PR Institute of Australia launches online TV; viewers advised to avoid social media
The PR Institute of Australia has launched its own online TV show – PRTV, with the first episode including a PR boss who advises his clients to steer clear of social media:
The programme – which is a joint venture between online production house Reputation TV and the PRIA is on the PRIA’s web site. Among the topics tackled are the controversial Witchery man in the jacket campaign and social media.
However, not all of those featured are digital cheerleaders. Among the ten or so interviewed are Anthony Tregoning, MD of FCR, who is asked in the video (at 6m 40s in) whether he recommends to his clients that they should engage with social media “such as blogs, LinkedIn and Facebook”. He replies:
“Basically no. Because they tend to be used by people who are trying to undermine the company.”
PRIA national president Tracy Jones said of PRTV: “This is a cost-effective way for us to connect with our members and others with an interest in the PR profession. It’s an example of how strategic thinking can save money in reaching your audience.”
A new episode will be uploaded on the first of each month.
(6pm update: The PRIA has pulled the video down from YouTube altogether, and put a re-edited version onto its website that no longer features Anthony Tregoning. See the comments thread below for Tregoning’s position – he says his comments in the video were out of context.)
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Sorry – I’m 10 seconds in, and the music suggests that there’s a reason they say steer clear of Social Media. Surely they realise that they’re not on network television and that their content isn’t really all that important?
“Welcome to 1983, where we still pride ourselves on being top-down consumers.”
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Theme music, noddies, cutaways, station breaks, lots of suit changes. Everything a good online video needs!
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I love it – 8 minutes 34 seconds about how PR agencies are trying to get to grips with social media, the various strategies they’re using, and some relatively good stuff about the space and how the PR industry are seeing it.
Any yet you’ve chosen to pull out the 5 seconds of negativity, from one person, and write the story as if that’s the entire thrust of the video, and therefore that PR agencies are clueless.
Nice job Tim.
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We should stop the internet while we are at it. That is only used by anarchists. And radio, that has to go because you can’t pay John Laws to say nice things anymore. TV is dangerous because Rove has Turrets Syndrome but at least Graham Kennedy isn’t talking.
Stay calm Mr Tregoning but we have to tell you an awful truth…..people are going to say things about your clients’ brands whether you bang out a press release or not.
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Let’s have some balance here Tim – therein lies the difference between journalism and citizen reporting, true journalism aims to create a balanced viewpoint, unlike the very narrow minded observation you’ve chosen here – I agree with MikeZed.
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I think it’s fantastic that we’re getting such a candid and honest view from PR. Well done PRTV and thank you for giving us opinions from both angles, not just one sided and biased.
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Point taken Mike. Or to put it another way, I’ve pointed towards the most extraordinary statement in the video – or would you disagree with that?
Cheers,
Tim – Mumbrella
Well put Mike. I’m with Linda in the call for balance. Anyway, it was just his opinion and everone is entitled to theirs. And yes, I know that opinions are like arseholes because everyone has one.
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i started out to say something about morality, then remembered i was about to criticise the ethics of a PR company who won awards for their spinning of the Tampa incident. Hahahahahaha – silly me 🙂
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Actually, I was more surprised by the question. Companies should not be “using” blogs and social media. That’s a surefire and deserved way to invite criticism. If you take the time to understand how to participate appropriately, be creative, and give people something worth talking about, it’s not such a scarey place. Maybe the answer was actually correct – no, you shouldn’t “use” social media.
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Anthony Tregoning from FCR is a Luddite. His comments show a total lack of understanding of the value of social media and the returns that can be gained from engaging with both supporters and detractors.
His view is old-school, totally out of date and reflect an individual who is stuck in 19th century PR methods – “hey, lets write a press release.”
Companies who ignore blogs and social media and the affordable way they allow a company to interact and engage with consumers do so at their own peril.
It sounds more like an argument for preserving agency billings rather than anything else.
I guess FCR still pound their press releases out on a Remington and send them by post too.
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Tim, i think you’ve pointed out the most inflammatory statement in the video.
We’ve certainly had scenarios with clients where we’ve advised them that Facebook or Linked In is NOT an appropriate strategy given what they’re doing, but obviously wouldn’t recommend that as a blanket statement to all clients.
With the headline, you’ve implied that PRIA have released a video advising people not to use social media. Personally, i don’t think that’s the case.
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I like PRTV comes complete with advertising. Have the PRIA really taken “TV” literally?
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The question has to be asked of Anthony Tregoning – what motivation do people have to undermine a company?
Is it because their marketing / comms are deceptive or misleading?
Is it because the company doesn’t conduct itself transparently or acknowledge mistakes, issues or problems?
Or is it because the company isn’t integrating communications and marketing – and providing top down only – production marketing? In other words, you can communicate with your customers in any possible innovative way, as long as the end result is a media release, TVC or print art?
Listen to them? Bah! They only pay our bills, what could customers possibly know?
This lack of respect isn’t for social media – it is for PEOPLE. Social media isn’t anything particularly remarkable in itself. What makes it remarkable is that it allows organisations and PEOPLE to connect and converse – to share. To me, it seems Anthony Tregoning thinks that PEOPLE might be the problem, not the tools people are using.
