A distinct lack of negatives raises questions on just how true to life
a recent documentary on the V&A was, says Alaric Mostyn, head of
internal communications at Burson Marsteller
Does it matter that I now believe that a key mission of the V& A is to
employ eccentrics? Or that they apparently introduced entrance charges
without substantial anxiety over their impact on universal access? As an
avid watcher of the world of work, I have enjoyed recent fly-on-the-wall
documentaries exposing the inside of the Royal Navy, the Royal Opera
House and, now the V&A. Of course it is fascinating to witness the
private joys and frustrations and (if we are honest) wait for the
moments of organisational embarrassment.
So what are the real benefits of allowing the cameras in, if you are
trying to manage the perceptions of an organisation? These programmes
usually result in the senior figures being (privately) dissatisfied with
the portrayal. Viewers may feel more positive but the choice of
‘positives’ is in the hand of the producer. The Royal Navy may have seen
an increase in recruitment interest, but how much of that was based on
seeing HMS Brilliant’s nights out in the Adriatic?
People who should know better are susceptible to the heavy wooing of
broadcasters who have decades of experience in getting targets to say
yes. But the programme makers’ real interests lie with the viewer and in
the cold light of reality, the assumption must surely be that the best
outcome will be a programme with as much negative content as positive -
anything else is good luck. In the end the V&A programme felt remarkably
benign. In the short-term it may boost ticket sales - but did it advance
their case for public or government support in any desired way? Did it
build the brand?
And a final thought on these 50 minutes of fame. One of the powerfully
true cliches of internal communication is that every employee is a
potential ambassador for their organisation. A fly-on-the-wall broadcast
presents the perfect risk and perfect opportunity for this. Everyone
will talk to their friends and family about how fair the televised
portrayal is.
I am the last person to argue for accepting a documentary request on the
grounds of internal communication benefit. But having said yes, it is
better to embrace the opportunity and brief everyone rather than leave
employees defenceless. If the V&A have managed that - then I really am
impressed.
