Fuelling the biofuels debate

Any place where trade journalists congregate there is likely to be a high cynicism quotient. It is pretty much the de rigeur attitude for journalists. While it may seem unfair, it does, one hopes, keep the PR machine reasonably honest, and means that any story published contains more fact than promoter’s purple prose and gives a fair and reasonable view of what has, or is about to, take place.
Cynicism can be greatest when people from outside an industry have been ushered in to give a glossy veneer to an event. Whether it is a conference, an industry announcement or a product launch, “bullshit” attenae in journalists are at their most sensitive when the “celeb” is wheeled in. There was a distinct buzz of attenae at last week’s World Biofuels Markets in Brussels when Bob Geldof got up to give the Keynote speech, however, by the end he managed to win over both the delegates and the journalists.

In what was a measured, knowledgable and, clearly, hearfelt speech Bob Geldof gave all of us sitting in Auditorium 2000, at the Brussels Expo Centre much to think about for the following two days. It was truly a keynote speech.

It had been my intention to report on the speech directly, highlighting some of the very valid points he raised, however, I can’t. Why? Because Bob’s people, Kruger Crowne UK Ltd, won’t release a copy of his speech. Usually when politicians, business leaders and the like, really serious players, want to make a point they deliver a speech but they also release a printed copy which allows journalists to listen carefully to the speech, to get the whole message and not get bogged down in note taking.

The printed version together with brief notes made during the delivery allow a journalist to highlight points, but also give accurate quotes that mean exactly what the speaker meant them to. Using the written speech, there is no worry about the accuracy of a shorthand note. You know what was meant to be said and a true impression of the speech can be passed on to the reader. It is not the same as a set piece interview, where notes are verything, and I believe all benefit from the increased accuracy.

Not so Mark Cowne, ceo of Kruger Crowne UK Ltd, who seems intent on making it as difficult as possible for the press to report on his client’s speech. In reply to my request for a copy of Bob Geldof’s speech I got a short email back which said; “Most regretably we are unable to provide copies of our clients [sic] speeches post event.” Why? He didn’t choose to explain.

So that’s it. A serious, decent and well-informed opinion, which, quite resonably, should be heard by a wider audience, effectively silenced by an agency which apparently is there to promote the speaker. Sadly the trappings of celebrity can often get in the way of taking the message to the widest audience.

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