Do you want to appear in the national press? Do you want to be interviewed on national radio? Do you want to be featured in a high quality national magazine?
If the answer to any of these questions is yes – please read on.
I attended an event in London last week called Meet The Journalists – organised by Dan Martin of Enterprise Nation. You may well ask ‘why would a journalist want to meet other journalists?’ – in my case it was to make new contacts face to face but also to ensure my thinking about the national media and the advice I share with my clients is actually up-to-date and accurate. It was.
The event was attended by many small business people and PR people and it was sold out. What interested me was the behaviour of some of those who attended. First of all, when invited to ask questions – several people launched into a long pitch about their business. Often very desperately as if they had to speak at 100mph and share their long story in 30 seconds flat. This demonstrated to me they saw this as an opportunity to pitch, not to ask. Rather like the hard sale at a networking event and probably likely to yield the same result.
The next thing which interested me was the way in which a few small business owners wanted to whine and bleat at the journalists about how hard their lives are, how they try to get publicity but are ignored and how they don’t have time to make the effort to engage these journalists. There was a sense from some in the audience the journalists had some kind of ‘duty’ to tell their story. Again, this is a familiar ditty which I hear week in and week out. For me, it’s also a sign of a business which probably won’t last. It’s no good telling a journalist you haven’t got time – they aren’t interested. Listening and acting efficiently on the tips they share is one of the best ways to spend marketing time surely. Or hire someone to do it for you. Simple.
A third thing which really got my attention was the way in which a national journalist will decide if your business is worth more than a cursory glance. I know how the news agenda works – when in television day in an day out, a story was often not deemed newsworthy until it had appeared in a newspaper somewhere first. Personally I could never understand that – a good story is a good story. However it often worked that way.
Now, the journalists clearly have a pattern of research and – surprise, surprise – it’s very similar to anyone’s pattern of research.
In a national arena where they write about the biggest, the best, the richest, the worst, the least – they will not write about the mediocre. If a national journalist is interested at all in you, they will look you or your business up on the internet first. If your website is done by your cousin’s child and cost you 50p you are out straightaway. If there are no news stories already there about you to reinforce your credibility – you are at a huge disadvantage. If national or international profile is your goal – you have to be present in a way that can be found easily and quickly.
Finally, some national journalists positively want to hear from the little guy or the little gal but not every day and not on stories which are not of national interest. If you are hiring your first employee – that’s not going to cut it. If you are hiring that expert from Flog It!, that might get their attention. However, if they are writing about apprenticeships and you have hired your first apprentice – well, that’s a toe in straightaway. So my final piece of advice is this – keep on top of the news agenda every day and, if it fits you or your business, become part of the story by proactively letting them know that you are around – and you are available.
Good customer service is very important to me – is it important to you? In fact during 2014, I made a point of praising anyone who gave me, or my family, excellent service and being very clear when service was not up to scratch.
One mantra I’ve heard repeated several times is ‘why is this important when you can buy so much online now?’ – to me, there is no difference between excellent customer service on or offline. If it wasn’t important, why would services like Amazon and Ebay ask for reviews? And do you ever read the reviews? I do – and does it influence a buying decision? It certainly does for me.
Excellent Customer Service
In the real world, shopping has to be more and more like an experience – and a good experience at that – why? because it’s so much easier, more convenient and often cheaper to buy online. Therefore, real world shopping must offer something extra. There must be some added value which engages the emotion. These are absolute musts for 2015.
If anyone is in doubt – look at the success in my home town of Swindon of the Designer Outlet Village, where experience is at the heart of shopping. People come from all over the country to shop there – they anticipate a bargain and they also anticipate an experience. This flagship centre for McArthur Glen – the company which runs the site – is a testament to good service. The mailing list for this one outlet centre alone is huge – a list many of us would be thrilled to manage.
So what is bad customer service? For me, it’s any person within any business who makes me FEEL slighted, stupid, silly, of little value – EVEN IF I’M IN THE WRONG. Remember the old adage ‘the customer is always right’ – there’s sense in that. No one can argue with how a customer feels, even if that customer is being unreasonable. Here are a few things I personally class as ‘bad’ service:
*Being ignored when I ask a direct question – this once happened to me in an Apple store where the member of staff, started talking to another customer during a conversation with me – I left and made no purchase.
* Being continually hassled by staff when it’s clear I’m browsing and taking in the shop and what it has to offer. Once is enough.
