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 and entitlements. For example US authorities look at Australia’s seat-belt wearing rate with envy and attribute our success to a combination of regulation and effective communication.

These theories and strategies are changing over time to keep pace with the evolving nature of communications and how people interact with it.

However, journalistic distrust of the communications profession does not appear to have changed at all. I can remember in the 80s, when working as a novice media adviser in Canberra, I quickly learned not to tell journalists that my background was in PR. It was made crystal clear to me that PR flacks were considered to be much further down the credibility chain than media hacks.

Ironically, it seems that today the prevalence of former journalists in the role of media adviser and resulting obsession with the 24/7 news cycle has done more to put the spin doctor role into disrepute than any shonky PR type might have done.

I was reminded of this by a newspaper story today on government “spin doctors” that was retweeted by a couple of reputable journalists on Twitter. What struck me was the amount of unbridled spin in the article about spin.

The article authoritatively tells us that each state and territory, as well as the federal government, employs a minimum of several hundred people dedicated solely to generating the best possible angle on stories for public consumption, that taxpayers fund an army of at least 3000 media advisers employed to “spin” political lines and that public servants are hired to craft messages and keep the secrets for governments and their departments.

There are two spins clearly at work here. One is that governments are avoiding public scrutiny by being profligate in their employment of communications personnel. That is a fair point from a political and newsworthiness perspective. However the other implication is that any communications professional working in government is devoted to distortion or corruption of the message. This allegation is patently untrue and an insult to the hard-working communicators in the many government departments around the country.

I realise there is an uneasy relationship between the media and its news sources these days. There is incredible pressure on journalists to find unique and compelling stories to maintain sales and keep advertisers happy.

Being students of human behaviour, some communications professionals have used this to the advantage of their clients but perhaps at a cost to their own credibility.

I’m not suggesting that all communications professionals are angels. On the contrary, it can be very tempting to use the Force for less-than-good deeds.

All I ask is that next time the sobriquet “spin doctor” is flung at a communications professional, take a moment to check who it is that is really using their communications knowledge for nefarious means.

This post appeared on ABC’s The Drum – Unleashed.

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

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 more policy announcements but actively analysing the policy content.

This seems to me to be an abrogation of the citizen’s responsibility to make their own mind up.

I’m not a journalist and I’ve never studied media but I’ve worked around journos for 20 years. I used to think the main value that drove journalists was the community’s right to know, but this has changed over time to a more didactic role. I think this is why I don’t read newspapers, watch tv news or current affairs or listen to the radio. (I will confess however to indulging myself with an occasional viewing of the Insiders.)

My self-imposed mainstream media blackout is due as much to source bias as it is to journalistic bias. I’m well aware that pretty much all information transmitted by the MSM has been massaged or spun by someone – a press secretary, a departmental or corporate PR officer, a lobbyist or an activist. This message is further “refined” by the journalist with juxtaposition against related information and arguments. By the time it’s published, the information can often bear little resemblance to the facts. So I just don’t bother wasting my time reading such arrant nonsense.

This distortion is amplified during an election campaign. Everyone is shrilly trying to achieve primacy for their version of the facts, with accuracy (or even truth) becoming the victim in these skirmishes.

Why has it come to this? Why have we regressed to mostly superficial and combative election campaigns? Is it because Australians have surrendered their natural scepticism when it comes to thinking about politics? Have we become accustomed to having our opinions spoonfed to us by the media and commentariat? I suspect not. The number of people who make up their mind in the last days and hours of an election campaign are enough to change the government. Nevertheless, we are a politically disengaged citizenry. I believe this is because we have never had to fight for our freedom or the vote.

This disengagement should not justify the media stepping in to perform what is each voter’s civic duty. While I agree with comments made elsewhere that journalists should not simply produce a hesaidshesaid story without questioning the credibility of the source, journalists should not be making any comment on the merits of an argument or policy. That is for the media’s audience to decide based on the information provided by the media, not the media itself. Being intellectually lazy enough to expect the media to provide “objective” analysis leads to an acceptance that what celebrity journalists say about matters or policies is an unchallengable truth – more often than not, it is nothing more than their (sometimes informed) opinion.

