Tag Archives: Campbell Live

Ten strategic communication lessons from the Alasdair Thompson fiasco

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Today has been a remarkable day. Rarely do we see such an epic failure of communication as we have seen from Alasdair Thompson. Because these events have played out mostly in public, they also present an unusually transparent example.

What follows is ten specific strategic communication lessons which are clearly evident from these events. My analysis isn’t political — I have political and ideological views on this matter, and I intend to write these up after some reflection, but the purpose here is to look at things dispassionately and pragmatically and consider what was done wrong, and what might have been done differently. They are framed quite generically and can be pretty widely applied. This is a long post, so I’ve hidden most of it below the fold.

Everything here is presented on an “in my opinion, for what it’s worth” basis, and should under no circumstances be interpreted as reflecting the views of my employer, or anyone other than me personally.

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Put it out of its misery

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After defending New Zealand’s broadcast news media in recent weeks, and bemoaning the lack of funding for public service broadcasting in particular, TVNZ has tonight hit rock-bottom. The so-called national broadcaster has been comprehensively shamed by TV3, and in the battle for news credibility it has capitulated having barely fired a shot.

John Campbell announced the Sendai Earthquake live on Campbell Live, and TV3 interrupted its broadcast of the high-rating Glee with micro-bulletins (leading the ad breaks) not long afterwards, and eventually ditched the show altogether to show live coverage from Japan’s English-language NHK network. TV One, in contrast, let MasterChef play to the end before switching to NHK. The digital-only channel TVNZ7 was also broadcasting coverage from NHK.

Both commercial channels continued to play ads, but other than that, did a pretty good job of balancing raw foreign coverage, context provided by their local presenters, and important updates for New Zealanders (tsunami alert status, etc.). And then, after broadcasting quake coverage for about an hour, One switched back to its regular programming, showing “Pineapple Dance Studios”, a reality TV show about “the larger-than-life exploits” of the dancers at said London studio. TVNZ’s other channel, TV2, was broadcasting American Idol. At some point (I haven’t been watching it) TVNZ 7 switched back to its regular programming: a book show of some sort. TV3, apparently without a second thought, cancelled the rest of its scheduled programming, and continues to carry the NHK feed, interspersed with relevant original content, including reports from New Zealand expats in Japan.

The contrast could not be more stark: while both One and TV3 remain general-purpose TV channels with a bolt-on news component, TV3 thinks of itself as and actually behaves like a bona fide news outlet, while for all its big talk TVNZ has revealed itself to be just another vehicle for empty escapism. TV3 demonstrated considerably better newscasting chops than TVNZ during the Canterbury earthquake of 22 February, but the comparison was unfair because TVNZ’s live broadcast infrastructure was more or less destroyed in the earthquake, so they had considerably less capacity to respond, for reasons outside their control. It is true that, given the volume of disaster coverage we have had recently, there is a need for an escapist bolt-hole — not least, for the traumatised survivors of the Canterbury earthquakes. But that’s what TV2 and American Idol are for. Make no mistake: given our current disaster awareness, the relatively strong links between New Zealand and Japan — including the presence of Japanese USAR teams still in Christchurch — that country’s broad and deep experience of coping with events such as these, and the fact that the tsunami waves are predicted to submerge entire islands in the Pacific, including, presumably some of our protectorates — this is of legitimate news interest to New Zealanders. It is apparently the largest earthquake recorded in Japan in the past century, and one of the ten largest earthquakes ever recorded. By any meaningful metric it is an important news story worthy of our attention.

At the heart of my defence of public service broadcasting lately has been the argument that public service broadcaster raise the bar of competition, forcing commercial broadcasters to sharpen their game. To quote myself (from a comment on Red Alert the other day):

The British broadcast media are very good indeed, and the main reason for this is the BBC. Yes, the BBC itself makes up a lot of the broadcast media environment there, but more importantly, it forces commercial competitors to compete with something other than lowest-common-denominator mass-market ratings. The same dynamic exists in the two other major media markets with strong and well-provisioned PSBs: Canada and Australia, where the CBC and ABC respectively set an enormously high standard for commercial competitors to meet. This is one of the major roles of public service broadcasting, especially in news: to set a high bar for competition.
If you want to solve the problems within New Zealand’s media environment, if you want to raise the bar: make the commercial media outlets compete with something that hasn’t been gutted and hamstrung. Fund TVNZ and Radio NZ properly, give it freedom to hire and retain the best people, buy the best content, and generally do what it does, and let the others work to match them. Everyone wins.