* Being made to feel stupid when you can’t work out the intricacies of the ‘bill’ – this happened to me recently at Dominos Express in Swindon where the manager insisted I was unintelligent – his view changed however when I told him I was a journalist (something I should not have to do to be treated well). I will never enter that shop again. Not because the pizzas aren’t good – but I will be reminded of how I was made to feel.
*Being pushed aside by a telephone call – if I’m being served and the staff member receives a telephone call, I expect to come first – not be dismissed in favour of a telephone. This will guarantee I will leave without making a purchase.
*Being told ‘we can’t do that because the system won’t accept it’ – this has happened to me several times, when you want to amend a standard order, especially in food outlets. Where you cannot make a small change because a computer system is set up to offer no options. Again, a great reason for me to leave.
However it’s no good being continually negative. I now take the time to thank people for good service, fill in surveys where requested and give feedback. Nothing will change if you don’t engage. I have no idea what happens to that feedback, i just know it’s worth doing. Some excellent customer service highlights for me this year:
* the patience of a store manager when one of my children was horribly embarrassed about having a bra fitting and was tearful on entering the shop.
* the excellence of an American company which supplied me with a faulty product and replaced it within 48 hours, from America, at no extra cost and did not insist on the faulty item being returned.
* the responsive attitude of a Mini Service member of staff in Swindon who listened when I explained a complaint, put it right immediately and then sought me a better deal to make me feel better – hence work on my car which I thought would be £200 at least was actually £25. Now how will I feel on entering those premises again?
So it’s all about excellent customer service – but the onus is also on me as a consumer to give feedback, to say thank you and to praise as much as possible those who go the extra mile.
I’d be interested in your experiences too….
Today I was asked to write a blog post about Twitter – so I’m happy to oblige.
Why? Well, as a media consultant and journalist I often hear comments like ‘why bother with Twitter?’ or ‘I’m on Twitter but I’ve no idea what to do’.
These phrases are familiar because a few years ago that’s exactly what I thought. When I became self-employed in 2009, I had a Twitter account which sat there doing absolutely nothing. I would occasionally send out a tweet but couldn’t really see how much good it would do for me in business.
However after about 18 months, for some reason, I really thought about it compared with other social media platforms. I realised it’s potentially a great way to connect with people – and here’s the key thing – very quickly with minimum effort. Also as a journalist, I’m often looking for good stories so this could be an effective way to achieve another good outcome. So I set myself a challenge – to give Twitter a year and try to systematically build my audience to work for me more effectively.
I put out of my mind the fact that Twitter is global, has billions of accounts, loads of spam accounts and can be risky in terms of trolling etc. I trusted my common sense to deal with these issues as they arose (and they have from time to time and I’ve dealt with them as needed). I decided to use Twitter according to my agenda, my audience and my desired business reach. Therefore good connections for me are in the south west and London, they are people rather than organisations and one key thing – I share, I share a lot, I share as much as I tweet and I share things which interest me or which I think are generally interesting. If you do this, I guarantee at some point someone will say to you ‘I really enjoy your Twitter feed you share some good stuff’ or ‘Oh yes, I saw you talking about that on Twitter’. You are creating your own news service.
Very quickly, having made that decision to take Twitter seriously, it became addictive and I got engaged in various conversations. I then decided to think about the best times to tweet – and you will find me talking most in the evenings and the mornings.
However the pivotal moment came when I saw a tweet asking for someone who could write a script and who had experience in the education sector. I answered as I met those criteria with a phrase ‘that’s me’. That tweet led to another tweet, which led to an email which led to a telephone conversation which led to a paid-for trip to London for a meeting which then led to a project which paid me £3,000. This was a short-term piece of work which I could relate directly back to a single tweet with a company which would never have found me – or vice versa – if it wasn’t for this amazing social platform.
That sold me on Twitter and I’ve had many great outcomes since. I’ve been offered work by people who’ve engaged with me, made the effort to research me online and then offered me work. I’ve been able to place publicity for clients and myself, and I’ve raised my profile in my own community in the south west. I will often go into a room full of business people – many of whom I’ve never met – and people start talking to me as if they know me. Talk about the best ice-breaker.
