The document summarizes trends in public relations and how the field is being impacted by changes in the media landscape. Key points include: 1. Online reputation management will continue to be important as issues can spread virally on social media. Proactive monitoring of platforms is important. 2. Media releases are declining in use as practitioners need to embrace new ways of communicating via social media, video, and building relationships with influencers and journalists. 3. Storytelling and developing an overall narrative about an organization will be an important way for organizations to differentiate themselves and further connect with audiences across media. 4. The rise of influencers means they will become a permanent fixture in communication strategies, allowing organizations to reach

1. I S S U E 7 Autumn 2016Official publication of Wells Haslem Strategic Public Affairs
DIGITAL MEDIA: OLD ENOUGH TO
SUFFER DISTRUPTION
Alexandra Mayhew
PUBLIC MOBILISATION
Geoffrey MacDermott
THE RIGHT TO BEAR ARMS:
OBAMA’S EXECUTIVE ACTION ON GUNS
Isabelle Walker
CHANGE
SHELL
BIG DATA: A BIG DEAL
FOR PUBLIC RELATIONS?
Christine Schulte
PR TRENDS 2016
Maddison Richards
US ELECTIONS: THE UK SUMMER OF LOVE
BECOMES THE US WINTER OF DISCONTENT
Julie Sibraa
THE

2. WellsHaslem:Change
John Wells, Chairman
Welcome to the autumn edition of Wells Haslem’s
magazine, The Shell.
It’s been a busy six months for Wells Haslem, as we move
into our fifth year of operation. Our team is a vibrant and
innovative mix of younger recruits and senior
consultants, who all enjoy working on various projects for
an interesting and diverse range of clients.
We continue our association with our partners in
Melbourne, Rob Masters and Associates and InterCaptial
Group. You can read more about them on our staff pages
(p. 20-22).
This edition is all about change. We review the exciting
stories of 2015 before taking a closer look at significant
changes that are going to impact our industry in the short
and longer terms.
In our lead stories Partner Alexandra Mayhew writes
about the ever-changing digital landscape and shares her
insights into more effective ways of reaching out to
stakeholders (p. 3-4). Account Executive Maddison
Richards look at the changes influencing the field of
Public Relations: What matters in 2016 (and beyond) to
business and their clients? Which trends are here to stay?
(p. 5-6).
Special Counsel Julie Sibraa discusses similarities
between the election last year of new British Labour
leader, Jeremy Corbyn and Democratic Candidate Bernie
Sanders’ position in the race for the US Presidency (p. 9-
11). On pages 12-13 Account Manager Isabelle Walker
rates Obama’s influence on gun control in the US and
describes how the 2016 elections may change the
country’s debate about its gun laws.
CEO Benjamin Haslem (p. 17) describes the impressive
work of the Rapid Relief Team in Tasmania and looks
back at their busy and productive year 2015. This
wonderful initiative being run by one of our most-trusted
clients, the Plymouth Brethren Christian Church is
expanding rapidly, not just in Australia but across the
ditch in New Zealand and in the UK and North America.
We also thank IPREX partner, Susan Davis International in
Washington DC for their contribution to this edition. Tom
Davis writes about the need for a Geneva Convention
equivalent as a way to address cyber warfare – an E-neva
Convention (pg. 1 ).
Notable IPREX partner developments are capture on
pages 1 -16 including our latest partner in Casablanca.
In 2016 we will focus on strengthening our
relationships with our existing clients. We will also
continue to expand, already recently adding to our
client base: Chris O’Brien Lifehouse; New South Wales
Coastal Alliance; Restaurant and Catering Australia and
School for Life.
2016 promises to be an exciting year, with the US
Presidential and Australian Federal elections poised to
occur within in weeks of each other.
I hope you enjoy reading our seventh edition of The
Shell, we've enjoyed putting it together for you.
John Wells
Chairman

3. Online news is more competitive than print ever was. 80 per cent of news site consumers never look below the fold - they
stick to the top 20 slots on most Australian news sites. So while a story may get a run online, odds are, unless it’s above
the fold, few people are reading it. Partner Alexandra Mayhew explains what has changed and what you can do to
increase your chances of getting above the fold.
Video killed the press release
Fairfax Media (whose print staple includes The Sydney Morning
Herald, The Age and the Canberra Times) is looking to triple its
video output in the next six months.
And while the humble press release isn’t a twitching corpse just
yet, it’s now more irrelevant than ever before.
Firstly, journalists are not reading them. Even if these time-poor
people can be convinced to skim the headline, often the
content is not deemed worthy. But it’s more than this. It’s the
format. The bad format. They want an easily digestible format.
They want video.
Disruptive technologies – the big three
Disruptive technologies have transformed many industries of
late. Public relations is no different.
It’s 2016. The following insights would be outdated if they were
highlighting the shift from print to web.
The digital media industry is ingrained enough now for itself to
be disrupted – and there are three aspects at work: video;
social; mobile.
The combination of the three is where the power lies.
Alexandra Mayhew
Digital media
Old enough to suffer disruption