Anyone seeking to know about parties’ policies should do what they would do if they were about to make a huge financial commitment like buying a house – do your homework! Visit the parties’ websites, ring or email their campaign offices with questions. Talk to the candidates on Facebook and Twitter. Why leave it to Peter Hartcher or Michelle Grattan or Malcolm Farr to tell you what is a good or bad policy? How can you be sure they have the same values and needs as you?

The days of the media as a “medium” between the news-maker and the news-consumer are almost gone. We have made the transition through internet search engines, video on mobile phones and social media such as Twitter. So why do we still insist on MSM meeting our information needs during election campaigns? It’s time to refuse the election media spoonfeed and make up your own mind!

Don’t mistake the organ-grinder for the lion-tamer: the media and the 2010 federal election

There’s a lot of outrage mixed with genuine bewilderment being expressed about the role of the media in the federal election campaign.

Much of this angst is due to a lack of insiders’ knowledge about how media, politics and policy work in Canberra and during election campaigns.

Annabel Crabb did a sterling job explaining some of the campaign minutiae in a recent piece. The scorn and derision she received from some readers would have been surprising if not for a related (and heartfelt) complaint by blogger Grog’s Gamut. Even the redoubtable Laura Tingle bemoaned the apparent lack of willingness by the political media to seek and scrutinise policy.

These posts elicited for me an excellent and thought-provoking Twitter exchange with journalism lecturer Jason Wilson during which we pondered why political journalists focus on the superficial drama of the campaign rather than policy. We explored whether political parties’ efforts to tightly manage the media and messages are a defensive move because journalists only focus on drama and superficiality, or whether it is an offensive move to ensure that the key message, and nothing more, makes the TV news each night.

From my perspective, based on real inside experience, it is the latter. Parties are the organ-grinders, doing everything they can to get journalists to dance to their tune, rather than lion-tamers holding a vicious beast at bay.

I believe much of the dissatisfaction with media coverage this election comes from Labor voters/sympathisers because they have not, for many generations, witnessed the degree of media scepticism that is currently being applied to the ALP. Their instinctive reaction is to label this media negativity as bias.

In fact, they are witnessing journalists rebelling against the parties’ (particularly Labor’s) “media management” strategies. Most journalists have finely tuned bullshit detectors and can identify even the most subtle attempts to manipulate them. Journalists’ instinctive reaction is to subvert and therefore expose this constraint in any way they can.

Before you jump to label me a Tory sympathiser, dear reader, cast your mind back over the past 30 years. Can you remember a time when the conservatives were overwhelmingly treated well by the media? I cannot. I’ve observed over that time that most journalists are “small L” liberal or left-leaning. This is no surprise considering that liberal philosophy fits so well with the journalistic motivation to facilitate the public’s right to know.

Journalists’ liberal values were clearly observable during the Hawke, Keating and Howard years. During that time, conservative politicians and parties felt they could never win a trick with the print media, television networks or the ABC.

The political media participated in the Australian community’s adoration of Prime Minister Hawke during his heyday. As Hawke’s light faded, many journalists shifted to actively support Treasurer Keating during his campaign to destablise and ultimately overthrow Australia’s most popular Prime Minister.

At no time in the 80s or 90s were Opposition Leaders Peacock, Hewson, Downer or Howard feted by the media. The conservatives’ only allies were found amongst the conservative shock-jocks in the retail-communication worlds of tabloid newspapers and talkback radio.

Kevin Rudd, in fact, was the first Opposition Leader since Bob Hawke to be given the overwhelming support of the media. Can anyone remember a conservative Opposition Leader who enjoyed this support? No. Labor supporters may be upset at the current unprecedented lack of media support, but it cannot be labeled bias. Its real name is rebellion.

Ironically, and with foresight, the media’s support for Opposition Leader Rudd was begrudging. This sentiment sowed the seeds of the campaign media’s current discontent.

