A few days before the November 26 general election, TV3 aired Bryan Bruce’s documentary Inside Child Poverty, and I posted on the depressingly predictable response of the usual right-wing subjects.

And now NZ On Air board member Stephen McElrea (who, in Tom Frewen’s marvellously dry turn of phrase, “also happens to be John Key’s electorate chairman and the National Party’s northern region deputy chairman”) has used his dual position of authority to demand answers from the funding body and, simultaneously, make implicit but forceful statements about what constitutes “appropriate” policy material for such a funding body to support.

There has been some outrage on the tweets about the obvious propaganda imperative here — agenda-control is pretty crucial to a government, never more so than during election campaigns — and I agree with Sav that this shows a need for NZOA to be more independent, more clearly decoupled from the government, not less so. Stephen McElrea, after all, is not simply a disinterested member of a crown funding agency — he is a Key-government appointee to the NZOA board, a political actor in his own right, and has a history of advocating for broadcasting policies curiously similar to those being enacted by the present government, such as in a 2006 column titled “Scrap the charter and get TVNZ back to business”.

I may write more about this as it develops, although it seems likely that the ground will be better covered by people much more qualified than I am. But what I will do is return to my initial point, to wit:

a documentary about child poverty, covering the appalling housing, health and nutritional outcomes borne by children in our society, and the immediate response is to launch a ideological defence of the National party and deride the work as nothing but partisan propaganda. … I haven’t heard a peep out of National about what they plan to do about the problems since it aired. Isn’t it more telling that National and its proxies immediately and reflexively go on the defensive, rather than acknowledging the problems of child poverty and renewing its commitment to resolving them?

I still haven’t heard that peep. Given the fact that the National party leader feels at liberty to dismiss attempts by David Shearer and others to make child poverty alleviation a matter of bipartisan consensus, and that a senior National party official so close to the leader feels at liberty to throw his weight around in this professional capacity, I rather despair of hearing it.

L

A man moves in with his girlfriend. A few months later, in an argument over the rent, he strangles her to death.

Media coverage:

• Prostitute killer’s appeal rejected
• Killer of sex worker loses appeal
• Jury in prostitute murder case retires
• Guilty verdict in Thai sex worker murder case

Nuttidar Vaikaew was killed by her partner, as many women are in our country. She wasn’t killed because she was a prostitute, she was killed because the man she lived with was angry and in his mind extreme physical violence was an acceptable way of reacting to his anger.

If she had been a cleaner, or a lawyer, or a consultant her profession wouldn’t be front and centre in the headlines because it would be her job, not her whole identity. It’s there because of a subtext about women who do sex work: they get themselves killed; they are not girlfriends, wives or mothers; they are no more than whores.

Today has been a remarkable day. Rarely do we see such an epic failure of communication as we have seen from Alasdair Thompson. Because these events have played out mostly in public, they also present an unusually transparent example.

What follows is ten specific strategic communication lessons which are clearly evident from these events. My analysis isn’t political — I have political and ideological views on this matter, and I intend to write these up after some reflection, but the purpose here is to look at things dispassionately and pragmatically and consider what was done wrong, and what might have been done differently. They are framed quite generically and can be pretty widely applied. This is a long post, so I’ve hidden most of it below the fold.

Everything here is presented on an “in my opinion, for what it’s worth” basis, and should under no circumstances be interpreted as reflecting the views of my employer, or anyone other than me personally.

Read the rest of this entry »

After defending New Zealand’s broadcast news media in recent weeks, and bemoaning the lack of funding for public service broadcasting in particular, TVNZ has tonight hit rock-bottom. The so-called national broadcaster has been comprehensively shamed by TV3, and in the battle for news credibility it has capitulated having barely fired a shot.

John Campbell announced the Sendai Earthquake live on Campbell Live, and TV3 interrupted its broadcast of the high-rating Glee with micro-bulletins (leading the ad breaks) not long afterwards, and eventually ditched the show altogether to show live coverage from Japan’s English-language NHK network. TV One, in contrast, let MasterChef play to the end before switching to NHK. The digital-only channel TVNZ7 was also broadcasting coverage from NHK.