Not using social media tools is the ultimate snub for “friends & fans” and also detractors of the product – both of whom generally have a strong and often a very valid point of view.
My advice to Anthony Tregoning would be to read The Cluetrain Manifesto and think about the advantages of social media.
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Hi Mike. The double headline reflects what to me are two interesting things about this story:
1. The PRIA has launched PRTV – good on them; 2. A senior PR person in this industry thinks that brands should not engage in social media.
Both things deserve to be in the headline.
Cheers,
Tim – Mumbrella
OMG online TV has reach the pinnacle of awful. the PRIA have made an online video exactly like shit sunday morning informercial/tainment shows on Channel Nine. *goes back to twitter*
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Does the PRIA need to hire a PR to do some spin on the content of their own video?
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I am sorry to spoil the fun, but it would help your readers to have the right context for my comment that FCR does not advise companies to use social media. My statement was plucked from a discussion about ethics and investor relations, not social media.
My statement followed discussion of the difference between spin and communication and how investor relations requires full and balanced communication of the facts to enable investors to have the right information for their decision on whether to buy or sell shares, or accept or reject a takeover offer.
In that context, ‘using’ blogs and other forms of social media the way a ‘spin doctor’ would to promote a company’s shares is not only ethically wrong, but illegal.
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Interesting, Anthony. (Welcome to online, by the way. You’ve just “posted a comment” onto what is known as a “blog”).
So are you saying that the PRAI video misquoted you? If so, perhaps you could offer us up a couple of case studies where you’be helped your clients use social media?
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I suspect the life of this video in its current format will be very short if Anthony’s repudiation is right.
And what’s with the cut-aways showing the interviewer nodding all the time?
Now open for pitching is the PRTV account – requires crisis and issues management experience.
So refreshing to see PROs complaining about being misquoted by PROs instead of the media.
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Hi John,
It looks as if you may be right. The video does indeed appear to have been pulled in the last few minutes.
Cheers,
Tim – Mumbrella
But news and tales of it will last in social media networks forever. LOL
Ummm, next account manager please. LOL
Now I remember why I never joined the PRIA in the 10-years I owned a PR firm in Australia.
“PRIA in damage control as member files suit – misquoted”
“Leading PR firm in crisis talks with association”
“Leading PR firm launches Facebook, Twitter, accounts”
“PRIA recruits former 60 minutes producer”
Sounds like some good headlines to me. LOL
Cheers
John
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I think we need to commend the PRIA for adding a new medium to their website and addressing an issue that is critical not only for pr agencies but one that is critical to digital agencies and advertising agencies as well.
My only suggestion would be to make the TV show more interactive. In future topics should be posted with members able to ask questions before the program.
Another welcome addition would be a clear link under the video for Comments. This would ensure the debate continues and users are encouraged to have their say. Adding these interactive features would give viewers the extra confidence that the industry is walking the talk and embracing two-way comms.
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Great suggestions Jenni. It’s part of what social media is all about. Something the PRIA doesn’t seem to comprehend the power of though or else they would have ensured this clip was more accurate.
Looks like the PRIA is going to find out the value and impact of social media the hard way though – that is as long as its media monitoring service covers social media such as this blog.
I wonder if they have heard of Google Alerts?
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What a steaming pile. They even had the gall to include an ad break. Classic pushmedia.
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I can’t wait for the extinction of PR companies.
As a digital publisher, i get 10 calls a week from PR interns asking for our “rates” (and sounding bewildered by the term CPM) so they can work out how much to charge their clients.
How the hell could they ever work out the rate of a tweet or comment?
Good night to the middle man PR exec
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Following on from Jenni’s suggestions I would have thought a topics such as this – as well as several others – would be better handled as a panel discussion of three or five people instead of one-on-one talking heads.
Despite my flippant comments earlier on, social media is a challenge communications professionals need to master and manage (to the best of their ability) and should be part of every communications plan.
Companies that ignore it do so at their peril. Managing social media can be invaluable in disseminating information in much the same way as some bloggers now have as much, if not more influence than many traditional media outlets.
With the closure of many publications PR and communications professionals need to look at other avenues for disseminating their clients’ messages and/or limiting damage. It’s unfortunate that this topic was handled so badly and in reality there was very little content in the video that should many of the people were using it to leverage the maximum results.
Of note was the explanation provided by James Wackett on how Anglicare use social media to engage with its stakeholders. Because the vid has been pulled I can’t view it again so apologies to others who contributed valid points.
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Hi John,
If you do still want to see the video, the re-edited version – minus Anthony’s comments – is on the PRIA home page; link is in the story.
Cheers,
Tim – Mumbrella
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This kneejerk recourse to censorship drives the reputation of the PRIA and public relations yet lower.
Anthony himself talks about ‘full and balanced’ being the ethical way. Well if you’ve stuffed up then let’s have the full explanation.
People will remember the censorship here.
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What sort of PR or news world does MikeZed come from? Is he seriously implying that Mumbrella hasn’t presented the most newsworthy part of mostly VANILLA PRIA overview of sophisticated technologies that all serious firms view as the most compelling challenge facing us today using new tools and managing an evolving mediascape. Kudos to Tim. MikeZed it’s only fair you declare whether you are naive or an non-disclosed FCR supporter/insider?
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