Another outcome is that those who are beginners now pay me to get them started on Twitter – a totally unexpected outcome. So I’ve actually put my ad hoc strategy into something more strategic and started to apply it across Facebook and, more recently Pinterest. I don’t claim to be an expert, I just understand the concept of social conversation over the internet and how to control some of that conversation. I’m still discovering and I often go to workshops by others to increase my own personal knowledge.
My top tips are:
Really be clear as to what is a good outcome on Twitter for you. That way you can track success.
When you make a clear connection – take the conversation from the virtual world to the real world.
Share, share, share.
And finally please follow me @mum3fi
Since being in business, I’ve come to realise that understanding yourself can be key to success.
There are lots of things I know about myself but when I became self-employed, there was one thing I didn’t know – could I actually do it? Could I generate any money at all through my own efforts?
You see, I didn’t want to be self-employed. I was doing a job I loved and I wanted to carry on doing that job – sadly though that job no longer wanted me. It wasn’t a personal thing, it was a business decision and about 1,000 people lost their jobs at the same time.
Now I am almost at the five year anniversary of being self-employed and I’m still here. I’m not rich by any means but I’m earning my own money, through my own efforts and endeavours and that’s got to be something to celebrate.
However, I’m also wanting to be better in what I do. So I’m taking a course! I’ve been searching for ages for something which will make me better but which will engage me. During this course, which I’ll blog about many times I’m sure, I’ve been reading text books.
I don’t know about you but reading business books has been without fail, a hideous experience. They are mostly badly written, rushing off into different directions and lacking in real life examples. Frankly, many are simply tripe.
But I’ve just read one in a single day. That’s a record. It was called Taking Flight…do look it up. It tells a very simplistic story about birds in a forest who have to act when trees start falling down…no literary masterpiece but it does the job required…it shows how certain personality types can work.
It’s all about personality types – using the DISC model – which until recently I knew nothing about. Now it’s all around me. I’ve had two personality profiles done and they do capture lots of things about me.
The truth is, I do know these things but knowing and grasping the reality are two different things. Applying that truth is also tricky.
I’ve found out – in bird analogy – that I’m a parrot, with a large element of eagle and a quite large portion of dove. I’ve got very little owl though.
If you know this book, the previous sentence will make sense.
The biggest immediate impact is that I’ve started to recognise others around me, mainly in my friendship group and realised that the dynamic is visible. For example, one of my children is very, very caring and very detailed orientated – which drives me absolutely potty. But it’s not her fault, that’s her response to things and that’s okay. Now I know it’s okay, I find I’m not so irritated by the constant questioning and asking the same thing over and over again.
I also spent some time with two old friends and hardly got a word into the conversation – very unusual for me. I ended up feeling that I was of little value as no one seemed that interested in me or anything I had to say. As I started the self-pity dance, I realised that these were two eagles vying for position without realising it. As a personality with both eagle and dove, confronted by this, I simply gave up and shut up rather than expend energy trying to be heard. I don’t feel angry at all, I’ve just realised that it’s better to see them individually if I personally want to feel listened to – otherwise I’ll continually be a spare part.
Now I’m hoping to become better at business through this learning….here goes!
No, I’m not a peacock..I’m a parrot….
I always find this time of year frustrating when exam results come out for young people – results on which the future depends – or so it seems for those affected. For young people of 16 or 18, getting the ‘right’ results can feel like it’s the only important thing in the world.
And that makes me so angry. It’s also all the media coverage of journalists in schools and colleges with students poised to open their results envelopes. And oh surprise! It’s all As and A*s and Bs, no failures, no really low marks…..
Do I blame the media for this? Not entirely.
Everyone should have the opportunity to shine.....
I do blame the industry for continually telling the same story in the same way. Wouldn’t it be refreshing to follow a young person who didn’t do so well and help them find a new way forward? How useful would that be?
But, of course, any journalist knows that it’s not that easy. What school or college wants to put forward a student who is not at the top of the class? Who wants to line up potential failures for exposure? And which young person is willing to be publicly shown as not having done very well?
The truth is that many, many young people don’t get As and A*s or even Bs or Cs. Yet the overriding impression is that more people are getting these grades so the examinations must be getting easier.
Examinations are now very different to the outdated O level and CSE system. In those days, you had one opportunity to shine and it occurred during a two or three hour window in a high pressure examination, based on what you could remember.
If, like me, you didn’t function well under that kind of pressure as a teenager – the thought that now my own children can gain marks for the long piece of coursework they’ve slaved over and lavished passion upon is uplifting. To me, it’s a much fairer system allowing youngsters who don’t thrive under examination pressure to have their chance to shine. And that’s generally how degrees and higher education and vocational qualifications work.
