this trend for communications and PR people is a red herring.
People aren’t consuming the media through newspapers in print or web in the numbers they were.
The future of news debate, I once heard it said, is the most boring debate imaginable. The only people having it are hacks and ex-journalists. Everyone else was already hearing Osama bin Laden was dead on Facebook.
Stats confirm it. Ofcom say the average UK adult spends 15 minutes a day reading newspapers in their hand or online. That’s just over half the amount of time they spend scrolling through their Facebook streams and on their other social media sites. Newspapers are also the least popular way of getting news.
Yet there is an unhealthy fixation with the newspaper industry in some parts of public sector communications. The tyranny of the local newspaper frontpage is a thing.
Print may go but journalism evolves. This is the death of a redundant medium and not the message, Brian Cathcart in The Guardian says. He’s right.
The lesson remains the same
But communications people shouldn’t smugly ignore the lesson here. You may not have to live or die by newspaper sales. Your .gov website may be well placed for SEO. But nobody is queueing up outside their town hall, head office or headquarters for their press release. They’re too busy reading the BBC website, watching a 20-second Facebook video or finding out the football score on Twitter.
Newspapers have woken with a jolt to realise that shorter, sharable, engaging content is what people want. Communications people should pay heed.
The lesson remains the same. Change and get new skills or be irrelevant.
Credit to Albert Freeman for spotting the Independent editor’s comments.
Picture credit: Peter Burka / Flickr / https://flic.kr/p/uUcuRJ
Posted: December 27, 2015 Filed under: communications | Tags: 2015, 2016, comms, cuts, digital, email marketing, housing, linkedin, local government, PR, predictions, Public Relations, public sector, video, virtual reality, VR
The best political reporters don’t make predictions, Judi Kantor once said.
So, seeing as I’m not a political reporter for the last few years I’ve made predictions about what may happen in my corner of the internet.
Looking forward, 2016 will be my seventh year of blogging, my 23rd year in and around the media industry and fourth year in business. I’m struck by the pace of change getting faster not slower. It’s also getting harder.
Last year I made predictions for local government comms that both came true and failed. Ones I got right? Some councils no longer have a meaningful comms function. Evaluation become a case of do or die. People who bang the table and say ‘no’ to stupid requests will stand a chance. Those who don’t won’t. There are fewer press releases. Video did get more important. Customer services, social media and comms need to become best friends. Facebook pages did become less relevant unless supported by a budget for ads. Linked
I was wrong about some things. There was experimentation with social media and new platforms like Instagram, whatsapp and snapchat were experimented with. Not nearly as much as people need to.
The jury is out on content being more fractured. There are still too many central corporate accounts and not enough devolved. I’m still not sure that enough people are closing failing social media accounts.
Public sector comms in 2016…
For the last few years I’ve looked at social media in local government. But the barrier between digital and traditional has blurred and the barrier between sectors also blurs so I’ve widened it out.
The flat white economy will form part of the future. Economist Douglas McWilliams gave the tag to web-savvy freelancers and start-ups with laptops. To get things done in 2016, teams buying in time and skills for one-off projects will become more common.
There will be more freelancers. There’s not enough jobs to go around and more people will start to freelance project to project. Some will be good and some bad.
Video continues to grow massively. For a chunk of the year I talked about Cisco estimating that 70 per cent of the web would be video by 2017. By the end of the year some commentators said that figure had already been reached. People are consuming short-form video voraciously. But can you make something that can compete with cute puppies?
LinkedIn will be the single most useful channel for comms people. Twitter is great. But the convergence of job hunting, shop window and useful content will push LinkedIn ahead.
Successful teams will have broken down the digital – traditional divide. They’ll plan something that picks the best channels and not have a shiny social add-on right at the end.
Say hello to VR video. By the end of 2015, the New York Times VR – or virtual reality – videos broke new ground. These are immersive films viewed through a smartphone and Google cardboard sets. By the end of the year the public sector will start experimenting.
The most sensible phrase in 2016 will be: ‘if it’s not hitting a business objective we’re not doing it and the chief exec agrees with us.’ Teams of 20 have become teams of eight. You MUST have the conversation that says you can’t deliver what you did. It’s not weakness. It’s common sense. Make them listen. Or block off three months at a time TBC to have that stroke.
‘Nice to have’ becomes ‘used to have’ for more people. As cuts continue and widen more pain will be felt by more. Some people don’t know what’s coming down the track.
People will realise their internal comms are poor when it is too late. Usually at a time when their own jobs have been put at risk.
Email marketing rises. More people will realise the slightly unglamorous attraction of email marketing. Skills in this area will be valued.
As resources across some organisations become thinner the chances of a fowl-up that will cost people lives increase. It probably won’t be a one-off incident but a pattern of isolated incidents uncovered much later. The kick-back when this does emerge will be immense. For organisations who have cut, when this emerges the comms team will be swamped. At this point the lack of functioning comms team will become an issue and the pedulum may swing back towards having an effective team. For organisations who have retained a team, this will be a moment to prove their worth.
Comms and PR continue to become female. A trend in 2015 was the all-female team. This will eventually percolate upwards towards leadership.
Comms and PR will get younger. Newsrooms when they lost senior staff replaced them with younger people. This trend will continue to be replicated.
As the pace of change continues training and peer-to-peer training will never be more important. Teams that survive will be teams that invest in their staff. And encourage staff to share things they are good at.
Speclaist generalists will continue to be prized. That’s the person who can be really, really good at one thing and okay to good at lots of others.
And a prediction for 2020
Those people with a willingness to learn new skills and experiment will still have a job in 2020. Those that won’t probably will be doing something else. Don’t let that be you.
Creative commons credit: https://flic.kr/p/6Ha4tJ