When newspapers start a campaign the very first thought is not is this a righteous cause? The first discussion is can we win it? Committing acres of newsprint to a campaign that goes nowhere is a PR disaster for the paper and its editor..
I am thus fascinated by the Daily Mail’s campaign to build a new yacht for the Queen at a time of the utmost austerity for her subjects. I suspect the paper is not sailing alone on this one - is it beyond the possibility that someone inside government has floated the idea, knowing they would need media support to have any chance of a fair wind?
My own view is the yacht would be a triumph for Britain – and indeed the Daily Mail.
When advising high-end clients, often facing reputational management issues, we often suggest taking a course of action that surprises them the most. It grabs attention, often turns a negative on its head and takes the focus away from the issues attracting attention.
In times of austerity, government needs to find a way of bringing confidence back; in this case making the UK feel good about itself. It encourages people to feel more secure and thus not afraid to spend; it encourages entrepreneurs to take their courage in their hands and start businesses and defines a business, or in this case, a country.
The Olympic Games can do that this summer and a royal yacht likewise. The government needs to show the world it is not afraid, and if it can persuade private money to float this particular boat, all the better.
And what better partner could they have than the Daily Mail to steer them through the choppy waters that may eventually lead to the commission of a new super-yacht?
Phil Hall was editor of the News of the World and is chairman of PHA Media. Phil writes a regular column for PRmoment.com
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