4. Mobile matters
Australia’s news outlets are now
targeting mobile as the primary
platform, desktop follows.
So news must fit the mobile platform.
Graphics must be mobile friendly.
Timing the news should fit with where
people are consuming. Many
Australian’s consume their news in the
palm of their hand on the way to work.
So not only must it fit the platform, the
timing must work for the time of day
people want to consume different types
of media.
Social and shareability
Many marketers dream of a viral
marketing campaign. However, as far as
many experts know, there’s no perfect
formula for sending something viral.
But don’t underestimate the day-to-day
power of social media.
In 2014 about three per cent of Fairfax’s
traffic came from social media. Last year
it more than quadrupled to 14 per cent.
It will continue to increase.
So social is important. Very important.
It works three ways.
One way is to create shareable content
in the first place. That is, pitch in a story
and explain how it will be shareable. For
example cats. The internet loves cats.
Another way, potentially
complementary to the first or
potentially as a standalone (depending
on your numbers), is providing your own
social media figures. The more interest
you can demonstrate you can
independently generate, the better, as
you can argue your ability to drive
substantial traffic back to the news
organisation’s website. This obviously
only works if you have impressive
figures or a very clever campaign.
pg.4|Digitalmedia–AlexandraMayhew
Thirdly, back to video. If your news story
is shared on social media (mainly
Facebook – it’s the behemoth of the
social media world) traffic will increase
by about 10 percent. If video is
incorporated it will increase to over 40
per cent. Think about that. Then go
record some cats with your product.
Other changes
In addition to the power-tri, the
following changes should be considered
in 2016 PR campaigns.
• Change who you’re hiring – or at
least add to the list - start hiring
data specialists and videographers.
• Editors no longer dictate the news
– the clicks do. PR practitioners
must convince journalists the
public want to know, will be
interested, and will share it online.
• Deadlines are different –
Depending on who you’re talking
to and how you’re talking to them
should dictate when you’re
pitching.
• While video can be rough, photos
must be perfect.
• Think in terms of graphics – Find
another way to tell the story with
graphics.
• But infographics are already passé
- Send interactive graphics instead.
• Op eds are shrinking in size – Think
650 words, not 1000+.
• Get snacking; bite-size news can
work – Can’t generate 1000+
words with your story? Pitch it
anyway. News outlets aren’t
looking to fill columns these days,
it’s about clicks. And a good
heading with a bite sized piece of
information can work. The majority
of readers don’t read past the first
few pars anyway.
What’s coming?
1. Podcasts earn a place in PR.
2. Robots writing stories.
3. Virtual reality in news.
New formats for storytelling
 Lists
 Charts
 Quizzes
 Data
 Video
 Gifs/images
 Sliders (before and afters)
Modern-day journalism roles
For every journalists they’re
firing, I guarantee you they’re
replacing them with a developer.
 Rebirther / tomb raider
 Headline editor
 Audienceengagement/insights
 Aggregation editor
 Newsletter editor
 Analytics editor
 Content programmers
 Coder/ journalists
Time to target
Morning – mobile
Lunchtime – peak
Afternoon – desktop
Evening – social media

5. PR Trends 2016
Maddison Richards
Public relations is defined by the Oxford Dictionary as ‘the
professional maintenance of a favourable public image by a
company or other organization or a famous person’.
But public relations is so much more. PR over the last 10 years
has changed dramatically, evolving into a multi-focused
profession offering a continuously increasing range of services.
This year will see the changing media landscape influence
trends in the public relations profession. As practices are
evolving and changing with the incorporation of online and
social media, new and old trends will emerge.
1. Online Reputation Management
Online reputation management will continue to be at the
centre of all social media activities in 2016.
Online reputation management became increasingly important
in 2015 as many public relations issues became viral on social
media and caused larger issues for organisations and
individuals. Small mistakes were being blown up on social
media and at times spiralled out of control.
Online reputation management is not only waiting to react to
negativity but also taking a proactive approach and monitoring
platforms to understand what is being said about your
organisation and flagging issues or concerns before they arise.
Organisations need to stay relevant to audiences on social
media and can achieve this by engaging in the online
conversation and keeping abreast of emerging online trends.
It is however important to note when it is not appropriate for
an organisation to take part in the online conversation. Last
year, popular household brand Mortein came under fire for its
post on social media which depicted Louie the Fly hanging out
his vest in sympathy for the murder of Leeton school teacher
Stephanie Scott. It was labelled insensitive and the organisation
quickly removed the post.
Organisations need to stay away from sensitive topics when
attempting to be a part of the online conversation and consult a
social media strategy before positing, as rushed and unplanned
social media activity can be damaging to online reputation.
If online reputation management isn’t a priority to your
organisation in 2016 it should be.

6. 3. Social media in political campaigning
With the next Australian federal Election
due this year, it can be expected
politicians will utilise social media to
gain public support. Kevin Rudd was
notably one of the first Australian
politicians to take to social media to gain
support in 2013. Mr Rudd was across
Twitter, Facebook and Instagram and
posted personal messages, which were
praised by the public. Prior to ousting
Julia Gillard in 2013, Mr Rudd had
850,000 more followers on Twitter than
Ms Gillard.
Since then it is has become the norm to
see politicians sharing personal posts,
photos and videos on social media sites
and audiences are responding positively.
For example Mike Baird’s commentary
on the television show The Bachelor’s
finale saw wide spread media attention
and popularity among Bachelor fans.
The use of social media is also
interesting as it can allow politicians to
bypass the filters of media and allow for
followers access to unfiltered
statements.
Politicians’ incorporation of social media
does raise some issues as it is harder for
them to fly under the radar. For example
Bronwyn Bishop and her taxpayer
funded trip from Melbourne Geelong for
a Liberal party fundraiser was
scrutinised across multiple online
platforms.
The fast paced nature of social media
can also be troublesome for politicians.
Politicians can easily go from being
favoured to heavily criticised based on
the content they upload.
pg.6|PRTrends2016–MaddisonRichards
2. The media release is dying
A media release was once the favoured
communication tool for public relations
practitioners to gain media attention,
but it is no longer the case.
The development of social media and
the greater control audiences now have
means public relations practitioners
need to embrace new and innovative
ways of communicating.
By using only media releases
organisations will start to pigeon hole
themselves, as there is now multiple
ways to communicate with different
audiences.
New ways of communication that will
continue to increase in 2016 will include
the use of social media, the use of visual
communication in particular video and
the formation of relationships with
industry influencers and journalists.
For example having a strong social
media foundation could increase the
chance of a news publication sharing an
organisations story.
During 2016 the use of media releases is
predicted to decline, however it is still a
valuable public relations tool in
providing information and shouldn’t be
discounted.
4. Storytelling will be point of difference
Every time an organisation publishes
media content it should be linked to
previous content to ensure there is a
continued ‘story’.
The idea of storytelling enables an
audience to build an overall image of an
organisation and be able to follow the
organisation through its transitions and
changes. It allows audiences to create
feelings, ideas, and attitudes towards an
organisation.
Storytelling is not something new to the
public relations profession but the
changes in media have provided new
mediums, for which stories can be
communicated, specifically the use of
visual imagery across social media to
display stories.
Story telling will become popular again
in 2016 as organisations try to
differentiate and further connect with
audiences. The rise of the influencer will
help further connect organisation
‘stories’ to audiences.
5. Rise of the influencer
Influencers will become a permanent
fixture in communication strategies in
2016.
The classification of who an influencer is
has dramatically changed with the
introduction of online and social media.
With the rise of social media and the
changes to traditional media; influencers
can be any individual who has a medium
to large following in a specific area, topic
or industry. Professionals, academics,
and bloggers can all be considered
influential and will help take traditional
media into the social and online media
age.
It will be essential for organisations
wanting to be different and noticed in
2016 to form relationships with relevant
influencers to compliment media
strategies.
Organisations who do will find media
reach becomes more targeted and
reaches a wider audience.