Both commercial channels continued to play ads, but other than that, did a pretty good job of balancing raw foreign coverage, context provided by their local presenters, and important updates for New Zealanders (tsunami alert status, etc.). And then, after broadcasting quake coverage for about an hour, One switched back to its regular programming, showing “Pineapple Dance Studios”, a reality TV show about “the larger-than-life exploits” of the dancers at said London studio. TVNZ’s other channel, TV2, was broadcasting American Idol. At some point (I haven’t been watching it) TVNZ 7 switched back to its regular programming: a book show of some sort. TV3, apparently without a second thought, cancelled the rest of its scheduled programming, and continues to carry the NHK feed, interspersed with relevant original content, including reports from New Zealand expats in Japan.

The contrast could not be more stark: while both One and TV3 remain general-purpose TV channels with a bolt-on news component, TV3 thinks of itself as and actually behaves like a bona fide news outlet, while for all its big talk TVNZ has revealed itself to be just another vehicle for empty escapism. TV3 demonstrated considerably better newscasting chops than TVNZ during the Canterbury earthquake of 22 February, but the comparison was unfair because TVNZ’s live broadcast infrastructure was more or less destroyed in the earthquake, so they had considerably less capacity to respond, for reasons outside their control. It is true that, given the volume of disaster coverage we have had recently, there is a need for an escapist bolt-hole — not least, for the traumatised survivors of the Canterbury earthquakes. But that’s what TV2 and American Idol are for. Make no mistake: given our current disaster awareness, the relatively strong links between New Zealand and Japan — including the presence of Japanese USAR teams still in Christchurch — that country’s broad and deep experience of coping with events such as these, and the fact that the tsunami waves are predicted to submerge entire islands in the Pacific, including, presumably some of our protectorates — this is of legitimate news interest to New Zealanders. It is apparently the largest earthquake recorded in Japan in the past century, and one of the ten largest earthquakes ever recorded. By any meaningful metric it is an important news story worthy of our attention.

At the heart of my defence of public service broadcasting lately has been the argument that public service broadcaster raise the bar of competition, forcing commercial broadcasters to sharpen their game. To quote myself (from a comment on Red Alert the other day):

The British broadcast media are very good indeed, and the main reason for this is the BBC. Yes, the BBC itself makes up a lot of the broadcast media environment there, but more importantly, it forces commercial competitors to compete with something other than lowest-common-denominator mass-market ratings. The same dynamic exists in the two other major media markets with strong and well-provisioned PSBs: Canada and Australia, where the CBC and ABC respectively set an enormously high standard for commercial competitors to meet. This is one of the major roles of public service broadcasting, especially in news: to set a high bar for competition.
If you want to solve the problems within New Zealand’s media environment, if you want to raise the bar: make the commercial media outlets compete with something that hasn’t been gutted and hamstrung. Fund TVNZ and Radio NZ properly, give it freedom to hire and retain the best people, buy the best content, and generally do what it does, and let the others work to match them. Everyone wins.

To give just one tiny example of how this might have worked: TV3 may have reconsidered its decision to air advertisements for fast food and outboard motors between shots of buildings and fleeing vehicles being swept away by ten metre waves, if there had been a viable ad-free newscast in competition with it. To give another: perhaps, if there was some competition prepared to put up the NHK feed overnight for those whose family members and friends are in Japan, TV3 might not have cut to Sports Tonight after Nightline had aired. But there wasn’t any competition. When governments underfund public service broadcasters or hamstring them by imposing the contradictory roles of a public service mandate and the need to return a profit to the consolidated fund, both roles are weakened. We get the worst of both worlds: as taxpayers, we pay public money to fund public service broadcasting, provision of which is undermined by the channel’s need to remain obedient to market imperatives, and in exchange for putting up with ads we end up with a pale imitation of a commercial broadcaster as well. One News — and to an even greater extent TVNZ 7 — supposedly a dedicated ‘factual content’ channel — disgraced themselves and failed New Zealanders tonight. The tagline “New Zealand’s news. Anywhere. Anytime” should perhaps be revised to “Anywhere. Anytime. Except when there’s third-rate reality programming to air instead.”

TVNZ, by waving the white flag tonight, has demonstrated that it’s all but worthless as a public service broadcaster. The market is doing its job for it. If the government isn’t going to fund it well enough to turn it into a proper public service broadcaster, they might as well sell it, if they can find anyone who’ll pay anything for it. If they can’t, perhaps they can just take it out behind the shed and put it out of its misery.