Kevin Rudd is known to have vigorously worked the media during his rise from regular Sunrise guest to Leader of the Opposition during the dark and final days of the Howard government. But once the election campaign-proper commenced, Rudd mimicked the successful small-target strategy utilised by Howard in 1996. Under the tight media-management direction of former Carr spinmeister Bruce Hawker, Rudd became unavailable to the “real” news media. Rudd opted instead to appear on youth-oriented radio programs and television variety shows – affording him the double benefit of direct access to mainstream Australians without having to address pesky questions of policy and substance.

Nevertheless, the political media were so enthralled with the community’s growing dissatisfaction with Howard and the prospect of the government being overthrown, that they were prepared to humour Rudd for the duration of the campaign. A story at the time featured former Hawke media adviser and now ABC Insiders host, Barrie Cassidy, candidly quoting another journalist saying ‘We all know we have to go to war against Kevin Rudd as soon as the election campaign is over.’

This media “war” was held off by the unprecedented honeymoon that Prime Minister Rudd enjoyed with the Australian public during the first two years of his term. Not only did the media sit back in awe of this popularity, so did the political hard heads in the ALP.

In the end though, perhaps Rudd the organ-grinder forgot that monkeys also have teeth. Or that other sidewalk entertainers can be ruthless enough to knife you for the optimal position on the street corner.

Those who wish to lay blame for the behaviour of political media in this election campaign should look no further than the genial Bruce Hawker and the entourage of former media advisers that he brought to Canberra in 2007-08 from the deeply unpopular NSW Labor government. While Hawker’s tight media management strategy, aligned to the relentless 24/7 news cycle, may have delivered for the state government, it did not fit well with the communication needs of a federal government.

Journalistic resentment about Rudd’s media management, and the ALP’s more generally, had been simmering for some time. This was exacerbated by Rudd’s inability to fulfil the great expectations that he created during the 2007 election campaign to positively differentiate himself from the ageing, discredited Howard.

As shocking as Rudd’s removal was, many journalists were relieved and optimistic that the Gillard era would herald a more sensible and less frantic approach to newsmaking. Some of these journalists are young and are travelling with the Leaders’ teams in their first election campaigns. Regardless of their experience, it is easy to infer from their various writings that most campaign journalists are tired, dazed and disoriented. They are sick of being herded from one pic-fac to another, told nothing, given no time to absorb or analyse, and no latitude to report anything other than the message of the day.

It is no wonder then, that they subvert the process by ignoring the strangled notes of the squeeze-box and dance instead to their own tune, asking the most inconvenient and embarrassing questions, and attempting to catch the Leader off guard? Is this natural reaction enough to justify their policy-free questions?

No it’s not. But it should also be remembered that the campaign we see on the nightly news is no more than a flimsy facade. The only campaign that really matters is being deployed in the marginal seats. The purpose of the national campaign is to maintain the status quo (not lose any “tribal” voters) and secure enough supportive voters’ attention/engagement to guarantee they turn up on polling day.

Most policy announcements are designed to do nothing more than grab a headline to reassure a particular demographic. While it is understandable that amateur politicos would like to see genuine analysis of these policies, it’s worth remembering that most political journalists are not policy specialists and do not have a good understanding of how policy is developed or implemented. As a consequence, they pay less attention to these processes and only focus on what they know – the political dimension of policy.

In closing, let me remind you of one small matter. While I have lamented in the past that we do not elect our media, we are ultimately still responsible for their behaviour and their output. At no time have ordinary citizens had more power than now to shape their news media; with their purchasing power, with their voices and with their keyboards. I look forward to reading further contributions to this debate!

Postscript: This excellent piece by senior political journalist Tony Wright is an illuminating addition to the subject

This post was also featured at The Notion Factory.

In defence of Tony Burke’s tweets

It’s not that the Member for Watson, Tony Burke, isn’t big enough or tough enough to defend himself.  In fact I suspect he’s more than capable, being a member of the NSW Right.  But after watching the (not so) lighthearted journo jabs at his tweets in my Twitter-stream today, I feel compelled to jump to his defence.

