How Terror Became The Ultimate PR/Media Tool
In this guest post, Dan Pollard (pictured below) from Brisbane’s BBS Communications Group, says the spate of global terror attacks are designed for maximum media coverage & we all need to learn lessons on the language we use around it…
Terrorism is a public relations tool. It is designed to communicate a message in the most brutal fashion possible and that message is simple: be afraid.
The power of terrorism is the sense that it could happen anywhere, to anyone and at any time. The more frequently we hear about it, the more likely it seems. And it seems we are hearing about it constantly.
Forget social media — the terrorists’ greatest public relations asset is the 24-hour news cycle.
For news organisations and journalists it is a near impossible quandary. Attacks like London Bridge and Manchester are unquestionably newsworthy. Obviously they cannot be ignored. But at the same time wall-to-wall media coverage is exactly what these attacks are designed to achieve.
Terror is their brand. And like any brand they want as much coverage as possible.
We cannot expect media to stop covering these attacks. It is clearly in the public interest that journalists and news organisations continue to bring us the details of these atrocities. However there is a strong argument that we can improve the way we cover these attacks and we should start with the language we use.
When we work for a corporate client our first priority is to get coverage for their brand. Even if we achieve nothing else, a prominent mention of the company name is a win.
That’s why Islamic State claims every attack they can. Were they actually the evil masterminds behind Manchester? Or London Bridge? Or yesterday’s siege in Melbourne? These are critical questions for our police and intelligence services, but from a public relations point of view it doesn’t matter. Once we see it on the news it becomes truth.
Again, the world’s media are in a bind. Islamic State issues a statement claiming responsibility for an attack and that claim is instantly reported. In the race for new information about an emerging crisis, no news outlet wants to be the one that ignores the latest information.
But the truth is we’re doing their work for them. Islamic State want to be the employer of choice for the world’s extremists. More than anything else they need new recruits. Every time we uncritically repeat their claims of responsibility we’re giving their brand a free kick.
But the main game is still “brand terror”. And right now the way we define terror is hugely problematic. In public relations, language is everything. Once we assign the label terrorism to an incident it becomes part of a global and historical legacy that is connected to everything from the IRA, to Munich, to September 11.
Given the huge rhetorical weight the word terrorism carries with it, as a society we must be judicious with its use. There would appear to be no doubt that Manchester and London Bridge were planned, coordinated attacks deigned to instil fear in the community. That is the textbook definition of terrorism.
But are we at times applying the terrorism label too quickly? Take for example the 2016 Orlando nightclub shooting carried out by Omar Mateen. During the incident Mateen swore allegiance to Islamic State in a call to authorities, leading media coverage of the incident to almost universally refer to it as terrorism. But a later CIA investigation found no credible links between Mateen and Islamic State.
Mateen’s mention of Islamic State ensured this attack was quickly framed as terrorism. Contrast this with the 1996 Port Arthur massacre that was instead referred to as a mass shooting. Port Arthur lives in the history books as a one off — the horrific violence of one deranged lunatic. Mateen’s murderous rampage, on the other hand, is now connected to attacks around the globe, all unified under the umbrella of the word terrorism.
Language matters. Every use of the word terrorism helps build the value of “brand terror” and makes the next attack a more potent public relations tool. In the same way, every repetition of an Islamic State claim of credit for an attack reinforces their central brand proposition: that they can strike anywhere.
Terrorism is public relations written in blood. When we uncritically repeat the language of murderers, we are doing their work for them.
Latest News
Kantar: AVOD Subscribers Double In 12 Months
Study finds Aussies happy to watch ads on their streaming services. Or, are they just putting the kettle on more often?
Val Morgan Digital Exceeds All Campaign Uplift Benchmarks Via A 12-Month Brand Metrics Study
Val Morgan announces it has exceeded all its campaign benchmarks. Still can't get under an hour for the City To Surf.
Australian Retirement Trust launches monster of a campaign, by M&C Saatchi and Bohemia
Get offered a seat on the bus today? Knees creak like an old pirate's galleon? This retirement ad may be of interest.
