THE I S S U E 2 August 2013

NSW Budget slow & steady UNAA YP Young Professionals grow

A Reformed ALP? Abbott’s first 100 days

Clickivist Promises blowin’ in the wind Turkey – a country at the crossroads year The rise of human- computer interaction The brutal world of TV is no place for a man John Mangos for The value of brand

From crisis to HERO and back again

Why do PR?

Election timing Antony Green

Wells Haslem: One year on John Wells, Chairman

Wells Haslem is now one year old… a wonderful milestone. And we are celebrating with the second edition of The Shell, the official publication of Wells Haslem Strategic Public Affairs. We want to bring you regular updates on issues, public affairs activity, trends in the industry, and insights into client work across our portfolio of activity. The Shell brings a contemporary look and feel to the Wells Haslem brand and is underpinned by more than twenty years’ experience in the public affairs industry. First year of business Wells Haslem Strategic Public Affairs’ first year in operation has been a very successful one. We have grown our client base, improved revenue and cut costs. The year has been marked by some interesting and often difficult projects. Wind farms, submarines, superannuation, construction, religion, education, consumer products and many others have all been part of a varied and interesting first year in business. One of our most recent projects involved At the centre of our firm is the desire to help clients defending the beauty, tourism and farming on communicate better and to resolve issues affecting King Island being overshadowed by 200 giant how they communicate. wind turbines… taking up 20% of the island. While Our work covers all key disciplines of communication: the proponents, Hydro Tasmania, will conduct a strategy development, issues management, feasibility study into the project, it’s no certainty government relations, media relations, crisis to proceed. It has some way to travel yet. management, digital media and FMCG promotion. Our team combines decades of experience in If you think we can help you, or you want to know public affairs, government relations, issues more about our services, please ring Ben, Alexandra or management, journalism, politics, policy advice, me on +61 (0)2 9033 8667, or visit our website and foreign affairs. wellshaslem.com.au. It is made up of John Wells, Benjamin Haslem, Alexandra Mayhew, Kerry Sibraa AO, Julie Sibraa, Trevor Cook, and Michael Baume. Indeed they were a key part of the old firm Jackson Wells – on and off, over a 21-year history. Wells Haslem is not just another PR company. What we really try to do is quickly add value to John Wells our clients’ projects. This is something we have Chairman always been renowned for.

Julie Sibraa

NSW Budget Slow & Steady Finding new ways to fund infrastructure

The recent NSW State Government Budget, handed down by arguably the world’s nicest Treasurer, Mike Baird, was described by some in the media as “boring”. Mike Baird’s response was to say that boring was the new sexy. And for those in the infrastructure sector it was a pretty racy budget.

NSW Budget Infastructure pg. 4| NSW Budget – Julie Sibraa

hen the political choosing - and the 2013/14 And whilst not overflowing with new O’Farrell budget has continued to make solid and infrastructure spending commitments, Govern- innovative headway towards funding the Budget included funding and ment much needed infrastructure at the same delivery details for a range of major was time as keeping the budget with in transport projects including the $8.3 elected credit rating agency imposed caps. billion North West Rail Link – a single in NSW Making inroads into the backlog will not deck metro-style train line linking the in 2011 happen quickly, particularly given the North West Growth Centre just beyond it did so on the promise of turning on challenges outlined above and the long Rouse Hill to Chatswood, the South around the flagging state economy lead times associated with major West Rail link (an initiative of the Wwhich included a significant construction projects. But given the size previous Government), the Northern infrastructure backlog and no ready of the O’Farrell Government’s Sydney Freight Corridor program and source of funds to address it. parliamentary majority and the two light rail projects. Short termism, vested interest, fear of likelihood of them being in Government But the centrepiece of the infrastructure

debt and an aversion to risk acquired for three terms, a period of 12 years, budget was the announcement around following intense media and public they have a unique opportunity to the long awaited WestConnex - a criticism of privately financed projects actually see through the delivery of monster of a road project in scale,

like the Cross City and Lane Cove complexity and cost (estimated at Tunnels left the State with a number of around $10-13 billion) that incorporates much needed public infrastructure the completion and widening of the M4

projects sitting on the shelf. And thanks motorway, duplication of the M5 east to the increasing cost of building The sheer motorway and a link between them to material and wages and the complexity include Sydney Airport and Port Botany.

of retrofitting infrastructure to an cost“ and scale of The sheer cost and scale of the 33 km already heavily built Sydney

WestConnex has WestConnex project has presented a

environment, the projects were getting major funding challenge to Government. “ more expensive every year. presented a major The most straightforward part of the Although Labor Premier Morris Iemma funding challenge project – the duplication of the M5 east understood that the lack of investment – on its own would have required a in productivity enhancing infrastructure to Government. substantial up-front financial over the previous decade was a long- contribution from Government even if it term problem for both the residents of were procured as a public private the State coping with congestion and partnership (PPP) with tolling. This is

the economy’s ongoing competitiveness, some much needed infrastructure despite the fact traffic revenues are his attempts to find a way to fund new projects. largely known, unlike previous infrastructure ultimately resulted in his The 2013/14 Budget continues this greenfield road projects such as the political demise. process with the proposed lease of the tunnels mentioned earlier. The cost of The sale of the State’s electricity sector, Port of Newcastle – currently the the project simply cannot be covered by which had the potential to generate toll revenue. world’s largest coal export terminal – around $15 billion, challenged one of expected to raise between $700 million The Budget allocated $1.8 billion over the Labor Party’s great shibboleths – the to $1 billion, in addition to the four years (in addition to notion of the necessity of government continuation of savings measures aimed Commonwealth commitments) to get ownership and operation of a range of at reducing the Government’s operating the project started, but more utilities and functions. expenses over the forward estimates, importantly, the Government indicated The O’Farrell Government has no such thereby creating room in the balance how the project would be financed. This constraints – apart from ones of its own sheet to take on additional debt. is the first indication as to how NSW

Treasury’s new Infrastructure Financing Some have claimed this new approach Make no mistake, the WestConnex Unit (IFU), tasked with “enhancing the represents the end of the PPP, so reviled project on its own is colossal, not only in State’s financing capabilities for PPPs in recent years, but really it’s just the terms of cost and scale, but because it and other infrastructure funding fact that the projects sitting on the shelf presents a major political challenge models,” has been working since it was for so many years have simply gotten which will use a great deal of the established following last year’s budget. too big for even the most optimistic O’Farrell Government’s political capital. A financing strategy has been designed traffic forecasts and the post-GFC The degree of risk and difficulty is to “minimise impact on the State’s financial sector simply won’t take on the extremely high as the Government, or balance sheet, encourage maximum risk. its delivery agency, will have to manage involvement of the superannuation Government understanding of PPPs and the complexity and major inconvenience sector and provide the State the where they can best be applied to bring the construction will generate on well- capacity to recycle its investment to new forward projects has also matured mobilised inner-west local communities projects”. substantially since the days of the not known for their tolerance in regard to such matters. Drawing from the San Francisco Bay Sydney Airport Rail Line and Cross City Area Transit Authority, the Government Tunnel. The availability model PPP still However, as is often said in politics will fund the first stage of the project, offers enormous benefits for bringing these days when a government is doing but will do so as an equity investment forward infrastructure and the something relatively unpopular “it’s the rather than a capital grant. It will then Government is using this model for the right thing to do”. leverage the value of the tolls to attract new Sydney Convention centre and the Northern Beaches Hospital which will private funding for the next part of the Julie Sibraa is Wells Haslem’s also be operated by the private sector. project. Government is effectively Special Counsel. She was Senior taking the risk for the traffic forecasting So while the progress on addressing Adviser, Infrastructure, to the Hon which will make it a more attractive NSW’s huge infrastructure backlog may Morris Iemma, Premier of NSW in investment for private equity. The not appear to be splashy or spectacular, 2008 and National Manager, business case and financing model will many other governments would have Policy, at Infrastructure be tested with the private sector. baulked at the scale of the challenge. Partnerships Australia, 2009-11

