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Hackgate, Leveson  & News Corp  Spinning out of control?         MAC301
Overview• Media culture• Corporate communications• Misleading the public• Enron• #hackgate
Media-based society• ‘Those who controlled the language  controlled society and could bring humankind  to slavery or to fr...
Media-based society• The mass-media is seen by pluralists as for  the most part representing the diverse range  of views i...
The Rise of Corporate Communication• The twentieth century has been characterized by  three developments of great politica...
News Corp ownership?
News Corp ownership?• “Rupert Murdoch argued strongly for a war with Iraq in an interview this week. Which might explain w...
Industry definition• Henslowe argues that PR is concerned with  „ the different ways of establishing and  maintaining     ...
Industry definition• Cottle writes that the industry is „ the  deliberate management of public image  and     information ...
Agenda Setting: PR• Wilcox (2003) refers to this as the ‘technician’s mentality’, which   means that PR practitioners are ...
Truthfulness• “We would argue that telling partial truths is  inherent to PR practice”• “But … such is the transparency of...
PR Tactics: Crisis Management• Prof. William Benoit suggests the following:  A. Denial  B. Evade Responsibility  C. Reduce...
Why does this matter?
Why does this matter?• Corporate entities mislead the public (the market) all the  time   – eg keeping new product develop...
Example: Enron
Enron• US energy company rose to prominence in 1990s• Stock value rose far above normal market rates• By 2001 Enron stock ...
Enron• Enrons nontransparent financial statements did  not clearly depict its operations and finances• Enrons auditor, Art...
Enron• Biggest corporate collapse ever at the time  (Oct 2001)• Exploited accounting loopholes• Hid billions of debt in fa...
Toxic brand• Arthur Anderson split into 2:  – Accountancy  – Consultancy• Rebranded consultancy firm as Accenture –  large...
From Enron to News Corp• When the watchdog role of the press is  compromised by accusations of illegal  practices, how sho...
Hackgate
The denials
Evade responsibility
Reduce offensiveness
TranscendenceSee also: ‘How Brooks tried to “destroy the Daily Mail”’ via The New Statesman
Apology?
News of the World• July 7th News of the World closure announced
The Humble Murdochs• July 2011 House of Commons
The Shocked Tycoon
The Mafia?
Leveson
One rogue reporter?
The truth will out• But at what cost?• Public trust?• Press freedom• Statutory regulation?
The Sun on Sunday
The Sun on Sunday• Cynical maneuver?• Business as usual?• Leveson & the Met?
Bye-bye James• 29th Feb 2012
And on it goes…• BBC Radio 4 The Media Show (14/3/2012)• James Murdochs written to the Commons  committee investigating ph...
And on it goes…• BBC Radio 4 The Media Show (14/3/2012)• Why has he written this now, without being  asked and what hangs ...
Questions?1.   How open or truthful have News Corp been in relation to the     phone hacking scandal?2.   To what extent d...
Hackgate, Leveson and News Corp: Spinning out of control?
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Hackgate, Leveson and News Corp: Spinning out of control?

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Slides ised in a Level 3 undergrad media module at the University of Sunderland (March 2012)

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Transcript of "Hackgate, Leveson and News Corp: Spinning out of control?"

