Nobody has a doubt that the YPAP video is pretty much the definition of FAIL. Nobody except the guys on the PAP Facebook page. Why a bunch of young, motivated professionals with connections to people in media, politics and government couldn’t outdo a secondary school project is still a mystery to me.
How to dissect this? Let’s see… first it is clear that the video was from the last Party Convention, so it gives us a gauge of what sort of tone that convention probably took. And then someone, apparently satisfied with the production quality, decided to upload it for the world to marvel at. Or maybe they were desperate for content on their YouTube channel. Very, very desperate.
Then the most cryptic line of all: “Not some new underground marketing tactic”. So it’s not new? Or is it not underground? Or is it not marketing? Or is it not tactical? Perhaps it is the exact opposite – an overplayed, in-your-face, pointless brain-fart? Hm, that actually seems to fit. Wow, I’m starting to see the political genius behind that statement.
Add to that the fact that the comments try so very very hard to pick up where the official PAP post left off, and you get this amazing insight of the PAP organisational mind.
1) The ground matters more (because that’s where the video’s standards are at). Clearly they don’t see the connection between the ground and the video because someone said…
2) They don’t understand what we’re really doing! Does anybody understand what we’re doing? Certainly not after this video. Which hints that PAP application of public communication is limited to making justifications.
3) Sincerity is all that matters! You can be a dismal failure as long as you try your best. New PAP mantra? Thought it should be the opposition mantra.
4) Non sequitir cheerleading and bandwagoning. The Brick Tamland reaction. Solidarity; sense be damned.
5) It’s the opposition’s fault! Probably the only thing you can blame the opposition for at this point is for not putting enough pressure on the PAP, which led to the party not being on their toes.
6) It’s the audience’s fault! We always communicate perfectly. It’s everyone else that has a problem with their eyes and ears.
7) But here at least is a straight-shooting comment by Anthony Kan. The Fabrications About The PAP “czar” actually sees the issue for what it is – poor communications and a poor, defensive PR follow-up. A video that was unfit for public consumption was publicised, and then the party threw itself behind the gaffe to support it. Time to reflect.
Therein lies some hope for the bumbling communications efforts of the PAP. It’s a pity that nobody has replied to Anthony’s comment yet.