Learning the lessons of PR

In different countries, and at different times of their historical development particular sectors seem to be at the forefront of using communication techniques. I would argue that in the UK, in the 1960s and early 1970s it was financial companies who made best and most innovative use of PR. In the 1990s it was politics, and in the noughties probably entertainment. But ideas are also transferred across countries, and in many sectors we hear about the effect of the techniques used by Barack Obama during the 2008 Presidential election campaign.

In particular, the focus is on his mobilising use of Web 2.0 technologies, such as social networking sites. The Plymouth Herald reporting on the bid to include Plymouth as a host city as part of the FA's 2018 World Cup proposal is headlined "Obama Style Campaign for Plymouth's World Cup bid." This is a nice snappy title, using a theme many people might be familiar with, and it makes it sound as if the bid is cutting edge. The approach seems to be based on the premise that Plymouth and the World Cup are normally words that are mixed together in polite society. Therefore, they are seeking to raise their profile, in part, by how they present there bid, as much as what they say. The use of participation from below, they presumably hope will gain them offlien attention and may snowball. In temrs of raising their profile this is probably a good idea. But, and for me there is a key but of substance, Obama was not the US Presidential pioneer of using the Internet. In the 2004 Democratic primaries, Howard Dean used the Internet, such as Meetup.com, to build a grassroots base, secure funding and gain publicity. For a short period he became the Democratic frontrunner, but once the novelty wore off and hard questions were asked of him, he lacked the political muscle, nouse call it what you will, and his support fell away.

For the Argyle bid there are, therefore, two key questions. Have they got the substance and do the lessons of political communciation apply to a bid proposal? Time will tell the answer, but fair play to them in trying to make the best of their limited hand.