7. Big Data
A big deal for PR?
Christine Schulte
For those working in PR, it is important to understand
stakeholders and if possible, how their opinions and attitudes
can be maintained or changed. Using a data-driven approach, it
is now possible to identify opinions, how they change over time
and how they affect PR activities. Analytics can also be used to
assess performances and point out weak areas in a
communication strategy. In the mid-1960s, two US National
Bureau of Standards employees, writing in the computer
science journal ACM, warned of the ‘’information explosion”
and how storing and handling this data would become a major
challenge in the future.
Now, 50 years later, everyone is talking about the “new” big
data hype and its importance for both governments and
companies worldwide. However, with so many of us jumping on
the bandwagon, it is time to take a look at the actual usefulness
of big data, as well as its benefits and limitations - especially
when it comes to public relations. Covering the constantly-
expanding world of big data can be overwhelming. Ever tried to
follow the big data hashtag on Twitter? The rapid speed of
updates will make your head spin.
But where did that trend come from?
The term was arguably coined by Gartner analyst Douglas Laney
who defined big data by the growing amount of information
available, the high speed at which the data is generated and
processed and finally by the increasing variety of sources and
types of data material.
With digital technology and new media platforms taking over,
so much more information is being produced and collected,
creating modern treasure boxes filled with data. Every article
read online, every purchase, every transaction, every
communication, every click exchange leaves a trace of
information behind.
With the change in the type of data becoming available to
organisations, it is important to reduce or filter these datasets
in order to make sense of their complexity. Imagine this to be
like a digital version of IKEA self-serve warehouse, where
certain data has to be picked up from a number of different
shelves to analyse it and put it together to create meaningful
insights.

8. With the right tools, an appropriate
understanding of statistics and
computing skills, the less important
noise can be blocked out and profound
conclusions can be drawn from the data.
The insights gained can be used to
identify patterns and to make a more
informed decision - for example: when,
where and how to communicate.
The more dynamic the industry setting
(or settings, for that matter) a company
operates in, the more important it is to
monitor and measure content and data,
if possible in real-time, to communicate
more effectively. It can help to predict
and identify trends before they hit their
peak in the media world. It can help too
with pitching for work, because the
campaigns that are being developed and
the stories that are being told will be
backed by substantial data.
For those working in PR, it is important
to understand stakeholders and if
possible, how they can be brought to
maintain or change a certain point of
view. Using a data-driven approach it is
now possible to identify opinions, how
they change over time and how they
affect PR activities. Analytics can also be
used to assess performances and point
out weak areas in a communication
strategy.
Sounds great so far. Now, where are the
downsides?
Many businesses still lack the
capabilities for dealing with big datasets
– maybe because they do not have the
resources to hire someone with the right
skills, maybe because they are
intimidated by trying to find the needle
in this haystack of information.
pg.8|BigDatainPR–ChristineSchulte
Another reason could be the technical
issue of where to store all the
information or choosing the right
program for interpreting and visualising
the data.
Decision-makers may become frustrated
because it takes hours or days to get
answers to questions, if at all.
Making even a minor mistake can lead
to false conclusions and a lack of
accuracy in predictions and it becomes
more difficult to find out where an error
has been made later on when big
datasets are involved.
While correlations between information
can be detected, it still takes the sound
understanding of a human element to
judge which correlations are actually
meaningful.
Big data can be used, for example, to
show (obviously mistakenly) a
correlative relationship between the
consumption in the US of sour cream
(per half-pint) and the number of
motorcycle riders killed in non-collisional
transport accidents (see graph above).
Another statistic shows an apparent
correlation between the number of
global, non-commercial, space launches
and the number of sociology doctorates
being awarded. Conclusions based on
data suggesting that two trends seem to
occur at the same time should be drawn
with care.
So where does this leave us?
Big is a trend that is here to stay – and
that is good. Companies, especially PR
businesses, should seriously look into
the opportunities large scale
information analysis has to offer them
and what can be gained by making use
of statistical methods. It might just be
the key to unlocking a few doors in
terms of stakeholder insights. Big Data
should not be ignored or overlooked in
decision-making in favour of an
unspecific gut feeling.
However, data analytics is not yet a
patent remedy and still needs careful
judgement and informed handling
before using it to solve problems.
This article appeeared originally on the Wells
Haslem blog

9. US Elections
The UK summer of love becomes the US winter of
discontent
Julie Sibraa
The last issue of the Shell contained an article on the unlikely
success of radical left winger Jeremy Corbyn’s bid for election to
the leadership of the British Labour Party.
Corbyn was swept in to the position by the membership of the
Party on a huge wave of support for his powerful rhetoric,
authentic persona and populist promises such as ending
austerity and making the rich pay more tax.
The article outlined the future problems the election outcome
would cause for the Labour Party, and potential ramifications
for the Australian Labor Party, should it continue down the
same path of having Party members elect its leaders under a
one member one vote system. And while he appears to be
increasing his grip on power within the parliamentary party by
gradually ousting Shadow Cabinet dissidents and maintaining
his popularity amongst members, Jeremy Corbyn is not tracking
well with British voters.
According to the latest polls, which cover the relatively short
time he has occupied the position, 60 per cent of voters think
Corbyn is doing a bad job as Labour leader.
Plus, 45 per cent believe he has changed the Labour Party for
the worse since his election (against 21 per cent who think he is
making a positive difference), and the Party is doing even more
badly in local council by-elections than before his election.
The Party is deeply fractured along several major policy fault
lines. A showdown over the future of the Trident nuclear
submarine program is looming with the Shadow Cabinet
irreconcilably split after Corbyn indicated he did not support
the renewal of the program.
However, his high approval ratings within the membership and
the constraints of the Party Constitution with respect to
removing an elected leader mean Corbyn will, in all likelihood,
lead Labour to the 2020 election, which many predict will mean
annihilation for the Party.

