I ♥ MY Travel CAPPUCCINO

Nobody becomes somebody with a travel mug of the latest coffee blend.
Unaware becomes intellectual. Casual becomes causal chic.

The identity that comes with the coffee has probably been the major success for the coffee chains. It has become a symbol of sophistication, motivation, social competence and wealth.
Some years back Starbucks got criticized for its unethical ways with its suppliers. With the growing importance of CSR, publics started to questions how come a multibillion company like Starbucks didn’t have fair trade coffee available.

Today, Starbucks has improved its brand by becoming Fair trade certified. A fast reaction, made the coffee giant avoid any major damages to its name and the already encoded meanings remained. A consumer holding a travel cappuccino would still feel, and perceived as, a sophisticated motivated person with high social competence. Not a person without morals and good judgement.

Product placement has been crucial to create this identity. In May this year, just after premiere of Sex and the City-The Movie, Vanity Fair published a list over the top sponsors of the production. These brands have ultimately been shown during the course of the series and gained significantly from the popularity the series has generated. Under the sub-heading
“Sips and Snacks” Starbucks is presented first, as it has occurred several times during the production. And those of us that saw " the Devil wears Prada", few missed the re-occuring presence of Starbucks Skinny lattes on Meryl Streep's desk.

Maybe that’s why…so many women got upset over the massive closure of 600 under-performing stores across the US. Some even signed petitions to stop the closure, saying that Starbucks was a “symbol of gentrification”. (Marie Cocco, for The Sacramento Bee)

The Re-branding of China

What are the first words that come in to your mind when someone says China? Nuclear, communism, arts, gymnastics, emperors, spring rolls? Like any other brand, a nation carries an identity. The brand “CHINA” is encoded with different meanings followed by its history, politics and culture.
On 1 October 1949 Mao Zedong proclaimed the founding of the People's Republic of China. It was a time of revolution, upheaval and bloodshed. The events of that period, and the first decades of communist rule which followed, forged the identity of modern China. http://news.bbc.co.uk/hi/english/static/special_report/1999/09/99/china_50/default.htm

Since Mao, China has been greatly encoded with political meanings. However, with the fast pace of globalization china seems reluctant to wash off the communist stamp. There is a need to encode new meanings into CHINA . It’s no longer favorable to represent communism to attract foreign investment and to appeal to a global market. But much better to show its fast growing economy and trading success overseas. So,in order to finally become number 1 on the global playfield, CHINA has to conform to the rest of the players, in particular to those forming the G8.
One step to conform was its decision to paint over the red flag with the five respectful rings.
The Olympics has been a great opportunity for china to encode new meanings to its brand. Will people buy its new self? With the help of the massive media pressence during the olympics, China gets an oppurtunity to open its borders for the International publics, and therefore also show its new identity. Undoubtly this may change the global view of CHINA to a certain extent,but will the pr- tricks be enough to change it entirely?
Because of people often hold on to old, familiar patterns of thought, creating a new, unified identity that will resonate with publics can be problematic if the old identity is not deconstructed […]”Patricia A. Curtin ,International Public Relations p.173.
Consequently, the only way that China could reallly change its brand, she has to let go of its strings to the past, embrace its new meaning with an open heart and make its people to accept the new identity.

Say it with a picture

Eurostar has taken a daring approach in its divere way of reaching out to its multinational clientele. The rail way company between London-Brussels and Paris, acknowledged soon the need to segment its diverse target groups. To promote its destinations, the Eurostar marketing department, has played greatly on already existing perceptions of the cultures present in these destinations. Simultanously, Eurostar meanings, such as fast travel and convenience,were encoded into the ads.

For the overseas costumers, a more general ad was used to present the destinations. Instead of focusing on only one event or product, the ad presented a panaroma of selected touristic experiences. This way, a target group that were less familiar with, (or sometimes not at all familiar with), the european culture got a wider picture what Euro destinations had to offer. The rail track in the middle encoded the meaning of being able to comfortably bringing costumers between paris and london.

The belgian ads, hoping to promote the Eurostar to london, focused on specific events.