It’s not easy for a politician to hit the right note on Twitter.  Some think its just another megaphone with which to blast criticisms at their opponents.  Others use it to mouth their own party’s meaningless pap and propaganda.

But Burke has got the balance right.  He uses it to make real connections with real people.  How do I know this?  Because I talked to him about it.

I first started to take notice of Burke’s Twitter-style when he began to tweet about his road trips to Canberra each Sunday before a parliamentary sitting.  The old political campaigner in me thought “How clever, to send such an innocuous tweet with such a powerful subliminal message.”  In my mind’s eye I could see those of Burke’s constituents on Twitter nodding with approval that their MP drove himself to Canberra rather than take the easier limosine-plane-limosine option.

When I commended Burke on this cunning strategy he demurred.  He claimed that he tweets his movements for more modest reasons (1) to let his constituents know where he is and what he is doing, (2) to let journalists know when he is on a plane so they know when he is uncontactable and (3) to let his staff, friends and colleagues know when it is a good time to call him.

Whether he does it for political or practical reasons, I think Burke tweets well.

And I’m surprised that the journos making fun of him today (@BernardKeane “I’ve grabbed a coffee on my way to the study) didn’t think to look a little further into Burke’s objectives before making fun of him.

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 itself.  It is the undeniable preoccupation of any incumbent side to want to retain government and of the other side to wrench it from the incumbent’s grip.  It is the undeniable preoccupation of the fourth estate to convey this struggle with as much drama as possible, while securing stories (or scalps) that differentiate them from their competitors.

Therefore the political beast can best be illustrated as something conjured by Dante.  It is the sum of its many parts: politicans, parties, the parliament and media.   Perhaps the irate journalists need to look in the mirror before they accuse others of having Rudd’s blood on their hands.

In conclusion, I want to say that I’ve been thinking about others who’ve been mauled by the political beast.  Whether they first taunted the creature is another question altogether.

Does anyone ever spare a thought for Godwin Grech?  I was distressed to hear recently that he is still hospitalized and that his house and possessions have been auctioned off.

I feel sad for people like John Brogden and Nick Sherry who will always carry the scars of their encounter with the beast.

And relieved that others like Grahame Morris and Cheryl Kernot survived their skirmishes relatively unscathed.

And finally I am in awe of people like Lindsay Tanner and Geoff Gallop, who have resolutely stood before the slavering creature, stared into its red maw, and then calmly walked away.

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 to see who could become “senior” or “chief” political reporter.  Nowadays, you’re nobody unless you’re a “political editor” for your newspaper.  Even the neophyte political pundit Peter Van Onselen has managed to procure the title of “Contributing Editor”.

My recollection of the advent of the by-line in Australian print media was that it coincided with the emergence of 24-hour television news in Australia, courtesy of Wolf Blitzer and his CNN coverage of the first Gulf War in Kuwait.  This was perhaps the first time that a serious journalist (as opposed to a glamorous newsreader or TV show host) had become a celebrity in Australian homes.  At the same time, both Laurie Oakes and Peter Harvey’s celebrity status began to rise outside of Canberra political circles.  Oakes was the man of substance, getting the leaks and interviews that no-one else could.  Harvey was The Voice intoning, “Peter Harvey, Canberra” on Australian families’ television news each evening.   Although not based in Canberra, Andrew Olle and Jana Wendt are two other examples that spring to mind.

Hence the cult of celebrity began to infiltrate, and inextricably change, the reporting of Australian politics.

The cult of celebrity emerged hand in hand with reality television.  People became famous simply for being famous, with Big Brother and Idol winners, along with hotel-chain heiress Paris Hilton, being the epitome of this phenomenon.

It’s my recollection that political journalists took this new paradigm much more seriously to heart.  With the advent of the byline and a new focus on celebrity reporters, I remember several Canberra journalists saying that they had taken on a didactic role.  Rather than simply reporting political matters and leaving the public to reach their own conclusions, these journalists began to see their role as having to “teach” the public about the pros and cons of certain political positions and policies.