10. pg.10|USElections–JulieSibraa
And as this edition of the Shell is
finalised, an eerily similar scenario is
being played out on a grander and even
more unlikely stage – the United States
Democratic Party primaries – a two
horse race between former secretary of
state Hillary Clinton and the
Independent Senator from Vermont,
Bernie Sanders who declared himself a
Democrat candidate late last year.
Although many of his policies such as
universal health care and increasing the
minimum wage would not seem overly
radical to most Australian voters, in US
political terms, Sanders is viewed as
being as left wing as they come. He is a
self-described democratic socialist (that
in itself enough to scare many US
voters), whose stump speech calls for a
“political revolution” and rails against
big business, Wall Street, big
pharmaceutical companies and
campaign funding reform.
His rallies have a carnival, some say
pantomime-like atmosphere and along
with the “Bernie buses” and media
contingent, the longer the campaign
rolls on, the bigger they’re getting.
Similar to Corbyn who only entered the
contest to ensure all segments of the
Labour ideological rainbow were
represented by a candidate, Sanders
originally threw his hat into the ring to
provide an alternative leadership
perspective to Clinton who was widely
viewed as a shoo-in for the position.
And like Corbyn, Sanders’ message to
Democrat voters has tapped into a rich
vein of dissatisfaction with status quo,
middle ground politics and, more
importantly, reached out and engaged
an often overlooked and notoriously
apathetic demographic – young voters.
While somewhat surprising, Sanders’
popularity with younger voters can be
attributed to his promises to abolish
tuition fees at public colleges and
universities, cut student loan interest
rates and provide free college and
university education to low income
students – all funded by a tax on Wall
Street speculators. Many students
currently leave college with substantial
debt (the average is US$29,000), have
difficulty finding employment in their
field of study and consequently work in
low paid jobs for several years. Although
unemployment has dropped
substantially under Obama’s economic
recovery program, like many countries
youth unemployment remains
stubbornly high. Sanders’ policies have
shown that he has listened and
understands this issue.
But more broadly, uncertainty around
the economic future and a perception
that previous generations have
squandered their future economic
prosperity and security have also been
suggested as explanations for the surge
of young support for Sanders. The voters
known as “the millennials” grew up in
the post 9/11, Iraq and Afghanistan
Wars and Global Financial Crisis when
they witnessed their parents’ financial
insecurities and stresses. Sanders’
outrage and promises to take on those
responsible for the GFC – Wall Street,
the banks and the economic
Establishment – are infinitely more
appealing to many younger voters than
his fellow Democratic candidate who is
seen as part of the political
establishment that is part of the
problem.

11. The next State to vote is South Carolina,
followed by the crucial Super Tuesday
on March 1 which covers 11 States. We
will know a lot more after that.
While it’s way too early to make a bold
prediction that Sanders will do a Corbyn,
with young America and momentum on
his side, it would be foolish to say it
couldn’t happen.
Should the unexpected actually happen
and Sanders win the Democratic
nomination he will undoubtedly face
unprecedented scrutiny from the media
and the judgement of mainstream
America similar to that faced by 1972
Democratic Presidential Candidate
Senator George McGovern. McGovern
also won the nomination unexpectedly
with a similar grassroots, student-led
campaign but aside from a generally
disastrous campaign, he was viewed as
too left wing and lost the election
against Richard Nixon – the second
biggest landslide in American history.
But as we all know the Republican
nominee contest isn’t exactly running to
script either and there are far more
potential surprises to await us as the
primaries roll on over the next four
months.
The similarities between Corbyn and
Sanders are many: neither are young,
Corbyn 66, Sanders 74; they have been
politicians for several decades; they are
largely on the outer with their political
peers; their supporters describe them as
“moral”, “ethical”, “honest”, “authentic”
and “steadfast to their principles and
beliefs”; they have a cult-like following,
particularly among young people; their
political opponents (Blairites and
Clinton) are condemned for their
support for the Iraq War, and they both
started their campaigns as unbackable
underdogs.
Incidentally but interestingly, Sanders
has an older brother, Larry, living in
Oxford, UK since the 60’s. At last year’s
general election, he was an unsuccessful
candidate for the UK Greens. Perhaps
unsurprisingly his political manifesto is
remarkably similar to the Bernie Sanders
stump speech. The older Sanders would
have been a close observer of the
Labour leadership election and one can
only speculate as to the advice he could
have given his little brother as to how
you can campaign as the underdog and
come out the winner.
As yet there have been just three
primaries, Iowa (where Clinton narrowly
defeated Sanders), New Hampshire
which saw a record number of young
people come out to register a staggering
86 per cent vote for Sanders, thoroughly
trouncing Clinton in the overall poll and,
most recently, Nevada, which saw
another narrow victory for Clinton – a
State she had previously expected to
win easily.

12. The right to bear arms
Obama’s executive action on guns
Isabelle Walker
In the past decade, over 100,000 Americans were killed by
guns. Be it violent crimes, robbery, gang shootings, intentional
homicide, accidental homicide, suicide, and, more recently,
terrorist acts, the proliferation of gun violence has reached
unprecedented levels.
Whether the fervent attitude toward the right to gun
ownership in America exacerbates this expanding use of
firearms is a question best reserved for social analysts or
anthropologists. What we do know though is that gun violence
is expanding as the population grows, and mass shootings are
now a daily occurrence.
Obama has made it his mission to combat gun violence. During
his presidency, there have been several publicised and
incredibly tragic mass-shootings.
The Sandy Hook Elementary School, the Aurora cinema tragedy,
the San Bernardino terrorist shooting, the Charleston church
shooting, and the 2011 shooting in Tucson Arizona which
seriously injured a U.S Democratic congresswoman, Gabrielle
Giffords.
While moderate Americans, and indeed the rest of the
developed world, have called for stricter gun control
regulations, conservative Americans and Tea Party enthusiasts
have argued that if the victims of gun crime had simply been
armed, they would have been able to defend themselves.
The Second Amendment is taken very seriously in America, as is
the entirety of the Bill of Rights. And understandably so – the
Constitution and Revolutionary Wars were galvanised by
grievances of the colonies which had been oppressed and
unfairly governed by the British. The Founding Fathers not only
set out the laws that would govern the US, but created the
national psyche. The Second Amendment is an element of this
national identity and its existence is a symbol of an American’s
innate belief in the right to life and liberty.
Barack Obama has never attempted to remove this right, but
recognises that an unchecked access to a deadly weapon is not
practical. Each time a mass shooting occurs, he implores
Congress to make it harder for clearly disturbed individuals to
have access to war-grade firearms.