Print Audits To Discontinue As Audited Media Association Of Australia Pivots To Support Influencer Marketing
Is it just B&T or are audits in the media industry suddenly becoming murkier than Roxy's husband's tax returns?
News Corp Australia Launches 2024 National Education Advocacy Initiative With Expanded Program
News Corp set to shine a light on the nation's schools in new series, giving illegal bikie gangs a well-earned rest.
Decoding The Consumer Maze: Urban List Report Reveals How Modern Shoppers Spiral From Discovery To Purchase
Latest report unravels a shopper's journey from the joy of discovery through to a nasty letter from a debt collector.
Cosmo Returns To Australia!
Ever get the feeling we've weirdly warped back to 1988 at the moment? Confirm it with the relaunch of Cosmo in print.
People & Culture Consultancy Human Kind Collective Launches To Plug HR Gap For Media Agencies
Does the very mention of HR have you struggling to remember last year's Christmas party? Get the sweats with this news.
‘We Want To Be A Growth Partner, Not Just A Media Buyer Or Someone That Makes Ads’ – Bohemia Boss On Agency’s Ambition
B&T's chatting with Bohemia boss Paul ‘Hutch’ Hutchison. Although we do think 'the dagger' a far superior nickname.
Initiative’s Geoff Clarke: ‘Youth Hits Targets With Enthusiasm, Experience Hits The Targets You Can’t See’
Initiative’s CCO Geoff Clarke on the value of experience in agencies. Not to mention quoting lines from Pulp Fiction.
The Iconic Teams Up With 5 Aussie Athletes For Latest Campaign
Fashion label brings in the athletes for new campaign, many of whom appear to have prepped with re-runs of Zoolander.
Seven West Media Secures New Director Of News & Current Affairs
After a tumultuous few weeks, Seven unveils director of news & current affairs. And B&T never uses tumultuous lightly.
Seven Network Expands NSW Sales Team With Two New Group Business Directors
Seven ramps up its NSW sales team. Both of whom are well versed in pronouncing Manu Feildel's croque-monsieur.
New PR Subscription Changing The Game For Aussie Start Ups
Need better PR? You can now buy it via a monthly subscription. Price does not include a fascinator or Moet piccolos.
Paul Kent At Centre Of Fresh Scandal After Alleged Street Brawl
Do you long for the fights, gouges & testicle grabs of footy's glory years? So too, it appears, does Paul Kent.
DiDi Taps Disney’s Tim Farmer For Head Of Brand Marketing Role
Disney's Tim Farmer shifts over to rideshare company DiDi. Taking with him his Donald Duck coffee mug & mouse ears.
As Sure As Night Becomes Day, The End Of Third-Party Cookies Has Been Delayed
The question remains: what will we see first? The end of cookies, alien invasion or Jesus's second coming?
Fast 10: Scoundrel’s Tim Bullock Explains What Shane Warne & Salt-N-Pepa Have In Common
It's a Fast 10 with Scoundrel's Tim Bullock. Make it sound even faster by sucking on helium while reading it.
Outbrain Snatches Chris Oxley From Foxtel Media
Foxtel's Chris Oxley shifts over to Outbrain, but not before having his press photo taken in the wilds of the Daintree.
oOh!media & POLY Partner With Greening Australia For OOH Awareness Campaign
Like to quell the road rage with super cute pics of fluffy marsupials? This outdoor's just the ticket.
Are Media Cares For The Carers In Its Latest Social Change Campaign
Are Media calls on the government to add super payments to carers' payments. Remains silent on AUKUS, however.
In A Fragmented World, Engagement Is King
Today, B&T TV's talking fragmentation & engagement. But not in a down-on-one-knee sense of the word.
Kyle Sandilands On Advertising: “We Want Return Business. It’s No Good Just Taking Someone’s Money”
Kyle & Jackie O finally arrive on Melbourne radio. As yet, no sign of the monotonous and bitter AFL-NRL debate.
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.