Certainly one could argue that there is just as much need for teachers to be objective about the information they convey.  However, I believe that the shift from journalists as reporters to teachers was accompanied by a growing self-belief that political journalists know more and therefore know better than Joe Public.  This mind-shift has created the way for journalists’ personal views to creep into their work.

Thus began the infiltration of opinion into political reportage.   Over time, the lines have increasingly become blurred between political reporting and opinion masquerading as analysis.  Canberra practitioners see these comments in the context of the journalist’s opinions and biases, but the everyday newspaper reader and television watcher does not.   Many, and particularly the politically disengaged, tend to take the information provided by their favoured media outlet, or celebrity journalists, as gospel.  This is an unacknowledged but serious distortion in Australian democracy.

Today, there seem to be no bounds to the excesses and influence of some celebrity journalists.  The perceived importance of their opinions has become so inflated that television programs now offer “analysis” in the form of high profile political journalists interviewing or chatting to each other.

I hasten to add that I am not tarring all famous journalists with the didactic brush.  Some have begrudgingly accepted their higher public profiles and treated the responsibility with the solemnity and objectivity that it demands.

Others have become addicted to influence and are now willing participants in Australian politics.  They are the favoured recipients of regular partisan leaks.  Or they willingly beat up or play down speculative matters designed specifically to destabilise opponents or even colleagues.   And most are prepared to willingly hunt with the pack to build up or tear down a politician just for sport.

It’s a truism that voters get the government they deserve.  But what did we do to deserve journalists who truly believe their task is to not inform but to guide us?  Unfortunately we are all disenfranchised when it comes to the participatory role that celebrity journalists now play in Australian democracy.

This post also appeared at The Notion Factory.

Political private lives CAN be a public issue

I’ve lived and worked in Canberra for over 20 years, in reasonably close proximity to federal parliament and the various professions that hang off it like limpets.

This close observance has caused me to see politicians as ordinary people, thrust into extraordinary jobs.  Sometimes extraordinarily boring jobs, sometimes extraordinarily frustrating jobs, and sometimes a job that makes an extraordinarily positive contribution to Australia and its people.  Nevertheless, they are flawed and fallible humans just like the rest of us.

Most people who follow the call to a politician’s life accept the 24/7 nature of the role and the accompanying expectation that they will at all times meet a standard of professional and personal behaviour much higher than that required of almost any other profession.

The fourth estate has always played an important role in ensuring these standards are upheld, although it has sometimes been hard to tell whether the media exposure of rorts and deals has been to hold politicians to account or to increase readership.

However, journalists traditionally have been less enthusiastic about exposing low standards in politicians’ personal behaviour, particularly those occasions involving the infidelity of politicians who claim to be happily involved or married and therefore loyal to another person.

I certainly understand the highly-charged nature of the political workplace and the temptations presented by working long hours alongside equally committed colleagues.  This hot-house environment is not an excuse, however, to dismiss political extra-marital affairs as professionally inconsequential.

In fact, it is within the professional context that the infidelity of politicians should be scrutinised.  While it is tragic when one private citizen is unfaithful to another, it is essentially a matter for them and their families.

However, it is different when a politician with decision-making powers, or ambitions to attain these powers, is unfaithful.  It is not a question whether they have a faulty moral compass, as suggested by some journalists who have exposed straying politicians, but whether they possess the personal fortitude to make and implement decisions that can impact upon the community or the nation.

When a politician in high office embarks on an extra-marital affair – it shows that the politician has poor judgment and limited willpower.

When such a politician denies the affair and reaffirms their marital fealty – it shows that the politician is capable of mouthing commitment to one thing while intentionally doing another thing to undermine that commitment.

Most importantly of all, when such a politician puts their own satisfaction before dealing honestly with the people that are most close and loyal to him or her – it shows that the politician would most likely put their own needs before that of the community and the nation.

It is in this context that political lives can be a public issue.  And I believe that the media usually misses this point.  Having broken their unspoken rule to expose such matters, the media now focus on the salacious details that have no real bearing on the fitness of the person to hold high office.  Perhaps it’s time for the media to check their own moral compass and adjust their course accordingly.