L

Tim Watkin has written a great think-piece on Pundit about the “birth of a new news” in New Zealand. He asks a lot of good questions about the imperatives and tensions inherent in this (and I hate the term) new paradigm:

Rather than a journalist doing the thinking for the viewers and the carefully condensed report presented, the thinking (and feeling) is done live in front of you, and sometimes is exposed as shallow or headline-driven. It’s real, for better or worse. As Paul Holmes puts it, ‘the curtain is pulled back’. But is the loss of thinking time worth the gain? Are we better informed if we see behind the scenes?
Quantity can become the enemy of quality. Mistakes are made when resources are stretched so far, whether they come in the form of spelling mistakes, tactless phrases, offensive unedited pictures or whatever.
When you have to talk and keep talking and talk some more while the next guest is being moved into position or some pictures are being edited or a dropped phone line re-established, you’re bound to say something off-key and earn ire from your audience. But those skills are being learnt under fire as I write, perhaps making for better journalists down the track, trained in the heat of battle.
I’d be interested to see the comment thread toss these pros and cons around. What do you think of the coverage? Of this trend to such extensive news-telling? What’s stood out? Are you better served? What’s worked, what hasn’t?

While this sort of coverage has been well entrenched in more mature mass-media markets for some years, it is indeed new to New Zealand. The extent of coverage we saw of the Pike River tragedy (and the valuable scrutiny of government and corporate conduct which that entailed) would probably not have occurred without the spur provided by the September 4 earthquake, which forced our local newsmakers to deploy in ways they’d never deployed before, and to consider how they might respond to a greater event.

I’ve been deeply immersed in the earthquake coverage since it happened. Probably too deeply, and it is too early for me to address any of Tim’s questions in any depth. I urge you to go and discuss them at Pundit. But Tim’s next paragraph provides the kernel of my tentative answers: he tangata, he tangata, he tangata:

In TVNZ’s control room this morning decisions large and small were being made in an instant by people who were typing in text for on-screen banners, talking on the phone to journalists about to go to air, receiving updates from the newsroom, and listening to live interviews – all at the same time. Hey, as I’ve learnt in the past year, that’s what producers do. It’s important to understand the complexity of the environment, however, when you’re judging the coverage from the comfort of your armchair.

It is people. All those snap decisions are the reason it’s crucial that serious news organisations continue to employ the smartest and most dedicated people they can find, because when the chips are really down and there’s nobody to direct traffic, news needs to fall back on the instincts, judgement, professionalism and initiative of newsmakers, from the most junior interns to the best-known household names.

For all the howlers (“live bodies” is one I heard this morning; there are dozens more) the overall response by the New Zealand media has been extremely strong, and in addition to broadcasting the facts and context of this event, has served a greater purpose: to make New Zealand and the world care about Christchurch. That’s support that disasters in countries without a robust media infrastructure don’t normally draw: contrast the response with quakes, floods and so on in Pakistan, Brazil, Iran, China, and elsewhere. Individualised human experience — such as that of Ann Voss, interviewed live on TV3 after nine hours trapped in her office, having already farewelled her children — embedded in broader context become emblematic of the event; they provide distant, detached viewers a handle by which to grasp the enormity of the disaster. That’s valuable; not only for those glued to their screens, but for those whose lives and deaths have been laid rudely bare before the cameras. And how much more so for the uprisings in the Middle East, where wall-to-wall coverage, especially on Al Jazeera, has been instrumental in generating worldwide solidarity and sympathy with those who seek to overthrow their oppressors?

For this reason I have little agreement with those who complain of media exploitation — for two examples, see Steven Price and Jonathan Green — although their arguments are understandable. I think most Christchurchers (and West Coasters, Queenslanders, Tunisians, Egyptians and Libyans) would consider a small measure of fleeting, mostly inadvertent exploitation is a reasonable price to pay for their stories being told to the world in ways which make the world shed tears for them, get angry on their behalf, and reach into their pockets to help. The news production model is mutual exploitation, after all.

A bigger question is: when will it end? At what point will the newsmaking apparatus have outlasted its usefulness, and be doing better service by covering personality politics, celebrity scandal and sporting achievements? Another question I can’t really answer. But I think we can trust the judgement of those people whose decision it is to make.