Association of Australia

I N S P I R E S a n d EXPANDS

Since its inception in October 2011, the United Nations Association of Australia (UNAA) Young Professionals (YP) has achieved some excellent results, albeit with some teething pains. The UNAA YP involves young professionals throughout Australia in the work of the United Nations and raises funds for its sister organisations and their vital initiatives. While there have been set-backs and hurdles - such as venues reneging support last minute and sourcing on-going partnerships - there are definitely benefits to INVOLVE being a young organisation. There are no bad habits to inherit. There is a vibrant, ENGAGE energetic team. And there is an untapped audience the UNAA YP gets to make a stellar first impression with. INSPIRE The NSW Leadership Team - made up of dedicated volunteers who work across various sectors including law, recruitment, sustainability, finance, and public relations - has worked hard to bring events to life that have educated our counterparts about the work of the United Nations. The UNAA YP has addressed Alexandra Mayhew is the global issues at a local level to keep topics engaging, relatable, and ultimately UNAA Young Professionals empowering our audiences into action. NSW Vice Convenor The program has been so successful the UNAA YP has expanded into the ACT, with that Chapter launching next month. The Queensland Chapter is next to be The next UNAA YP event on World established. Humanitarian Day, Monday 19th August. Tickets: facebook.com/UNAA.YPN Engaging young professionals has proven to be a delicate balancing act. 2013 UNAA YP Speakers: NSW Minister for The reason the program has been so successful is because the UNAA YP is run by Family and Community Services and young professionals for young professionals. So if an idea does not interest the Minister for Women, The Hon. Pru Goward Leadership Team, the Team knows it will not appeal to a wider audience. MP | Leading columnist with The Daily Telegraph and Herald Sun, Miranda Devine This year, the Leadership Team has strategically designed events to cover |Renowned journalist and author, Gretel important issues, such as violence against women, refugees, and human rights, Killeen | Cultural Architect and leading while sourcing speakers that have genuinely interested young professionals. While Expert in Cultural change and impact, Brett people may attend to show their support or interest in a cause, a major motivator Murray | Lifestyle writer and Project to attend is the opportunity to meet like-minded people. A poor choice of venue Futures campaigner, ‘Ms Darlinghurt’, Alex or (lack of) alcohol can prove to be a deal-breaker with young professionals. A Adams | Associate producer at SBS Insight great value-add to YP events has been inspiring speakers’ willingness to stay late and refugee, Saber Baluch | Refugee into the evening talking with guests. It’s been the YP Leadership Team’s smart Campaign Coordinator at Amnesty International Australia, Graeme McGregor event planning that has achieved the right balance and seen every UNAA YP event | Journalist and producer of SBS series ‘Go sell out. back to where you came from’, Ronan Another tool the Leadership Team understands well is social media. Facebook has Sharkey | Former UN spokesman for Sri proven to be invaluable, not only for event information, but for the ability to allow Lanka and successful author, Gordon Weiss guests to see photos soon after the event, which they share – therefore spreading 2013 Events | February: International the UNAA YP brand and messages even further. As a result of rolling out a more Women’s Day: Violence Against Women… strategic social media approach, the number of UNAA YP Facebook followers has What GenY Don’t Tweet About (Proceeds: quadrupled in the last six months alone. UN Women) | March: UNAA YP Trivia | June: World Refugee Day: Headlines, 2013 has seen the Leadership Team build on the UNAA YP’s work of 2012, with Deadlines, On the Immigration Frontline more events undertaken and planned. The UNAA YP provide people the (Proceeds: UNHCR) | August: World opportunity to attend formal events, informal monthly drinks with the Leadership Humanitarian Day | September: UN General Team, fun and unusual bespoke events, and partnered events. The Leadership Assembly Leaders’ Week & International Team is continuously refining this formula to make the UN more interesting and Day of Peace: with the Australian Institution appealing to a wider audience. of International Affairs: Public Debate | October: World Food Day: UNAA YP Gala We’ve already undertaken our planning day for 2014, and it’s going to be a big Dinner (Proceeds: World Food Programme) year. A bigger team. More members. Extra events… All to achieve our ultimate, | November: UNAA YP End of Year idealistic Gen Y vision: Every young professional in Australia understands the role Celebration | Monthly: Meet-ups with the the UN plays in our worldwide community. UNAA YP Leadership Team pg. 7 | A reformed ALP? – Trevor Cook

A REFORMED

A REPORT BY WELLS HASLEM DIGITAL COUNSEL, DR TREVOR COOK

Newly reinstalled as Prime Minister, Kevin Rudd has party reform as one of his top priorities. So far he has announced measures to clean up the tainted NSW Branch and to give branch members a say in electing the federal parliamentary leader. Giving branch members 50 per cent of the vote in leadership contests will greatly reduce the power of a handful of senior union officials and factional leaders in the caucus. It is the biggest change in 50 years, since Whitlam, and probably the biggest change since federation when a national ALP was first put together from various state branches.

Dr Cook was Chief of Staff to Federal Employment, Education and Training Minister, John Dawkins from 1987-90. Last year he completed a doctoral thesis UNIONS AND THE ALP – Between dependence and independence at the University of Sydney

Yet Rudd’s current proposals lag behind officials from affiliated unions, political party. the changes being proposed for the ALP’s advisers and party officials to the It may be that part of Rudd’s electoral sister party in Britain by its Opposition exclusion of just about everyone else. popularity is the sense many voters seem Leader, Ed Miliband. The ALP’s great leaders in the past few to have that he is not beholden to unions Miliband’s reforms would see non-party decades have all had broader life and factions. members voting in pre-selections and experience and an ability to connect with Many voters seem to have a sense that would end the guaranteed vote people outside the unions-party bubble. Rudd is their candidate, torn down in percentage allocated to unions in party Paul Keating used to say that the best June 2010 by the boys from old labour. ballots, currently in Australia this political training was asking ordinary In Australia, primaries offer the ALP a amounts to 50 per cent of the votes at branch members for a vote. chance to engage with a changed state conferences. That’s how you used to learn how voters electorate. Miliband, like Rudd, believes the reforms think and what really motivates them. Up to the 1970s, the Australian are required to reconnect with the Not anymore, most candidates are now workforce was predominantly unionised, party’s (changing) electoral base and to selected through complex factional deals, blue-collar and male. re-invigorate the party’s membership. often with help from the party’s state Even the typical union member these During the 1990s union membership and national executives. days is a female, university-educated declined dramatically in Australia and ALP Prime Minister Rudd has long been the professional working in the community membership declined even faster, with party’s outsider candidate. services sector. hundreds of local branches across What’s more the the country ALP has to appeal shutting up shop. to a large number of young people The problem for The ALP’s pre-selection processes are just not working who don’t the ALP is that anymore, they favour officials from affiliated unions, understand these changes political advisers and party officials to the exclusion of unions and don’t have just about everyone else. [ ] find them concentrated appealing. power in the hands of a few Many of the dozen union officials and factional Rudd has no deep factional or union people who were heavies. connections or backing. once attracted to the party of Whitlam now vote for the Greens. Put bluntly a party created in the 1890s Rudd’s claim to leadership has always by unions, controlled by unions and for been centred on his popularity in the And today’s blue-collar worker is likely to the benefit of unions is just not relevant broader electorate. be self-employed tradie with concerns to vast sections of the modern Australian A successful outsider candidate for party about business conditions and small electorate. leadership is a novelty in Australia. business regulation. Recent savage defeats in NSW and But for Democrat presidential candidates The ALP’s problem today is similar to that Queensland, and the prospect of a defeat in the USA, it has become the rule than which faced Menzies in the 1940s. federally, make the problem more urgent the exception. Menzies created the modern Liberal than ever before. Carter, Clinton and Obama, the last three Party by reaching out beyond warring big During the past 50 years, the ALP has Democrat presidents, all ran against the business factions to a whole raft of comeback from electoral defeats before party establishment and won. middle class community-based organisations. by grafting an appealing leadership on They could do so because of the USA’s top of an anachronistic organisational primary system, where ordinary voters Famously, he used the term ‘the structure. have a say in choosing the party’s forgotten people’ to characterise this re- From Whitlam and Hawke to Dunstan, candidates. building and re-connecting exercise. Wran, Carr and Beattie, the ALP was Reflecting their popularity, primaries The ALP needs a leader that can do a blessed with several generations of real have expanded in the USA to become Menzies and reconnect the labor party leadership talent. more inclusive over time, with its own forgotten people. That sort of talent, in those quantities, Many US states are now moving to ‘open’ Rudd would like to be that leader. now seems a distant dream. primaries where voters can participate in If Rudd fails, the ALP will have to find The ALP’s pre-selection processes are just the selection of candidates even if they someone else to re-create the ALP as a not working anymore, they favour are not registered as supporters of that modern centre-left party.

