NEW AND TRADITIONAL: BOTH, PLEASE

IT’S intriguing looking at and digesting discussions about the future of the print media when new/social/digital media is flourishing and exciting.

From the age of about twelve, all I ever wanted to be was a newspaper reporter and that was my job continuously for almost 30 years, even though the loathsome crook, Robert Maxwell did make me swither for a while.

In the most recent past I’ve been running my own PR business and a fair bit of time involves dealing with newspaper and magazine journalists, plus the broadcast side of the business.

Never a day goes by when I don’t read a couple of newspapers, although nowadays, my first scan of the morning news is either on the radio, TV or online. That I read a newspaper maybe later in the morning doesn’t bother me: it’s a natural merging of new ways to get up-to-date news and the traditional. During the MPs’ expenses scandal, I have to say I devoured the story in the Daily Telegraph and got more from its coverage that any other news outlet. Of course, I greedily scoured online sources for updates and latest revelations as well.

I’m embracing social/digital media because I definitely recognise its merits, not least its speed and ability to reach huge audiences, which is a bonus for a PR practitioner. Getting my head round some of the possibilities has taken worthwhile time and effort, but it is hugely interesting, if daunting as well.

I like newspapers, magazines and books to read at the breakfast table, in a coffee shop, on a train or plane journey. In bed, too, but I usually only manage a couple of pages before I crash out – so a book lasts me ages.

For those reasons, I don’t think newspapers etc will become extinct, blown away by the social media whirlwind as there are plenty of readers who think like me.

So it was heartening to read today the view of Brian McNair, Professor of Journalism & Communication at the University of Strathclyde, particularly when he wrote about reading “in the kitchen at breakfast, in bed at night and in the bath, books are organic and unobtrusive. Much easier to use than the lightest laptop, and much less bother.”

And he continued: “I could go on about the pleasures of print, but I don’t want to pretend that I don’t love online technology too. With the Internet I can do things that print never allowed. It is, without doubt, the biggest leap in communication technology since the invention of print.”

You can read Brian’s full article on the allmediascotland.com website here http://www.allmediascotland.com/press_news/24880/the-allure-of-print-brian-mcnair-writes

I share his views and I admire many individuals, such as Craig McGill www.contently-managed.com who are storming into the social media world with great gusto allied to a fearsome determination to make sense and purpose out of it all.

I’m a mild-mannered guy and I reckon there’s a place for both the new media in all its forms and, hopefully, a re-vitalised traditional newspaper scene.

GOOD MANNERS MATTER

Good manners have always been important to me so I hope you don’t mind me sharing that. No, well, I thank you (see what I mean?)

I abhor bad manners, lack of courtesy and those who are less than polite – whether it’s keeping a department store door open for someone who breezes past without so much as a “thanks” to children who don’t seem to be able to master simple phrases such as “please” and “thank you.”

This brings me to politeness and manners in business – they do matter, and I like to think I have them. They are vital. But, in the opening two months of this year, I’m detecting a sad slide, however, despite modern communications available to all.

Here are two examples: at the start of December I undertook a copywriting job for a publishing company. One of the businesses I had to contact during the project indicated, in our conversations, that it was interested in PR support and media relations and asked if I could make follow-up contact in January, which I duly did, as I promised I would.

When I got in touch via email, as requested, I asked the gentleman I had interviewed previously if he would like to consider a meeting to discuss his company’s needs for possible PR, generally. No response. No simple acknowledgement was forthcoming so after seven days, extremely politely, I emailed again. Several weeks later, I have heard nothing.

Yes, of course, I could telephone but I was specifically asked not to do so and to use email instead as it was “more convenient” given the nature of the business. Not convenient enough, it would appear, to say “no thanks” or “we’ve gone off the idea or “we’re waiting to sort out budgets” – an acknowledgement or a knock-back, it wouldn’t matter. Some form of feedback was all I sought.

In another case, I was invited to visit a company to discuss PR and media relations. At the end of a very positive meeting, I suggested – and its company representatives agreed – that I should submit an outline strategy, flesh out some of the matters we had discussed and submit costings based on a range of commitment scenarios.

I emailed them to say I had enjoyed the discussions, meeting them and so on – as I usually do after a first meeting - and attached a summarised proposal. Four weeks on there has been no feedback, no acknowledgement that they have even received my document. Phone-call follow-ups have yielded the usual trite “we’ll pass on your message” or “so-and-so has been very busy” to “leave your mobile number” etc. Pathetic.

I’ve not been seeking decisions, agreements or confirmed deals. I only want to know that my communication, which I have taken the time to prepare, refine and finalise, has actually been seen by someone I was dealing directly with.

Thankfully, and to end on a positive note, good manners do exist. This week I met with a charming MD with a view to creating website text for his company. Again, I was asked about PR support, media relations, social media opportunities and more. When I was on the train home, up popped a message on my Blackberry to say - and he beat me to it - that he had found the meeting extremely instructive and interesting and could I, in the first instance, give him a costing for the copywriting work the following day.

This I did – and he replied one hour later to say go-ahead. Now that was efficient and business-like, simple good manners, neither difficult nor challenging. Not all decisions, obviously, can be made instantly. But, if I am spending time plus effort to communicate and keep potential clients informed, the least I expect is the same level of courtesy. And with email, text or whatever, it’s never been easier.

To refuse to respond, answer, or acknowledge is arrogant, ignorant and totally unacceptable behaviour in my book. To repeat: business manners do matter.

That feels better: please forgive the rant. I’m sure I’m not alone, am I?