Marion Scher

Take care when choosing a spokesperson

So your company needs to nominate a spokesperson - pretty straightforward decision, don't you think? After all, who are you going to choose, the person with the speech impediment or perhaps someone for whom English is a third language? Maybe an alien from another planet or possibly just someone who doesn't seem to have enough to do in the office and volunteered?

Judging from the type of spokespeople we regularly see and hear on television and radio, someone with all the above would qualify very well, thank you.

Seriously, though, what is it that makes the South African Police Service, for example, choose a moronic-sounding person, who comes across as totally unsympathetic, uncaring and worse barely able to speak English as most of us understand it? As they stumble through their statements, we cringe in anticipation of the next mispronounced word, not to be let down with something like "We is doing all we can to right the very bad situation". We is so relieved to hear this...

And it's not just the SAPS which falls into this category: NGOs, parastatals, local government and, of course, government itself often use incompetent people to announce their most important news.

While researching my new book Surviving the SA Media, I received feedback from electronic media in particular that what they expect in the way of spokespeople is someone who can communicate not just clearly, but knowledgeably, in an engaging way.

Surely each organisation must have at least one person who knows their business really well and has a good enough voice and personality to speak on their behalf. It's almost as though these people are sent out there as a joke - they certainly give me a good laugh anyway.

Government, NGOs, corporate, parastatals - all of you thinking of appointing spokespeople, do yourself a favour and send them on a few courses to at least put over a message correctly. Maybe do something really innovative and hold ‘auditions' for spokespeople. Maybe that new young guy in IT has an amazing voice and appearance, and could be just the image your company needs to portray. Don't think just because someone has a senior position they automatically have to be the one representing your organisation on radio or television. Rather, use the person who can put across what your organisation stands for.

And SAPS and others, if this is incompetence then carry right on doing what you does best - tell her like it is...

Networking blues

When quite a while back, former Bizcommunity.com editor and friend Louise Marsland said I HAD to join Facebook - be in or be out - I jumped to attention and immediately signed up. My 21-year-old son's reaction was "Ma, you joined Facebook - that's so lame..." That, of course, made me feel much better about my choice.

Since then I've joined several other networking groups, including of course the mandatory Twitter where I've tweeted a whole once. This, according to social networking whiz Daniel Munslow, is average for a Twitter user. My life, obviously, is so boring that I've nothing to tweet about.

I mean, really, do you guys want to know that I'm behind deadline on a particular story and I'm about to try and talk my way out of it with an editor or that I really feel like a cup of tea but am too warm in my office to go and make it...? I think not!

But somehow I get regular notices that I'm being followed by various Twitterers... I've been hoping for Stephen Fry or Lance Armstrong but I seem to attract the more mundane Twits.

Which brings me to my gripe about networking in this way.

First of all, when someone requests to be ‘my friend' and join my Facebook, unless they're really close friends or colleagues, I go through no small amount of agonising over whether I should let them join because I could just ignore their postings anyway, or whether they'd be incredibly offended if I pressed ‘ignore', even though I haven't seen them for years or in fact don't know them at all - but they're a friend of a friend who thinks I should know them!

I mean, is it worse to let someone in and then delete them than to ignore them from the outset? You can see my dilemma here.

Lately I've had some particularly strange requests from people who I can't quite fathom out would want to know the inner workings of my Facebook life. I know we are supposed to ‘open up' and network, but I still feel more comfortable doing this over coffee.

And then there's ‘LinkedIn' and other similar platforms. I've joined a couple - again because I didn't want to offend the person who volunteered my name but have I gained anything out of this membership? Zip... In fact, one member of a so-called networking group did bother to contact me to tell me how bad - no, lousy, I think was the word he used - my website was and that he could do a much better job!

Please don't get me wrong. I know that social networking is the way of the future in the business world and for my young offspring whose social life depends totally on Facebook. But I'm still trying to come to terms with the etiquette of it all. So if I've offended any of you by pressing ignore, please don't take it personally - just think of me as network-challenged.

Pick a board – any board

It's finally happened - the SABC board is being dissolved. At last the penny's dropped that these guys, or at least the majority of them - have tipped the sinking ship even further into the sea.

Can it get any worse you may ask? Oh yes - President Jacob Zuma has now been given a whole 10 days to appoint an interim SABC board. Again you may wonder - how could he do any worse? Some board members said they didn't believe they had the will and tenacity to do their jobs!