To give just one tiny example of how this might have worked: TV3 may have reconsidered its decision to air advertisements for fast food and outboard motors between shots of buildings and fleeing vehicles being swept away by ten metre waves, if there had been a viable ad-free newscast in competition with it. To give another: perhaps, if there was some competition prepared to put up the NHK feed overnight for those whose family members and friends are in Japan, TV3 might not have cut to Sports Tonight after Nightline had aired. But there wasn’t any competition. When governments underfund public service broadcasters or hamstring them by imposing the contradictory roles of a public service mandate and the need to return a profit to the consolidated fund, both roles are weakened. We get the worst of both worlds: as taxpayers, we pay public money to fund public service broadcasting, provision of which is undermined by the channel’s need to remain obedient to market imperatives, and in exchange for putting up with ads we end up with a pale imitation of a commercial broadcaster as well. One News — and to an even greater extent TVNZ 7 — supposedly a dedicated ‘factual content’ channel — disgraced themselves and failed New Zealanders tonight. The tagline “New Zealand’s news. Anywhere. Anytime” should perhaps be revised to “Anywhere. Anytime. Except when there’s third-rate reality programming to air instead.”

TVNZ, by waving the white flag tonight, has demonstrated that it’s all but worthless as a public service broadcaster. The market is doing its job for it. If the government isn’t going to fund it well enough to turn it into a proper public service broadcaster, they might as well sell it, if they can find anyone who’ll pay anything for it. If they can’t, perhaps they can just take it out behind the shed and put it out of its misery.

L

Underclass Redux

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Campbell Live tonight returned to McGehan Close (see the report, by Tony Field, here). This street in Mt Albert — on the boundary of Helen Clark’s and Phil Goff’s electorates — was visited by then-opposition leader John Key before Waitangi weekend 2007 for a particularly cynical stunt. This was Key’s first big symbolic play as leader of the opposition, and it was a hum-dinger. He had already singled out the residents of this street in that year’s State of the Nation address at a whitebread rugby club in faraway Christchurch, branding them archetypal members of the New Zealand ‘underclass’, and the visit saw him glad-handing and patronising a bunch of poor brown people who’d already been used as shot in the National party propaganda cannons.

The purpose of the speech, and visit, was to install one of the core planks of the National party narrative about the Clark government — that it was at best unconcerned with the plight of said underclass; and at worst, actively cultivated such a demographic, which would be permanently dependent on Labour’s welfare policies and would therefore be a permanent source of electoral support for the Labour party. (So the ‘bribing the bludgers to breed’ theme goes, rarely uttered by anyone with authority in public but a commonplace among the usual proxies; check almost any General Debate thread on Kiwiblog from around that time for instance.) This is absurd in more ways than it’s feasible to explain here, so I won’t bother. Let’s just leave it at ‘the underclass doesn’t really vote’.

Nevertheless, the visit was a roaring success. Key, bearing smiles and gifts and wearing a tiki t-shirt, charmed the residents of McGehan Close and evidently persuaded them both of his party’s goodwill toward them and of its social and economic plan to lift them from their grim circumstances. The event culminated in Key taking 12 year-old Aroha to the Waitangi Day celebrations — a move full of potent symbolism, even if it was seen to be somewhat exploitative. Drawn out over a full week of coverage (at the time a rare commodity for Key, who had replaced Don Brash as leader just before the Christmas break) this was a highly successful stunt and should have been an early warning of Key’s great talent for making cheesy set-piece events ‘work’ and feel human. The sentiment he evoked in the people of McGehan Close was certainly real.

It’s just a pity the ‘ambitious’, ‘aspirational’ policy programme Key promised them wasn’t.

