The power of the Op-Ed

Working, as I do, with a number of well known CEO’s and industry leaders, it has come to my attention that it is slowely becoming easier and easier to place comment pieces. There seems to be a genuine insatiable urge to put the opinions, views and philosophies of these types of people up there with the independent editorial stance of the publication concerned.

I think it raises a couple of interesting points.

1. I’m furtunate to be on the advisory board for an innovative new product aimed at pushing more news out to more people – direct to consumer (it is called NewsForce). Whilst working with them, admiring their confidence and a clearly very  smart product, I came across a proof-point which I now believe carries some weight. The fact is there ARE less journalists to go around. AdWeek has just laid off more people (it’s a miracle how in the face of such adversity it still manages to get all the real news first)… the NYT is looking at cuts and the print industry is absolutely contracting. So less press. That’s good for Op-Eds, but is is good for independence of thought? Is this content being rigourously fact checked – or is it a free for all sounding board?

2. Where’s the Op-Ed for Joe the Plumber? The whole world is bottom-up now (so we are lead to believe) so why isn’t mother media welcoming in all types of people to have their say. Don’t tell me they do via the letters page – I mean, who really reads that? Isn’t that where the subscription details and cartoons are? Isn’ that really the little condescending area where editors toy with readers views and just let them vent? I’d like to see Op-Eds for the people.

3. How safe are Op-Eds for those that draft them? And how many of them are truly drafted by the person who’s name they appear under. So how true are they really? Or are they just a time-pressured CEO signing off an idea they think won’t cause too much trouble? I don’t think many journalists ghost write… it doesn’t feel quite so true does it?

Anyway, here’s an Op-Ed that’s currently running on HuffPo, drafted by Bob Jeffrey, global CEO of JWT. I like the concept a lot. And I didn’t write it. Click here.

When the conference lost it a bit.

Was when the host (who’d flown over from America actually) opened the conference with a stunning 10 minute monologue that should have been entitled ‘What to say to people who’ve experienced 2 terrorist attacks in their small island in the past 5 years alone to ensure they are shocked, stunned and speechless by your lack of decency, intellect and courtesy’. 

I think using the phrase ‘there are a lot of terrorists in this region’ is a sure fire winner isn’t it?

And then discussing how your small company came together to hold a meeting about media buying at the time (actually ‘a few weeks later’ as later disclosed) to demonstrate the passion of the company.

 

Wow. The host MUST have been on something; a course in public speaking most certainly not.

Is full time a waste of time?

 

I’ve been thinking recently if business needs full time Chief Communications Officers. I understand the concept of this is biting the hand that has fed me for some time. But I’ve always thought looking a gift horse in the mouth was worth two in the bush.

When I’ve been at marketing cos in the past I’ve come to the conclusion that I wasted an awful lot of time and consequently I think my employer probably wasn’t getting best value. Also, if you’re going to be a true communications professional you need to be totally immersed in ALL types of communication whilst being able to give independent counsel when required.

I think you can have heads of comms. who may just drink a bit too much of the Kool-Aid; people who get so submerged with loyalty, conviction and passion that they lose focus on the fundamentals:

1. What is news?

2. What is a reputation issue?

3. What is true?

Look at it this way, if Communications Consultants were provided by Bain they probably wouldn’t be 5 days a week in the office. They would probably work in a number of different categories, with the same discipline and cross-pollinate ideas, thoughts and outputs.

That’s fresh thinking, and it’s the sort of thinking that’s worth paying for. This might all look like a vain attempt to promote what I do, but it’s been more of an enlightenment for me.

I was speaking with a prominent journalist at an extremely highly regarded business national here this morning; she vehemently agreed that this philosophy was the right way,. She told me that it happens this way it gives her far more information from a more credible party who can see both sides of the PR fence.

Which global ad network CEO is this?

Which global ad network CEO is this?, originally uploaded by English Man in New York City.

From my iPhone