I received a telephone call from a PR company promoting a well-known champagne brand about a campaign they are about to run. Essentially they wanted suggestions for visual images that evoke happiness. These images are going to be used on TV screens in the back of a limousine. The idea being to associate happiness-evoking images with drinking this particular brand of champagne.
Now I routinely offer psychological insights and coaching tips for news stories and magazine features. The rule is that the journalist will have a couple of questions and would take up about 15 minutes of time and they then mention me in a magazine. I’ll do brief radio and television interviews too on a similar basis. I’m listed on the British Psychological Society’s (BPS) media-friendly psychologist list. Most of the time I am. The main rule is that it has to be an opportunity to offer real psychology not gimmicks and syndromes made up by editors and producers.
So back to the ‘champagne campaign’. In this case it’s just a PR company taking liberties. I ask if they would like to consult with me on the project. She says ‘No we just want some suggestions’. I reply ‘I’m sure you do’ explain the ‘quotes for credit rule’ and then asked bluntly ‘What do I get out of this?’ I was told that they would mention my name on the screen in the back of a limo. I politely declined as it sounded too much like advertising without the scope to inject any evidence-based psychology. I told her I would have to pass on this one. However she continued ‘Well we don’t have to credit you. We just want your suggestions’. Clearly, she was not getting the point. I asked if the PR company randomly telephones other professionals for free advice. I didn’t get a response to that one.
Now I’m assuming that the PR company will be paid handsomely for its services. I assume the person wasting my time on the phone was also being paid, so why is it acceptable to expect me to give up my time for nothing? If it had been for a charity or something of public value then I wouldn’t have even quibbled. The issue is how in PR companies’ eyes, the psychologist skill-set and expertise has become so devalued. Unfortunately this is in part down to some hack-psychologists who’ll comment on just about anything.
Back to the story. Aside from the waste of my time there is a more serious issue here. Essentially, the psychologist who will eventually agree to help with this campaign will be sending out the message that ‘drinking expensive champagne in the back of a limo’ will make you happy. I wouldn’t promote alcohol as a substitute for psychological well-being. Champagne does not make people happy. It temporarily alters mood as does all alcohol, but that is not happiness, no matter how prettily you wrap it up.
If nothing else, it has given me the opportunity to offer suggestions for what will make you happy, check out the following posts.