Having a responsible voice
Firstly, they are all generating extensive media coverage or as Dorothy Byrne, Head of News and Current Affairs and Channel 4 eloquently articulated recently, “journalists have the tendency to share the same agenda”. Secondly, they are all in some way illustrative of how news stories can be seen as platforms for brands, sometimes with the most damaging consequences.
Let’s take the first point though. If anyone listened to Desert Island Discs featuring Dorothy Byrne, who has been a journalist for over four decades and whose accolades include the Outstanding Contribution Award at Royal Television Society Journalism Awards, they would know she knows her stuff when it comes to journalism. Her acknowledgement that news desks often have one agenda and pursue the story relentless hits at a time when we have just seen the awful repercussions of the media hounding TV presenter, Caroline Flack, and the Duke and Duchess of Sussex deciding to step down from royal life following an on-going pursuit from the tabloids. In Oct 19 they issued this warning:
“As a couple, we believe in media freedom and objective, truthful reporting. We regard it as a cornerstone of democracy and in the current state of the world – on every level – we have never needed responsible media more. Unfortunately, my wife has become one of the latest victims of a British tabloid press that wages campaigns against individuals with no thought to the consequences – a ruthless campaign that has escalated over the past year, throughout her pregnancy and while raising our newborn son. There is a human cost to this relentless propaganda, specifically when it is knowingly false and malicious, and though we have continued to put on a brave face – as so many of you can relate to – I cannot begin to describe how painful it has been. Because in today’s digital age, press fabrications are repurposed as truth across the globe. One day’s coverage is no longer tomorrow’s chip-paper.”
Tabloid journalism and some of those on social media seem to have entered an era of “one story rules” where they feed the fire until it destroys not only its own surroundings but burns the forest down.
However, what is interesting is the second thing that all these stories have in common. That deep behind the story are the misguided brands who only see the glory in the column inches. So, from the obvious linking to Easter from chocolate manufacturers to holiday companies tempting with Easter breaks, to those looking to stockpiling masks ready for the onslaught of Coronavirus.
The latest blogger excused of making the most out of a news story was b/vlogger Simon Hooper, aka fatherofdaughters who posted a sponsored ad on his account on International Women’s Day below:
“#AD - I wouldn't be the person I am today without the love & support of the strong, intelligent, thoughtful, caring & resilient women I've been lucky enough to come across in my life. So tomorrow I'll celebrating International Women's day to salute all the incredible women that have been there to guide me and the 4 special girls whom I'm privileged enough to have call me Daddy. The 4 girls who I now get to encourage and empower to achieve their goals and be what they want to be. And that's what @AXA_UK wants to do too. AXA have been there for my family when it counts and helped us to stay healthy to chase our dreams. They know the importance of telling women and men alike that self-belief drives every journey and that every child should #KnowYouCan , so to be sure to build up their confidence, please click on the link in my bio to listen to the remastered version of 'I Can' song by Nas and feel empowered. So put it on repeat and know that you're capable of making a difference. #Eachforequal #IWD2020 #fatherofdaughters #dadlife #fod”
The backlash was instant – both on the comments on his Instagram feed as well as others social platforms. And of course, for Duke and Duchess of Sussex, the debate rages about how much money they will continue to make or will need to be spent on them even when they have stepped down from their official duties.
Having a voice and using it wisely has always been part of our ethos here at Antelope. Brands need to understand the difference between having a voice and creating noise. Yes of course there might be times when you inject fun into a brand but using your brand voice in a responsible, genuine way is key to attracting and retaining customers. As social media and the internet allows us to have access to more opinion, information and transparency, it is more important than ever to ensure that what we say and what we do stack up. Ensuring that we are genuine means sometimes not being part of the discussion, when the discussion isn’t relevant to you.
Making the most about what you stand for, what sets you apart and what makes you different to your competitors is important to communicate. However, when and how you say that is more important than being one of the crowd.