Tuesday, 24 February 2009

Max Clifford - PR Guru or spin doctor?

I was reading an artcle at the weekend in the media guardian regarding Max Clifford.
When I was young(er) and considering a career in Public Relations I looked up to Max Clifford often amazed at the power he seemed to have over journalists. My interest in PR moved from my desire to be a journalist so perhaps this is why I seemed to have more interest in his activities but the more I study and the more I work and delve deeper into the world of PR I move increasingly to dislike Clifford's method of PR and question whether it is true 'PR'.
Whether I work within an agency or in-house as part of my role I strive to gain good coverage within print and online media but I don't see this as the only part of my role. I aim to publicise the brand, key messages and build relationships with key stake holders. In the interview it mentions that " Clifford once likened what he did to "playing 15 games of chess a day", and here he has a sticky position from which to try to extricate himself." Is what Clifford practises more likened to issues and crisis management rather than everyday PR? rectyfing or simple managing a situation from escalating further or even at all?
"The good thing about being in my position is that you know so many things. Sometimes a story that was so important for you to stop five years ago isn't now. It's changed. You can suddenly reveal that happened, so you, the journalist, have got a much bigger story." He even implies that occasionally the manipulation comes close to bribery. "Most journalists would sell their own mothers for a great story, but sometimes you're able to make them an offer that they think they shouldn't refuse." A leg up the career ladder, a word in the ear of a friendly editor. "I'll find them a job or I'll come up with something that means they won't lose their job." (Media Guardian 2009)
Although there have been many a time when I have been proved wrong I like to think the world of a journalist isn't so fickle. There have been discussions as to whether the CIPR should introduce codes of conduct and practise to regulate the 'goings on' in the PR world. If the above statement from Clifford is true it may not be a bad idea - allowing real media stories through rather than simply celeb spin to sell the papers.
As an individual I have nothing against Max Clifford and have a level of respect for the amount of coverage he is able to gain - it must take a certain level of expertise to ensure he is as successful as he is today but I am still loathed to call it 'PR' in my eyes it is simply the practise of a spin doctor.
I am open to discussion and debate on the topic...
To read the full article in the Media Guardia please click here.

Thursday, 19 February 2009

Catching up with the future

I have decided to move with the times and create an online portfolio. Not only is it more eco-friendly (no more pretty paper and sticky back plastic) it will save my hands from red raw blisters carrying it around from interview to interview but above all else it means that potential employers, peers, colleagues and lecturers can see examples of my work without me being in the room with them. I can update it as I go along with current pieces of work and simply send the link to whoever wishes to view the website. I am still learning all the different applications available but hopefully I am catching up with the times! Check it out at www.emmalong.weebly.com

Friday, 6 February 2009

LET IT SNOW! LET IT SNOW! LET IT SNOW!

It is at this time that the inner child comes out to play - where my adult head says "stay inside where it's warm or you might slip outside" the young(er) side of me dives backwards into the snow to make snow angels! A forced day off came at the shock to everyone it seems especilly the London Transport system which, as always, came to a grinding halt at the first sign of a flake of snow. Other countries, Canade for example, had approx the same amount of snow but was still in good working order unlike the good ol' UK but still better to be safe than sorry with the first bus crash at 4.30am is anyone really surprised? This happens every year! So as I settle at my desk in the sparesly occupated office today I am pleased to see that everyone else seems to have had as much fun yesterday as me! Good to know that everyone elses work was recreational also!