We all like to get value for money, and this is no less true in the PR world, where it can be all about getting maximum exposure for your core commercial message, for minimal outlay. That’s where the global nature of online news platforms can come in handy, where the savvy PR can get one company to take two bites of the same cherry.
Take, by way of example, an article which made headlines in the Australia arm of the Mail Online:
Revealed: Millennials are Australia’s LEAST reliable workers – but even the most dependable generation rarely start their shift on time
Millennials are the country’s least reliable workers while Baby Boomers are the most dependable – but not by much.
Millennial employees, born from 1981 to 1995, are more likely to be late than any other generation, including the younger Generation Z.
A whopping 73 per cent of millennial men and 70 per cent of millennial women were late to work at least once from March 2018 to March 2019.Source: Daily Mail, 31st May 2019
We see some of the classic hallmarks of modern-day Bad PR here: the audience-pandering dismissal of the millennial generation, the splitting of a PR message by generations to data-mine for headlines, the ascribing of generational differences to the better habits and upbringing of the older generations. It’s classic stuff. Plus there’s the convenient secondary message that all workers can be unreliable and need to be closely monitored, which fits perfectly with the commercial drivers of the company behind the ‘research’:
The patterns of over 290,000 Australian shift workers were uncovered in a Late to Work Report by rostering software company Deputy…
‘The majority of reasons why probation fails is because of their [millennial’s] own habits and lack of engagement,’ human resources expert Greg Weiss told Daily Mail Australia.
So far, so standard Bad PR. However, a few days later, a strangely similar story was published in the UK wing of the Daily Mail, by the ever-so-prolific “Daily Mail Reporter”:
Older women are the most punctual at work, but survey finds THREE-QUARTERS of men in their 20s and 30s cannot be trusted to turn up on time
Older women employees are the least likely to be late for work, according to a survey published yesterday.
But men in their twenties and thirties are the ones to watch for bosses worried about staff punctuality, it said.
The survey by timekeeping software company Deputy analysed data from company records on the punctuality of hourly-paid workers.Source: Daily Mail, 3rd June 2019
The same story, with the same demographic breakdown, from the same commercially-incentivised source, appearing twice on the same news platform. Perhaps whichever staffer was playing the role of ‘Daily Mail Reporter’ that day got into the office late, and didn’t have time to check if they were repeating themselves. Someone should track their hours, maybe.