I do agree with high pressure examinations being part of a marking system – as life is full of high pressure situations, including a professional life. But that’s not all that is important. Coursework has its place and should be considered, especially in very vocational courses.
Also I think we should hear far more about what to do if you don’t do as well as you hoped. I worked very hard for my O levels and did reasonably well – but now when I go for a job no one cares if I’ve got O levels let alone what the grades were….but then I’m old….
As for A levels, I did pass but that was about all. And that was hugely disappointing – I was expected to be an A/B grade student. I turned out not to be. I would have been the student who, being filmed, was beaming as they opened that envelope and then in floods of tears for not having achieved what was expected.
So what did I do while clasping my C,D,E grades in my hands – knowing I’d failed to gain a place at university studying Medieval English, which was my passion at the time. Did I re-take my examinations to get better grades? Did I give up on higher education and try to find a job?
In my case, I took advice from the school and applied at ‘lower’ level establishments, went through a secondary interview process for courses which were not full. I went to Bath College of Higher Education (now Bath Spa University) to study on a new BA Hons course in Combined Studies of English Literature & History. And I had a brilliant time there, met some great friends and worked alongside some wonderful lecturers. I must name check here Dr Mara Kalnins – who was very special to me as we shared a love for the work of author D H Lawrence.
While waiting to start my course, an article came out in the local paper listing the achievements of the students who’d done well and where they would be going to study. My name was last and it simply said ‘Fiona Bune is going to Bath’. The suggestion, to me, was that readers would assume I was going to the University of Bath. I’d rather they’d put nothing because it made me feel like an also-ran, an after thought. Years later, I became the reporter on that weekly newspaper managing and writing such stories – what an irony.
So this blog is a message to all of those young people who didn’t get the As and A*s and who are feeling that somehow they’ve failed. You have not failed. You simply are now required to re-assess and think about what you want to do next – then ask for help to get there. How you handle this situation will say far more about who you are – than any amount of A grades. And that’s what a future employer will remember…..
Today I feel hugely proud of our company, Mellow Media Ltd, as I have just attended a meeting which brought to a close three months’ work on an amazing project.
We have played an important part in running, developing and implementing a marketing strategy to raise well over £4m in just six weeks.
Let’s just think about that for a moment – that’s £666,667 a week or £95,238 every day.
Anyone connected with me on my social media network could have picked up my messages and tweets about Westmill Solar Cooperative or @westmillsolar.
It was the brainchild of Wiltshire farmer and entrepreneur Adam Twine to create a solar power station on his land but, instead of allowing a big company in to run the station, offer it up to people within the wider community. A less lucrative option for him – but in keeping with his green ethics.
Investors could bid for shares by putting in an investment of between £250 and £20k maximum. If successful, the cooperative will allow one investment, one vote. The aim was to make the cooperative accessible, open to as many people as possible and giving all an equal say, regardless of their investment or wealth.
Adam has created a similar project before, on the same site, Westmill Windfarm – that had taken years to come to fruition and had also raised a similar sum in community shares but over a longer period, 12 weeks – and a different economic time -2007. Five years on, it has over 2,000 investors and is providing strong returns on that investment.
This time, while the integrity of the project was clear, it seemed a tall order to raise that much money. Together we came up with a marketing strategy which involved much PR, advertising, leafleting, e-mailing and other features. In our case, we looked after PR, advised on other parts of the strategy as and when required.
We’d worked on the project from mid-May working towards the opening of a share offer in mid-June which would stay open for around six weeks – a cut-off date of July 31. The aim was to raise more than £4m from would-be investors to create the UK’s only community-run solar power station.
In fact the world’s largest community run solar power station.
Hundreds invested millions in UK's largest community run solar power station
This was a big ask. We are in a long-term economic depression with many businesses being happy just to survive. And many families suffering a stagnation or drop in income.
In our favour, we had a small, but illustrious team of people hoping to raise that kind of money in a short space of time. And fantastic partners who would step in to help out and support us as much as possible. And the offer on the table was a strong one – returns way above anything a bank could offer at the moment, or for the foreseeable future.