In Australian federal elections the electorate generally gets it right. Until very recently the Coalition Opposition, led by Tony Abbott, was clearly going to win the next election. That’s of course if the Government stuck with Prime Minister Julia Gillard. Labor was never going to do that because it did not want to be decimated at the election on September 14 - the date chosen by Ms Gillard as Election Day. Now all of that has changed. Kevin Rudd is back as Prime Minister and the latest Newspoll has Labor and the Coalition level on 50 per cent two-party preferred. So will the electorate get it right this time? That remains to be seen. If the electorate decides to endorse an Abbott led government, what will the first 100 days look like under Prime Minister Tony Abbott? If you listen to Mr Rudd, Mr Abbott and the Coalition have no policies. The Coalition has in fact developed a comprehensive suite of policies in over 50 areas. At least 55 policy announcements, including the outlining of substantive plans for a strong and prosperous economy, aim to drive productivity and to support the creation of up to one million jobs over five years.

And what of the first 100 days:

Tax reform will begin immediately with country, including the streamlining of In outlining his policy agenda, and his the removal of the carbon and mining environmental approval processes to likely first 100 days, Mr Abbott has taxes, which the Coalition says are provide greater investment certainty as continued to weather a relentless attack undermining growth and investment, well as a commitment to restore the on the basis he has no policies. damaging the country’s reputation and Australian Building and Construction What Mr Abbott has to continue to do is making Australia less competitive. Commission to tackle union abuses in go out and educate the electorate that Mr Abbott says these taxes are driving the building industry. his policies are better than those that up the cost of living. Treasury's own There will also be a substantive have put the country into the position modelling shows the carbon tax will commitment on critical infrastructure he says it is in – lacking in confidence, a erode GDP with a cumulative loss of spending and reform, including the substantial reduction in retail spending, output of $32 billion by 2020, rising to a development of a rolling 15-year rising unemployment, and rising costs. staggering $1 trillion by 2050 (in 2010 national infrastructure plan. dollars). What Mr Rudd will attempt to do is The Coalition will move swiftly to A full-scale commission of audit we will recast himself and his policies in order change the border protection legislation be conducted, the first since 1996, and to demonstrate that he is a new leader in order to stem the flow of will identify areas of waste and other with a new agenda. unauthorised boat arrivals, reinstituting poor quality Government spending and And while the polls have now narrowed policies similar to those of former will be fundamental to restoring the substantially, the Coalition retains a coalition Prime Minister John Howard. structural integrity of the budget. slight advantage. The outcome of the The Coalition has only recently unveiled All these policy positions will, in one often looks like a beauty contest but in what they say is the most ambitious form or another, start in Abbott’s first the end it will come down to policies… deregulation agenda seen in this 100 days if the Coalition is elected. Who is offering what the people want?

pg. 10 | Clicktivist – Benjamin Haslem

Clicktivist Will the next major societal upheaval be sparked by a hash tag? Benjamin Haslem reports

A number of recent on-line grassroots community campaigns, here and abroad, have brought the issue of clicktivism into the spotlight. But how effective are web-based campaigns at delivering real change? Are they all heat and light with nothing to show once the # has been consigned to yesterday’s Twitter trends? Or could the US Civil Rights movement been Tweeted?

In late August last year, Sydney radio An online petition at change.org calling offends public sensibilities. This probably broadcaster Alan Jones told listeners: on 2GB to sack Jones attracted more than would not have occurred 10 years ago. “[Prime Minister Julia Gillard] said that 115,000 supporters. Fans of on-line activism have been we know societies only reach their full On 7 October, 2GB owner, the Macquarie criticised for over eulogising its impact. potential if women are politically Radio Network, suspended all advertising Beyond #destroythejoint clicktivism is participating. Women are destroying the on the show to protect its advertisers seen most starkly in Australian political joint – Christine Nixon in Melbourne, from pressure being applied by the life through organisations such as Clover Moore here. Honestly”. #destroythejoint campaign, which GetUp!, inspired by the United States’ It was the spark that ignited the highest- Macquarie’s Chairman, Russell Tate, MoveOn.org and the global Avaaz.org. profile case in Australia of what is slammed as “cyber bullying”. Communications professional, James referred to (often pejoratively) as Macquarie Radio estimated the boycott Norman, who works for the Australian clicktivism or slacktivism: where activists cost the station between $1 million and Conservation Foundation, recalled a can participate in social movements $1.5 million. Most advertisers returned to recent email from GetUp! which through their laptops or smartphones. the program within weeks. proclaimed: ''We did it! The ABC and SBS In the lead up to and during the are safe, for now'. “Slacktivism’ is an apt term controversy Jones’ program enjoyed an GetUp! claimed newspaper to describe feel-good online increase in ratings of 0.5 per cent to 17.3 advertisements it ran stopped plans by per cent. This fell away to 15.4 per cent the Federal Coalition to privatise the ABC activism that has zero by February 2013. By late May Jones and SBS after a motion to that effect was political or social impact. It audience share was back at 17 per cent, placed on the agenda at a Liberal Party gives those who participate pretty much where it was before the Victoria State Conference. in ‘slacktivist’ campaigns an controversy erupted, dropping to 15.8 As Norman wrote in the Sydney Morning per cent last month. illusion of having a Herald: “The only problem was that The #destroythejoint movement is an “[Opposition Leader] Tony Abbott had meaningful impact on the interesting study in the effectiveness of already ruled out the policy a week world without demanding on-line activism. before”. anything more than joining a Slacktivist sceptic, Evgeny Morozov Norman questions the effectiveness of

Facebook group” argues “‘Slacktivism’ is an apt term to Within hours of Jones’ remarks, Sydney describe feel-good online activism that social commentator, Jane Caro, created has zero political or social impact. It gives the Twitter hashtag #destroythejoint and those who participate in ‘slacktivist’ the Twitter-verse was ablaze with angry campaigns an illusion of having a condemnations of Jones’ remarks. meaningful impact on the world without Soon after, University of Technology demanding anything more than joining a Sydney (UTS) lecturer, Jenna Price Facebook group”. created the Destroy The Joint Facebook In the case of #destroythejoint, Caro, community page. Within months its Price and their many thousands of membership had swelled to 20,000 supporters did have an effect. But was it helped along by the Sunday Telegraph’s long-term? report of Jones’ now notorious 23 September speech at a Sydney University True, there was a short-term drop off in Liberal Club function in which he said the revenue for 2GB and Jones’ ratings fell in then PM’s recently deceased father had the months following but have now clicktivism, describing it as “activism likely died of shame. (Jones later recovered. bound to news cycles, data gathering and apologised). What is certain, #destroythejoint put emotive taglines - far removed from the The Destroy the Joint social media advertisers on notice that their brand and urgency and camaraderie of traditional campaign was instrumental in applying bottom line can be damaged if they protest movements”. public pressure – through threat of associate themselves with remarks that “By embracing tried and tested methods boycott – on companies advertising on offend a significant and easily mobilised of delivery of marketing, this kind of Jones’ 2GB breakfast program to proportion of the population. activism can have the effect of merely withdraw their ads. Broadcasters and more importantly their stroking people's desire to ‘do the right Dozens did, including Mercedes Benz, masters will be more focussed on thing’, rather than engaging them in Woolworths, Freedom Furniture, Coles, avoiding content which, while not in meaningful political struggle,” Norman Bing Lee and Mazda. breach of any regulatory framework, argues. pg. 12 | Clickivist – Benjamin Haslem

US Author, Malcolm Gladwell (The Mirani writes in The Guardian in Tipping Point; Blink), agrees, arguing the response to Gladwell. activists who spawned the great (and Cindy Leonard, from Robert Morris importantly high-risk) campaigns for University’s Bayer Centre for Non-profit social change – the US Civil Rights Management, believes there is nothing Movement; the collapse of the Iron different about gathering to protest in a Curtain – share a crucial feature: they public square or gathering in a Facebook were recruited to the struggle by a close group to support an opinion. friend. “If anything, the online gathering is safer, Each of these social upheavals had what more cost effective, more Stanford sociologist Doug McAdam, environmentally friendly, and has the called “a ‘strong-tie’ phenomenon”. ability to draw more people,” Leonard “The kind of activism associated with writes. social media isn’t like this at all,” “In either case, the objective is getting

