I got some advice from fellow blogger/columnist Daphne Caruana Galizia this week. “Here’s a tip, Jacques,” she said, “try writing things that people want to read. If you haven’t got yourself an audience in five years I’d say it’s time to give up.” Now it’s probably good to know that other people take such a level of interest in your welfare and blogging, and it’s probably even greater that a seasoned old-time columnist has some tips to dispense to a newbie like myself, but there’s much more to be read in that tip than appears at first.
The clue is to be found in one tiny phrase that DCG let slip in her prescription: “things that people want to read”. I know you wouldn’t guess it but you see DCG is a public relations (PR) person – a self-made marketing/communications product of the nineties and noughties. Finding out what people want to read is her bread and butter. It’s not just that though. As a dabbler in the arts of PR and marketing, she is in the business of packaging anything to make it sellable. An expert PR specialist can package something normal and make it seem to be the most desirable item in the world. Expert PR people work at Apple, Google and the like.
A dabbler in the arts of PR will not reach those dizzy levels of success – they will not become the new Steve Jobs. Instead he or she will be sufficiently well versed to understand the tricks of the trade among which is one very basic tenet: feed on the buyers’ curiosity. Being able to get as wide an audience as possible means being able to provide what that wide audience wants as effectively as possible. What could possibly attract large audiences in today’s world? Sensationalism, trash and tabloid style voyeurism that’s what. In his appreciation of DCG in MaltaToday, columnist David Friggieri described her adopted style as “trash and destroy” – aptly so.
The Romans had “panem et circenses”, the Victorians had “PT Barnum and circus freaks”, the 21st century Malta blogging scene has TYOM and Running Commentary – and boy do they have an audience. If you want to set up a blog and get “an audience” before five years then all you have to do is follow Daphne’s advice: write what the people want to read… or give up.
Thanks. But no thanks.
You see marketing people invaded the political scene in the early nineties. Look at the UK – they constructed the Blair persona and are in the process of constructing Clegg and Cameron. Now Brown is a different kettle of fish. The man has a volatile temper, is very much a down-to-earth old style politician who has little time for the marketing shenanigans of pandering for the photo-op. The poor man tries but just look what happens when he drops his guard for a moment – Bigotgate: the ultimate blunder for a politician occurred.
After having been cross-examined by a voter in a rival constituency, Brown forgot that he had his microphone still on and proceeded to describe her as a “bigoted woman”. It’s probably what most politicians think of even the most fawning of voters (just look at DCG’s appreciation of John Attard Montalto in the Indy to see what I mean,) but you don’t need a marketing expert to tell a politician that it’s just not done to be frank about these things. Don’t get me wrong – PR management and marketing definitely have a role to play in today’s communication driven political struggle but the danger is in letting them take over completely.
When I started J’accuse five years back my intention was to openly discuss ideas – not just political – with anyone interested in listening. The blog grew into a regular platform where ideas are exchanged (and yes, sometimes – thankfully rarely – insults are traded). Someone ingrained in PR cannot conceive of a different form of result than “audience” in the vulgar term of audience. J’accuse is not in the business of “selling” but is simply an expression of opinion using a (not so) new medium.
The surprise is that around 800 people log onto J’accuse on a daily basis to read what DCG describes as “boring and irrelevant” content. Others log in on a less regular basis. Frankly, we’d be happy with 50 or 10 regulars because ours is not the business of numbers. We’ve proved time and again that the moment we dabble with sensational or “what people want to read” our figures explode into the thousands – just see what happened in the recent case of The Times spoof. You need not look far for that phenomenon – the instant success that the despicable and sensational TYOM formula enjoys is proof enough.
Frankie says ‘Relax’ – DCG says ‘Give Up’
The measure of success in the PR world is audience. We’ve taken to measure the success of our arguments by the deafening wall of silence that surrounds our more inquisitive of arguments. Particularly when we know for a fact that our questions are read and that it is easier not to answer them. The advice they give us is “give up”. The hope is that the irritating presence of those asking the relevant questions will fade away if ignored. We are the elephant in the room of communications experts – those who can only write or present “what people want to read” (or what they want people to read).
This column (and blog) has asked questions of Daphne (Why now? in Plategate), Lou Bondi (the death of journalism) and (Fr) Joe Borg (more deafening silences). The questions were not complicated – they were not difficult to comprehend and they were there for all to see. It’s true – if they are ignored they will fade away and Lou Bondi will trump up another highly relevant programme like resuscitating the ghost of Norman Lowell in order to give the people what they want (rather than what would be a service to what they need). Daphne will yell until she is blue in the face that nobody reads our complicated articles while simultaneously ignoring the very pertinent questions posed therein.