Joan Nathan, Aroha’s mother, remains on the DPB (having been let go from her hastily-arranged job working for National MP Jackie Blue) and struggles more than ever to cope, now with a sixth child. Aroha, now 16, is living in the care of Child, Youth and Family, which Joan says is the best thing for her, since she is unable to provide a decent life for her daughter. Nathan and others, although they believed in and voted for Key, are now disenchanted and universally express the sentiment that the government’s policies favour the rich, not the poor, and that they haven’t been helped one iota by the change of government; in fact, things have gotten worse. Not much of this is different than it was this time last year, when the Sunday Star Times visited the Close.

So far, so obvious, you might say — and it is; indeed this sort of outcome was very widely predicted at the time. But this is important because it is as strong a counter-narrative as exists for the opposition in this election year. It reframes Key as a faker, a charlatan, an opportunist who’ll exploit whatever circumstances will advantage him, without loyalty or the willingness or ability to follow through on his word; as someone whose focus is on boardroom issues rather than on peoples’ wellbeing. Discussing and reading around the topic on twitter this evening I’ve seen considerable criticism of this Campbell Live story as a cheap human-interest stunt, as opportunistic and exploitative (or moreso) than the original event. I couldn’t agree less. It is a clear, unambiguous example of an investigative journalist simply revisiting a story where much was promised, and measuring it against what has actually happened. This is crucial to its narrative value: these events reframe Key by measuring his own defining stunt — his signature trick — against the objective reality of lived experience. Theory and rhetoric versus real people, living in the real world governed by the policy built from that theory and rhetoric. It is a reality check in its purest form.

There are disadvantages to this narrative line, also, and the virulent responses to the Campbell Live report this evening — I believe I saw presenter Rachel Smalley shudder a little whilst reading some of them out — hint at them. One is the obvious suggestion that Joan Nathan and the other residents of McGehan Close could have done better for themselves, but have chosen not to; the victim-blaming routinely visited upon the poor by the less-poor. A more serious and related line of critique is that there’s a recession on, and everyone’s hurting. Or that it’s only been three years, and change takes time.

But hang on a minute — wasn’t the point of the whole point of electing a Key-led National government to take advantage of the resulting step-change which would boost economic growth, job growth, provide better opportunities, an end to welfare dependency, safer communities and a general increase in general socio-economic mobility and wellbeing? Key made all these promises quite explicitly, not just in person to the residents of McGehan Close, but to the whole nation throughout the campaign and at almost every opportunity since. There are no jobs. There are no higher wages, and without these things you can’t exactly buy shares in SOEs. There is no greater social mobility. The ‘underclass’, as exploitatively defined by Key, still exists.

Having failed McGehan Close, John Key has failed all of us. Quite apart from the fact that we were all promised these things, or things like them, and by and large have yet to receive them, a central theme of the ‘underclass’ policy argument was that by lifting people out of poverty and bringing then into the ‘overclass’ (? — this shows just how meaningless ‘underclass’ is except as a propaganda term), the government would make society better for everyone. This is a noble goal, and one I agree with in its idealistic entirety. I think you would go a long way to find someone in a position of any political credibility who’d publicly disagree with it. The first order of business for any opposition should be to hold John Key to those promises, and demand of Key the wealthier, more mobile, and socially healthier society we were promised.

But the most vicious response will be the one which the initial stunt in 2007 was meant to evoke — the notion that the ‘underclass’ are breeding in order to get more welfare from the Labour party. The core of this line of reasoning, if I may call it that, will be attacks on Nathan herself as a mother, having had a sixth baby and having had Aroha, the subject of the initial stunt, removed from her care. The attacks will be highly personalised, racist and gendered, and they will be lashed closely to Labour party policy and doctrine. But, assuming a competent and spirited opposition, that’s ok — the National party aren’t in opposition, 18 months out from an election; they’re in government in election year. Having been elected on a moderate, sympathetic platform with strong support from women and Māori, and looking to consolidate that platform into a strong and honestly-won mandate means that the government no longer has such freedom to dog-whistle. Particularly given that an opposition counter-narrative would cast doubt on all those sympathetic characteristics, the resort to the divisive tactics of 2008, such as trying to wedge ‘hard-working kiwis’ against the ‘underclass’, and so on, would be extremely risky for the government.

