“Now is not the time to bribe the electorate.”

So said a senior Conservative in The Globe and Mail after the Federal Government issued its budget yesterday. “We would have undermined our brand. People know they get what they pay for and we’re what they elected.”

Hallelujah, says I. Set aside my personal views on why governments shouldn’t be spending tax dollars foolishly, because I was just as impressed the senior Conservative seems to understand what a brand is. I wish more people did.

Brands are nine-tenths about building credibility in a reputation. Consumers (voters) need to trust what they’re getting. Knowing that the Tories are already fighting an uphill battle on the trust issue, they would have decimated their credibility if they had promised expensive spending projects in this budget.

All organizations can learn from this: you need to be consistent in both your actions and your communications to be credible. That principle is at the heart of successful public relations; it takes years to win something so precious as a good reputation, but you can lose it in a heartbeat.

Just look at the example of the Tories’ former nemesis Paul Martin. He was the man who saved the country’s finances. For years as Finance Minister, Martin was the one seen to be making the tough decisions. He was single-minded in his campaign to fight deficits and debt. As soon as he became Liberal leader, it was as if he tossed all of that stuff out like it was a bad penny.  

Instead, Martin began spending as many pennies and nickels and dimes as he could on a multitude of weighty, ill-focused programs. Everything was “fundamental” to the country. He became a guy who was clearly out to please everyone. Predictably, he and his government quickly lost focus (if they ever had it) and it wasn’t long before the media branded him Mr. Dithers.

He lost his way, abandoned consistency and destroyed an important part of his and his party’s brand. By the looks of it, the Tories learned a few things about what not to do by watching him.

This is a big week for communications professionals in Manitoba. On Wednesday, the provincial chapter of the Canadian Public Relations Society will give out its inaugural Communicator of the Year award. This is the first time we’ve had an award to recognize our best talents in public relations and corporate communications… and it’s high time.

As President of the Manitoba Chapter of CPRS, I’m very proud to have played a part in creating the award. Communications is such a vital component of modern life it’s hard to see why it took us so long to create this award. Every business, government and non-profit organization today requires carefully thought out and well-executed communications strategies in order to be successful. Even the most insular organizations recognize the need to speak directly to their audiences – customers, investors or donors. When we communicate well, we reap the rewards. We win converts and supporters, generate better understanding of key concepts and, ultimately, reach business goals faster.

That is certainly the case with our winners – Gail Asper and Kim Jasper, who together created and managed the communications program for the Friends of the Canadian Museum for Human Rights. They had the daunting task of taking a dream and making it real. In doing so, they needed to win public support for the concept of the museum, raise $300 million and persuade the federal government to place a national museum outside of Ottawa. Amazingly, they did all of that and more. In the process, they have generated an excitement about the project that has rippled across the continent.

As pleased as I am with such a high calibre inaugural recipient, I’m equally gratified with the enthusiasm that greeted the creation of the award. Our country’s top wire services stepped up without reservation to support the event. Marketwire took on the role of title sponsor and CNW Group will host a special VIP reception. We also had great support from Unigraphics as print sponsor and Deschenes Regnier as design sponsor. Helping us promote the award was the Winnipeg Chamber of Commerce. Hearty thanks go out to all of them for helping us stage an important event.

We had a terrific slate of nominees for our first year too. The nominees represented private, public and non-profit organizations and put forward a wide array of public relations campaigns for consideration.  Interestingly, we’ve already heard from a major Winnipeg company asking how it can apply for the 2009 award.

WINNIPEG, February 13, 2008 – Dooley Communications is pleased to announce the launch of its Web site, www.dooleycommunications.ca.

“The Web is integrating contemporary communications in a powerful way today,” said Adam Dooley, the firm’s president. “It has become the focal point for interaction between companies and consumers, governments and voters, and is a gathering place for  communities large and small.”

Besides outlining the firm’s philosophy and displaying some of its work, the site features a blog called Dooley Noted, where Dooley will address communications and public relations issues that affect Manitoba, Canada and the world.

“Blogs are more than just useful ways to keep clients up to date on agency business, they are vital for companies that aim to demonstrate their expertise,” said Dooley. “No where is that more pronounced than in PR.”

Dooley Communications is a Winnipeg-based public relations and corporate communications consultancy. Led by Adam Dooley, it offers senior level communications services to private corporations, government agencies and not-for-profit organizations. Its clients include Tetrem Capital Management, UNICEF Canada, Costco, the Manitoba Cattle Enhancement Council, and the Teachers’ Retirement Allowances Fund.

The Web site was designed and built by Deschenes Regnier, a highly regarded design studio with offices in Winnipeg and Calgary. Photography for the site is by Lynn Billard, a Winnipeg photographer with more than 17 years of experience in journalism, fine art and corporate photography.

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Contact:

Adam Dooley, President

(204) 291-4092

adooley@dooleycommunications.ca