L

I’ll be watching with interest the characterisation — and caricaturisation — of Australia’s new PM, especially as compared to Helen Clark. Some of you might be aware that I once wrote a research paper on the characterisation of Clark by John Banks and Lindsay Perigo in talk radio during 2007. I was informed at the time that, via the usual academic networks, a copy made its way from Victoria University of Wellington to someone at the Australian National University in Canberra who had contacts within the then-Deputy Leader’s office, and that Gillard had read it with some interest. I’m not sure how true that is, but I do know she took a keen interest in Helen Clark’s public image, likely with this very eventuality in mind, so it isn’t altogether implausible.

The Clark-Gillard comparison is a natural one, due partly to geographical and temporal proximity; but also due to genuine similarities between their politics, manner and ascent to power. The comparisons have been highly ambivalent. The usual slanderers have already begun spreading the same ludicrous assertions that Gillard, like Clark, is a closet lesbian, on the grounds that she hasn’t had children and is more apparently bolshy than her husband. Apparently very deep in the closet, since she’s come out against gay marriage. (But then, she would, wouldn’t she?)

Peter Cresswell described her as Helen Clark with lipstick, which I guess is negative as to her politics but positive as to her perceived femininity, notwithstanding that Clark did in fact wear lipstick herself. Auckland University’s Jennifer Curtin pointed out some comparisons as to the two women’s assumption of their roles, though I can’t help but think she must have a more nuanced and complex position on the topic than was suitable for an AAP statement:

“They’ve both started off on the left but moved kind of to the centre of their party,” she said. They both appear to be hard workers, good speakers and have made similar choices in selecting their political allies and portfolios – opting to avoid women’s policies specifically. “If they represent women they do it in a more mainstream kind of way,” Curtin said.

Clark’s biographer Brian Edwards, speaking on ABC Radio National, outlined the similarities in more detail:

Well there are extraordinary similarities. I’ve been reading some of the reports about Julia Gillard in the papers here in New Zealand, and it’s absolutely uncanny, and what we’ve just heard is also true, that from the start, Helen Clark was a professional politician, she was absolutely focused, her intention I guess, long term, was to be prime minister, and she would do everything possible to do that. And if you look at the two women, as I say, the similarities are remarkable. Both unmarried, both decided, clearly, that being a politician and aiming to be prime minister did not go with having children, that was the decision, a positive decision which Helen Clark made, she and her partner, Peter Davis. Helen in fact, never wanted to get married and was actually more or less pushed into it by the Labour Party, and wept on her wedding day, which was relatively unusual. She was an atheist, she received some of the same sort of criticisms that I gather Julia Gillard has received in your country for her voice, she had a strong Kiwi accent, a rather deep voice; for her looks, people didn’t like the look of her hair, they didn’t like the look of her teeth; she was accused of being a lesbian, primarily by her opponents admittedly in those early days, and had an extraordinarily hard struggle to make it at all.
And these were all things that a man would not expect to happen at all in politics. None of those things would have come up if the man was a bachelor or was married or didn’t have any children, or any of those other things.

Clark fought these attacks, in part, by recourse to a “makeover” in mid-2005, when she appeared on the cover of women’s magazines — notably Woman’s Weekly — more heavily made up, more softly and sympathetically portrayed and generally appealing more directly to women, and to men who, if they had to be led by a sheila, wanted to be led by a real sheila. This was probably crucial to her winning the 2005 election. Gillard, The Australian tells us today, already has a similar glossy campaign well underway. It’s a good move. (Anyone who wants to call it fake or staged or a cheap trick or blatant media sycophancy to make such an appeal had better first recall John Key’s appearance on Gone Fishin’ (audio), and accompanying article by host Graeme Sinclair in — you guessed it — Woman’s Weekly. Incidentally, if anyone has or can find a copy of the video of that Gone Fishin’ episode, I’d love to see it. I missed it at the time.)

Other Gillard comparisons have also been made: to Margaret Thatcher (as Clark before her was), and to British Labour’s present acting leader Harriet Harman. In contrast with Jennifer Curtin’s observation that neither Clark nor Gillard emphasise their femininity in policy terms, The New Statesman‘s Alyssa MacDonald argues that the public treatment of Harman illustrates that it’s still not politically viable to be an overtly feminist female leader, even in 2010:

Both come from legal backgrounds, hold multiple political posts, have strong union connections, speak with distinctive voices and are always politically “on”. But while Gillard is popular and respected, Harman is often, very unfairly, spoken of as hectoring, dowdy and not very bright. Even before Gordon Brown’s departure, her chances of becoming Labour leader were the same as the number of forthcoming Harman biographies: zero.
Politically, there’s a glaring difference between Gillard and Harman. One has fought consistently for a feminist agenda, while the other has approached her political career with individualistic ambition. Not to do Gillard down — she’s very good at her job and she deserves her success — but her premiership isn’t necessarily any more of a great lunge forward for women than Margaret Thatcher’s was thirty years ago.
Meanwhile, Harman’s drive to push issues such as rape laws and the Equality Bill into the spotlight has undoubtedly been good for British women — and a huge contibuting factor to her unlovely public image.
Gillard’s success is still a symbolic step forward, signalling that the presence of women in Australian politics has become normal. And it looks likely to be good news for the country as a whole. But it’s not as if Australian women now have a Harman at the top to look out for their interests.

As MacDonald notes, Gillard is much more favourably-portrayed than Harman (and I would add, than Clark was at any point during her leadership). I think a lot of this is down to the “lipstick” to which PC refers: a metaphorical sort of lipstick which speaks to a particular notion of femininity, like the kind which Sarah Palin made famous. For one thing, Gillard’s attractiveness has been emphasised by the favourable comparison to Scottish actress Tilda Swinton:

This distinctive visage, the “bricklayer” voice to which Brian Edwards alluded, and her speaking style have been welcomed by the Australian media and satirical communities, who found Rudd “almost irritatingly bland”, according to editorial cartoonist Bill Leak. This from an article, also in today’s Australian on the topic:

Gillard’s wealth of striking anatomical attributes is almost too much of a good thing, says Cathy Wilcox of The Sydney Morning Herald and The Sun Herald. “She’s got so many features that if you just go for one, it isn’t enough. The challenge is how to get all those things in there without her head being enormous.”
Since Gillard took power, editorial artists have been studying her face with the obsessiveness of a lover, poring over photos and freeze-framing the TV to parse her every angle and expression.
Australia’s first female Prime Minister, seen through their eyes, has a “striking head of hair”, “incredibly beautiful skin”, eyes that manage to be simultaneously “squinty” and “big and distinctively shaped”, “chubby cheeks” with “pronounced cheekbones” and a mouth that “sits small and low” above “a small chin that tucks into an incredibly long neck”. Not even her earlobes escape attention.
And who else but an artist would notice that the new PM has “a reasonably ample bottom in relation to her head”?
But there is one facial feature in particular about which they all rhapsodise: Gillard’s “pointy”, “assertive”, “wonderful” nose. A nose, as Leak puts it, “that looks like you could chop wood with it”.
Fiona Katauskas, freelance cartoonist and producer of the Talking Pictures segment on the ABC’s Insiders, says Gillard’s nose is a defining feature that artists can utilise to express her character, just as the jutting lower-lip of former PM John Howard came to represent his determination, or obstinacy.
“I will take a punt and say Gillard’s nose will become the equivalent of Howard’s lip,” she says.

What’s interesting about all this is that, unlike most of the discussion of Clark and Harman’s appearance, it is robust but not unkind. Gillard’s relatively warm reception is being put down to her status as Australia’s first female PM, and I think there’s some legitimacy to that view; a genuine preparedness to “give her a go” tinged by a fear that bagging her too early would come off as sexist. We’ll see how long that persists, and how long her distinctiveness — of appearance, manner, and political character — is portrayed as quirky and endearing rather than bizarre and threatening.

L

How about Shane Taurima for Sean Plunket’s replacement on Morning Report?

A radically different style from Plunket, but he does have good interviewing chops, very extensive experience and strong credentials, especially in hard political news. His interviews with party leaders before the election were exceptional and demonstrated that he can’t be pigeonholed as a “brown issues” journalist. To my knowledge he has been scrupulously neutral with regard to politics, throughout both the present and previous governments. He is fluent in te reo, and has — dare I say — a deeper understanding of Māori issues than any other journalist who would be considered for the role. He would bring a marked change of style and perspective to the programme.

I am on record stating a preference for Radio NZ to elevate someone from within their existing journalistic ranks rather than head-hunting a star, but we sure could use some more Māori faces and voices in the mainstream broadcast news. There are a few: Julian Wilcox, Eru Rerekura, Willie Jackson, John Tamihere, Jenny-May Coffin and others all do good work, but at the fringes — on low-rating or niche channels, constricted bulletins and difficult timeslots, or in sports or talkback rather than proper news. There are a number of senior reporting and editorial/production staff — such as Duncan Garner, and Carol Hirschfeld’s departure from Campbell Live in particular is sorely missed — but all in all Mike McRoberts is the only Māori anchor of a mainstream news programme, and most people don’t think of him as such (which is in many ways a testament to his success).

