作者:admin 来源:未知 时间:2017-09-06 阅读: 字体:

From foreign governments of dubious repute and dictators looking for an image overhaul to propaganda videos and fake Wikipedia entries – if there is a PR brief of dubious ethical nature that needs a fix then more often than not it is one of London’s big-name agencies that gets the call.
Bell Pottinger’s public vilification and expulsion from its own trade body for running a social media campaign to stir up racial tension in South Africa for the wealthy Gupta family has lifted the lid on the secretive and highly lucrative business of representing controversial clients.
Bell Pottinger的公开诽谤和驱逐出自己的贸易体运行的社交媒体活动激起富裕的Gupta家族在南非的种族紧张局势已揭开了代表有争议的客户秘密和高利润率的业务。
Over more than three decades in the business Tim Bell, Margaret Thatcher’s favourite PR man, who left Bell Pottinger last summer, has amassed something of a who’s who of what could charitably be called sensitive clients.
在Tim Bell的业务超过三年,Margaret Thatcher最喜欢的公关人,谁离开Bell Pottinger,去年夏天,已经积累了一些人什么可以客气的被称为敏感的客户。
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These have included the Pinochet Foundation and the governments of Bahrain and Egypt, and there was a $500m (£384m) contract to make fake al-Qaida videos in Iraq for the US government.
“You say words like Pinochet and ‘oh my god that is bad news’, but I don’t accept that,” Lord Bell said. “There are two sides to every story and you have to handle it so your side is prevalent. I don’t know why they are [considered] risky clients. They are only risky if what you are trying to promote an idea that isn’t sound.”
Lord Bell说:“你说的话像皮诺切特,‘噢,我的上帝,这是坏消息’,但我不接受。”。每一个故事都有两面性,你必须处理它,这样你方才会流行。我不知道他们为什么被认为是有风险的客户。如果你想推广一个不健全的想法,那只会有风险。
He cited Alexander Lukashenko, the Belarusian president who has been called Europe’s last dictator, as an example of when taking on such clients went wrong. “There are lots of people I regret having got involved with. Lukashenko went well for six months then changed his mind [about the strategy], behaved differently and I resigned the account.”
他引用Alexander Lukashenko,白俄罗斯总统曾被称为欧洲最后的独裁者,作为一个例子,对这样的客户了。“有很多人我很后悔被卷入其中。卢卡申科整整六个月都干得不错,后来改变了主意[采取了策略],表现出了不同的态度,我辞职了。
Foreign governments with oppressive regimes are often such valuable accounts that they are considered worth the risk of a potential PR backlash.
The Portland agency, founded by Tony Blair’s former adviser Tim Allan, has previously advised Vladimir Putin and worked with Kazakhstan, Jordan and Morocco.
由托尼·布莱尔的前顾问Tim Allan创立的波特兰机构曾建议Vladimir Putin和哈萨克斯坦、约旦和摩洛哥合作。
A contract with Qatar, which has been heavily criticised for its record on human rights, is focused on building a government affairs function. Portland declined to comment but Allan has previously said such work is about “openness and engagement” and that opening up secretive nations is “not an affront to democracy”.
Late last year the PR guru Matthew Freud picked up a hugely valuable brief from Saudi Arabia, which has executed more than 150 people in each of the last two years.
The account, led by deputy Crown Prince Mohammed bin Salman, was pitched to a number of corporate PR firms in London. The PR agency Freuds declined to comment but at the time of winning the business said it was focused on a “programme of economic, educational and cultural modernisation to help diversify the economy and create a sustainable and prosperous future for Saudi’s young people.”
该帐户由副王储Mohammed bin Salman率领,曾在伦敦的一些公司公关公司任职。公关机构都拒绝发表评论,但在赢得业务的时候说,它关注的是一个“计划经济、教育和文化的现代化来促进经济的多样化和沙特的年轻人创造可持续和繁荣的未来。”
A senior PR executive said: “Tyrants, dictatorships and governments that may not be democratic, or are sliding into one-party states, tend to come to places like London, New York and Washington effectively for reputation laundering. If you are cynical about it, that is what it is.”
A number of senior PR executives agree that Bell Pottinger working for the Gupta family, which has been accused of benefiting financially from its close links to the South African president, Jacob Zuma, is not in itself a PR crime.
一批高级公关经理承认Bell Pottinger为Gupta家族工作,被指控得益于其密切联系的南非总统雅各布·祖马,本身并不是一个公关犯罪。
But stoking racial tension in a country that has struggled to achieve balance in a post-apartheid era is a particularly egregious strategy to have pursued, and not one that is rife among the dark arts employed by UK agencies.
“I think that Bell Pottinger’s work is an outlier,” said Danny Rogers, editor-in-chief of PR Week. “They are accused of creating fake news and blogs, a serious transgression. It is not typical of what the British PR industry does. Work varies from what you would consider to be institution-building and opening communications by governments to the extreme end of the sort of work Bell Pottinger was doing for the Guptas.”
“我认为Bell Pottinger的作品是一个局外人,”Danny Rogers说,公关周主编。他们被指控制造假新闻和博客,这是一种严重的违法行为。这不是英国公关业的典型表现。工作的变化从你认为是制度建设和开放交流的政府工作的Bell Pottinger那种极端的尽头是Guptas做的。”
Francis Ingham, director general of the trade body PRCA for the last decade, said the UK industry was “overwhelmingly ethical and professional”.
Francis Ingham,在过去的十年中的交易主体性干事,说英国工业是“压倒性的道德和专业”。
“There is always the occasional rogue element and our role is to punish them,” he said.
Ever the risk-taker, Lord Bell, after leaving the agency he co-founded, immediately looked for more of the same, setting up Sans Frontières, the same name as the arm of Bell Pottinger that handled sometimes controversial geo-political work.
曾经的冒险者,Lord Bell,离开组织他共同创立,立即寻找更多的相同,建立无国界èRES,名为Bell Pottinger的处理有时也会引起争议的地缘政治工作臂的同。
Bell, who has also represented clients including the News UK chief Rebekah Brooks and the entertainer Rolf Harris, said the Bell Pottinger scandal would prompt the industry to take cover for a while but then it would be business as usual.
贝儿,谁也代表客户包括英国新闻局长丽贝卡·布鲁克斯和艺人Rolf Harris,说Bell Pottinger的丑闻将促使产业带盖一会儿,然后将照常营业。
“There will be a lull for a while, then people will forget the controversy and people will come back,” he said.
Yet, even the hard-bitten Bell admitted there were some clients beyond the pale even for him. He turned down representing Zimbabwe’s president, Robert Mugabe, as well as the Labour party (“I wouldn’t have done a good job”).
然而,即使是咬得很厉害的贝儿也承认有些客户甚至比他还差。他拒绝代表津巴布韦总统Robert Mugabe和工党(“我不会做得很好”)。
“I wish we hadn’t taken the Guptas,” he said. “And I would like to have worked for BP, to have handled the Deepwater Horizon incident. As long as there is controversy about things there will be controversial characters. You can’t spend your life regretting what you do.”

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