Gladwell writes in his New Yorker piece, the attention of the people who have the ‘Small Change: Why the revolution will ability to create the desired change.” not be tweeted’. A 2010 study by Georgetown University’s “The platforms of social media are built Centre for Social Impact Communication around weak ties. Twitter is a way of - The Dynamics of Cause Engagement – is #protest following (or being followed by) people cited by defenders of slacktivism. you may never have met. Facebook is a The US national survey concludes that tool for efficiently managing your people who frequently engaged in acquaintances, for keeping up with the promotional social activity were: people you would not otherwise be able to stay in touch with. That’s why you can § As likely as non-social have a thousand “friends” on Facebook, media promoters to as you never could in real life.” donate The journalist who first coined the term § Twice as likely to clicktivism, Micah White, argues a volunteer their time fundamental problem with clicktivism is § Twice as likely to take

#volunteer that metrics value only what is part in events like charity measurable (follows, likes, re-tweets walks etc). § More than twice as likely “Clicktivism neglects the vital, to buy products or immeasurable inner events and personal services from companies epiphanies that great social ruptures are that supported the cause actually made of. § Three times as likely to “The history of revolutions attests that solicit donations on upheaval is always improbable, behalf of their cause unpredictable and risky. A few banal pronouncements about 'democracy in § More than four times as action' coupled with an online petition likely to encourage others will not usher in social transformation.” to sign a petition or #destroythejoint Others disagree. contact political representatives Mumbai journalist, Leo Mirani, argues that Gladwell wrongly defines activism as If #destroythejoint teaches us anything, “as sit-ins, taking direct action, and it is that one communication faux pas has confrontations on the streets”. the potential to unleash a mass “However, if activism is about campaign against your organisation, arousing awareness of people, damaging your brand and those of your changing people's minds, and influencing customers and suppliers. opinions across the world, then 'the It may be short-lived but the damage revolution will be indeed be tweeted', wrought during the maelstrom can be 'hashtagged', and 'YouTubed',” significant.

Promises Blowin’ In The Wind Benjamin Haslem A common reaction from people when All the electricity generated by TasWind told about plans to build 200 giant wind will be transmitted via a yet-to-be-built turbines on King Island off north-west undersea cable to Victoria. Tasmania is: “What will happen to the Hydro Tasmania was big on community cheese?” consultation, promising: That says a lot about people’s “It’s important to know what the King perceptions of the wind-swept island, Island community thinks about the home to the world-famous King Island concept because Hydro Tasmania will Dairy. not proceed with the project if it does Think of King Island and images of brie not have their support”. and clotted cream spring to mind. The utilities giant promised a Friesian cows grazing on green grass, community survey (or vote) to see if watered by clouds delivered across King Islanders were happy to proceed to thousands of miles of pristine ocean. a feasibility study into the project. It’s this image and the island’s location at the bottom of the world that is being The TasWind website, set up by Hydro used by developers to market two Tasmania, promised: luxury golf courses planned for King “We believe 60 per cent support for the Island. project moving to the feasibility stage Courses that will tap into a growing is a very fair measure. We continue to global golf-tourism market, dominated work with the community on the best by cashed-up retirees and empty- way to measure support and have nesters hungry to experience links-golf proposed an independent survey of all on exotic and rugged dunes courses. island residents.” [Emphasis added] What the developers had not counted If locals agreed to feasibility, that would on was this image being tarnished by not necessarily lead to construction, 200 wind turbines towering more than with Hydro Tasmania promising further 150 metres into the air at blade tip, testing of community support before dotted across nearly 20 per cent of King erecting the first turbine. Interestingly, Island’s 1100 square km. there was no promise of another survey. Last November, the State Government- For many locals, TasWind promised a owned Hydro Tasmania announced it lifeline for King Island’s economy, wanted to conduct a feasibility study reeling at the closure of the local into the construction of a wind farm on abattoir in September 2012, which costs King Island, which it branded TasWind. 70 jobs.

Artist’s impression

The island had been suffering economic generate each year (based on the hugely Adair wrote: and population decline for years and successful Barnbougle golf course “As we have said many times, this Hydro Tasmania was promising up to $1 development in north-east Tasmania) project will only proceed with the million a year would be paid into a the NTWFG argued that King Island could majority support of the King Island community fund to pay for whatever position itself as major global tourism community”. (It was bolded for Islanders wanted. destination. emphasis). Hydro Tasmania spruiked that the It wasn’t all about golf. By leveraging its On the morning of Monday 24 June “forecast economic benefit to the image for clean food and its relative Hydro Tasmania announced 58.77 per community is in the order of $7m-$8.9 global isolation, King Island would be cent of voters supported going to million a year”; up to 60 long-term full- home to the best restaurants and feasibility. time jobs would result. cooking schools, a magnet to bird The NTWFG immediately called on Hydro

Land owners who agreed to place watchers (the island is home to the rare Tasmania to abandon its plans as the turbines on their properties would Orange-bellied parrot and six endemic magic 60 per cent figure had not been receive generous annual lease payments; bird sub species), bush walkers, scuba reached. A Hydro Tasmania Board divers and surfers. payments would be made to neighbours. meeting was brought forward two days The NTWFG argued the wind farm would to effectively decide whether to break its For many locals it seemed manna from heaven. destroy King Island’s image and with it promise to King Island. any hope of growing the Island’s At 2pm, Hydro Tasmania said 58.77 per But for a group of locals, many whose economy through tourism. families had lived on the island for cent was close enough and the study generations, it spelt disaster. When locals argued they were only being would proceed. asked to support a feasibility study, the Its spokesman Andrew Catchpole made It would ruin the Island’s unique lifestyle NTWFG argued that would place an the remarkable comment: “I know some and some feared it could compromise already fragile economy in suspended have implied that the figure of 60 is a their health. The fact much of the area animation for more than two years. No- number that will determine if the project mooted as turbine sites was on property one would be able to sell property and at goes ahead or not, however, we have owned by off-island superannuation least one of the golf developers would always said that 60 per cent would be a funds and a large Japanese agribusiness struggle to attract investors. good indication of broad community meant most of TasWind’s money would Wells Haslem designed pamphlets that support. We got 59 per cent and that is a flow off shore. were either posted to locals or inserted very good result”. Opponents, quick to emphasise they are in the King Island Courier newspaper. A Asked by reporters is there would be a not against renewable energy per se, local car dealer donated his advertising second survey to test support for rallied around and formed the No space on the paper’s front page, where construction, Mr Catchpole was TasWind Farm Group (NTWFG) to we placed a different ad each week. equivocal, saying: "This is one of the encourage locals to vote no to a Wells Haslem Partner, Alexandra things we want to talk to the community feasibility study. Mayhew, designed and administered a about". With the assistance of a local land owner NTWFG website, to communicate the no The NTWFG condemned the decision as who has family living on the island, the vote message. a broken promise and warned Hydro NTWFG engaged Wells Haslem Strategic Hydro Tasmania appeared rattled by the Tasmania could never be trusted again. Public Affairs to help promote a no vote. NTWFG campaign and just days before Interestingly, and ominously for Hydro

During a two-day visit to King Island and the vote promised to invest $500,000 in Tasmania, supporters of the feasibility extensive discussions with locals, it a new abattoir for the island. study expressed anger at the power became apparent to the author and the The utility provider also echoed the utility’s actions. NTWFG that the only way to defeat NTWFG message promising “we will On a Facebook page set up to discuss the Hydro Tasmania was to convince locals work with local industries and project a yes supporter wrote: “I am there was a bright future for the Isle community groups such as tourism, golf, happy we are going ahead to find out without a giant wind energy factory. accommodation, the cider brewery, best options, yet upset that trust is What was needed was a positive abattoir, beef, dairy and the Scheelite already broken. I ask that only honesty campaign that tapped into the pride Mine to ensure TasWind supports future comes from Hydro instead of half-truths many islanders felt for their home and development”. to keep investment we can find for their resilience. elsewhere”. The magic 60 per cent support figure Citing the planned golf courses and the vanished; in the final TasWind At the time of writing the NTWFG was 25,000 extra tourists they would community bulletin, Hydro Tas CEO Roy considering its options.