Shane has just quit his job at Marae due to the impending format shift, and his role with TVNZ is apparently in doubt. John Bishara of Te Māngai Pāho says he must be “going to something better”, so I suppose one question is whether Morning Report is “something better”.

L

Here’s a fun game. Watch tonight’s TV news (either channel) and count the following tropes.

Update: I did this — both channels, since they were conveniently on at separate times, and was pleasantly surprised by reasonably sober tone of coverage. Comments in italics.

• Gratuitous display of cannabis leaf or other marijuana iconography
  Four times on One and thrice on 3. Mostly in the display of the “Switched On Gardener” signage.
• Gratuitous display of drug porn (huge quantities of plants, or egregiously sticky buds, etc.)
  5 times each. TV3 used this as their studio backdrop, otherwise it was the same stock footage throughout, obviously supplied by the police. A distinct lack of additional file footage and High Times-style images of the sort which are usually stock-in-trade for this sort of coverage.
• Police casually destroying huge quantities of same
  None! Only some police confiscating computers, other equipment in the TV3 footage.
• Tenuous linkages of marijuana with other drugs, violence or terrorism
  None! Some passing mentions and image of other drugs, firearms and references to organised crime, but nothing tenuous or unjustified.
• File footage of a shadowy person smoking a joint — None!
• If it’s clear despite anonymisation that the person is brown-skinned
  None of these either.
• Footage of people being arrested or detained
  No images of people being arrested. One shot of an unidentified (white) person walking down the street as the voiceover informed us that those arrested were appearing in court.
• Footage of supposedly ill-gotten gains: flash cars, etc.
  Twice each, references to property being seized under proceeds of crime legislation. Nothing major.
• Smug, serious middle-aged white people expressing deep concern.
  The only examples of this in both cases were press conference shots of the senior police officer.
• Triumphal statements that this has broken the back of the cannabis industry, with no supporting evidence
  Again, just what the police told us. Reporters stuck generally to the facts.
• Reporter looking smug and saying words to the effect of “we can’t reveal which garden centre at the moment …” with the clear implication that it’ll all become clear pretty soon, and anyone who’s anyone already knows
  Well, although National Radio didn’t report (and the police refused to say on-air) which gardening shop chain it was, it was no secret, so none of this.
• Breathless revelations that people who aren’t beneficiaries or gang members are involved in cannabis production and consumption
  Mentioned twice on One and once (but more extensively) on 3 — the fact that “managers and directors” of the company were among those arrested. But in general, not a big deal made of this fact.
• Implication that schoolchildren might have been in danger
  Not mentioned or implied at all.
• No mention of the fact that alcohol causes orders of magnitude more harm by almost every indicator
  Not mentioned or implied either, but on both channels, the booze story took precedence, occupied considerably more screen time, and was covered in much more depth.

So, all in all, nothing much to separate the coverage on One and 3 news. Both items were characterised by a heavy (almost total) reliance on official source material and footage — although both did a field cross, TVNZ’s was the usual pointless live cross, while TV3′s reporter didn’t even make the screen, with the field shots showing police hauling stuff out of a building. Both used similar (probably supplied) footage and images as background, and emphasised the length of the investigation, the number of people involved, and the impact the bust would have on the cannabis industry. Neither report was journalist-centric, with both reporters essentially relaying facts with a minimum of editorialisation. Both reports showed a distinct lack of sensationalised narrative, imagery or suggestion, lacking the usual devices employed to propagandise and pad out this sort of topic matter.

So: well done One and 3 News :)

L

A few weeks ago, Gordon Campbell wrote an excellent fisk of the Media Biz 09 conference advertising bumpf. This morning on Mediawatch (from 06:30) Colin Peacock covered the issue in characteristic depth, interviewing the conference organiser and two of its luminary speakers, the ones who would “share the secrets of getting your message across positively”, help delegates “get inside the minds of the men whose leadership shapes what the viewing audiences see” and enable them to “get your story to the top of the pile”. Three wise and grizzled industry heads, when questioned by Peacock, emphasised two things; first, that the marketing material was breathless over-hyped bullshit, and second, there were in fact no secrets to impart:

Mark Jennings, TV3 Head of News and Current Affairs:

“I think the marketing for this event has been over-egged [...] I can tell you right now that if anybody coming to this conference thinks they’re going to learn any super-secrets on how to handle the media, they’re mistaken. There aren’t any great big secrets, and if there was, we wouldn’t be divulging them.”