13. pg.13|Therighttobeararms–IsabelleWalker
As the President enters the final year of
his term, he has signed 23 Executive
Actions that put the onus onto Congress
to restrict access to these weapons.
Background checks and waiting times
have usually been laws administered by
individual states, and therefore some
states enjoy greater gun freedom than
others. However, these executive
actions recommend Universal
Background checks, higher level of
enforcement for flouting gun laws, and
money for the mental health system.
While many conservative politicians and
commentators have called this an ‘abuse
of power’ by the President, Executive
Actions are in fact in no way legally
binding.
The Actions are merely the President
directing Congress to do something,
effectively putting the onus on Congress
to act without abusing Executive power.
Whether Congress listens or not is
entirely up to its members.
The calls that Obama is ‘abusing’ power
has sprung from the conflation of
Executive Orders with Executive Actions.
Executive actions are informal proposals
by the President. It is used to describe
anything the President calls on Congress
(or his Administration) to do. The
proposals are not legally binding. These
are usually used when a matter is
controversial or sensitive, and the
President does not want to risk putting
lawmakers in either party offside.
Executive Orders, on the other hand,
have the full force of the law.
Obama’s Executive Actions are
toothless. They are a token gesture,
emblematic of his actions during the last
six years of his Presidency: stifled by
partisanship.
Hillary Clinton, Obama’s anointed
successor should the Democrats be re-
elected, has nailed her colours to the
mast on gun control. She has stated
publicly: “More than 33,000 Americans
are killed by guns each year. It’s time to
act. As President, I'll take on the gun
lobby and fight for common-sense
reforms to keep guns away from
terrorists, domestic abusers, and other
violent criminals — including
comprehensive background checks and
closing loopholes that allow guns to fall
into the wrong hands.”
Conversely, it would be rare for any
Republican candidate to be tough on
guns. The future of American gun
violence hangs on the next elected
President, but more importantly – the
next elected Congress.
Each time the debate on gun control is
brought into the American
consciousness, and the citizenry is faced
with the horrible reality of 26
Kindergarten children being shot at
close range with a semi-automatic rifle –
to describe just one atrocity – perhaps
some sense can be brought to the
conversation.

14. The Geneva Conventions generally are understood to establish
standards that govern the behaviour of combatant nations
toward civilians, prisoners of war and soldiers who are not
capable of fighting. Their adoption created norms of behaviour
for tempestuous times. While they may not always be
scrupulously followed, the fact they have been ratified by 196
sovereign states suggests there is solid accord on the principles
they set forth. Now the Geneva Convention model is being held
out as a way to address cyber warfare.
Last November, the Chairman and ranking member of the US
House Subcommittee on the National Security Agency and
Cybersecurity sent a letter to Secretary of State John Kerry and
National Security Advisor Susan Rice that said, in part, “Non-
proliferation agreements were negotiated to curtail the
exponential growth of nuclear weaponry during the second half
of the 20th Century. Now is the time for the international
community to seriously respond again with a binding set of
international rules for cyber warfare: an E-Neva Convention
(…).” The letter asked for the U.S. to take the lead in developing
a binding set of international rules for cyber warfare. The
Congressmen pointed out that the United Nations Group of
Governmental Experts on Information Security last year
affirmed a nonbinding consensus among 20 nations that
international law, including the United Nations Charter, applies
in cyberspace, and suggested it might be possible to build on
that effort. The letter may have been a short-lived blip on the
cyber radar except for one additional development.
The recently enacted Cybersecurity Act of 2015 contains a
provision that requires the State Department to create an
international cyberspace policy within 90 days.
pg.1 |CyberSecurity–TomDavis
Cyber security practice
It shouldn’t go unmentioned that the State Department
recently has been having a problem meeting deadlines, but we
can assume that at some point we will see a State Department
plan that lays out a strategy for developing international norms
covering standards of behaviour for cyber warfare.
Given that the proponents of an E-Neva Convention saw no
need for a G in describing their approach, I think we can borrow
the G to make the following observations. Gee, it would be
great to have universally agreed upon protocols for cyber
warfare. Gee, it is exceedingly unlikely such protocols will be
adopted anytime soon.
It does appear that at the highest levels of U.S. governmental
thinking there is an effort to draw clear lines of distinction
between cyber warfare and other acts.
We were able to say, for example, that the presumed Chinese
sponsored attack on OPM (United States Office of Personnel
Management) was business espionage.
The US deemed the Sony hack attributed to North Korea a
cyber-attack and enacted sanctions against North Korea, in part
because it was felt necessary to establish deterrence against
further attacks.
But how the US sees and categorizes cyber activity does not
determine how other nations will view the same actions. We
are a long, long way from bridging the enormous gap that exists
among nations over the use of cyber warfare.
Perhaps the fledgling State Department effort will make a
contribution toward the day when that gap will be reduced or
eliminated.
As the Chinese philosopher Laozi said, “A journey of a thousand
miles begins with a single step.”
http://www.susandavis.com/
Tom Davis, Susan Davis International – IPREX Partner based in Washington DC

15. IPREX highlights
Wells Haslem is a member of IPREX, a $250m network of communication agencies, with 115 offices worldwide
ABCHURCH WINS CORP
BRIEF FOR MAGNUS LIFE
SCIENCE
London-based corporate
communications consultancy,
Abchurch, won the Corporate PR
remit for Magnus Life Science. The
Company aims to alter the path taken
by medical devices and products from
university to commercialisation, acting
on a unique “spin-in” model, as
opposed to spin-out.
#DIGITALASSOCIATIONS:
SOCIAL MEDIA IN
BRUSSELS
Cambre's digital team has
analysed the social media and
online presence of over 600
Brussels-based industry groups
working on European public
policy issues. The research
shows that there is still room for
improvement, optimisation and
growth.
MASON WILLIAMS
APPOINTED TO LAUNCH
BOOTLEGGER BAR
The Bootlegger, London’s newest
prohibition inspired drinking den,
has appointed London and
Manchester-based company
Mason Williams. Celebrating the
glamour of the Prohibition era, the
space has been transformed to
offer a Speakeasy experience in the
heart of the financial district.
EXPANSION INTO AFRICA
WITH CASABLANCA
AGENCY OZÉ
IPREX has expanded into North
Africa by electing Ozé, an agency
based in Casablanca, Morocco, as a
partner. Agency clients include
British American Tobacco, Deloitte,
Eurafric, HP, IBM, McDonald’s,
Novartis, Novatis Group, RMA
Watanya and Winxo.