Ads displayed in France used stereotyped messages to get attention.

The circuit of culture (below)

When moving onto a more global perspective on Public Relations, culture sensitivity becomes a major trigger for any campaign to succeed. The notion of PR differs accross borders and so do cultural norms, traditions and regulations.With the rapid move of globalisation PR rarly stays in contact with only one geographical target group. Therefore, PR practise (needs) to be flexible, and can no longer take a systemized western approach to reach out to different publics on a global level.

PR practise around the globe is shaped to fit in into thousands of different cultural settings, struggling to match identities and needs of an uncomptable number of different target groups. Additionally, its practise is significantly shaped (limited) by regulation on both a legal and moral level.

The circuit of culture is a brave attempt to explain the interaction between these variables. In its turn, the ability of interpreting these variables will give the difference between a successful pr-campaign and a total waste of money and effort.

The www: the biggest threat to Nicolas Sarkozy

There was a time when politicians could avoid unpleasant stories to circulate in the media, simply by going to lunches with the leading editors. They could also let their children become best friends with the children of the most important people in Broadcasting and Business. They could go golfing with their rivals on Sunday and send off a bottle of Champagne to their enemies for Christmas.
Not to forget the time when the president held monopoly over the press, and hence had total control over the information flow.
Those days are gone…
Mr Sarkozy sits by his desk and flips through the "History of the Press". He looks at his forerunners and how the censures always help them in crisis. But that does not work anymore. Because, just like himself, the newspapers are getting less and less popular. On Edelman’s blog, he writes about his meeting with three senior journalists from the Wall Street Journal. They all appear very doubtful about the future of print media, as the www is becomng a greater threat. And although bloggers often link back to newspapers, these serve a lot of time only to reference information that you already knew.
The circulation has dropped significantly for daily news papers on a global level. As a consequence to free newspapers and online news, people do not really see the point anymore to buy Print media. Daily News papers in the EU have seen a 5.63 drop since 2002. Evolution of technology, forces print media to the cliff.

The consequences?

People access their news online and the information flow gets faster and less controllable. Reputation management for politicians like Nicolas Sarkozy will be fairly challenging. Through wikis and blogs, anyone with something to say can publish it within a few seconds.
Therefore, close ties with the news media will not help Nicolas Sarkozy. In a network that comprises 100 millions of blogs, there will take more than champagne bottles to avoid unpleasant news circulating on the web.

The eye of Nicolas

One of the problems that PR has experienced over the recent years, is that information is getting less and less controllable. While Social networks and blogging can be powerful tools to spread a message they also become a threat. In an Information society that’s working both ways, PR people are challenged to get rid of harmful information on the Web. For example, Nicolas Sarkozy’s drunken speech at the G8 press conference wasn’t broadcasted, but still 2 million people manage to see the clip on Youtube.
For this reason, the Elysee has hired Nicolas Princen, to keep an eye on everything and anything happening in the social networks and blogs. He is intended to detect any harmful messages that circulate about the President on the web, and then alarm it back to the Parliament.
The new recruit also has a page on facebook, like many other politicians today. Consequently, this gives a good opportunity to interact directly with voters and conduct a discrete PR-campaign via chats and messages. Not only will it enable promotion for the UMP, but also get a greeter insight of the public opinion about Nicolas Sarkozy and if there is any damaging material published in the social network.
It will not be possible to suppress any messages that circulate on the web; but it will be a way to prepare any possible crisis for the media. Spokesmen get some hours more to practice their speech to save the situation. A speech that may be a little less shaky, a little more credible.

Bad --> Good

Image from Charlie Hebdo

The main mission for people working with Public Relations is to alter negative or neutral attitudes into positive.
"Clients not satisfied" need to become "Clients satisfied". "Sad" turns "happy" and "unaware" becomes "aware".

In the French government In-house PR department, devoted people work assumable around the clock to turn Chaos into Normal.
Here follows some sub-missions to enable such a project


Sarkozy”the unreliable"--> Sarkozy”the implacable"

According to a recent poll, 67 % of the French say "mostly not satisfying" to Sarkozy's first year as president. 59 % think that the year has been a downfall for French. Only 20 % of them were positive to the Sarko's first year of reign. What trick will you poll now Carla?