e Tu r k y

Cr s o s

o at the a country r a ds By Special Counsel | | Julie Sibraa | |

The city of Istanbul, famed for its strategic and There is a lot at stake for a country seeking not only geographic significance as the crossroad between entry to the European Union (EU), but also the right Europe and Asia, is almost a metaphor for the to host the 2020 Olympics and Paralympics in precarious position the country now finds itself in. Istanbul. The outcome of the citizen-led protests will From a first-time tourist point of view, Istanbul is a determine whether it will continue in its development wondrous metropolis spread along each side of the as a modern European democracy or remain the Bospherus and Golden Horn, teeming with energy country of its past, dominated by a single strongman. and vibrancy - not to mention tens of thousands of A recent and first visit to the city of Istanbul coincided other tourists. While not the official capital, Istanbul with the beginning of riots inflamed by a brutal and is the epicentre of the nation’s history, culture, unprovoked government response to a small and finance and business. With a growing population of peaceful protest against plans to turn the Gezi Park around 13.5 million people, it is the largest city in on Taksim Square, one of the cities few green spaces, Europe and the third largest city proper in the world. into a shopping complex. Since then, the protests Remarkably it is also one of the world’s safest cities. have continued and escalated, widening in cause and It has much to recommend it. spreading to other Turkish cities. The global media Demographically speaking, Turkey is a young country coverage has put Turkey and its Government led by with 43 per cent of its 80 million population under Recep Tayyip Erdogan, the country’s most successful the age of 25 and 14.1 per cent over 55, compared to politician since Ataturk, under intense scrutiny and 31 per cent of Australia’s 23 million under 25 and has already led to the freezing of negotiations 26.2 per cent over 55. The median age is 29.2 on its entry into the European Union. compared to Australia’s 38.1

pg. 16 | Turkey – Julie Sibraa

Turkey has had one of the fastest growing and most further negotiations for the time being. diverse economies in Europe, comprised of services, Germany is Turkey’s biggest export and second agriculture, manufacturing - including the production of biggest import trading partner, and largest source of motor vehicles for just about every company you could tourist numbers. Its President, Angela Merkel, faces her think of - shipbuilding, construction, and electronics. Its own election this year on 22 September and has already strategic geographical position links the oil and gas rich demonstrated she won’t be inclined to take a soft stand nations bordering the Caspian Sea to Western Europe on Prime Minister Erdogan’s intransigence towards his and the Middle East via the world’s second longest citizens. pipeline. Reforms undertaken in the 80s largely While Turkey would easily meet many of the EU’s transformed the economy from a statist model to a more economic and social requirements for membership, it free market one. Many previously Government-owned must also demonstrate respect for civil rights, freedom enterprises have been privatised. of the press and other democratic values. Based on Tourism is a major and growing source of income, recent events, it will fail. In terms of its Olympic estimated at around $23 billion and as such, becoming aspirations and the recent riots in Brazil (due to host the

“...Turkey had one of the fastest growing and most diverse economies in Europe, comprised of services, agriculture, manufacturing, shipbuilding, construction, and electronics. increasingly important to the financing of the country’s 2016 Olympics) it may also fail. current account deficit. Despite the seemingly large groundswell of citizens Twenty seven per cent of all visitors to Turkey visit turning against him, Prime Minister Erdogan is Istanbul, which in April this year was voted Europe’s best undoubtedly a popular politician and one of the modern destination. At the same time the city’s tourist officials nation’s most successful. He has never lost an election announced a 23.8 per cent increase in tourism numbers and in each of his last three elections for Prime Minister for the same quarter last year, with a total of 10 million he increased his vote. In 2011 he received close to 50 per visitors expected for the year. The 2013 MasterCard cent of the popular vote giving him a considerable Global Destination Cities Index survey found that Istanbul mandate to enact his campaign promises. Throughout his was the sixth most visited city in the world, and with 9.5 political career he has challenged the boundaries of the per cent growth, one of the fastest growing cities in secular state. In his early political days he was a key terms of visitor numbers. The report states that if all top member of the Islamist Welfare Party which was 10 destination cities maintain their current rates of outlawed by the constitutional court as a threat to the growth in the next few years, then by 2016 Istanbul will nation’s secular laws and he was subsequently jailed and surpass Singapore, New York and Paris in terms of banned from politics for inciting religious hatred. His international visitor arrivals. election promises, including the curbing of the What these facts and figures demonstrate is what should availability of alcohol recently pushed through the be a very bright future for Turkey and its beating heart, Parliament, have divided the country, and led many to Istanbul. Its accession to the EU would complete a speculate on the future of the secular state. process begun after the First World War when Mustafa His recent utterances in response to the riots have been Kemel Ataturk inherited an empire in collapse and defeat troubling and strongly suggest a return to former less and took some extraordinary steps to drag his nation into democratic times. The role of the military, which has the 20th century as a modern secular state. historically acted as the guardian of secularism but Turkey has been trying to gain acceptance into the EU for largely sidelined under Erdogan, is yet to be seen. 26 years. Talks on its potential membership had been Turkey therefore stands at a crossroad with feet on stalled for three years and were supposed to resume in either side of the past and the future. Whether the early July, but following the Prime Minister’s heavy- Prime Minister will heed the call of citizens wanting more handed response to the protests and aggressive reaction transparency democracy and free speech or continue the to criticism from the international media and other drive towards an Islamist state is yet to nations, Germany (and the Netherlands) voted to block be determined, but there is much to lose.

TECH. BRAND OPPORTUNITIES IN THE RISE OF HUMAN- COMPUTER INTERACTION

THE PAST DECADE HAS SEEN AN EVOLUTION IN THE PR REALM We have witnessed the shortening of the news cycle from 24 hours to instant, the rise of instant messaging – sometimes to millions of people, and the headaches this has created for the ever important brand controller – and the ultimate decline (to near death) of the printed publication, just to name a few. The technological innovations of the naughties have left some catching their breath, and others – who have embraced it - striding forward. Digital media, social media, and new media platforms – like tablets and smart phones - have changed the PR world indefinitely. And we’re in for another big shift. The desktop model has peaked. Fewer people line up around the block for the latest Apple release. Apps aren’t news anymore. Consumers are becoming bored with new laptop and tablet releases. People are not reading physical newspapers anymore, they are heading online via laptops and smartphones - and even that will become redundant. Into the future people will not be reaching for laptops but products many have confined to the world of sci-fi. BRANDS THAT STAY AHEAD OF THE CURVE WILL BENEFIT. THE NEXT TECHNOLOGICAL REVOLUTION IS COMING. pg. 18 | Tech – Alexandra Mayhew

Here are some of the technological innovations that will change the face of brands into the future.

CONNECTED CAMERAS WEARING DEVICES Cameras are everywhere. In hotels, staring up from the By the time Google Glasses become a relic of the 10s palm of a hand (in the smartphone) and recently, in and voice commands become commonplace, people will shop mannequins. be comfortable, and consider it normal, to be covered in

A shopper admiring an outfit on a mannequin will be inconspicuous devices. unaware that mannequin will be starring right back. These cameras, sensors, and displays will respond to the Algorithms will match faces to databases and soon the wearer’s will via gesture, touch and voice. They will feed mannequin will be asking the shopper, by name, if they back information to the wearer via displays and want to try on that new outfit in that brand they love, whispers. and yes, they have it in the right size. A good reputation will be vital for brands, as shoppers Brands will need to utilise this recognition delicately, as will simply point to a product on the shelf and ask, is to not encroach on people’s privacy, while offering that brand ethical? personalised services.

VERY SMART SPECS VOICE COMMANDS

Eventually replacing smart phones will be space-age The next few years will see natural language commands spectacles. become commonplace. Instead of punching letters into

They will interact with the internet through voice a desktop, tablet, or phone, people will simply speak commands. Google Glasses, for example, will let users aloud and computers, integrated into houses, cars, and message friends, read maps, and take photos. workplaces, will respond, sending off messages, accessing house appliances, readying the car. Brands’ involvements with smartphones have been mixed, many being unsure of how to utilise the space Opportunities here for brands will be diverse; however with the time between decision making and action effectively. Having an ‘app friendly’ website will not suffice. becoming instantaneous, those brands that can ingeniously tap into their consumers at the right time of Brands will need to abandon the box, innovate and day or experience will be rewarded with impulse create something users will genuinely find useful in this purchases. fresh and different medium.

DRIVERLESS CARS

Google’s Sergey Brin claimed that by 2017 “Google’s self-driving cars will be available for everyone.” As cars become ever more automated they are getting smarter and more self-sufficient. Occupants will be left without a road to concentrate on.

This presents a prime opportunity for brands to reach an audience seeking to fill their time. Abandon the billboard and start thinking along the lines of in-flight entertainment.

