Not all spin doctors use their powers for evil

Being an effective communicator is a lot like having the Force – you can either use your power for good or evil. To illustrate, I’d suggest that JFK and Martin Luther King Jr used their power for good. I would place Anthony Robbins and the Shopping Television Network at the other end of the spectrum (yes, my definition of evil is non-Catholic to say the least). Others would place the dreaded spin doctor (or public relations practitioner) in the same quadrant as the insistent voice telling you to call with your credit card details right now to get not one, but three pedi-eggs for the price of one. I will state up front that I am a communications (ie. PR) professional, and have plied my trade for over 20 years. My training is in communications theory and practice, which is not the same thing as journalism. Yes, I learned how to write in a clear and (hopefully) compelling fashion. I also learned how people pay attention, listen and learn. I understand the relationship between people’s values, beliefs, attitudes and perceptions and how these ultimately shape behaviour. This knowledge is stock in trade for communications professionals. We build strategies from these robust theories to help people and organisations effectively communicate with their audiences. Much of this communication is done for good not evil. Sometimes the messages help people find or use something, or to be safe, or informed about their rights […]

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Refuse the election media spoonfeed and make up your own mind!

No eating

I have sympathy for people wanting more substance from the Australian media this federal election. Truly, I do. As I’ve previously explained, some of the political media’s obsession with election frippery is due to them rebelling against being tightly managed during the campaign. However, I’ve noticed an assertion creeping into some commentary that the media should not only be covering […]

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We are ashamed but must accept that politics eats its young

Like many people, I was deeply moved by Kevin Rudd’s final press conference this week.  I held my breath each time he paused, silently willing him to hold it together.  I shed a tear when his voice trembled.  And I also felt ashamed to be excited by the momentousness of the occasion, when I could see in High Definition the immense anguish it had wrought upon a man of faith and conviction, who was clearly loved by his wife and family. Kevin Rudd’s world changed irrevocably in a matter of hours.  That is the nature of politics – it is a huge and relentless beast, constantly in motion and oblivious to good intentions, time-honoured philosophies and the frailties of humankind.  It hungrily and indiscriminately consumes hours, words and souls, all in the name of public good. Some members of the commentariat have indulged in confected rage over Rudd’s treatment by “faceless apparatchiks”. This is not so much because of empathy for Rudd, but because they feel affronted by the ruthless installation of an unelected Prime Minister purely in order to win the next election.  This indignation is quite amusing to those who have worked within party machines.  It is a truth universally acknowledged that a party cannot serve its electorate without first winning and then holding the Treasury benches.  As my teenage daughter would say, “well, duh!!” Rudd was not so much a victim of his party, but of politics […]

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Democracy, by-lines and the cult of celebrity

I have a little theory that needs to be refined.  So I encourage you, dear reader, to comment and correct me. My theory is that the advent of by-lines and the cult of celebrity have irrevocably changed the nature of democracy in Australia. When I moved to chilly Canberra to be a neophyte press secretary in the 80s, not every journalist had a by-line.  That honour was bestowed only upon senior reporters and feature writers.  Most Canberra journalists were reporters in the truest sense.  They were required to succinctly, accurately and anonymously report on newsworthy matters of the day. While most journalists I know have a strong point of view, in those days they were proud of the objectivity they displayed in their work.  Their saw their role as information providers, and had faith in the public reaching their own informed views about the matters that were important to them. My middle-aged memory fails me when I try to pinpoint the turning point – when journalists became participants in, rather than reporters of, the political process.  But I have no doubt that the advent of the by-line was a contributing factor. When you are a Canberra operative you tend to notice these things, such as the infectious “title inflation” that has been going on in the print media.  Back in the 80s and early 90s, political reporters clamoured just to get a by-line.  Earlier this decade there was fierce competition […]

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