Chinese boycott of French companies --> Carrefour’s own brand filling up Chinese cupboards.

Internet users strike back on the French protests when the Olympic fire was to be lit in Paris. Some Chinese feel offended by France stand point in the Olympic- matter, and want to take revenge by boycotting French companies. For Carrefour, one of the main targets for the boycott, the near future is looking very unsure. Carrefour is one of the most popular super markets in China, and losing market value would mean a significant loss for the giant. Other companies threatened are Louis Vuitton, Dior and Peugeot.



Discontent among workers ----> people enjoying working in unfair conditions for unfair salary.

Discontent among worker seems to have been a general trend throughout the first year of Nicolas Sarkozy’s regime.
Now, the Minister of national education, Xavier Darcos, suggests a reform to limit the national number of teachers. So once again teachers and students dusted off their revolution flags, grabbed some flyers and formed with the syndicate a powerful strike against the reforms.

The other group to strike is the “sans-papier”, without papers. These are individuals that have worked for France for a longer time but never gotten a legal security from the French government. These are also individuals that have been paying taxes, and that are getting tired of give give give, and never get anything in return.

As Nicolas Sarkozy and Xavier Darcos probably will have a hard time to get people used to the unfair conditions, they need to look for other solutions.

NKM

Not many hours of sleep for the in house-pr team at the French parliament. By a few words,
Nathalie Kosciusko-Morizet turned a fairly calm Wednesday night into a political scandal for the UMP’s image. However, her words did not come as a chock to the French people, who many of them shared the same thought. . She said to the French daily Le Monde; “There is a competition of cowardice and inelegance between Jean-Francois, that tries to distract attention to mask the centre problems within the group, and Jean-Louis, that gets pleased if he just assures the minimum." " Il y a un concours de lâcheté et d'inélégance entre Jean-François Copé qui essaie de détourner l'attention pour masquer ses propres difficultés au sein du groupe et Jean-Louis Borloo, qui se contente d'assurer le minimum" She continues ; "I’m tired of being confronted by an armée of cowards "." J'en ai marre d'être confrontée à une armée de lâches", ajoute Nathalie Kosciusko-Morizet.
The delegate of ecology is also notably known from her opposition in the OMG discussion. Her name is whispered along the corridors in the House of Parliament, while her actions have fuelled strong emotions among other ministers. To teach her a lesson, her boss Jean-François Copé, decided to go without her to Japan. Clearly, this sets a good example to anyone trying to explore their freedom of speech.As the nomination came yesterday of the new General Secretary, “Nicolas the Saver”, came to calm down angry colleagues, like François Fillon. NKM, faced with loosing the nomination, apologized for the comments she made to the press.

When the government can not even unite itself, who would then reunite the people? The French public loses credibility in their leader, because important political matters get lost in celebrity fluff and parliament drama. However, Sarkozy proved yet again his communication skills, and mediated as a true diplomat between his staff.

Carlamania and the Boycott of the Olympics

And so the meeting between France and the UK finally took place. However, the UK magazines couldn’t care less about the entente Cordiale, while an enormous space was devoted to his (new) first lady. The Media threw itself over Carla, and readers learn all about her wardrobe and previous relationships. She was called a new Jackie-O by some, Lady Di by others. After her speech for a help organization, she found a way to the heart of many Englishmen. While the media was obsessing with Carla, the President of the French Republic was somewhat left in the shadow of his wife. Although ,this did not seem to bother him that much, Mr Sarkozy seemed mostly touched by the warm welcome England had given Carla. In a press conference, Mr Sarkozy, answered the questions about Carla with sparkles in his eyes and said that he was grateful that people finally could see that there is not only a beautiful exterior to Carla.

