On December 2nd I had the opportunity to provide input for CTV Vancouver’s televised news story of Meng Wanzhou’s open letter on her one year anniversary of house arrest. While Peak Communicators specializes in spokesperson training and crisis communications management, we have no association with Huawei or Ms. Wanzhou.
From afar it is apparent to me that she has started working with a communications firm to help make Meng more sympathetic and gain public support for her. Here is what I see:
During the first half of 2019, any time Ms. Wanzhou was on her way to and from the courthouse, she was following her lawyer’s advice. She wore conservative clothing; muted colours (grey and/or black). She kept her head down, eyes to the ground and did not engage with anyone. She showed no emotion.
Before and after – Meng Wangzhou’s makeover
This fall 2019 there was a dramatic adjustment. Ms. Wanzhou was stepping out in colourful dresses and often sparkly stilettos. Was she going to a party? No, same court appearances with her lawyers, but now she looked neighbors and the media in the eyes. She laughed in conversation, smiled and thanked onlookers for their support. She was looking like a happy Vancouverite, open and accessible.
In late September 2019, a British tabloid (the Daily Mail) suggested Ms. Wanzhou was wearing sparkling $675 Jimmy Choo shoes. No doubt to draw attention to the unsightly ankle monitor on her left leg.
Meng Wanzhou’s sparkly shoes and her unflattering ankle monitor
This past weekend, Ms. Wangzhou posted an open letter to Canadians. She had help with it.
“Every time I appear in court, a crowd waits outside. Your passion and support have always warmed my heart . . . My dear friends, your warmth is a beacon that lights my way forward, and I appreciate it more than words can say.”
So why the image makeover? It is all about the court of public opinion. The USA – China politics are messy. By showing Meng as a likeable, well-dressed Vancouverite who is warm and approachable, she is no longer a villain or a sullen victim. She now presents as a positive, more likeable person.
Much easier to feel sorry for her – much like Canadians feel upset with the detained Canadian pawns Michael Kovrig and Michael Spavor. Canada has been a supportive neighbor to the USA by holding Ms. Wangzhou for the past year. But this is starting to get tiresome.
While Liberal deputy John Manley suggested a prisoner exchange with China – it is unlikely to happen. Interesting to see how this plays out in the new year.
Ross Sullivan comments on Meng Wanzhou’s open letter and image for CTV News Vancouver
Communications strategy; reputation and trust management; issues, crisis and change; training; media relations; social media management and governance; content development.
Newspaper reporter and editor; corporate communications, most recently national Director of Social and Media Relations for TELUS; PR consulting in sectors including real estate, aquaculture and food production, mining and resource development, biotech, technology and health care.
BA in journalism.
Farthest flung city you’ve been to
Charlottetown, PEI, for the 1989 Scouts Canada Jamboree.
Favourite part of Peak life:
Collaborating with great clients.
Taking on a New York hedge fund trying to disrupt TELUS’s merger of voting and non-voting shares into a single class in order to profit from short trades.
Favourite B.C. pastime:
Skiing, backpacking, camping with my Scout troop.
Favourite social media site:
I won third place in the Agassiz Fall Fair celebrity goat milking contest when I was editor of the local newspaper. The mayor and MLA beat me to the gold.
At its core, public relations are about storytelling and now more than ever brands need to have a powerful and compelling story to engage and mobilize their audiences.
The trouble is, storytelling has its limitations. In today’s saturated communications marketplace, where information is digested in smaller sizes and competing against more channels, the ability for a story to engage and retain an audience is becoming increasingly difficult. Furthermore, technology has expanded the ability of audiences to digest information, so brands must find a more meaningful means to deliver a coherent and credible message.
Moving beyond storytelling
Brands today must move beyond segmented campaigns and episodic storytelling and develop a narrative, an central thematic that is the basis of the brand’s identity and strategy. A foundational idea that encompasses and forms all areas of a brand’s engagement across its myriad of channels and stakeholders, be it employees; consumers, traditional media, social influencers, policy makers, etc. A company’s narrative should tell everyone what it stands for and offers an idea for those stakeholders to connect with and align behind.
Today, public relations, corporate relations, publicists and marketers are all competing to engage the same audiences through more integrated means – paid, earned, social and owned – meaning that messaging needs to be not only engaging but also consistent across the various streams, and most important of all, in real time.
Brands must lead conversations
Digital and social media platforms have changed the way brands engage with their audiences. Communication no longer flows in a single direction; audiences are now feeding back to companies on a constant basis. Brands must now lead “conversations”, interacting with their audiences in real time, which has quantifiable impact on their reputation.
Proactively driving engagement is now an absolute. While engaging with audiences across these various channels, brands need to utilize a coherent narrative, one that provides clarity and consistency of that engagement. The ability to communicate a compelling, inclusive and consistent narrative has the power to inspire, energize and mobilize an audience in ways our industry never thought possible.
How to develop a strong narrative
- Have a real understanding of the brand’s purpose and its values. Consumers today are more value driven than ever before. How a company is trying to achieve its objective, is as important as what it is trying to achieve. Ensure your narrative seeks to explain what the brand stands for and what is it is seeking to achieve.
- The narrative must be relatable and easy to explain. To maintain the attention of audiences, a narrative cannot be bogged down in jargon. A strong narrative is based on fact and is not only persuasive but also easily repeatable.
- Be inclusive and insightful. Narratives need to evoke an emotional connection and invite participation. It presents an idea for an audience to believe in, support, and ultimately recommend.
In our hyper-completive, over-saturated communications environment, being able to portray a potent and authentic narrative has the power to genuinely connect with an audience, inspire them to action, and lead them on a journey.
Tags: brand engagement, branding, business, marketing, Media relations vancouver, Public relations, Vancouver PR, Vancouver social media