Austere Today, Gone Tomorrow?

 Austere Today, Gone Tomorrow?

THE PR VERDICT: “F” (Full Fiasco) for the proponents of austerity, who continue to lose a losing battle.

What now for the proponents of austerity? Up until last month it seemed they had won the policy and PR debate. With disciples across Europe and the US, and with Angela Merkel as its high priestess, fiscal restraint was positioned as a dose of much needed tough medicine. The mantra was clear; no pain, no gain. Politically unassailable, this was one helluva PR launch with some influential backers. Over the last month, however, things have become a little more complicated: austerity may have lost its PR claim as a cure all.

Last week, economists at the University of Massachusetts reviewed calculations cited in Growth In a Time of Austerity, the bible for those justifying tightened fiscal policy, as flawed. The claim? The research published in January 2010 by Harvard University included “selective exclusion of available data and unconventional weighting of summary statistics.” The case for austerity is now not so clear.

Since then, austerity seems to be losing more and more PR steam. EU nations are sliding deeper into recession, with unemployment in Spain and Greece topping 30 percent. In Britain, austerity is responsible for a limp 0.3 percent growth, while Germany, the champion of austerity, is teetering on the edge of recession. Has austerity fallen out of fashion? The headlines would seem to suggest that less has not added up to more.

THE PR VERDICT: “F” (Full Fiasco) for the proponents of austerity, who continue to lose  a losing battle.

THE PR TAKEAWAY: Product launches can teach us something about ideological launches. If austerity was a consumer product, it would now be sitting on the supermarket shelves unloved and unwanted. Why? Because not one of its proponents have been able to demonstrate tangible benefits. Despite a big and loud launch, its advocates seem to be retreating into the shadows. Where are the business leaders confirming they are hiring in the face of cutbacks? Without some simple proof points and enthusiastic advocates, this is one launch that might have seen its brief vogue run right out of steam and into the dustbins of economic history.

 

The 5 Toughest PR Assignments of 2013

This week, we’ve been looking back over some of the more challenging moments in public relations, yet they seem simple in comparison to the PR assignments for 2013. We invite our readers to pitch strategies for the following assignments; any takers?

 The 5 Toughest PR Assignments of 2013DEFENDING THE NRA: With the Newtown killings, American public opinion appears to have reached the proverbial tipping point. Public discourse now is less about freedom and the constitutional right to bear arms and more about child safety and the appalling level of gun deaths in the world’s largest and most modern society. With over 10,000 gun-related deaths a year, this PR brief is going to need some very creative thinking. The well-worn PR positioning that an armed society is a polite society won’t cut it – nor will the old saw that “guns don’t kill people.”

 

 

 The 5 Toughest PR Assignments of 2013REBEKAH BROOKS’S IMAGE REHAB: With Rebekah Brooks standing trial along with a number of other Murdoch employees in 2013, on multiple charges including attempting to pervert the course of justice, getting her image right will be job for Super PR. Continuing to claim that she was blissfully unaware of phone hacking won’t work, as her employer has already compensated numerous victims; her previous protests of innocence will come unstuck if the jury fails to be won over. If that happens, many other questions will be raised about what has been said previously by Murdoch management. Some elegant backtracking may be required; just saying.

 

 

 The 5 Toughest PR Assignments of 2013MAKE WALL STREET LOVEABLE: Liborgate, money laundering, financial fraud, trading losses… Making the public like, or even tolerate, the world’s leading investment banks is a constant uphill battle. Just as Wall Street thought it was over the worst, it has been newly dragged into fresh cesspools of scandal and vice. A PR offensive will be needed to fight its corner, resisting calls for reduced bonuses and reining in a risk-taking culture. Given the latest scandals, this is one campaign likely to fall on deaf ears. Good luck.

 

 

 The 5 Toughest PR Assignments of 2013AUSTERITY IS GOOD FOR YOU: No one likes being poor, whether government or private citizens. Europe has been told repeatedly that swallowing the equivalent of castor oil is for the greater good, but national patience with “slash and burn” economics is thin to nil. The stagnant economy and economic hardships look set to continue; four years after the financial crisis, European countries are still languishing. If the prescribed medicine continues, it will need some better PR sugar.

 

 

 The 5 Toughest PR Assignments of 2013ANNA WINTOUR FOR SECRETARY OF STATE:  The current editor of US Vogue is rumored to be a potential US ambassador to France, or her home country, the UK. A powerful Democratic fund-raiser, the appointment of Wintour, not a politician, would not be without precedent – just look at Pamela Harriman. Wintour’s supporters say she’d find the job “dull”; pal Oscar de la Renta suggested the ONLY official office that would suit Wintour would be Secretary of State. If that’s the case, Anna will need some clever PR to get through the rigorous approval hearings. Our humble PR tip?  Start by removing the sunglasses when indoors.

 

We at the PRV wish our readers a happy holiday season.

We will be back on 7 January 2013. Happy New Year!