16. COMMUNICATIONS
STRATEGY GROUP
EXPANDS TO NEW YORK
Communications Strategy Group,
specialising in content-based
influencer relations, has opened
an office in New York City. The
new office joins CSG’s existing
offices in Washington, D.C., and
Denver, where the company is
headquartered.
DH AND FAHLGREN
MORTINE WIN BIG
TOGETHER
Spokane, USA-based public
relations, advertising and
branding agency DH, has won a
multi-million dollar Agency of
Record account from Northern
Quest Resort and Casino, and
the Kalispel Tribe of Indians. This
is one of the biggest IPREX wins
ever.
SOUTHERN SEASON
SELECTS
FRENCH/WEST/VAUGHAN
North Carolina-based
French/West/Vaughan (FWV), one
of the United States’ leading
independent public relations,
advertising and digital marketing
agencies, has been selected by
gourmet emporium and mail-order
store Southern Season as its public
relations agency.
NEWELL PR LOCKS
IN NEW CLIENTS
FOR 2016
This leading Chinese independent
PR agency kicked off 2016 with a
string of new wins including
Brocade, Butler Snow, Instructure,
and Motorola. Brocade is the
company’s 350
th
client. Newell PR
is headquartered in Hong Kong,
with offices in Beijing, Shanghai
and Guangzhou.

17. Wells Haslem had the pleasure of being involved in providing
ongoing support to the Plymouth Brethren Christian Church’s
charity arm the Rapid Relief Team during 2015.
The highlight of the year was the official launch near Hobart of
14 Tasmania Fire Service (TFS) tankers fitted with the
revolutionary Compressed Air Foam (CAFS) system. Six of the
tankers’ CAFS systems were funded by a $166,000 donation
from the Rapid Relief Team (RRT), which had worked for two
years to raise the donation after many of its members
experienced firsthand the 2013 bushfires at Dunalley and
Molesworth in south-east Tasmania.
The six tankers are based at the Dunalley; Bicheno; Dodges
Ferry; New Norfolk; Nubeena; and Bagdad Volunteer Fire
Brigades. CAFS uses significantly less water to produce foam
concentrate for firefighting suppression.The tankers were part
of a fleet or 14 trucks officially launched by the Minister for
Police and Emergency Management, the Hon Rene Hidding MP,
in October at a ceremony attended by members of the RRT.
The Team’s national co-ordinator, Daniel Alderton, spoke at the
ceremony and handled media interviews with aplomb. His
Wells Haslem media training clearly paying off! The event was
covered by ABC TV, WIN TV, the Hobart Mercury, Launceston
Advocate, Burnie Advocate, Melbourne Herald Sun and
Brisbane Courier Mail. Dan says the RRT volunteers provided
catering services to TFS crews fighting the 2013 fires and were
inspired by their bravery and commitment. “The RRT team saw
how stretched those TFS crews were and wanted to ensure that
the next time they faced a similar emergency they were better
equipped to protect Tasmanians,” Dan said.
“The RRT sent out an appeal to the PBCC community in
Tasmania and interstate and was overwhelmed by the
generosity it received,” he said.
The Rapid Relief Team is a volunteer, not-for-profit
organisation, set up to support local communities in times of
need; it assists at charity events, helps the homeless and feeds
emergency personnel during natural disasters.
Wells Haslem’s social media specialist, Maddison Richards, has
provided advice to the RRT around its efforts to raise its profile
in the digital space.
Following Maddie’s advice, the RRT has split its original single
Facebook page into three – one for each of Australia, New
Zealand and the United Kingdom. It has also taken to Instagram
and LinkedIn.
2015 was the RRT’s biggest year to date.
By December the charity had assisted at 331 events; served
over 47,000 meals and involved 3,220 of its volunteers. And
that’s just in Australia.
Highlights included providing snacks and drinks to participants
during a three-day Pollie Pedal bike ride in northern Tasmania,
launched by then Prime Minister Tony Abbott; Cooking some
1100 gourmet hamburgers for the staff at Westmead Children’s
Hospital’s Christmas Party; Purchasing and retro-fitting a
Volkswagen Caravelle vehicle for the Mills family of Newcastle,
whose two daughters, Leanna and Bethany have Primary
Dystonia; and providing cooked breakfast and lunches to over
4000 people attending Homeless Connect at Sydney Town Hall.
Similar efforts have been rolled out in New Zealand, the UK and
North America.
pg.17|RapidReliefTeam–BenjaminHaslem
Deliveringcompassionandsupport
Benjamin Haslem

18. Mass mobilisation
Power and the role of technology
Geoffrey MacDermott
The world is now split into two types of people those who put
their hand up in the air to hail down a taxi; and those who get
their phone out and launch the Uber app.
Uber is a ridesharing service. The company uses a smartphone
application to connect passengers with drivers of vehicles for
hire.
And white users of Uber are enjoying their personal chauffeurs
the introduction of Uber into the Australian market has created
plenty of controversy.
The Australian taxi lobby complained and went on strike.
Politicians were caught using Uber instead of taxis, despite
being illegal at the time – even the NSW Shadow Minister for
Transport Penny Sharpe used it. The business industry
embraced it (which inadvertently boosted Uber use).
While many knew of the emerging battle in the Australia, a
similar battle was occurring in New York.
Since its inception in the New York in 2011, Uber had
experienced significant growth year after year until mid-2015.
Enter New York City Council.
In July 2015 the Mayor Bill de Blasio proposed legislation which
would limit the accelerating growth of the company.
Legislators believed the growth of Uber was leading to
increased congestion in the city.
Proposed legislation would restrict the ability of hire vehicle
companies with 500 or more to increase their number of
vehicles by one per cent annually.
At the time, Uber was adding 25,000 new users a week and
New York was one of the company’s most profitable markets.
Understandably the company’s executives were not so
receptive to the proposed legislation.
'We're totally legal, like totally legal, and the government is telling us to shut down. And you can either do what they say
or you can fight for what you believe' – Travis Kalanick, CEO of Uber.

