Waikato Business News November/December 2019

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30 WAIKATO BUSINESS NEWS November/December 2019 Waikato farmer named chair Don’t be a Drew and other PR lessons Karen Forlong. Photo sourced: Dairy Women’s Network. PR AND COMMUNICATIONS South Waikato farmer Karen Forlong is the new chair of Dairy Women’s Network. Farming near Atiamuri, Forlong has been a member since the network was formed in 2000. She became conference chair in 2014, and participated in the Agri-Women’s Development Trust Escalator Programme, a leadership and governance programme for women involved in primary industries and rural communities. She is chair of Vetora BoP. Students gain support The David Johnstone Charitable Trust, which is managed by Perpetual Guardian, has offered $126,000 in scholarships to 21 Waikato school leavers. The late Waikato farmer’s vision was for the Trust to provide financial assistance to deserving students, especially those who might not otherwise have the opportunity to expand their knowledge and make higher academic achievements. The Trust deed stipulates that funds must be used to support Waikato youth in tertiary education in the fields of science, engineering, teaching and technology. I realise not everyone lives life through a PR lens, so if you’ve missed these, let me bring you up to speed. The Swarbrick Reverb I’m naming it the “Swarbrick Reverb.” It’s not just a PR lesson, but perhaps also a new physics theory that’s emerged in the age of social media. What am I referring to? That would be the two-word, throwaway comment that was spoken in a millisecond by Green MP Chloe Swarbrick in Parliament which quickly sparked news stories across the globe. If you missed this story, Swarbrick uttered, “Okay, boomer,” under her breath to another older MP who interrupted her speech about climate change. The term was made popular on the internet through social media app, TikTok (if > BY HEATHER CLAYCOMB Heather Claycomb is director of HMC Communications, a Hamilton-based, award-winning public relations agencys. This past month some of the biggest news stories - globally and here at home - have provided us with a few great lessons in public relations. you haven’t heard of it, then maybe you’re the boomer), and used by millennials as an online eye-roll at older generations who just don’t ‘get’ them. So, what’s the PR lesson we can learn from Chloe? If you’re speaking in public, every word you say can be a headline. Don’t make the mistake of thinking this is only a concern for public figures. This can happen when you’re making a speech at a conference, for example, or even just giving a talk in front of your staff. Every word you speak these days can be recorded on a mobile phone and uploaded to a social media site for all to see, hear, evaluate and criticise in a matter of seconds. Therefore, choose your words wisely in every public setting. And when you don’t – and even when you do, unfortunately - prepare to deal with the public scrutiny that may follow. Mob Mentality PR Did you see the Waikato chapter of the Mongrel Mob has hired a PR manager? Let me just say this appointment and the media attention it’s garnered is a big blow to the reputation of the PR profession. For years ethical, best-practice PR professionals have battled the image that our job is about ‘spinning’ a good story, covering up bad corporate practice with distraction tactics, pumping out the good news to try to drown out the bad and proliferating the “don’t let the facts get in the way of a good story” approach. Everyone who’s bought into this misperception of PR must have seen the Mongrel Mob’s new appointment in the news and thought, “No surprises there.” ‘Mob mentality PR’ is what I’m going to call this phenomenon. And the lesson I’d like you to take away is this. You can’t cover up bad organisational practice or values with slick communication. That’s propaganda, not PR. Good corporate communications serves the public interest, is always accurate and truthful, desires to build authentic relationships with the community, listens more than it talks, is fair and respects others’ opinions. Don’t Be a Drew Andrew, Andrew, Andrew. A princely interview it was not. I’m referring, of course, to Prince Andrew’s BBC interview about his relationship with American financier and convicted sex offender, Jeffrey Epstein. You could literally watch this interview and stop it every few minutes, using it as an executive media training tool about what not to do. His greatest mistake is not once acknowledging or showing sympathy toward the many victims of Epstein’s horrendous crimes. `Equally as disastrous was how he came across as self-righteous, legalistic, defensive and haughty. Don’t be a Drew. If you ever find yourself in a situation where you need to front up to the public because you or your company have done something wrong, you can do better. You need to sympathise with those who’ve been wronged, apologise, show genuine remorse, say you’re sorry and tell the public how you’re going to fix the situation. Then, work really hard to rebuild trust through your actions and words. On the flip side, if you’re embroiled in a situation where you’re being publicly criticised yet you aren’t willing to admit wrong, that might be one of those rare times when it’s best to say nothing at all. The negative reputational effects might be exacerbated by going public with the wrong attitude versus staying silent and taking it on the chin. Commercial Property Management & Valuation At Bayleys, we believe relationships are what businesses are built on and how they succeed. We understand that to maximise the return on your property you need: Professional property management Expert valuation advice A business partner that understands your views and goals Mike Gascoigne Branch Manager P 07 834 6690 M 027 430 8311 mike.gascoigne@bayleys.co.nz Curtis Bones Senior Commercial Property Manager P 07 834 3826 M 027 231 3401 curtis.bones@bayleys.co.nz James Harvey Commercial Facilities Manager P 07 839 0700 M 027 425 4231 james.harvey@bayleys.co.nz Matt Straka Registered Valuer P 07 834 3232 M 021 112 4778 matt.straka@bayleys.co.nz SUCCESS REALTY LTD, BAYLEYS, LICENSED UNDER THE REA ACT 2008 ALTOGETHER BETTER Residential / Commercial / Rural / Property Services
SMITH & SONS WAIKATO BUSINESS NEWS November/December 2019 31 Smith & Sons Hamilton win accolade Renovating or extending an existing home presents challenges not often found in new builds. Builders are required to have extensive knowledge of a whole raft of building techniques as they seek to match new additions to established properties. Added to that, builders and their contractors usually have to work around the day-to-day lives of people living in the properties being renovated. Smith and Sons Hamilton are champions in the renovation business. This year they won New Zealand Franchisee of the Year for Smith and Sons, ahead of 25 other New Zealand franchises. Charlie Robinson is the managing director of Smith and Sons Hamilton. He was the first builder to sign up to the New Zealand franchise 10 years ago. “I wanted a succession plan for my building business. I didn’t just want to shut-up shop when it came time to retire, so buying into the Smith and Sons franchise when they were just starting up in New Zealand seemed a good way for C A Robinson builders to carry on until I’m ready to step away and sell my franchise.” Charlie runs the business with support from his brother Continued on page 32 BEFORE AFTER Design + Build Renovation & Extensions BEFORE AFTER DESIGN | PLAN | CONSTRUCT | NZ’S NO1 HOME RENOVATION BUILDING COMPANY 07 855 1828 • www.smithandsons.co.nz 203546AA
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Waikato Business News November/December 2019

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