CAMPAIGNS: Judge and Jury; Bouncers’ bust-up boosts coverage of new professionalism

The bust-up between two newly-formed bouncers’ associations was the essential ingredient in getting major coverage for the sort of news that newspapers normally find banal, says Mark Borkowski, MD of Mark Borkowski PR

The bust-up between two newly-formed bouncers’ associations was the

essential ingredient in getting major coverage for the sort of news that

newspapers normally find banal, says Mark Borkowski, MD of Mark

Borkowski PR



Famed as physical manipulators of the pissed public, this launch shows

clubland’s big boys displaying an accidental understanding of the

psychological manipulation of the media. ‘Sensible doorman in health

insurance shock’ and ‘Responsible bouncer in fire and safety multiple

choice test madness’ are not obvious front page leads. But spice up a

feature on the formation of a bouncers’ trade association with news of a

falling out between two rival representative groups and suddenly the

item has all the essential elements of drama, crisis, conflict and human

interest.



The National Association of Licensed Door Supervisors sets up shop...and

so does the National Association of Registered Door Supervisors

simultaneously. NARDS is formed by an ex-NALDS founder who had a

‘difference of opinion’ with his co-founder. Note the measured,

decorous, political language. Gary Powers of NALDS did not go round to

ex-mate Danny Brewinton’s gaff and beat the shit out of him. Instead it

was presumably with great sadness, deep regret and a desire to cause the

minimum damage to the kids (at the clubs), that they had an amicable

separation.



Fighting bouncers provides an exemplary media hook, which in turn

provides a platform from which Powers can proclaim the new

professionalism of the business, and draw attention to his

organisation’s objectives (standardised training, qualifications,

licences, NVQs, healthcare programmes, co-operation with local

authorities etc).



The coverage - particularly the third of a page in the Guardian - opens

up all the issues, introduces the personalities, sets the debate rolling

and provides a cue for further reports and discussion of the matter -

within the media and the key markets of the clubs and local authorities.

This kind of profile would never have been achieved without the NALDS v

NARDS angle.



Since it’s evident that NALDS and NARDS really share the same objectives

and only suffer from a slight perrsonality clash - which doubtless

Brewinton and Powers can patch up - the fight can be forgotten and the

media can move on to examine all the other anecdotal angles on door

supervision.



So the whole story is an object lesson in how a twist to a tale renders

it instantly interesting and opens up a media opportunity to communicate

information which would otherwise be considered too banal for inclusion.

So was the NALDS v NARDS debacle an accident or was it design?



Never easy to tell with a professional bouncer.



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