After all the English praise, Sarko's trip to China might not be as easy. Though, France was spoiled with gifts at the arrival, Mr Sarkozy still stands behind the boycott of the opening ceremony for the Olympics. One might think that, not taking bribes to alter a politic opinion would be a very healthy approach, but a growing number of Chinese feel that France is being ignorant in their way of handling the question. In fact, some persons are currently using the web to engage people to not buy any French services or products. There are also some messages circulating on the web that the French supermarket Carrefour should be boycotted.
The Boycott of the Olympics has become a critical question and will, whatever standpoint Sarkozy will take in end, affect France’s China-relations. “Carlamania” might have put a spell on many powerful men, but more is needed to save the french place in the market of Chinese economy and politics.

Entente cordiale; Mr Sarkozy goes Uk

Nicolas Sarkozy has put UK all over his agenda for this week, in a possible effort to honor the Entente cordiale. Entente cordiale is an agreement signed in 1904, to establish peace and harmony, between the two countries. But seen from the way Sarkozy is applying the Anglo-Saxon model to politics and economy, he is assumable more than thrilled to enter Papa-land. Carla Sarkozy, is also taking the promotion of harmony very seriously between UK and France. First lady Carla, along with the French female ministers, is bringing her A-game to London. While Dress-to-Kill, they aim their chic wardrobe to charm the British royalty and Power.
Meanwhile, Carla Sarkozy is stressing the new image of her husband Nicolas. Forget the image of the bling-bling, easily agitated Sarkozy. He is no longer to be chased by angry fishermen on the streets of France, and no longer shall he be denied to shake someone’s hand. Voila the new prototype Sarkozy; a well-spoken, humble and classy gentlemen, able to connect to all levels in a very multicultural society. In other words, it is an attempt to wipe away his bad reputation and raise popularity in the polls. This phenomena has been addressed as; la Stratégie Carla (The Carla strategy).
Further, it might be a natural reflex, to reinforce Sarkozy’s international relations, when his own people and media refer his reign as a Reality- Show.

The Euro gets stronger, while Sarko gets weaker

Mr Sarkozy’s eyes sparkles of enthusiasm as the euro is stronger than ever before. Ironically enough, his situation is more comparable with the dollar, facing a major fall. According to polls, the President’s charm has started to fade, as well as the trust people have in him. Speculators doubt in his rapid reforms and turn towards the left-wing instead. It seems like more voters appreciate the Paris velo; free public bicycles, than privatization. Maybe the reforms came too quickly, maybe France is not suitable to adapt a model of economic liberalism. However, Nicolas follow the steps of Charles de Gaulle as the governement constinues to intervene in private companies. He has recently been meddling in the Société Générale affair, which raises concern of a true open market. Surely it would be tricky to adapt the Nation of Molière and Jean d’Arc into a new US; with Buy, buy, buy on its agenda. Presumably; the heritage of revolution does not go exactly hand in hand with the concept of: richer gets richer.

In his quest to adapt the anglo-saxon to the hexagone's economy and politics, the President seems somewhat misplaced. It might do him good, to stop for some seconds, have a look around and acknowledge the needs of his people. Its probable, that after a lot of travelling around, he could have just lost track of which country he's actually leading.

The Earhquake Sarko

While Great Britain got woken up by the earthquake this week, Nicolas Sarkozy continues to shake France about. But by shaking up his hexagon too much, he now has a hard time to find a calm ground to rest his feet on. By a survey carried out by Liberation 3th of March, the support of thePresident has dropped with 4 per cent and which shows that people have started to lose their trust in him.


The earthquake Sarko, has now shredded a new victim; primary schools. This time, his query concerns the holocaust, which he wants to be laid-out at a very early age, while teaching the effects of racism. The thought is good, but psychologist and teachers claim that the heavy message is too hard to break for a 10 year old child. It the same time, some teachers are getting offended because its like Sarko is saying “ That’s really nice Dear, but let me show you how to do your job.”
To stir up a bit more, Mr President wants to remove advertisement on the public Broadcast group: France télévisions. Maybe Sarkozy got so offended by the Ryanair ad that he cursing off ads forever. OR maybe him and Carla are getting tired of the commercial break when cuddling in the Tv-sofa for the Sunday night’s movie. Probably, he just forgot that publicity is a major income source for broadcasting and involves an important number of staff. The staff on the other hand, did not forget and which resulted in a huge strike with the slogan “Télé sans pub, mais pas sans l’sou” [Tv without ads, but not without money”]

After swiping from Primary school to Broadcast, Nicolas also had time to stop by the Agriculture meeting. After a bystander's refusal to shake mr presidents hand, claiming that his hand was dirty Sarkozy responded; Casse-toi, pauvre con![ Get lost, poor idiot] Poor idiot? No, Poor Nicolas Sarkozy. Unfortunately, someone recorded the whole drama and is now up and running on Youtube seen by 2,018,434 people. Where did his excellent media relations skills go? Is the love for Carla Bruni, making him loose his cool?