STRATEGISE, INNOVATE AND SUCCEED These innovations will come to fruition, in this decade or Importantly, while the contact methods may once again the next, and will form the foundation stones of another revolutionise, strategic thinking should remain. technological evolution. They will present branding Companies should avoid getting caught up in ‘getting on challenges, but more excitingly, huge opportunities. the platform’ and instead optimise new platforms to Those who seek out innovations can ‘own’ the spaces. complement their broader strategies.

THERE'S NO DOUBT THE CURRENT CROP OF FEMALE PRESENTERS ARE PROBABLY THE BEST WE'VE EVER HAD, BUT WHAT'S WRONG WITH US BLOKES?

Are we too experienced, too grey or, more likely, too expensive? (Let's face it; few of us ever passed the Westacott "f ... ability" test). My dear friend and mentor, thespian Stuart Wagstaff, read the news for Seven THE BRUTAL WORLD OF TV in the '60s. His advice was always that IS NO PLACE FOR A MAN warmth was key. They must want to mother you or f ... By JOHN MANGOS you", he continues to say at age 88. If he is right, ipso facto, we blokes have gone cold. Could that be it? I don't think so. I recently did a double act with Lisa us 50-something blokes with generations Wilkinson at a fundraiser and the of experience, grey hair, worldliness and Our years wearing out shoe leather, conversation turned to how women over wisdom. Such men are revered. working the phone, catching planes at short notice, giving blood for our foreign the age of 40, and even 50 for that Not here it seems. matter, are now dominating the television bureaus 24/7 simply just don't count Has television misogyny done a backflip? airwaves. anymore. In the words of the immortal Professor Ten years ago such women were doomed. Instead the lure of the "dark art" of public Julius Sumner Miller: "Why is this so?" According to former 60 Minutes executive relations, not so much for the big bucks producer John Westacott they had lost Thirty-four years ago, when I began in but for a living, has begun to magnetise the "f ... ability factor". broadcast news, the ratio was about eight males in journalism. men to two women on the road - the Hence this from Claire Wolfe and Dr So I posed the obvious question to the anchors were all men. vivacious, and over-50, star of morning Barbara Mitra of the UK's Worcester television: "What about blokes like me It now seems the opposite. University last year when they wrote a over 50?" Newsrooms attract far more female thesis called "Newsreaders as Eye Candy". "You're stuffed," came the humorous journalists. Young male graduates appear I quote from their conclusion: "There is reply, which amused the 600 women in to be gravitating to higher pressure, still discrimination against older women the room - and myself. As true as it is, in shorter lifespan occupations like in the industry. The lack of women with retrospect I found the answer not to be investment banking. grey hair, compared with men, is so funny. The late, great Brian Naylor of GTV Nine worrying as it supports the trend that women are not allowed to age, but have In recent times we've seen Ten's Bill News (who died in the Kinglake bushfires) to remain young and physically attractive. Woods and Ron Wilson get the chop. used to say to me that good news anchors Leigh Hatcher has left Sky News, as has were like old slippers - the scruffier and "The pressure on female newsreaders to Terry Willesee, and the very capable Chris older we got the more the demographic look physically attractive and young is Roe was let go last week after nine years loved us. part of the wider patriarchal power of dedicated service. Brian Henderson was living proof of this. structures that dominate our society, as Even as recently as last week we saw the He could have read the phone book in the well as media organisations. We wonder, highly competent Melissa Doyle end and people would've tuned in, they therefore, whether we will ever see a reportedly take a $150,000 haircut from a loved him so much. Same for James woman with grey hair reading the news." $700,000-a-year salary. Dibble, Roger Climpson and Eric Walters. Of course, at the University of Worcester Our airwaves are now dominated by the Walter Cronkite anchored CBS news until they would refer to us Australians as highly intelligent and attractive types of he was 66, a year after the mandatory "antipodeans", ie "from a point on the Leigh Sales, Liz Hayes, Lisa Wilkinson, retirement age of 65 at that network. Dan Earth's surface which is diametrically Jennifer Keyte, Kylie Gillies, Natalie Barr, Rather retired, aged 75, after 44 years on opposed to it". Juanita Phillips, Sandra Sully, Tracy the same network. Obviously they would be correct on two Grimshaw, Jenny Brockie, Ellen Fanning, Tom Brokaw retired from the NBC counts: geographically, and from the Helen Dalley, Chris Bath, Samantha anchor's job at age 64, and is still actively perspective of a freelance (read Armytage and Today Tonight's Helen on the network. unemployed) news anchor who admits to Kapalos. ABC's top-rating Peter Jennings was tinting his grey hair. What's going on? struck down by cancer aged 67, but was John Mangos is a veteran TV presenter In the US and Europe media organisations still going strong and had at least another who has worked for Seven, Nine, Ten and would be beating a path to the doors of 10 years in him. Sky News. @johnmangos pg. 20 | Brand protection – Alexandra Mayhew

The VALUE of BRAND PROTECTION

By Alexandra Mayhew

PR is considered by some as frills and not on messaging, not only what a company a necessary arm of a business. is saying, but how it is saying it. This has been quite evident in the past What is quietly threaded through every THE TOP TEN MOST few years as companies faced slimmer company in the BrandZ Report is an VALUABLE GLOBAL margins in Australia’s slowing economy, effective public relations component. Not BRANDS 2013* with consumer trepidation affecting one of the top ten brands, or any listed in Apple | 1 sectors from FMCGs to property. the report, would be included if the Google | 2 BrandZ, the world's largest brand equity brands were not both promoted and IBM | 3 database, released its Top 100 most continually protected. valuable global brands 2013 in May, and Even the most gifted PR practitioner McDonald’s | 4 valued the 100 brands at $2.6 trillion. cannot stop all issues arising, but they Coca-Cola | 5 With Google increasing 5% in brand can often circumvent crises, minimising AT&T | 6 value, while Apple only increasing 1%, brand damage. This is a result of firstly Microsoft | 7 reputation is vital to survival in this highly skills in a crisis, but also ongoing Marlboro | 8 competitive marketplace. stakeholder relationship building. Visa | 9 Public relations practitioners work to not If an unwise executive cuts PR from the China Mobile | 10 only promote brands, but to protect budget, stakeholder relationships will them. PRs are the first line of defence suffer, and eventually so will the brand.

*BrandZ, May 2013, Top 100 most valuable global brands 2013

FROM CRISIS

TO HERO

AND BACK AGAIN

How Eddie McGuire delivered a million TV viewers a lesson in crisis

management only to blow it all a few days later. By Benjamin Haslem*

arely has a crisis with the potential to seriously It was against this historic backdrop that a teenage girl, damage a brand unfolded so rapidly, in front of so sitting in the front row of the MCG’s Southern Stand, Rmany people, and been dealt with so proactively shouted at Sydney star and Indigenous player, Adam and expeditiously. Goodes, who was no more than 10 metres away. And rarely has all that fine work unravelled so Goodes immediately pointed at the girl and asked security spectacularly a few days later. guards to remove her from the ground. TV cameras It was early in the final quarter of the Australian Football showed a clearly distressed Goodes leaving the playing League match between the country’s most popular club field and entering the change rooms unable to complete side, Collingwood and the reigning premiers, Sydney. The an historic win for the Swans, its first over Collingwood at evening of Friday 24 May. the MCG since 2000. The opening match of the AFL’s much lauded Indigenous The girl was seen being marched to the back of the stands Round, which celebrates the contribution of Aboriginal by officials. and Torres Strait Islanders to Australia’s most popular winter sport. Twitter and Facebook were instantly ablaze with condemnation, anger and disbelief. The game was played at the Melbourne Cricket Ground in front of 65,306 spectators; the national TV audience was No one knew what the girl had said but from Goodes’ 1.06 million. reaction it was obvious. The game had added potency. It marked 20 years since an Not again. Collingwood faced a crisis. incident at Collingwood’s old suburban ground, Victoria Watching on from the stands was Collingwood President Park, celebrated as the watershed moment when racism and high-profile media figure, Eddie McGuire, a man in the AFL was exposed in all its ugliness. credited with modernising the club. He acted swiftly, In 1993, at the conclusion of a match at Victoria Park, dealing with the crisis with aplomb. Indigenous St Kilda player Nicky Winmar turned to the As soon as the game finished he rushed to the Sydney Collingwood cheer-squad, lifted his jumper and pointed at rooms, sought out Goodes and apologised. All was his skin. A number among the Collingwood faithful had captured on live TV. earlier taunted him with racist comments about petrol sniffing. McGuire then held a press conference, condemning the girl’s remarks as “despicable”. A photograph of Winmar staring down the ’pies fans is an iconic image in the history of Australian sport (see next “Everyone knows the rules at Collingwood: if you racially page), and featured heavily in media reports ahead of the vilify anybody, it's zero tolerance; you're out,” McGuire 24 May clash. said. .

