Tepco, and why controlled transparency is the new opacity

Now you see us, now you don't.

Oh for the days when a troubled business could go into lockdown and settle in for a good old fashioned speculation siege. In today's caring, sharing world, companies like Tepco, the owner of Japan's Fukushima power plant which released video records of employees dealing with last year's meltdown, can no longer retreat into an impenetrable fortress made of complicated reports, arrogance and cash. The public demand information, the media will be granted access, and by god if they don't write hysterical analysis pieces until they are. If you're smart, though, this need not be a bad thing: give them what they think they want, and they just might not ask for more. Controlled transparency is the new opacity.

With about 150 hours of footage released, it'll be a while before conclusions can be drawn. This is particularly true since large portions of sound are missing - Tepco says the tapes were edited to protect employee confidentiality. When those conclusions arrive, they'll hit the press before they hit the courts, and Tepco may well find that a decision they were forced into by governmental pressure might be the best they could have made in public image terms. If nothing else, when you release the info, your crisis strategy is presumably somewhat better tooled. 

Recently, tarnished or obscure businesses of all stripes have been employing this uniquely 21st century strategy: opening their doors to the public, but in a mediated fashion and on their own terms. In yesterday's G2, Tom Meltzer covered "Debt and The City: a Political Tour", a new venture by political tour pioneer Nicholas Wood which aims to explore the causes and roots of the financial crisis through a guided walk and a series of lectures. Starring various senior bankers and featuring a fabulous city lunch, it's a bit more How to Spend it than Time Out, but it's a cute idea. Hats should be removed in praise of whoever had the foresight to piggy back off it. 

In the course of his jolly round the Square Mile, Meltzer is introduced to representatives of Ernst and Young and Seven Investment Management, both of whom will likely benefit enormously from their involvement. It's a PR person's dream: the chance to demonstrate company expertise with a human face to a captive audience, whilst at the same time suffering virtually zero risk of unwelcome exploration. It can't be long before everyone's doing it. I say go one better and open a family theme park. Thrill! at the twists and turns of the Northern Rock and Rollacoaster, the world's only ride to culminate in a two hour ascent toward a massive, smiling model of Richard Branson. 

The real masters are McDonalds, who secured two PR coups in the form of a pair of now infamous YouTube videos, one released last month, the other earlier this month, each of which balances revelation and obfuscation in a dance of image management which is nothing less than balletic. 

Whilst the second video, in which executive chef Dan Coudreaut demonstrates how to make a Big Mac at home using the words "Big Mac" and "restaurant" as many times as humanly possible, is entertaining, and scored some formerly unattainable positive coverage for the company in the broadsheet press, the first video was the masterstroke.

The short features Hope Bagozzi, McDonalds Canada's director of marketing, taking us behind the scenes at one of the brand's food styling studios to explain to a concerned tweeter why McDonalds' hamburgers look different in photos to the way they do in real life. With a perfectly pitched mix of cod science, hand on heart reason and loveable Canadian hospitality (this would not have played as well if we'd been face to face with employees of McDonalds UK), the video explains beautifully how a burger is taken through the styling process until we're so blinded with information/gnawing hunger that we forget what the question was in the first place.

Whether it ends up working for Tepco or not, controlled transparency is dangerous. In a world where public information is increasingly dominated by PR content, it was only a matter of time before this content began mimicking serious investigative forms: behind the scenes documentary, personal interview, leaked video. In an age when seemingly revelatory material can and will be shared near instantaneously, half an answer can be far more evasive than no answer at all.

Protestors outside a Tepco shareholders meeting. Photograph: Getty Images.

Josh Lowe is a freelance journalist and communications consultant. Follow him on Twitter @jeyylowe.

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Is the French Left having its Jeremy Corbyn moment?

Benoit Hamon won the first round of the Socialist party's presidential primaries. 

Has the French Left taken a Corbynite turn? That's certainly the verdict of many after the first round of the French Socialist Party's primary.

In first place is Benoit Hamon, who quit Francois Hollande's government over its right turn in 2014, and counts the adoption of a universal basic income, the legalisation of cannabis and the right to die among his policy proposals, with 36 per cent of the vote.

In second place and facing an uphill battle to secure the nomination is Manuel Valls, the minister who more than any other symbolized the rightward lurch of Hollande's presidency, with 31 per cent. That of the five eliminated candidates - under the French system, if no candidate secures more than half of the vote, the top two go through to a run-off round - only one could even arguably be said to be closer to Valls than Hamon shows the struggle he will have to close the gap next weekend. And for a variety of reasons, even supporters of his close ally Sylvia Pinel may struggle to put a tick in his box. 

Still, Valls clearly believes that electability is his best card, and he's compared Hamon to Corbyn, who "chose to remain in opposition". Also making the Hamon-Corbyn comparison is most of the British press and several high-profile activists in the French Republican Party.

Is it merited? The differences are probably more important than the similarities: not least that Hamon served as a minister until 2014, and came up through the backrooms. In terms of the centre of gravity and the traditions of his party, he is much closer in analogue to Yvette Cooper and Andy Burnham than he is to Jeremy Corbyn, though Corbynistas and Hamonites bear a closer resemblance to one another than their leaders to.

What will give heart to the leader's office is that Hamon surged in the polls after each debate, when his ideas were given a bigger platform. But what will alarm everyone in Labour is the French Socialists' poll ratings - they are expected to get just 6 per cent in the elections. (And before you scoff at the polls, it's worth noting that they have, so far, performed admirably in the French electoral cycle, picking up on the lightning rise of both Hamon and Francois Fillon.)

That attests to something it's easy to forget in Westminster, where we tend to obsess over the United States and ignore politics on the Continent, despite the greater commonalities: throughout Europe, social democratic parties are in a fight for their lives, no matter if they turn to the left or the right.

The Democrats, in contrast, won the presidential election by close to three million votes and lost due to the electoral college. They have good prospects in the midterm elections and their greatest threat is gerrymandering and electoral malfeasance. But absent foul play, you'd have to be very, very brave to bet on them going extinct.

Stephen Bush is special correspondent at the New Statesman. His daily briefing, Morning Call, provides a quick and essential guide to British politics.