To conclude; the Pr-team is going to be busy cleaning up after the earthquake Nicolas Sarkozy. However, when the work is over 11pm, they can return to their home and enjoy a in- depth documentary about the WW 2, without commercial breaks.

When the Media strikes back

Altough many people might envie Nicolas Sarkozy's good relations with the media, the media doesn't always work according to his agenda. Some days ago, the weekly paper Nouvel Observateur published a sms that Mr sarkozy had sent to his ex-wife Cecilia. This sms suggested that he was willing to break off the wedding with Carla Bruni if Cecilia took him back. Very inconvenient of course.
As a result, he is now sueing Nouvel Observateur for invasion of privacy and demands an excuse from the journalist that wrote the article. However, the journalist is not giving in and his work is backed up by the nouvel Observateur's editor Jean Daniel.

One week before Nicolas and Carla Bruni sued Ryanair after using a photo of the couple for a advert, without their permission. With the photo, Carla was given a balloon saying; "with Ryanair, my whole family can attend to the wedding". 60.000 euros richer, the couple is now wearing an invisible sign "don't mess with us" to the Media and Advertisers.
Its understandable how celebraties, like Nicolas Sarkozy, sometimes get tired of always being in the spot light. But keep in mind that this spotlight and constant attention from media, made sarko win the election. Broadcasting and the press help him to promote the image of a France falling apart because of too much immigration and violent youth in the suburb. While in the same time portray him as the hero that would come and reunite the sinking hexagone.
And someone so talented in Media Relations should also be very much aware of the fact that: Nothing is Secret. With today's technology, internet, mobilephones etc, information slip so easily into the wrong hands. Things have changed since Napoleon had absolut power over the media and what type of information got out and what stayed confidential. I guess that is the price to pay for the "declaration de l'homme et citoyen and the freedom of press.

"Sarkozysm" and the Media

If ever there was someone in France that said "I'm just not that in to politics", this someone would probably not repete his or her words today.
After the election in 2006, Nicolas Sarkozy, has somehow managed to stir around the fairly calm France, so that now no living soul can keep himself out of politics anymore. And many remain probably puzzled on how a man came, conquered the throne and and tried to create a France of his own.
From a Pr-person's point of view, Nicolas sarkozy is a man to admire of his skills in Media relations and his impressive connections with the News media. Its not rare that the President or some pr-person in his entourage, has avoided a scandal to be printed off in the press by pitching another , more positive, story that has ended up on the front page instead. Like when the transportation strike broke out in November, and France seemed to have reached status quo for weeks ,because people could not go to work without public transports. However, despite its obvious deserved place on the front page, the front page was covered with another story. The divorce between Nicolas sarkosy and his wife Cecilia. It was so convenient that one could not help asking the question: Is this another media trick to cover what is really going on, or its just a coincidence?
Another exemple,was very recently, when the students held important strikes againt Sarko's propostition to make all universities in France independent. And at the very same time, he decides to go into a relationship with Carla Bruni, one of France's most beloved singer and model. Front page after front page delt with their trips to Disneyland and egypt. Thankfully posing in front of the camera. Coincidence?
After the election in 2006, he went off celebrating with some of the most influencing people in the French News media world. Maybe just a party of close friends, but still a great opportunity in trying to manipulate journalism.

This blog is an attempt to follow Monsieur sarko, in his hast to assimilate France to "sarkozism", from a pr-person's point of view. But it also aims to look at what happens around France and to what extent the spirit of revolution still is part of the French identity.