In light of my last post, perhaps it is a little glib to assume a competent and spirited opposition, and in perfect truth I don’t really think Labour has this fight in them (although Grant Robertson saw the Campbell Live piece and seems to have had a similar response to mine, which is heartening). But it is an argument waiting to be had, and one which must be had sooner or later. The boundaries are drawn up; media interest is already piqued, and this is a bread-and-butter social and economic justice issue for Labour. There’s a wealth of symbolic material and slogans to employ — ‘reality check’ and ‘by failing McGehan Close Key has failed us all’ are two they can have for free, and if a Labour party can’t base a campaign around ‘underclass‘ then they’re not worthy of the name.

Time to engage.

L

Hard rain’s a-gonna fall

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The past week has illustrated in clear terms the New Zealand Labour party’s decline as an effective opposition party. In the opening moments of election year 2011, John Key has stepped up to demonstrate the full extent of the National government’s apparent impunity. He has done this in three ways.

First, by fronting Morning Report, Nine to Noon, Campbell Live and other tier-1 hard-news media to outline his intention to partially privatise SOEs. Privatisation, since the Fourth Labour Government, has been a ‘third rail’ issue; one the NZ left is unequivocally opposed to. By going into bat for privatisation personally, and in considerable policy detail, Key confounded criticism which has been (justly) levelled at him throughout the electoral term so far that he often refuses to show up on hard media, while continuing to keep regular spots in soft formats like Breakfast, and on less rigorous media such as Newstalk ZB. He also invested his own (considerable) political capital in the enterprise, making privatisation a matter of his own judgement and credibility.

Second, he sought out and is revelling in the controversy caused by his “Liz Hurley is hot” stunt, undertaken on Radio Sport with convicted back-breaker Tony Veitch. In political terms, the first bit was no meaningful risk; Key has played the ‘frankly, I’m a red-blooded Kiwi bloke’ card several times before, always to good effect, and most notably when he informed a press scrum he’d had a vasectomy. The decision to undertake an interview with the disgraced Veitch was a considerably more risky proposition because of the nature of Veitch’s offending against his partner, combined with the subject matter of their conversation, and the fact that Key’s political appeal to women has been considerably stronger than previous National leaders. This seems clearly calculated to demonstrate what he can get away with; and the gamble has in fact paid off so well that Phil Goff today felt compelled to follow suit, suggesting a slightly sad “me too, me too” narrative.

The third of Key’s big moves was today’s dual announcement that the election would be held on 26 November, 10 months away and following the Rugby World Cup; and that he would not consider a coalition arrangement which included Winston Peters. Coupled with ruling out working with Hone Harawira outside his present constraints in the māori party, this declaration will provide considerable reassurance to National’s traditional base, and will scotch any possibility of wavering conservatives casting a hopeful vote for Winston Peters as an each-way bet. It is a risky proposition, though — Peters remains a redoubtable political force, and it is not beyond possibility that he returns to parliament. However I think Key has read the electorate well; he knows that while a small number of people love Peters, and a small number loathe him, many of those in the middle are vaguely distrustful of him. As Danyl points out, he’s managed to link Peters to Goff in a way which emphasises both leaders’ worst attributes: Peters’ polarising tendency, and the general unease and disdain with which voters view Goff. The decision to call the election so early is also bold. It means relinquishing the incumbent advantage of being able to control the electoral agenda; being able to determine when ‘government as usual’ ceases and ‘campaign season’ begins. This is an intangible but valuable benefit, and it has been traded off against another piece of reassurance: the sense that Key and his government are “playing it straight” with the New Zealand public; that they intend to run an open and forthright campaign and to seek an honest mandate for their second term. The choice of election date isn’t entirely selfless, of course — the All Blacks are odds-on favourites to win the Rugby World Cup, and even if they don’t, the tournament, its pageantry and excitement and revenue boost will bifurcate the campaign. The traditional campaign period will mostly be drowned out by this event, save for the last few frantic weeks.