Which brings me to qualifications. You would think that some media, financial and business savvy would be a good idea to have for these board members - especially the former. After all if you don't have someone at the helm who really understands the product, ‘broadcast media' then how can you expect this organisation to succeed?

Right now it's a bit of a lucky dip, according to SABC's Kaizer Kganyago, who said, "It is very clear that Government is going ahead with the processes that they are doing and therefore we as the SABC do not play a part in as far as the appointment of board members is concerned. We will have to then wait and see what is given to us." [emphasis added]

Now being the generous, warm-hearted soul that I am and someone who swore never to work for this organisation again, I feel I could somehow help our president with his choices. Considering he generally draws from his circle of acquaintances and struggle leaders for his workforce.

Here're a few suggestions:

Children's programmes - Julius Malema
Lifestyle - Tony Yengeni
Comedy - Nkosazana Dlamini-Zuma
Drama - Manto Tshabalala-Msimang
Fashion TV - Barbara Hogan
Soap operas - Winnie Madikizela-Mandela

He might have to draw from the outside areas a little for some guidance. How about Joost van der Westhuizen for late-night viewing and Judge Nkola Matata for driving and car programmes? Just a thought.

But seriously, let's hope that whoever does come in spares a thought to the poor guys who depend on this organisation for their livelihood and the citizens of South Africa who rely on them for HONEST, fair reporting - something we desperately need.

Much ado about nothing – Confed Cup branding bungle

Been to OR Tambo International Airport in the last week? What would you expect to see right now, during the much-feted Confederations Cup? Why banners, of course, welcoming much-needed tourists to our country and the event.

You'd think the roads would be lined with kilometre upon kilometre of branding on the soccer, South Africa and all its glories - not to mention flags of the competing nations.

What do you see? Nothing!

As of writing this - three days into the event - there is not a single piece of fabric or plastic blowing in the wind. As you drive into town there are frantic gardeners trying to put together verges that show soccer balls and 2010 in stones. Well, at least those will be ready for the 2010 FIFA World Cup.

Is there a company out there who was employed to do this? Did they get the dates wrong perhaps? Or is this just another case of third world bumbling?

And what about the mess that's Coca-Cola Park - aka Ellis Park. What do our guys say? "Well, yes, but you have to remember this competition is about finding out where we could go wrong for 2010 and ironing out mistakes." But how can you get the most basic things so wrong. The park-and-ride mess, the toilets, the seating problems... The list goes on.

Yes, the big shots declared the opening a success - but then again they were probably whisked to the event in limos, taken in through VIP entrances to VIP boxes!!! The eyes of the world are upon us - what an opportunity to dispel the myths that are stopping people from visiting this country. And make no mistake, people overseas, especially in the UK and the US, are scared of visiting what they see as ‘crime-ridden streets with murderers on every corner'.

We need visitors, from the minute they arrive at OR Tambo, to feel welcome and impressed at the first world organisation of this event. At the cleanliness of the streets and stadiums, the friendliness and helpfulness of our police and officials. It's not as though this was something suddenly sprung on the Confederations Cup organising committee - it's had years to prepare - how can it not be ready?

Time to face it, guys, you desperately need training

We've got the 2010 FIFA World Cup looming and it would be good if the rest of the world could start reading good news stories coming out of SA, instead of "You sleep with all the men in your cabinet" and "We mean what we say and we say what we mean". We won't even go down the shower road...

Political leaders around the world hire the best media trainers around to coach them in how not to make a total fool of themselves in front of a microphone - well, maybe George Bush couldn't afford the best in town! But, seriously, it has made a great difference to many politicians who weren't blessed with the best media style.

Leading questions

After all, as journalists we're taught how to ask leading questions - we WANT politicians to say stupid things and, indeed, like nothing more than ‘no comment' but taking the country's interests into account, it's time our guys and gals became true professionals.

Overseas politicians don't balk at having public debates with their opposition. Why? Because they actually see this as a party political broadcast opportunity. Here they see it as entrapment.

And when it comes to being the subject of satire, they use their power and ban programmes such as Jonathan Shapiro's Z-News - modelled on British spoof TV series Splitting Image. Like its British counterpart, this show would feature puppets based on our favourite politicians - you can just see the showerhead, the botox and the Youth League leader complete with nappy and dummy... But the SABC said, "The South African public weren't ready for such a programme"...

Humour and humility

Our politicians have to develop a sense of humour and humility, which includes owning up to their lack of media skills. Although I guess a front page that says "Julius and Helen tell jokes over tea" really wouldn't sell too many papers.

So hey, guys, keep going with the mudslinging - it's good for business.