But, of course, PR is never guaranteed. This felt like a test of the value of PR as it’s so difficult to quantify. It’s about brand, messaging, information sharing and story-telling all rolled into one. So we stuck to our basic principles of telling a story well, with accuracy and always a picture. And we always had something new to say – a new nugget, a new angle.
When the share offer closed on July 31, it was over-subscribed by some margin. The message had clearly got out there. How did that happen?
As it was a project rather than a ‘slow burn PR strategy for the long-term’, I tracked some of the coverage we received. I found almost 100 separate items both online and offline. More than 50 per cent were online, and often, but not exclusively, within the specialist ‘green’ or ‘renewable energy’ sector.
More than 30 per cent were articles and features in the local press – within a 40km radius covering Wiltshire, Oxfordshire, Gloucestershire and Bristol.
There were around eight radio interviews or mentions in that period and two exposures on regional television. As for the national press, there were five items in total, on and offline.
None of this included the fact that traditional written articles which appear in a newspaper, magazine or paper publication also tend to appear online – so the online total was probably much higher.
As the ideal target was reached, our role has now ended. But has it? When involved in a project like this which had a very specific beginning, middle and end – something always remains.
For me it’s a deeper respect for those who work in the renewable energy sector, who do so, often in the face of much cynicism because they feel it’s the right thing to do. Even though they might have to justify their position often.
Friends have been made, connections forged which will continue in to the future. And it’s this legacy, at a personal level, which will mean the most.
No more restrictions on our Press thanks....
This week I was asked to fill in a survey about press freedom and the phone-hacking scandal.
It’s part of a study by a university which is questioning journalists across Europe about their views on the issue of regulation of the Press.
Those of us who work in television a lot, often try to talk about the Press as though somehow we are a separate entity. I’ve never believed this. Coming into the industry through newspapers and still writing today – I believe we are all one industry and we should defend, support and, when necessary, chastise each other when things go wrong.
This phone-hacking issue, the Levenson inquiry, centres largely around the national newspapers. Our national newspapers are more powerful than most people realise. Not because us ordinary Joes care about it – but because our law-makers do.
Having worked alongside politicians for many years, I can promise you that those who are ambitious, want to climb the political ladder, really, really care about what the newspapers say. I have even heard politicians make judgements based upon ‘what the Daily Mail would say about it’.
As a regional journalist for most of my career, I’ve always been astonished by this.
And many celebrities care too. The amount of times I’ve heard people turn down interviews with the local media, because ‘it’s not national’, ‘it’s a waste of time’ – an argument that has never had much validity and even less now with the internet. When a parish magazine advertising local jumble sales can be found on the internet, the notion of local press almost becomes obsolete…
However, I will absolutely defend the rights of the Press as a whole – it’s a mark of our democracy that our Press is free.
I could not support any further legislation restricting Press freedom. This does not mean I condone phone-hacking – I don’t. I’ve never done it, never been asked to do it, never asked anybody else to do it for me. It’s illegal and the law is already in place to deal with it. That law should be used.
There’s another reason I defend the Press. The written media has to obey the law of the land but the broadcast media also has to obey the Ofcom code which is very strict. Television has to obey much tighter guidelines than newspapers. I well remember coming into television and being amazed about the hoops that had to be jumped through.
One example is secretly recording a telephone call – note, not phone-hacking. In television, you have to seek legal permission to actually record a call. And it can’t be because you ‘think’ something will be revealed. Oh no, you have to be very,very sure you will get something out of it. If you get permission, then you have to then get further permission to use that material. A lawyer has to be satisfied that the material ‘adds further value or something new’ to a programme which could not have been obtained in any other way. So recording a telephone conversation is no guarantee that it will be used at all.
It also is worth remembering that most journalists are not into underhand means to get information. We’re not interested in people’s private lives unless they are hypocrites or it somehow impacts on a public role. We don’t offer sums of money to people for information (although people often ask for money) and we don’t hack into people’s phones. Yet we still find things out, reveal things, hold things up for scrutiny, regardless of whether or not that makes us popular.
Let’s keep our free Press, we’ll regret it if we don’t….
Don't shut the door on free, independent, credible publicity...
Today’s I’m going to tell you about the kind of public relations person that journalists despair about and subsequently avoid like the plague. Why am I telling you?
To show you how journalists work, how they think, and how a bad communicator causes untold damage to a company’s reputation and significantly reduces their opportunities for future, credible publicity.