In most election years, swapping agenda-setting rights for a “playing it straight” feeling would be a poor tradeoff. In most election years, a sexist stunt with a known and publicly reviled wife-beater would be a poor start. In most election years, running a campaign based on privatisation would simply be a non-starter. While the paragraphs above read somewhat like breathless praise of Key’s status as a political playa, that’s not my intent. I think he’s good, but mostly John Key just knows what he can get away with. The reason he can get away with all of these things is because there is no credible opposition to prevent him from doing so. Anyone half-decent can look sharp when playing against amateurs.

It has been Labour’s job to prevent the government from reaching the state of near-impunity they now enjoy, and their failure to do so means there is now a real danger that Key will get the genuine and sweeping mandate he seeks. To a considerable extent they were doomed in the task of preventing this from the outset, because they didn’t think it was possible that he’d ever achieve it. Clark Labour throughout 2008 fundamentally misunderestimated Key, writing him off as a bumbling lightweight, and this was a crucial error. Since well before the election — this example is from July 2008 — I’ve been arguing to anyone who’ll listen that instead of taking easy pot shots at Key based on his weaknesses, any critique should focus on his strengths. Quoting myself, from the above:

Key’s strengths [per the Herald bio], which enabled him to succeed as a currency trader: Decisiveness. Determination. Patience. Ice-cold calm under fire. Willingness to risk it all. Ability to follow through. Remorselessness.
If you want to attack John Key, draw attention to what might happen under a Key government. Given his history, he’s not some motley fool who won’t make sweeping changes – he hasn’t gotten where he is today by being timid. I think he has the wherewithal to roll out a sweeping programme of political and social change the like of which we haven’t seen since Lange, but I think that, unlike Lange, he won’t get cold feet. If you don’t like Key’s politics, I suggest you begin thinking about what might happen if the guy is given the power he seeks.

The delusion that John Key is a hapless fool who’s somehow mysteriously gotten his hands on the reins of power remains very much alive within New Zealand lefties; this was the tired old line I got spun as recently as this afternoon, by one of the internet’s best-known Labourites (with a nice dollop of ‘if you don’t praise Labour, you’re a rightie’ for good measure).

But this tendency to misjudge and underestimate Key is only part of the problem. Denizens of The Standard aside, anyone within the loop who has a modicum of reason has figured out that Key is not the lightweight he was — quite willingly — framed as. But now the narrative is set: it’s That Nice Man John Key, who drinks beer out of the bottle while tending the barbecue with Prince Harry, and thinks Liz Hurley is hot. They don’t have a credible counter-narrative, but they have to say something against the health cuts, education cuts, tax cuts, ACC cuts, pending privatisation and so on — and so they fall back on their usual tired old cliches, which, while superficially looking like what an opposition is supposed to do, lack cohesion and run counter to the established wisdom about Key and his government — wisdom laid down, in the first place, by the Labour party in its 2008 campaign.

The lack of narrative cohesion is so dire that the party claims that privatisation of SOEs is repugnant to the voting public of New Zealand; and almost simultaneously puts out a press release saying that it’s a cynical ploy to “cling to power”. The manifest incompatibility of these two propositions — cynically promoting an unpopular policy to retain power — speaks for itself.

If the inability to construct a viable narrative is symptomatic of a wider lack of ideas and direction within Labour. Election-year spin aside, their policy offering is weak as well. Their big blockbuster kicking-off-election-year policy of a $5000 tax-free zone was big enough to draw plenty of criticism about cost and targeting (including from people like Brian Easton), but timid enough that nobody was made to sit up and take notice for any other reason (sidenote: when Brian Easton, John Shewan, Chris Trotter and I all oppose something, I think you can be pretty sure it’s not a winner).

This is just the most recent example of what we’ve seen throughout the past two years: Labour’s vision, and its execution, simply aren’t up to scratch. I have no internal knowledge of the Labour party, and I don’t know whose fault this is. I guess the leadership blames the strategists, the strategists blame the policy wonks, the policy wonks blame the spin-doctors and the spin-doctors blame the MSMâ„¢. All that’s just excuse-making for losers. There are no socially-just power-redistribution schemes in politics, and if there were they would be rorted. There is no fair. The job of being in opposition is to win despite the odds being stacked against you; to do and say things worthy of the news media’s time, worthy of the government’s concern, and worthy of the electorate’s endorsement. If you’re not doing that, you’re not up to the task.

