What do you say when you meet the Prime Minister?

THE BUZZ STARTED started as the Prime Minister walked into the room, guests edged forward, ignoring their companion’s conversation. Who was going to meet his eye and be introduced? Tall, immaculately groomed, relaxed and confident, David Cameron’s first intro was to a VIP for the charity in whose honour the reception had been arranged. A couple of minutes of smiles, polite laughter chat…. and then it was the turn of my host, the Daily Mail’s Transport Editor Ray Massey to grip the hand of high office and say hello. Ray has grilled the last five PMs and scalped a few ministers in his time, so the small talk was easy and he suggested David Cameron might exchange his glass of water for a more relevant Guinness. Ray bantered with him about the earlier Prime Minister’s Questions. OK, so now I’m now a metre away from the man of the moment (David Cameron, rather than Ray…) What happened next?

(Left to Right – Al Clarke, Ray Massey, Chris Boffey, David Cameron)

It was Wednesday night at the Irish Embassy in London and I was invited to the reception of the Journalists’ Charity (www.journalistscharity.org.uk) an event long-planned and a commitment honoured by the PM after agreeing to speak to the group many years earlier.

History was made. It was the first visit by a serving Prime Minister to the Irish Embassy in London and the wit flowed between the Ambassador Mr Bobby McDonagh and the PM. 10 minutes of un-scripted speeches, much (genuine) laughter and bonhomie from this gathering of the UK’s senior journalists, a quick pause for a final drink, a word to the guests and that was it. The PM departs and the serious drinking can get underway… trebles all round (Guinness mainly).

The event was important for the Journalists’ Charity which supports those in the industry who have fallen on hard times and provides backup for a group of people not always considered to be the most popular in society. I was a journalist at the start of my career and so this charity is relevant to me – in fact of the 100,000 UK journalists, only 5% are currently supporting the organisation so publicity is certainly needed. The irony of this is not lost on any of us..

So, what do you say to the Prime Minister who is standing in front of you, making eye contact and wondering who the hell you are? There’s an old expression about business meetings that goes something like..

‘you can sit quietly at a board meeting, say nothing and people will wonder if you’re an idiot. Or, you can open your mouth and prove it’.

I decided to continue with silence, having nothing amusing, entertaining or informative to add to the discussion and the moment passed. Maybe next time I’ll have a witty line…

Al

What would you have said? Answers please…

Donations to the Journalists’ Charity are more than welcome at: http://bit.ly/dv2utu . Thanks to Glyn Genin the legendary FT photographer for the images. He gave his time during the event to help promote the activity.

__________________________________________________________

Al Clarke is the co- founder of a social media marketing business called Pebble in the Pond www.thepebbleinthepond.co.uk combining senior business and marketing experience from some of the world’s best known brands with expertise in cutting edge digital technology to provide actionable social media plans for your business.

Al is the former Commercial & Brand Director of Ferrari GB, and a Director of the Motor Industry Public Affairs Association (MIPAA) www.mipaa.com

Video killed the Radio Star …or should it now be Social Media Saves the Radio Star?

Social Media is not good news for radio advertising revenue is it?

Well, I think it is. But only if someone gets a grip. And quickly. That’s the subject of a Radio Festival debate next Tuesday in Manchester and I’ll be making the case for social media loud and clear (See the programme details here http://bit.ly/byPvCC ).

‘The pictures are better on radio’ an old slogan we used in the ‘90s when I worked in commercial radio but still valid today – and it can be true, literally, if broadcasters join the new world of social media.

The explosion of entertainment choices provided by the internet and mobile technology means people can do what they want when they want. And they’re fickle. No need to wait for the end of the tune to catch the name of the artist, your iPhone will work it out – or you can read it on the website. Something else catches your ear or your eye and maybe you want to go to the artist’s website, or perhaps follow them on Twitter? Or become a Facebook fan. Or if you’re waiting for the news bulletin – just try Google instead.
No longer do you need to hang off every word of the presenter’s carefully crafted links – or more to the point, to listen to the ads that pay the bills in between the tunes and the news.

I firmly believe that the basics of social media – people in dialogue with other people using electronic media – is just what radio’s all about too. And you can use the loyalty that people feel for the station and presenters to engage with sponsors and advertisers.

How? One of the stations I worked at in Stoke on Trent (now called Signal 1) has a Facebook page with 5000 fans. As of today (15 October) the last update appears to be a week ago. Some stimulating content, links to interest groups and events would keep engagement going. But it needs focus and resource. Images and interviews – all available – could keep people on the site and talking about it.

Signal 1’s Twitter feed has 354 followers. One of their key advertisers (Arnold Clark, a car dealer) has 530 Twitter followers! Really? A car dealer has more followers than this great radio station?
Kiss 100 in London has 1500 Facebook fans. Is that good? You decide. Neither Smooth Radio nor Heart seem to do Facebook (please tell me I’m wrong..) and Radio 1 has just 5,209 followers on Twitter. LBC promote their twitter feed on their site and stream the content (hallelujah!) and have 5,000 followers.

However, Chris Evans has 134,000 Twitter followers, Chris Moyles has 227,000 fans (and what happens to Radio 1’s influence on Twitter if he moves away from the station…) and Tony Blackburn has nearly 9,000 Twitter followers.

So what?

1/3 of 18-34 year old women check their Facebook account BEFORE they use the bathroom in the morning. They’re clearly not listening to your station first of all, but you might be able to engage with them via Facebook. And then get them listening, and engaging with your sponsors if there’s enough interesting content.

It took 38 years for Radio to achieve its first 50 million listeners. Facebook found 200 million in 9 months.

Come on guys – get with the programme… join the debate at  http://bit.ly/radioandsmblog  

Al Clarke is the co- founder of a social media practice called Pebble in the Pond www.thepebbleinthepond.co.uk dedicated to brand and reputation management and the organisational alignment of social media operations. Pebble in the Pond combines senior business and marketing experience from some of the world’s best known brands with expertise in cutting edge digital technology to provide actionable social media plans for your business.

 
Al is the former Commercial & Brand Director of Ferrari GB, now a marketing and communications consultant and a Director of the Motor Industry Public Affairs Association (MIPAA) www.mipaa.com