*Benjamin Haslem is a member of the Collingwood Football Club. pg. 22| From crisis to hero and back again – Benjamin Haslem

t was a stark contrast to the club president in 1993, e blamed exhaustion and a slip of the tongue. Allan McAlister, who was quoted as saying Aboriginal But as many pointed out tongue slips don’t Ipeople were welcome at the club provided “they Hinvolve whole sentences. behave like white people”. He offered to step down as club president if the Board McGuire’s actions were universally praised. A man widely asked him to. criticised for having too much influence over sport and And there lies the rub. Instead of taking responsibility for media – “Eddie Everywhere” – was momentarily a bit of his own actions, implementing his “zero tolerance” rule a hero. and stepping down, even temporarily while his remarks Goodes’ was also were investigated by magnanimous, accepting the the AFL, he wrote 13-year-old girl’s apology himself a get-out-of-jail (she’d called him an “ape”), card. emphasising she was too McGuire is an young to know better and was immensely powerful likely parroting what she had figure at Collingwood. heard others, older than her, Possibly the most say. powerful president in For PR tragics, this was the the Club’s history. crisis management gold The Board was never standard. An ugly incident going to stand him had been turned to, if not a down unless he told positive, than at least a them to. vehicle to remind all of us that racism has no place in our And so we were left society. with the perception that McGuire had one Then it all went pear shaped. set of rules for himself Five days later, McGuire and one for others. suggested on his breakfast He should have stood radio program that promoters down on the spot. of the new King Kong musical Before even holding his in Melbourne invite Goodes press conference to as a special guest. apologise for his on- "You can see them doing that, air gaffe, he should can't you?,” McGuire said Clockwise: Nicky Winmar at Victoria Park in 1993 (Pic by Wayne have released a “Goodesy. You know, the big, Ludbey ©Fairfax Media); McGuire; Goodes reacts to Magpie fan. statement saying he not the ape thing the whole would step down thing, I'm just saying the pumping him up and mucking pending the AFL’s investigation. around and that sort of stuff.” At the press conference he should have been Collingwood and McGuire were in crisis. Again. Except knowledgeable enough to admit he had vilified Goodes this time, it was handled badly. and that he needed to take a long hard look into his soul McGuire did what you would expect anyone with a to figure out why he said what he said. modicum of a conscience to do. McGuire has a wonderful record helping Indigenous He apologised to Goodes by phone and publicly. He was Australians. If he’d thrown himself at the mercy of the clearly mortified at what had passed his lips. public, not tried to excuse his conduct and had others But he ham-fistedly claimed "I wasn't racially vilifying defend his record fighting racism his reputation would anyone this morning ... I was thinking the exact opposite. have been largely unaffected. We all make mistakes. After I realised my mistake I immediately retracted and But he didn’t. Much of the good work from the Friday apologised. night was undone.

WHERE EDDIE GOT IT RIGHT A BRIEF GUIDE TO CRISIS COMMUNICATIONS *

Candour: The outward recognition through the

prompt, spoken public acknowledgement that a problem exists.

McGuire spoke to media at the MCG immediately but preceded this by going straight 1 to the Sydney dressing rooms, knowing this would be captured on live TV.

Explanation : 1. Promptly and briefly explain why the problem occurred and the known underlying reasons or behaviours that led to the situation. 2. Talk about what was learned from the situation and how it will influence the organisation's future behaviour. 3. Unconditionally commit to regularly report all additional information, or until no public interest remains. 2 McGuire obviously couldn’t explain the girl’s behaviour but could emphasise that Collingwood had a zero tolerance to such incidents, thereby taking responsibility for tackling racism amongst its own players, staff and supporters.

Declaration: A public commitment and discussion of specific, positive steps to be taken conclusively address the issues and resolve the situation. This commitment was demonstrated simply by McGuire seeking out Goodes and then apologising to him in person and later at the 3 media conference. Then declaring: "We'll go and tell her parents or whatever the case may be, we're not having this rubbish.”

Contrition : The continuing verbalization of regret, empathy, sympathy, even embarrassment. Take appropriate responsibility for having allowed the situation to occur in the first place, whether by omission, commission, accident, or negligence. McGuire told reporters after the game: "I wanted to apologise to Adam on behalf of football in general and ask that he would accept our apologies. "I said 'we won't stand for this, we have a zero tolerance'. He's been such a wonderful leader in this 4 great week in our football code.

Consultation & Commitment: Promptly ask for help and counsel from victims, government, and the community of origin - even from opponents. Directly involve and request the participation of those most

directly affected to help develop more permanent solutions, more acceptable behaviours, and to design principles and approaches that will preclude similar problems from occurring.

Speaking after the game, McGuire said: “I said that we would find out what the hell has gone on,” he said. 5 “They're saying it was a 14-year-old girl or whatever, I don't care. We'll go and tell her parents or whatever

the case may be, we're not having this rubbish.”

Restitution: Find a way to quickly pay the price. Adverse situations remediated quickly cost far less and are controversial for much shorter periods of time. McGuire sought out Goodes as 6 soon as the match concluded.

* James E. Lukaszewski (1999) Seven Dimensions Of Crisis Communication Management: A Strategic Analysis And Planning Mode, Ragan's Communications Journal, January/February 1999 pg. 24 | Why do PR? – John Wells

Because the benefits are great writes John Wells

Many Australian companies and not-for-profit organisations have highly structured and well managed issues management and public relations functions within their organisations. Those who do not, or who are having difficulty with their communications,

should seriously consider a properly structured and strategically focussed program that will have a notable positive impact on their stakeholder engagement.

Well planned public relations - with properly defined objectives that are tied to a business or marketing plan - can provide additional reinforcement to a company’s position in the market place. Strategic issues management and consistent roll-out of public relations

activity can provide a number of benefits:

1 Support overall marketing efforts; 2 Raise profile and spruce image; 3 Protect and enhance reputation; 4 Bestow leadership – over time; 5 Provide a competitive edge; and 6 Help manage stakeholder relationships.

An effective public relations plan (including stakeholder and issues management planning) identifies the strategic position and rolls out continuing and consistent information to achieve a company’s communications objectives.

This may include stories based on tangible matters, such as current events and issues, into which an industry may have an input (based on professional expertise and specialisations). It also involves properly managing and interacting with key stakeholders

including government, opposition, media, customers, community, and retailers. The first steps in this process are:

1 Work with companies to develop a strategic communications plan to drive appropriate stakeholder, issues management, media and other public relations activity; and 2 Talk with a company’s executives to identify events, activities, milestones and developments that can be conveyed as information through the media, social media, to government and so on.

While media relations on an ad hoc basis will often deliver some variable success, it is unlikely to drive through in full measure, the benefits identified above.

The Wells Haslem Team

Benjamin Haslem CEO

Kerry Sibraa AO Special Counsel Alexandra Kerry’s career has Julie Sibraa John Wells Mayhew embraced the Special Counsel Chairman Benjamin has 20 Partner highest levels of For the past 21 years’ experience Alexandra has over Australian political Julie has 20 years’ in the media. five years’ life and the cutting experience in Years John was a public policy in founding partner Ben worked at experience in the edge of business Jackson Wells for both the and senior public relations development. He nine years, where industry and a government and consultant in one was an ALP he managed and communications Senator for NSW private sectors. of Australia’s worked on degree from for 19 years, She began her leading public complex projects Charles Sturt including President roles in relations and became a University. of the Australian government during companies, Director and CEO. Alexandra Senate from 1987 the Hawke/Keating Jackson Wells. Ben possesses an previously: was an until retiring from era, working with Federal Prior to that acute Account Manager Parliament in 1994 to become parliamentarians John’s career understanding of at Jackson Wells; mainstream media, Australia’s High including the embraced headed up having spent the marketing and Commissioner to Health Minister journalism at the best part of a media at an Zimbabwe and six where she had most senior decade working for extreme sports other southern responsibility for levels in Australia The Australian publishing African nations. drug policy, mental health and and overseas. He newspaper in company; and He is a former has extensive Sydney, Canberra worked with a director of women’s health. experience in and Melbourne. consumer public Zimbabwe She later worked media Ben has lectured relations Platinum Mines for NSW Minister management in students from the consultancy. and World IT. John Della Bosca, for nine years, the both television City University of From 2003 to 2010 office of the and radio, has Hong Kong on he served the public relations Premier of NSW, provided policy Government of the and government and was COS to the advice to Federal Republic of affairs. Mozambique as NSW Treasurer. political leaders Immediately their Honorary In 2009 was the and offers public Consul-General in Deputy Chief of before joining affairs Jackson Wells, Ben Australia. Staff to the Federal consulting. was The Australian In 1996, he was Minister for newspaper’s High awarded an Order Employment Court of Australia. Participation. correspondent and Julie spent nearly

regularly acted as two years as Chief-of-Staff at National Policy the Sydney Bureau. Manager for From 1999-2002, Infrastructure he was based in Partnerships the Parliamentary Australia. press gallery in Canberra.

