[LINK] Media Manipulation 1.02

[richard@auscoms.com.au]

Linkers...

...will remember notes I've previously made about the techniques used to get the
IT media to do what we're told, reporting identical "stuff" because it comes
easily.

Here's a couple more examples, so that Linkers can, over the next two or three
days, play spot-the-lapdog:
1) Optus launches DSL subsidiary XYZed
2) ATO in Online Initiative

Spot-the-lapdog 1: Optus

In the Optus case, we'll be seeing the results of an extremely tired, but for
some reason still effective, technique: announce that a press conference is
happening TODAY!

The techique has two effects: 
a) a sort of Pavlovian response. Optus has rung a bell, and the puppies are
salivating. 
b) Optus' PR boss, one Stephen Woodhill, gets to remind his board that he's
really good at dealing with the media; look how they all come when I call them!

[PS, I'm not supposed to be telling you this, because Optus put at the bottom of
its unsolicited fax that 'The contents of this fax are strictly confidential.'
Does that carry any legal force for unsolicited material? "You didn't ask for
this, but I'm gonna sue you if you tell anyone!"

When asked why they behave like this, they complain that when they put on press
conferences, Telstra always puts on a press conference in competition. So
instead of identifying the fink journalists who play tip-off-Telstra, Optus
treats us all with contempt. The depressing thing is I can't really argue with
their logic...]
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Spot-the-lapdog 2: ATO's eTax

This is a little more subtly done. The ATO's been taking some stick lately, so
it's going to launch eTax. The story has all the elements of a headline piece in
the AFR, the Australian or the SMH, to wit:
a) Jingoism: three AUSTRALIAN companies have combined to produce an AUSTRALIAN
solution to AUSTRALIANS who want to fill out their tax online. Aussie, Aussie,
Aussie, Oy Oy Oy!
b) A hint of exclusivity, there are limited opportunities available for
interviews, call to book yours, you can talk to any of the AUSSIE companies
involved and so on...
c) BUT: here's the catch. eTax is the launch of a system which has been in
production for 9 months. 

It missed its original launch deadline of July 1, 1999; but has been in use
since around September last year. So the ATO, under siege, decides to rename
eTax as eTax2000, give us a bit of Aussie-first hype, and not tell anybody that
it's old news. Betcha we'll even have the odd pollie trying to bathe his odious
hide in reflected glory over this one...

It's a pity that such a cynical exercise is taking place, since actually the
partners did pretty good work putting it together. However, politics will
prevail over truth, any day.

Now, who are the lapdogs going to be? Bets down now...

Richard Chirgwin