Mark Sainsbury, TV One Close Up Host:

“I paid no attention to the marketing of this thing. I had quite a simple inquiry from Rob Harley saying they were doing this conference, that it was mainly for voluntary groups, community organisations in terms of how to understand the media [...] This is the conference as it was sold to me, and the marketing, of course, as you well know, is something totally different. You don’t go along to, almost a semi-public conference, and people are somehow going to be handing over the secrets. [...] I mean, there is no great sort of secret to hide or anything to impart.”

Rob Harley, Media Biz 09 Organiser:

“I’m wondering what they [journalists not involved in the conference who have expressed concerns] think those secrets are. [...] we could argue the toss all morning about how we worded the brochure, or whether if we’d spent a bit more time workshopping it we could have got it right, fair point.”

I have a few questions in response to this rather remarkable set of statements.

1. Given that there are in fact no great secrets, why would anyone attend such a conference, at a cost of $2k per delegate?
2. If the conference is in fact pitched at the voluntary sector, community groups, educators and the like, variations of which were affirmed by all three speakers including Harley, why is it billed as “the ultimate conference for business people seeking more effective use of the media”, and why does it cost $2k per delegate (a cost far beyond the budgets of most such groups)? Come on, the word `biz’ is even in the conference title!
3. Why would anyone take communications advice from a bunch of people who have so abjectly failed to: a. communicate the purpose of their conference; b. correctly identify its target audience; c. market their conference material in such a way that it actually has some relationship with reality; d. avoid negative publicity for all of the above; and e. make any sort of justification to combat negative publicity stemming from the above failures, other than `well, yeah, the marketing is bollocks and there are no secrets anyhow’?

It’s possible to view this either as sinister or incompetent: either the conference organisers and the news agencies involved are just utterly incompetent and are now making excuses, or there is a co-ordinated post-hoc damage control programme underway, as those same people try to spin the story away from Gordon Campbell’s argument that this was a sinister meeting of the news and PR industries and an assault on media independence.

According to all three interviewees, the real purpose of the conference was to allow news professionals to try to help people understand how the media works at an operational level so as to help them make it easy for the media to run their story: essentially, promoting media literacy among sectors who are traditionally not media literate. This ostensibly to combat cases like the example Rob Harley gave, where “everybody lost because the requisite information was not included in the news, stuff that had been said overseas which really needed to be commented on in New Zealand went begging for an explanation.” He’s absolutely right – there is a strong public good in having all sectors of the community meet a minimal standard of communications expertise. This sort of training can be a hugely important service, imparting skills (not `great secrets’) which are already widely exercised in business circles to groups without the capacity to employ trained comms staff or PR firms.

So, in my view, Rob Harley and the others involved in Media Biz 09 have a great opportunity to match their actions to their fine words about media literacy and the community and voluntary sector, by inviting a few delegates from key community or voluntary organisations to attend on a pro-bono or subsidised-fee basis. The conference is (presumably) too close to deadline to cancel, according to Harley it probably won’t break even anyhow, and I can’t see this epic PR fail helping to lift enrolment among the monied businessfolks at whom it’s targeted. But there’s no doubting the credentials of the speakers, and it’ll probably be a cracking two days. An opportunity for those involved to do some good, restore a bit of goodwill in the media, and wipe some egg off their well-known faces.

Edit: Gordon has emailed me to point out the seemingly-obvious, that they’re not so much knaves or fools, but apparently knaves then fools.

Edit, 20090217: Event director Richard Nauck told bFM’s Jose Barbosa a few interesting facts. First, he says half the registrations are non-profit organisations, while most of the remainder are small-business and schools; second, all the non-profits got in for half-price, and only about 20% of attendees have paid full-price; third, he “truly regrets” the use of the word `secrets’ in the advertising bumpf. In the same session, Jose also interviewed Brian Edwards, who does this sort of thing himself, but retains grave concerns about the conflicts of interest for the media people involved.

L