19. And so began a multi-million dollar
political fight between a company with
an estimated value of $62.6 billion and
the New York City Administration. If
Uber was to continue experiencing such
significant growth in the world’s most
iconic city, it would have to pull off a
carefully thought out political assault on
the Mayor of New York.
Uber a company, whose business
success stems from technology
innovation, based its communication
efforts around the very tool that
gathered millions of customers world-
wide: its app.
Along with traditional communication
tactics, Uber altered its app to notify
New York customers of the proposed
legislation and it introduced a new
feature which informed Uber users of
how long users would be waiting for an
Uber vehicle if the proposed legislation
was passed.
Needless to say, customers became
disturbed by this possible reality, and
the Mayor’s office received a total of
17,000 emails in opposition to the
proposed legislation.
In August 2015 the battle between Uber
and New York Council ended.
Uber won.
Uber’s victory and its significance
External threats are always on the
horizon and it is how well a company
can manage an issue or crisis that
determines its long term success.
Uber’s victory through its use of
technology and innovation is the perfect
example of how the accumulation of
public support is extremely powerful for
a particular cause. In the case of Uber,
large public support for the service and
directing that support towards the
Mayor’s office was the company’s most
effective weapon in the fight.
Uber successfully mobilised a group of
devoted customers, and turned
customer support to political pressure.
It is well known that technology is
changing the way organisations
communicate with key stakeholders,
however it is also imperative that
companies incorporate technology in
the way they accumulate public support
for various reasons or issues.
Organisation that fail to recognise the
importance of technology when trying
to mobilise a desired group of
stakeholders are now at a severe
disadvantage to those which do.
See also:
• Clicktivist
• How Barack Obama's digital
strategy changed political
campaigning and organising forever
• The Wisdom of The Crowds Is
Changing The Media Landscape
pg.19|Massmobilisation–GeoffreyMacDermott

20. For the past 21
Years John was a
founding partner
and senior
consultant in one
of Australia’s
leading public
relations
companies,
Jackson Wells.
Prior to that John’s
career embraced
journalism at the
most senior levels
in Australia and
overseas. He has
extensive
experience in
media
management in
both television and
radio, has provided
policy advice to
Federal political
leaders and offers
public affairs
consulting.
Benjamin has 20
years’ experience
in the media.
Ben worked at
Jackson Wells for
nine years, where
he managed and
worked on
complex projects
and became a
Director and CEO.
Ben possesses an
acute
understanding of
mainstream media,
having spent the
best part of a
decade working for
The Australian
newspaper in
Sydney, Canberra
and Melbourne.
Ben has lectured
students from the
City University of
Hong Kong on
public relations
and government
affairs.
Immediately
before joining
Jackson Wells, Ben
was The Australian
newspaper’s High
Court
correspondent and
regularly acted as
Chief-of-Staff at
the Sydney Bureau.
From 1999-2002,
he was based in
the Parliamentary
press gallery in
Canberra.
Alexandra has over
seven years’
experience in the
public relations
industry and a
communications
degree from
Charles Sturt
University.
Alexandra
previously: was an
Account Manager
at Jackson Wells;
headed up
marketing and
media at a sports
publishing
company; and
worked with a
consumer public
relations
consultancy.
Alexandra is
involved in the
United Nations
Association of
Australia Young
Professionals.
Kerry’s career has
embraced the
highest levels of
Australian political
life and the cutting
edge of business
development. He
was an ALP
Senator for NSW
for 19 years,
including President
of the Australian
Senate from 1987
until retiring from
Parliament in 1994
to become
Australia’s High
Commissioner to
Zimbabwe and six
other southern
African nations.
He is a former
director of
Zimbabwe
Platinum Mines
and World IT.
From 2003 to 2010
he served the
Government of the
Republic of
Mozambique as
their Honorary
Consul-General in
Australia.
In 1996, he was
awarded an Order
of Australia.
Kerry Sibraa AO
Special Counsel
Julie has 20 years’
experience in
public policy in
both the
government and
private sectors.
She began her
roles in
government during
the Hawke/Keating
era, working with
Federal
parliamentarians
including the
Health Minister
where she had
responsibility for
drug policy, mental
health and
women’s health.
She later worked
for NSW Minister
John Della Bosca,
for nine years, the
office of the
Premier of NSW,
and was COS to the
NSW Treasurer.
In 2009 was the
Deputy Chief of
Staff to the Federal
Minister for
Employment
Participation.
Julie spent nearly
two years as
National Policy
Manager for
Infrastructure
Partnerships
Australia.
Julie Sibraa
Special Counsel
Wells Haslem Team
John Wells
Chairman
Alexandra Mayhew
Partner
Isabelle Walker
Account Manager
Isabelle completed
a Bachelor of Arts
(Government and
International
Relations) at the
University of
Sydney. Her
passion for US
politics prompted
her to take
numerous courses
at the university’s
innovative United
States Studies
Centre – where
Wells Haslem’s
Michael Baume
was a Board
Member. Here she
was invited to join
a round table
discussion about
US-Australian
affairs with the US
Assistant Secretary
of State for the
Asia Pacific.
Isabelle works
across a range of
Wells Haslem
clients providing
intelligent
direction and
support.
Benjamin Haslem
CEO
Kate Mayhew
Special Counsel
Kate draws on over
a decade of
experience
working in
journalism and
communications to
provide high-level
strategic advice
and support.
Kate started her
career with UNICEF
Australia. In this
role she raised
awareness of
UNICEF’s work
across all forms of
media including
print, online,
television and
radio. Kate
managed UNICEF’s
celebrity
ambassador
program and was
responsible for
accompanying
celebrities and
media on
international field
trips to promote
UNICEF’s
humanitarian
work.