pg. 26

Wells Haslem Affiliates and Counsel

Ron Edwards Dr Trevor Cook Western Australia Digital Counsel

Rob Masters Ron is one of WA’s Melbourne most respected government Robert Masters & Michael Trevor has 25 relations Baume AO Associates (RMA) is specialists, years’ experience a strategic Special Counsel across PR and enjoying an (Emeritus) communication excellent working government. and stakeholder relationship with Michael is a former A pioneer in digital engagement all sides of politics. diplomat, front- media, Trevor Co- consultancy. From 1983-1993, bench federal authored one of Since its inception, politician, the first Australian he was Federal MP its approach to for the Perth consultant, monographs for strategic electorate of journalist, public corporates on communication Stirling. Prior to company director, social media. programs, leaving parliament, stockbroker, TV Prior to being an community Ron was Deputy panellist and independent consultation and Speaker. commentator, consultant (2008 – stakeholder author and public In 2006 he was 2012), Trevor was engagement speaker. awarded a PhD in Principal processes have He is Deputy Consultant and earned it a Education from the University of WA, Chairman of the Partner at Jackson reputation of being which investigated American Wells for 11 years. at the leading edge factors that Australian Trevor began his of communication promote social Association Ltd, a career as a management for inclusion. member of the ministerial adviser over 30 years. Sydney Symphony Ron is a keen AFL to John Dawkins Rob’s services and Orchestra Council fan and in 1994 and as a senior clients cover the and a former helped established executive in the energy sector (oil, board-member of The Graham (Polly) Australian Public gas, coal), the United States Farmer Service, electricity, Studies Centre at Foundation. He has Department of forestry, Sydney University. been a Board Industrial government member since its He is a contributor Relations. (federal, state, inception. to the Spectator Trevor holds a local) water, Magazine and a finance, Ron, who has Bachelor of former regular automotive, health extensive Economics columnist in the and health experience in the (Honours) (1981) Australian research, fisheries and and a PhD (2012) Financial Review. pharmaceutical, mining sectors, from the University education, assists Wells of Sydney. Trevor transport (road Haslem clients is a casual lecturer and rail), communicate with in Australian information the WA State politics at technology, Government and University of primary industry, Federal MPs and Sydney. environment and Senators based in retail. WA.

Election Timing and the Issues of Election Writs

Twice recently I’ve been told of a scenario that sees Australia going to the polls on 24 August.

The scenario sees the Labor caucus meeting on Monday 22 July to approve Kevin Rudd's proposed rules for electing the Labor Party Leader. Kevin Rudd would then visit the Governor General on Tuesday 23 July to call an election for 24 August. Nice theory, but a Tuesday visit to the Governor General would require the election to be held on 31 August, not 24 August. The writs for a 24 August election have to be issued on Monday 22 July, and there are several complications that make announcing an election and issuing writs the same day Antony Green is an ABC difficult. Election Analyst, providing analysis of all aspects of elections and electoral systems Electoral Pendulum in Australia

The electoral pendulum orders seats from the most marginal to safest based on results of Read more at: the last election. blogs.abc.net.au/antonygreen Included below are marginal seats, that is, seats with a 5% or less (5.1% also included). Follow Antony on twitter: @AntonyGreenABC

Australian Labor Party Liberal-National Coalition Notes

1 Corangamite (VIC) 0.3% Darren Cheeseman Boothby (SA) 0.6% Andrew Southcott Livermore is retiring at 2013 Deakin (VIC) 0.6% Mike Symon Hasluck (WA) 0.6% Ken Wyatt election

Greenway (NSW) 0.9% Michelle Rowland Aston (VIC) 0.7% Alan Tudge 2 Robertson (NSW) 1.0% Deborah O'Neill Dunkley (VIC) 1.0% Bruce Billson The Liberals are likely to finish Lindsay (NSW) 1.1% David Bradbury Brisbane (QLD) 1.1% Teresa Gambaro third on the primary vote. 3 Moreton (QLD) 1.1% Graham Perrett Macquarie (NSW) 1.3% Louise Markus Thomson was elected as the Labor Banks (NSW) 1.5% Daryl Melham Forde (QLD) 1.6% Bert Van Manen candidate in 2010 but excluded La Trobe (VIC) 1.7% Laura Smyth Solomon (NT) 1.8% Natasha Griggs from the Labor Party in 2012 over Petrie (QLD) 2.5% Yvette D'Ath Casey (VIC) 1.9% Tony Smith his involvement in the on-going Reid (NSW) 2.7% John Murphy Longman (QLD) 1.9% Wyatt Roy Health Services Union affair. He is Lilley (QLD) 3.2% Wayne Swan Canning (WA) 2.2% Don Randall completing his term as an Brand (WA) 3.3% Gary Gray Herbert (QLD) 2.2% Ewen Jones Independent but Dobell is still classed as a Labor-held electorate. Capricornia (QLD) 3.7% Kirsten Livermore1 Dawson (QLD) 2.4% George Christensen

Lingiari (NT) 3.7% Warren Snowdon Swan (WA) 2.5% Steve Irons 4 In 2010 Slipper was elected for the Blair (QLD) 4.2% Shayne Neumann Bonner (QLD) 2.8% Ross Vasta first time representing the LNP, but Eden-Monaro (NSW) 4.2% Mike Kelly Macarthur (NSW) 3.0% Russell Matheson 2 parted company with the party and Grayndler (NSW) 4.2%vGRN Anthony Albanese Bennelong (NSW) 3.1% John Alexander became an Independent in late Page (NSW) 4.2% Janelle Saffin Flynn (QLD) 3.6% Ken O'Dowd 2011 after accepting Labor's offer to Parramatta (NSW) 4.4% Julie Owens Sturt (SA) 3.6% Christopher Pyne become Speaker of the House of 3 4 Dobell (NSW) 5.1% Craig Thomson Fisher (QLD) 4.1% Peter Slipper Representatives. Former Howard McMillan (VIC) 4.2% Russell Broadbent Government Minister Mal Brough is Leichhardt (QLD) 4.6% Warren Entsch the LNP candidate for this seat.

Dickson (QLD) 5.1% Peter Dutton 5 The first Green to win a seat in the

House of Representatives at a general election. 7 Originally elected as a National Party MP, Katter 6 Independent MP Rob Oakeshott is Others resigned to become an Independent in July 2001 retiring at the 2013 election - As and in 2011 formed his own party, Katter's Lyne is currently held by Australian Party. Independent Robe Oakeshott, the 8 Denison (TAS) IND 1.2% v ALP Andrew Wilkie As New England is currently held by Windsor, seat is shown with his two- 5 Melbourne (VIC) GRN 5.9% v ALP Adam Bandt the seat is shown with his two-candidate candidate preferred margin versus 6 the National Party. As Oakeshott is Lyne (NSW) IND 12.7% v NAT Rob Oakeshott preferred margin versus the National Party. As 7 retiring, the more relevant margin Kennedy (QLD) KAP 18.3% v LNP Bob Katter Windsor is retiring, the more relevant margin 8 would be the National Party's 16.8% TPP margin would be the National Party's 12.5% New England (NSW) IND 21.5% v NAT Tony Windsor TPP margin versus Labor. versus Labor.

L-R: Wells Haslem’s Alexandra Mayhew; Alex Sanchez (Insurance Council of Australia); Tony Mobbs (Allianz) and Benjamin Haslem at the Insurance Council of Australia’s annual dinner in Sydney in May

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