It’s happened before. A year ago we asked Daphne to follow proper netiquette and provide links to J’accuse whenever she quoted huge chunks from the “boring and irrelevant content” on the blog that nobody reads. We were told that we were “bitching” and that we should be grateful for the “free publicity”. Once again DCG laboured under the impression that we should somehow feel sufficiently rewarded by gaining notoriety with the masses. Furthermore, even though we never asked for an apology, DCG told us “I am not going to apologise and backtrack”.
A year later UK blogger Charles Crawford, who had a brush with Maltese politics thanks to some conspiracy theory linking him to Gonzi’s choices for Cabinet, told Daphne off for having “quoted great chunks from my blog but without the usual blogging courtesy of giving her readers the link to my original work” (his words not mine). DCG apologised without batting an eyelid. Weights and measures? Who would have thought?
Obsessions
Yes, we do have an obsession. It’s called blogging. We love it. We love the tool as a free form of expression and quite frankly we will not be told what the measure of success of a blog is from someone who cannot even grasp the basic concept of netiquette. The reason J’accuse is also a column in The Independent is because someone somewhere saw what was written in the blog and decided it was interesting for some people. We are more than happy with the fact that the sensational content (and sporadically excellent articles – such as this week’s Pigeonhole business) are what keeps DCG’s columns in The Independent – there’s all kinds of readers for every kind of stuff.
Daphne was not the only fellow columnist this week dispensing the kind of advice to “give up”. Stephen Calleja’s column last week was called “Too weak to be called a force”. In it he invited Alternattiva Demokratika to “give up” in so many words. AD and any other respectable third party has a mountain to climb. It has to sell political ideas to voters who are trained to interact with politicians in a certain way. The Pierre Portellis and Georg Sapianos of this world will be back come next election telling people what they want to read: that a vote for the third party is a wasted vote. That these irritants should have called it a day ages ago and leave the political business to the experts – to those who have mastered the combination of marketing and politics to a T.
AD and their likes are the “tiddlers”, the small fry who will not count because their message is not packaged in proper marketing material and they do not tell the people what they want to hear. They do not “twitter” frivolous messages on Church/State separation (viz Joseph Muscat) while espousing contradictory policies. They do not pitch a marketing campaign that is good for the hunter AND for the environmentalist (gonziPN’s rainbow candidates). They are “boringly irrelevant” because of their frank and direct messages on the environment and on divorce. They might not be what people want to hear – which when combined with the obstacles of electoral law and voting traditions might be just the right formula for “giving up” and calling it a day. Or not.
Twenty years in politics and five years in blogging and what do AD and J’accuse have in common? Consistency and dedication to the truth. Frankly, I’d rather be on that side of the fence than “trashing and destroying” any day.
Breaking the rules
Well, that’s another column dedicated to confusing people with the J’accuse “boring and irrelevant” message. I’ve had to break my self-imposed limit again but I still have a few more things to add.
First of all do take a look at www.ideat.org.mt. Labour’s fledgling think-tank has published the first edition of what will be an online quarterly. The J’accuse verdict is “a job well done” – full review on the blog. Finally, there’s an attempt at engaging in politics and not marketing – let’s see if it gets viral or is destined to be marginalised like most things truly political.
It’s the first of May as I type so I should be wishing all workers a good day of rest (not too sure about shopkeepers resting though). Worker’s Day brings back memories of the stress of preparing for exams when – admit it or not – even in the later stages of university you were always thankful for a motherly figure refilling the coffee cup and keeping you going physically and morally till exam day. Ten years ago I was in Bruges, delivering my Master’s thesis and though there was no mother around to pamper and encourage, I was always grateful for the supporting phone call.
So it’s thanks again mum 10 years on, and happy 60th birthday. It’s not just the kids at Stella Maris College and the La Sallian Freres who are lucky to have that great headmistress around. It’s also this hard-headed son of yours who does “cause trouble” as you would say – but always in a constant and well-meaning way.
www.akkuza.com promises to be as boringly irrelevant as always this week. Be there or be square (or tabloid).
This article and accompanying Bertoon appeared in today’s edition of The Malta Independent on Sunday.
