By Susan McNair, Director, Client Service, Currie Communications
FOR several years’ now I’ve been involved with the Rural Press Club of Victoria – first as a journalist, and now in Currie’s role as the Club’s Honorary Secretary.
As a press club, we’re there to serve the journos. To provide speakers, and topics, that are newsworthy and that are likely to generate copy.
At the same time, to keep the Club solvent, we need bums on seats – and to do that, experience has taught us that we can’t just serve a good meal, we must also appeal to the corporate agribusiness crowd.
It is a balancing act no better exemplified than at the RPCV’s last event. Monsanto’s Australia head Peter O’Keeffe was the speaker.
With GM canola being commercially grown in Victoria for the first time this season, the subject was bound to appeal to media. The agribusiness fraternity was also interested, with many using the opportunity to entertain clients. And of course, the subject of GM will always raise the ire of some, so protestors and anti-GM campaigners were expected.
Naturally, Mr O’Keeffe was challenged by the latter and the challenge was typically well-rehearsed.
It was interesting watching the reaction of individuals around the room, and in feedback since many have questioned why the anti-GM fraternity was allowed to have their say.
From a journo’s perspective freedom of speech, neutrality, and reporting of both sides of the story spring to mind.
However to the communications consultant, it was a salient reminder of both the benefit and the challenge of recommending that a client embark on media relations.
It is true that the media is the best way to get a message out to a large audience, both cost-effectively and quickly.
But in choosing such a tactic, it is essential to acknowledge – and challenge the client to acknowledge – that what is on your plate, may not sate that of the journalist.