This story I’m going to relate is true, it involves an organisation which is real and which is active now – but I won’t name it as I don’t want to put any particular individual in the firing line. Simply because if an organisation is mad enough to appoint poor communicators, then it needs to look at itself rather than at any individual. That individual may simply be representing the view taken by the paymaster. So it’s the paymaster or paymasters who should re-think, in my view.
Preparing to make a short film for a broadcaster, us journalists almost always need case studies. Someone who has experienced the issue that concerns us at any one time. For example, if you are writing about the effects of prostate cancer, you want to interview several people who have it. This is sometimes very easy, some subjects generate loads of people who want to shout about their experiences. Others are far more tricky. How easy is it to get someone to talk openly, on camera about abuse they suffered as a child? Believe me, it’s difficult.
Then there are other subjects where people would think – ‘why is that difficult?’. Poverty is one of them. If you are struggling to pay the bills, are in debt, have lost your job, are overwhelmed by circumstance, it’s very difficult to go on camera to talk about these very personal things. It would involve talking about your income, your expenditure. Details which many of us feel are very personal and private.
So journalists like myself will contact a range of organisations and ask them to approach their members, people they’ve had dealings with or helped, to ask if they’ll take part in any filming. This gives potential interviewees time to consider, and then when they make contact they’ve often already decided they will take part. This is just one tactic we use as journalists to reach people.
Most organisation bend over backwards to help. They know the difficulties of getting case studies but they also know that if they find one, they increase their chance of being interviewed for a film, or at least mentioned. It also gives them a PR opportunity themselves to link their work to a film. So for a little effort, there could be credible, independent publicity.
This particular organisation has a membership based approach. It produced a report which accurately described the kind of circumstances which would work in the film. Having made a telephone call, explained the project to the ‘communications manager’, asked if she could help – this conversation ensued.
She said: ‘The report we did was based on anonymous interviews so we didn’t keep personal details so we cannot contact those people for you. Sorry about that.”
Me: “I understand. Is there any chance, in that case, that you could send out a request by e-mail to your members to see if they would be interested in taking part , or if they know anyone who can help?”
She said: “No, I cannot do that. We only do that for our members, not for any outside body.”
Me: “Oh…right….that seems unfortunate from a communications point of view. Wouldn’t your members want to know about an opportunity to take part in a film?…I find that extraordinary, oh well (goes to end call)”
She said: “Hang on a minute. I’m only telling you that we can’t help and we’re sorry, you don’t have to jump down my throat about it.”
Me: “I’m not jumping down your throat…anyway….thanks for your help. Goodbye.”
On ending the call, all the journalists sitting round me say ‘what was all that about?’. And I tell them.
So what has that communication manager achieved?
In one conversation she’s told five journalists within a news organisation that that body is not open to publicity, is not helpful. So when poverty comes up as an issue again in the coming weeks or months – will that organisation be the first that those journalists approach? No.
If that organisation has done something wonderful and sends out a press release publicising its work – what will those journalists do? Answer – probably nothing. And if it’s a slow news time and they do pick up on it – what do you think the chances are that the negative contact will be explained face-to-face with the individual put up for interview? Probably the boss. Answer, very high.
Being a defensive, uncommunicative communications manager has consequences – you will find it much harder to get good publicity when you want it as you’ll always be at the bottom of the pile, the last contact to be considered.
However if bad news strikes, you are unlikely to be spared the full consequences of it.
Fancy having a holiday here? If so, send us a review...
Anyone watch Watchdog tonight?
You know the programme you ‘cannot afford to miss’. BBC 1 – Thursday?
If you are in business and you want to know anything about handling a negative story, you must tune in.
Tonught was a classic. Under the spotlight this time was Pontins holidays in general but the Somerset site at Brean Down in particular.
On the menu were stained bed clothes (yes,everything), mould, human hair in places which should have seen disinfectant and dusters.
All captured in stills and video, as well as the filming by the team featuring the alternative seven dwarves – Stinky, Grimy and Mouldy to name three.
Back to the studio with a woman representing the new owner Britannic Holidays.
Then followed a master class in how to make your company look as amateur and second class as possible. Even worse, how to make your business sector look awful.
Tip One – immediately be confrontational, especially to a presenter like Anne Robinson and try to make her look small. This makes Miss Robinson even more determined to undermine you.