21. Geoffrey is a
recent Graduate of
Charles Sturt
University with a
Bachelor of
Communication
(Public Relations)/
Bachelor of
Business .His
degree has given
him an in-depth
understanding of
strategic public
relations.
His work
experience and
internships across
local government,
corporate
communications
firms, and
consumer public
relations firms
have given him
insights into
various industries
and their
requirements.
pg.2 |Team
Wells Haslem Team cont.
Christine Schulte
Account Executive
Christine has
experience
working in
research and data
analysis, public
relations as well as
government affairs
across the globe.
She is currently
continuing her
extensive
education at the
University of
Sydney on a
Business
Leadership
Scholarship.
Christine
completed a
Bachelor of Arts
(Social Science,
Quantitative Data
Analysis and
Communications)
at the University of
Erfurt, Germany, in
2013. After that,
she undertook
courses Asian
Politics and
Applied Statistics
at the National
Chengchi
University in
Taipei, Taiwan and
at the University of
St. Andrews in
Scotland.
Maddison is
currently in her
final year of study
at Charles Sturt
University
completing a
Bachelor of
Communication
(Public Relations) /
Bachelor of
Business. Her
degree has given
her a
comprehensive
theoretical and
practical
understanding of
strategic public
affairs and
business.
She has a passion
for digital and
social media and
its utilisation in
corporate and
government public
relations. It was
through her social
media activity that
Wells Haslem first
came across
Maddison and
offered her an
internship, which
very soon after
developed into an
Account Executive
role within the
company.
Maddison Richards
Account Executive
Geoff MacDermott
Account Executive
Ron is one of WA’s
most respected
government
relations
specialists,
enjoying an
excellent working
relationship with
all sides of politics.
From 1983-1993,
he was Federal MP
for the Perth
electorate of
Stirling. Prior to
leaving parliament,
Ron was Deputy
Speaker.
In 2006 he was
awarded a PhD in
Education from the
University of WA,
which investigated
factors that
promote social
inclusion.
Ron is a keen AFL
fan and in 1994
helped established
The Graham (Polly)
Farmer
Foundation. He has
been a Board
member since its
inception.
Ron, who has
extensive
experience in the
fisheries and
mining sectors,
assists Wells
Haslem clients
communicate with
the WA State
Government and
Federal MPs and
Senators based in
WA.
Affiliates and Counsel
Ron Edwards
WesternAustralia
Michael is a former
diplomat, front-
bench federal
politician,
consultant,
journalist, public
company director,
stockbroker, TV
panellist and
commentator,
author and public
speaker.
He is Deputy
Chairman of the
American
Australian
Association Ltd, a
member of the
Sydney Symphony
Orchestra Council
and a former
board-member of
the United States
Studies Centre at
Sydney University.
He is a contributor
to the Spectator
Magazine and a
former regular
columnist in the
Australian
Financial Review.
Michael
Baume AO
Special Counsel
(Emeritus)

22. Robert Masters
Director
pg.22|Team
Robert Masters &
Associates (RMA) is
a strategic
communication
and stakeholder
engagement
consultancy.
Since its inception,
its approach to
strategic
communication
programs,
community
consultation and
stakeholder
engagement
processes have
earned it a
reputation of being
at the leading edge
of communication
management for
over 30 years.
Rob’s services and
clients cover the
energy sector (oil,
gas, coal),
electricity,
forestry,
government
(federal, state,
local) water,
finance,
automotive, health
and health
research,
pharmaceutical,
education,
transport (road
and rail),
information
technology,
primary industry,
environment and
retail.
Robert Masters & Associates & ICG Team
Melbourne
John Kananghinis
Director
Angus Nicholls
Senior Associate
Maria Vampatella
Group Manager
Angus has in
excess of 15 years’
experience of
working with, in,
and around all
levels of
Government in
Australia, in roles
ranging from
lobbying, to
advising a Federal
Minister, and as an
elected
representative of
his local Council.
He was an Adviser
and Acting Chief of
Staff to a former
Federal Minister.
Complementing
Angus’
government
experience is his
commercial trading
background,
having run one of
the nation’s largest
seafood wholesale
and commercial
fishing operations
out of Melbourne.
Alexander has
more than two
decades of
experience as a
journalist and PR
practitioner,
principally within
the motor
industry.
Alexander has
edited major
motoring
publications.
His experience
covers work in
Australia the UK
and South Africa.
He has developed
and implemented
communication
strategies for
major
multinational
corporations.
In addition to
executing media
campaigns for
passenger and
heavy commercial
vehicle clients,
Alexander has
managed major
custom
publications in
both a business-to-
business and
consumer
environment.
Laurissa Mirabelli
has close to two
decades of PR
experience both in
Australia and
abroad.
Laurissa has
extensive
experience in
establishing and
maintaining media
relationships,
communicating for
industry bodies,
creating and
running product
launches and
events and dealing
with sensitive
stakeholder issues.
She combines
strong industry
knowledge with
expertise in
strategic
communications to
provide clients
with practical and
commercially
valuable advice.
Laurissa has
developed strong
automotive
industry specialty
and has worked
with some of the
largest and best
regarded brands in
the automotive
sector.
Maria has worked
in communication
for over 25 years
with major
international and
national
consultancies with
specific expertise
in media relations
and strategic
communication.
She has assisted in
developing
effective
partnerships at a
national and
international level
with health
organisations,
education,
government and
community groups
covering strategic
communication
planning,
corporate and
government
integration, and
strategic alliances
with policy makers
and leaders.
John has close to
30 years’
experience in
strategic
communication
planning and
implementation
both as a
consultant and as a
senior executive
within highly
successful multi-
national
companies.
John has been
Managing Director
of a leading
Australasian
communication
consultancy and
has almost two
decades of senior
corporate
experience
through his roles
as General
Manager of
Marketing &
Communications
for BMW Australia
and Sales &
Marketing Director
for Scania
Australia.
John studied law at
Victoria University,
Wellington and is
also holds a
Diploma in
Business
Communications
from Massey
University in New
Zealand.
Alexander Corne
Consultant
LaurissaMirabelli
Consultant

23. Left: Dr Lisa O'Brien sitting on the Prime Minister's left. Lisa is CEO of our client, The Smith Family. Great news for that wonderful organisation: a $4 million funding grant
from the Australian Government for its excellent early maths program, .CountLet's Right: Photograph from inside Katuuso a school in rural Uganda built by our new client
School for Life.
CONTACT
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February 2016