Macquarie Radio Network discovers the power of consumers

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The continuing Alan Jones saga is proving to be far more interesting than most commentators could have ever hoped to have predicted. It’s only been a little over a week and Alan Jones and his team are clearly feeling the pressure.

What started out as an awful apology that wasn’t even really an apology has morphed into a social media behemoth aimed at Alan Jones and his corporate sponsors. It was certainly telling that Macquarie Radio Network decided to issue a press release declaring that it was the sponsors of Alan Jones’ breakfast program who were being bullied. MRN thought it highly inappropriate that advertisers on their 2GB radio station were being ‘cyber bullied’ into withdrawing advertising from Alan Jones’ breakfast show.

Quickly the cries of cyber bullying were being made by commentators on Sunday’s politics and current affairs programming like Insiders and The Bolt Report.

The statement from Macquarie Radio Network exposes their failure to understand modern public relations. Plenty of others have commented about these media and PR related perspectives, and a lot better than I.

However one of the less highlighted angles is the social media campaign targeting businesses that advertise on John Laws’ breakfast program is consumer power at work.

We’re constantly told about the power of our decisions as consumers and if we don’t like something we can vote with our feet. Well Australian consumers are voting with their feet and their keyboards. Consumers are taking the power back from the one-way PR machine of corporate advertisers and telling them loud and clear what they like and don’t like.

Though one has to wonder how clever the people at MRN are as they’ve spent a couple of days deriding and criticising consumers for using the power of their wallets to effect change. Consumers voicing their opinions through social media is proving to be quite powerful and if the likes of Macquarie Radio Network don’t begin to come to terms with it, then they’ll continually be on the receiving end of such campaigns.

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