Tip Two – use the tired excuse that you had 50 million satisfied customers and only ten had complained to Watchdog. Pointless. We aren’t going to hear from the satisfied customers. All customers should be satisfied, that should matter. Remember the adage ‘the customer is always right’? Well, when they’ve got photographs and video to support their case, they are right.
Tip Three – shout out and sound as if you are about to cry, quickly followed up by a suggestion that ‘we offer affordable British holidays’. Sadly, the message we hear therefore is that British holiday makers who are on a budget should expect poor standards. Shut up you whinging Brits with little money and taste…
Media training clearly went amiss here. If indeed any had taken place.
Reading between the lines, I suspect that this lady is passionate about upgrading Pontins – it needs it!
But by taking it personally and trying to criticise Watchdog for covering the story, her message was completely lost and she spent valuable airtime trying to score points off Anne Robinson and the Watchdog team.
How would you have handled it if you had been Mrs Pontins in the hotseat? Would you have behaved differently. Do let me know……(I’ll share my advice if you are good enough to comment).
What’s the worst mistake you’ve ever made? I’d love to know — and what did you do about it?
Make sure that mistake doesn't bite!
I recently read in my local newspaper a letter from a new restaurant owner in Swindon about a review written by a journalist. She’s attended his/her restaurant and had a meal.
The letter said that while there were many positive comments, the reviewer was unreasonable in her criticisms. One was that she’d asked for a vodka mixer and no vodka was available – however the journalist should have been satisfied with the 32 types of wine on offer on the extensive wine list.
What? A journalist doing a review is no different to any other customer – and customers can be hard to please. If I want a gin and tonic or a beer – sod the 32 choices of wine – that’s what I want.
The clue is in the world ‘review’ – it’s an experience, it’s about fulfilling expectations. Some may be fulfilled, others may not.
If this happens to you, bleating about it in the letters page and slagging off the journalist is hardly maintaining a strong relationship with your local press – something you need if you are a local restaurant. Also what do you think as a reader? A reader like me? Well, do I want to go to a restaurant where my choice of beverage is ridiculed? I don’t think so…
So, what should that restauranteur have done?
Taken the positives, learned, maybe invited her back again in six months time…keep the lines of communication open. Turn something negative into something positive – a cliche but true.
A review is very powerful and, unless there’s a bug in your food or the chicken is raw, will almost always put bums on seats. Don’t diss it.
This is not a journalist’s mistake, it’s an opinion based on experience.
So what is a mistake?
Consider the following:
Any journalist who claims never to have made a mistake is from another planet.
All human beings make mistakes and if you are banging out 3,000 words a day for a publication – it will happen.
However if a journalist makes a mistake the consequences can be huge – the power of the written or spoken word cannot be underestimated.
So if you are talking to a journalist and a mistake is subsequently made what do you do?
It’s easy – talk to the journalist about it.
Be sure before you do, that the mistake came from them. (Remember that a mistake in a headline or sub-heading might be done by an editor – and the journalist may have not seen it yet. Equally a mistake in a picture caption can also be done by a third party) But the journalist can help put things right.
There’s nothing more embarrassing than having a difficult conversation with a journalist and then finding out that your press release was inaccurate – or your press office/pr consultant was the source of the mistake.
Also remember that journalists are taught that ‘inaccuracy kills’ – there’s no defence if an inaccuracy leads to defamation. So journalists should be open to those kinds of conversations.
Discuss what the mistake was and how you wish it to be rectified.
For example, a simple mistake like a name spelled incorrectly may be embarrassing but it’s not going to be the end of the world. A small correction or repeat of the story (if it’s short) may be sufficient.
A good friend of mine who’s first name is Spencer was captioned in a photograph as Stella – he’s never forgotten it and neither have I – it’s hilarious.
But if a teacher say, at a school, is charged with abusing a pupil and a journalist names the school or the wrong teacher then that’s a serious mistake and much harder to put right. That gets into the realm of defamation and possibly contempt of court.
For something serious such as the latter, seek advice before talking to the journalist so that you know where you can go with it.
However it’s always advisable to give a newspaper, tv, radio or online publication the opportunity to put things right before getting heavy with lawyers’ letters.
Apologies will be given quite prominently in a serious matter, it’s actually quite rare that a media outlet does nothing when a genuine mistake has been made.
Tip: always talk to the journalist if she/he has made a mistake. Keep the relationship going by avoiding getting heavy. Expect a rational response in putting right that wrong.
(next week, I’ll tell you about a mistake I made and the consequences)