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
It was Paul Willis of Leeds Metropolitan University who I first hear use the phrase.
What the heck does this mean?
My take on it is that sometimes, the role of the comms person is to politely stand your ground and to challenge and to point out where things won’t work.
The chief exec of the water company blamed for water shortage taking questions with a clean bottle of water, British Gas staging a Twitter Q&A on the day of a price hike or senior officer hellbent on back of bus ads… because that’s the way they’ve always done it.
I was reminded of the need for this a short while back in a comms planning workshop where one attendee mentioned the pressure she was under to come up with evaluation weeks after the launch of a campaign to encourage people to sign-up to volunteer for a specific task.
“It’s really difficult,” she said. “I’m getting pressure to show if the campaign is a success but we know it takes six months for it to work.
“It’s been a month and the thing is, it’s really difficult, because it’s a senior person who is asking.”
Of course, in an ideal world that senior person would immediately see the folly of asking how many cars the Forth Bridge had carried after just a week into its construction.
But life is not like that.
So, if tact and diplomacy don’t work, sometimes your role as a comms person is to be the person to draw a line in the sand and point out where something, in your professional opinion, doesn’t work.
When I worked as part of a comms team I’d often find it useful instead of directly rubbishing an idea directly just spelling out the logical sequence of events that decision would bring.
“We can have a back of bus advert by all means,” it’s better to say, “but do we know if the Primary school children we’re trying to get through to drive? And how many signed up for that course last year as a result of it? Could we talk to some parents and teachers to see what the best route may be, too?”
Be professional, be polite but never be afraid be the grit in the oyster. It will almost always be the harder path but if you take it you will almost always win respect. Involve your boss if needs be. Or their boss.
If you don’t are you sure you aren’t just being a glorified shorthand typist?
Forecasts say there will be 40 per cent job losses in some areas of the public sector with £3.3 billion being taken from the voluntary sector over a five year period and £20 billion coming from local government and £15 billion of efficiency savings due in the NHS.
So, what stories are being shaped? If you work in the sector it’s probably long overdue time to think about it.
A) Apply a positive gloss and insist that yes, efficiencies will be made but frontline services will not be cut.
B) Tell people that they had their chance to have their say in the budget consultation and they blew it.
C) Tell people that this is what cuts look like.
All too often people in the public sector have been going for a) to try and minimise panic and upset on the population. But with £20 billion worth of cuts coming down the tracks in local government we need to be above all honest. So, let’s just take a closer look at that, shall we?
What insisting that efficiencies will be made and frontline services will not be cut means
You’ve been cutting millions of pounds from budgets for years. But the frontline hasn’t been affected? Efficiencies? Clearly, you were wasting that money all along so why on earth should I trust you now?
Or, you’re trying to be a bit clever and you know that the frontline will very much be affected but the couple of hours of mobile library visit will somehow make-up for the five-day-a-week building the community used to have. People won’t buy it, or they’ll see through it. So, why should they trust you now?
What telling people that they’ve had their chance means
You’ve pinned up details of a public meeting at the church hall and you paid three times the rate for a display ad in the local paper because it’s a public notice and they’ve got you over a barrel. Twelve people turned up and the Twitter chat you ran reached a fair number but not everyone. In other words, you’ve not done a very good job of this public consultation lark. Why should they trust you now?
What telling people that this is what cuts look like looks like
In Birmingham, this is exactly what Cllr James McKay told the Evening Mail about green bin charges in the City as people were protesting against cuts. Yes, it’s messy. Yes, people won’t like it. But look yourself in the eye. This is the truth. This is going to happen more and more and public sector comms increasingly is going to be about what you don’t do rather than you do.
But at least they’ll trust you more because you are being honest.
A grown-up conversation is needed about communicating cuts and if you work in the area you need to work out which choice you make pretty quick.
Creative commons credit
Not just the small I’ve-forgotten-to-put-the-bins out fail but the epic failures that really leave egg on your face.
So, say it once say it proud, I’ve failed and I’m proud.
Because he or she who really knows the bitter pill of underachieving is dealt a golden weight of life lessons that will make them better.
‘Fail fast, fail forward,’ is a good maxim to follow.
‘Fail and do the same thing over and over again,’ probably isn’t.
So, why celebrate failure?
Let’s look at some of the great success stories, shall we?
- Walt Disney went bust twice and was reduced to eating dog food before his third attempt worked.
- Henry Ford went bust before he came back with the winning formula.
- Colonel Sanders was a failed potato farmer who reinvented himself as a Southern gentlemen with a recipe for fried chicken.
In communications, it’s not so different. Not everything you do will come off. Sometimes things won’t work. But by doing you will learn.
Now, I’m not saying go out and do stupid things. So park up the animation of your chief executive as a botherer of goats.
But in life, the risk of taking no risk is that you won’t grow, that you will live your life in a bunker getting your meals delivered on a tray.
As you can see, there is a relationship between failure and learning. Epic fail, big learning.
Epic comms fails
There are some corking comms fails in PR. Justine Sacco, British Gas’s Twitter chat and the Findus horse meat saga spring to mind.
One of the best presentations I’ve ever seen was Helen Reynolds ‘Our five biggest Social media fluff-ups’ in which she celebrated when things went on. The twitpic of Princess Margaret visiting onmouth which was cut and pasted with a digit missing and linked to a chimp is priceless. What was the learning? Post a pic from within Twitter. The online community are very forgiving if you are straight with them.
Michael Lockwood’s post on how he accidentally used an inappropriate hashtag was one of comms2point0’s most popular. He’s also a highly skilled operator who knows his onions. What was the learning? Do a quick search before you settle on a hashtag and the online community are very forgiving if you are straight with them.
Comms hero – I’ll be talking on this more
At the commsheroes event on May 13 I’ll be talking about my own fails and those of others. One of my own was to give a member of staff access to the council account when the Olympic Torch came to Walsall. He forgot he was using the council account when he posted a series of tweets blasting education minister Michael Gove with the hashtag #saveusfromtheposhboys. We were a Tory council. It wasn’t fun. What was the learning? Use different platforms to seperate work and your own streams. Politicians can be understanding.
You can book a place for the Commsheroes event in Manchester on May 13 here and there’s a rather good line-up including John Popham, Helen Reynolds, Grant Leboff and chaired by Caroline King. The event was put together by Asif Choudy at Resource Housing.
Share your fails
I’d genuinely love to hear – anonymously if you’d rather – your own fails to show that we are all indeed human and we can all learn from your mistakes. Or ones you have seen.
Feel free to post a line in the comments box below or email them to Dan@comms2point0.co.uk.
Creative commons credits
Succesful failure https://www.flickr.com/photos/18259771@N00/5131407407/