  1. 1. Hackgate, Leveson & News Corp Spinning out of control? MAC301
  2. 2. Overview• Media culture• Corporate communications• Misleading the public• Enron• #hackgate
  3. 3. Media-based society• ‘Those who controlled the language controlled society and could bring humankind to slavery or to freedom… Those who controlled the press controlled the ideology and the social order.’ – Altschull, 1995: 206
  4. 4. Media-based society• The mass-media is seen by pluralists as for the most part representing the diverse range of views in society, and fairly autonomous from the state, with individual operatives and journalists enjoying a fair degree of freedom. The relationship between the government, the media and public opinion is seen as essential to the operation of any fair democracy – Saeed and Laverty, 2006
  5. 5. The Rise of Corporate Communication• The twentieth century has been characterized by three developments of great political importance: the growth of democracy, the growth of corporate power and the growth of corporate propaganda as a means of protecting corporate power against democracy – Alex Carey, Taking the Risk of out of Democracy in New Internationalist July 1999: 18/19
  6. 6. News Corp ownership?
  7. 7. News Corp ownership?• “Rupert Murdoch argued strongly for a war with Iraq in an interview this week. Which might explain why his 175 editors around the world are backing it too...” – Roy Greenslade (2003, Guardian.co.uk)
  8. 8. Industry definition• Henslowe argues that PR is concerned with „ the different ways of establishing and maintaining a sound two-way communication ‟ between its clients and everything outside of the organisation. This includes stakeholders, the public and perhaps more importantly, the media. – (Henslowe, 2003:3)
  9. 9. Industry definition• Cottle writes that the industry is „ the deliberate management of public image and information in pursuit of organisational interests’ – (Cottle, 2003:3)
  10. 10. Agenda Setting: PR• Wilcox (2003) refers to this as the ‘technician’s mentality’, which means that PR practitioners are solely concerned about how the message is communicated, and not about the content of the messages. This argument can be supported by a survey published in the PR Week in May 2000. The findings showed that 25 % of PR executives admitted lying, 39 % said they exaggerated the truth, 44% was unsure about the ethics of tasks they would be asked to perform and 62% believed they compromised in their work – http://www.prwatch.org/prwissues/2000Q2/liars.html
  11. 11. Truthfulness• “We would argue that telling partial truths is inherent to PR practice”• “But … such is the transparency of internet- mediated discourse … the pragmatic response has to be openness” – Philips and Young (2009:227)
  12. 12. PR Tactics: Crisis Management• Prof. William Benoit suggests the following: A. Denial B. Evade Responsibility C. Reduce offensiveness D. Transcendence E. Offer apology• In Dennis Wilcox, 2006, Public Relations: Strategies and Tactics
  13. 13. Why does this matter?
  14. 14. Why does this matter?• Corporate entities mislead the public (the market) all the time – eg keeping new product development secret has been part of Apple’s strategy for a decade• They use strategic communications to do so – Eg high profile public announcements• The vast majority of the time they are not breaking any laws• Occasionally, however, a line is crossed…
  15. 15. Example: Enron
  16. 16. Enron• US energy company rose to prominence in 1990s• Stock value rose far above normal market rates• By 2001 Enron stock was valued at $83 with a market capitalization of > $60 billion• Rated the most innovative large company in America in Fortune
  17. 17. Enron• Enrons nontransparent financial statements did not clearly depict its operations and finances• Enrons auditor, Arthur Andersen, was accused of applying reckless standards in its audits owing to a conflict of interest over the significant consulting fees generated by Enron
  18. 18. Enron• Biggest corporate collapse ever at the time (Oct 2001)• Exploited accounting loopholes• Hid billions of debt in failed deals• Arthur Anderson found guilty of destroying documents
  19. 19. Toxic brand• Arthur Anderson split into 2: – Accountancy – Consultancy• Rebranded consultancy firm as Accenture – largest in the world
  20. 20. From Enron to News Corp• When the watchdog role of the press is compromised by accusations of illegal practices, how should the company in question respond?
  21. 21. Hackgate
  22. 22. The denials
  23. 23. Evade responsibility
  24. 24. Reduce offensiveness
  25. 25. TranscendenceSee also: ‘How Brooks tried to “destroy the Daily Mail”’ via The New Statesman
  26. 26. Apology?
  27. 27. News of the World• July 7th News of the World closure announced
  28. 28. The Humble Murdochs• July 2011 House of Commons
  29. 29. The Shocked Tycoon
  30. 30. The Mafia?
  31. 31. Leveson
  32. 32. One rogue reporter?
  33. 33. The truth will out• But at what cost?• Public trust?• Press freedom• Statutory regulation?
  34. 34. The Sun on Sunday
  35. 35. The Sun on Sunday• Cynical maneuver?• Business as usual?• Leveson & the Met?
  36. 36. Bye-bye James• 29th Feb 2012
  37. 37. And on it goes…• BBC Radio 4 The Media Show (14/3/2012)• James Murdochs written to the Commons committee investigating phone hacking at the News of the World, reasserting that he has not misled Parliament while sharing responsibility for not uncovering wrongdoing earlier…
  38. 38. And on it goes…• BBC Radio 4 The Media Show (14/3/2012)• Why has he written this now, without being asked and what hangs on the committees delayed report?• Dan Sabbagh – “This is a man fighting for his professional reputation”
  39. 39. Questions?1. How open or truthful have News Corp been in relation to the phone hacking scandal?2. To what extent did News Corp fail to take appropriate action? How and when should it have done so?3. How can News Corp recover from this crisis? What strategies should they employ in the short term and the long term?4. Was the closure of the News of the World a cynical decision based on reputation/brand management?5. Have News Corp managed to regain control of the situation?
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