As the title implies, the political weather this election year is not going to be a warm drizzle. John Key wants a mandate; he wants a strong and broad mandate which will permit him to wreak widespread social, economic and political changes upon New Zealand’s landscape, and he is prepared to put a lot on the line to gain it. He is playing for keeps, and my instinct is that an opposition who couldn’t keep pace with ‘smile and wave’ is going to be crushed by the rampant beast which is currently girding for war. What’s more, by all accounts Key is actually, genuinely coming to the New Zealand electorate with a transparent policy offering in good faith, keeping his promise that nothing would be privatised without his first having sought a mandate to do so, which robs Labour of their strongest symbolic weapon: the “by stealth” bit of their catchcry “privatisation by stealth”. Time will tell if this holds, but at present the Key government is doing exactly what it says on the box. Labour can’t claim they haven’t known about this all along. Privatisation has been the bogeyman about which they’ve been warning the New Zealand public for at least a decade, which makes the incoherence of their recent response all the more unforgivable. That National would consider running an election campaign on this cornerstone issue, loathed and feared by so many New Zealanders, is surprising. That they can expect to do so without trying to get their agenda through on the sly is shocking. That they reasonably expect to do all that and win is unthinkable. Let there be no doubt: if Key wins this election on these grounds, it is because Labour, by failing to adequately discharge their role as a competent opposition, have permitted him to do so.

Perhaps it is not too late. Perhaps Key has overplayed his hand; perhaps Goff has a secret weapon. Perhaps a young Turk is fixing to roll Goff and his cadres and make a break for it. I do not think any of these are likely. So it may be that the one good electoral thing to emerge from 2011 is a heavy and humbling loss which would see the Labour party reduced to a meagre husk. An exodus of the lively and creative thinkers of the party to another vehicle; or the enforced retirement of the deadwood responsible for the present state of affairs; or both would clear the way for a thoroughgoing rejuvenation of the movement’s principles and its praxis and its personnel. While it would be cold comfort to the generation of New Zealanders who will bear the brunt of the Key government’s second and third-term policies, it would be a crucial and long overdue lesson in political hubris, never to be forgotten, and infinitely preferable to another narrow loss and the moribund hope that next time it’ll be different.

L

From the Department of Random Ideas

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How about Shane Taurima for Sean Plunket’s replacement on Morning Report?

A radically different style from Plunket, but he does have good interviewing chops, very extensive experience and strong credentials, especially in hard political news. His interviews with party leaders before the election were exceptional and demonstrated that he can’t be pigeonholed as a “brown issues” journalist. To my knowledge he has been scrupulously neutral with regard to politics, throughout both the present and previous governments. He is fluent in te reo, and has — dare I say — a deeper understanding of Māori issues than any other journalist who would be considered for the role. He would bring a marked change of style and perspective to the programme.

I am on record stating a preference for Radio NZ to elevate someone from within their existing journalistic ranks rather than head-hunting a star, but we sure could use some more Māori faces and voices in the mainstream broadcast news. There are a few: Julian Wilcox, Eru Rerekura, Willie Jackson, John Tamihere, Jenny-May Coffin and others all do good work, but at the fringes — on low-rating or niche channels, constricted bulletins and difficult timeslots, or in sports or talkback rather than proper news. There are a number of senior reporting and editorial/production staff — such as Duncan Garner, and Carol Hirschfeld’s departure from Campbell Live in particular is sorely missed — but all in all Mike McRoberts is the only Māori anchor of a mainstream news programme, and most people don’t think of him as such (which is in many ways a testament to his success).

Shane has just quit his job at Marae due to the impending format shift, and his role with TVNZ is apparently in doubt. John Bishara of Te Māngai Pāho says he must be “going to something better”, so I suppose one question is whether Morning Report is “something better”.

L