In a chat at a gathering of Western Cape dentists well-known Joburg-based media man Mixael de Kock said that the time has come to make peace with the fact that social media is here to stay. The professions can only benefit from participation and engagement on social sites, provided it is done in an appropriate and planned manner.
This past weekend, Mixael spoke at the Summer “Chattering” of the South African Dental Association (SADA) Western Cape Branch, hosted at a Cape Town City Bowl hotel which was themed the “Star Wars of Dentistry”. Despite this upbeat take on social media, he remains of the opinion that the mainstream media will retain the edge in leading public opinion for many years to come.
“Specifically in Africa, traditional newspapers, television and radio will continue to show positive growth until such time as mobility connects the majority of Africans to the web”, said Mixael. “Also, until bloggers’ posts are perceived to be as credible and responsible as that put forward by qualified journalists, the mainstream media will retain its pre-eminence in the shaping of worldviews.”
“While conventional advertising is being displaced by social media, it will never replace informed and educated opinion which, for now, largely remains the preserve of the time-honoured traditional media.”
Mixael made reference to his colleague Anton J van Rensburg’s views expressed in the December issue of the marketing industry’s mouthpiece, Advantage and said: “I fully concur that the social media mix is an extremely important and a relatively low-cost option that can have a direct impact on public perception but at the same time, I must stress that it is not the silver bullet that many makes it out to be.”
Mixael is of the opinion that there is a tendency to over-value opinion expressed in social media. “In the good ol’days, organisations did not rush to public lavatories every morning to refute the previous night’s graffiti. Cyberspace today fulfils the role of the toilet walls of yesteryear and a lot of reaction to these social media scribbling boils down to overreaction by over-zealous public relations and marketing practitioners.”
But he also stressed that there are many pitfalls awaiting the unwary and stated that one should never underestimate the downside of the social media. Mixael used as a case-study, the huge public fall-out that followed the recent Duren debacle when a junior ad agency employee twitter-tattled on God’s intention with male private parts.
“Another one of the key problems with cyberspace is that it creates virtual and surreal worlds which serve as the hide-outs for the mentally disturbed and the socially inept and where unsuspecting users may easily fall prey to cyber criminals.”Mixael concluded his chitchat by stressing the importance of erring on the side of the conservative when evaluating social media and warned that one should be realistic as to what may be reasonably achieved through time spent on the net.
“The most important thing to remember is that when on the web one should take special care in meaning what you say and saying what you mean and that you should always do so accurately, in good taste and mindful of impeccable manners and common sense.
If this is done, the chitter-chattering can’t go wrong!”
Johannesburg, 6th December 2011
Tuesday, December 6, 2011
SOCIAL MEDIA: Applications for Dentistry (Full Text)
Hereunder follows the full text of a paper delivered at the South African Dental Association (SADA) Western Cape Branch SUMMER MEETING, held on Saturday 3 DECEMBER 2011 and themed “Star Wars of Dentistry”.
Mixael de Kock initially was skeptical about the value of the social media. However, he has revaluated his views and in this paper highlight the positive spin-offs that may be achieved from participation in Web-based communication. He will also gives some perspective to the limitations of and what may be reasonably achieved through the social media.
Mixael de Kock initially was skeptical about the value of the social media. However, he has revaluated his views and in this paper highlight the positive spin-offs that may be achieved from participation in Web-based communication. He will also gives some perspective to the limitations of and what may be reasonably achieved through the social media.
Monday, December 5, 2011
JOHANNESBURG PRESS CLUB 2011 NEWSMAKERS OF THE YEAR
The Johannesburg Press Club wishes to announce that Archbishop Emeritus Desmond Tutu and the Public Protector, Advocate Thulisile Madonsela, jointly have been nominated the Johannesburg Press Club’s 2011 Newsmakers of the Year.
Mixael de Kock, Chairman of Johannesburg Press Club said, “Both the Archbishop and the Public Protector have displayed extraordinary courage, commitment and consistency in fulfilling their respective duties to the people of South Africa and, in particular, they have been nominated for the excellent manner in which they interacted with and made themselves accessible to the media.”
Archbishop Emeritus Desmond Tutu is receiving the award for being the most quoted social commentator and social critic, for his Census 2011 ambassadorial duties, for his continuing moral leadership and, in particular, for his courage in addressing the issues around the Dalai Lama incident.
Adv Madonsela is being honoured for her unfailing, direct and courageous stance against immoral activities, her particular work ethic and her veracity and devotion to leading the Public Protector of South Africa’s office. She is particularly being lauded for her ongoing maintenance of cordial and positive working relationship with the media.
The Johannesburg Press Club Newsmaker of the Year has become a most sought-after award and last was bestowed in 2005 on Trevor Manuel for his handling of the media in communicating the issues of the South African economy.
Mixael de Kock said that the Johannesburg Press Club’s decision was not solely based on how much news a nominee generated during the year but also on how the news was communicated and to what extent the country benefitted from such news.
De Kock continued: “Both the Archbishop and the Public Protector responded immediately, accurately and with integrity regarding issues during 2011 and, in their respective fields of influence, they ensured that the values of democracy were upheld and that freedom of speech and access to information were assured at all times.”
Today the Archbishop and the Public Protector noted their delight in being nominated and will be accepting the award at a gala event to be announced.
Advocate Madonsela said in a statement that she would be accepting the award on behalf of her team at Public Protector South Africa. “I would like to express my gratitude to the Johannesburg Press Club for the honour bestowed on my team and we are humbled by the gesture. We hope that we will continue to serve the people of South Africa with courage and commitment”.
Johannesburg, Monday, 5 December 2011
Mixael de Kock, Chairman of Johannesburg Press Club said, “Both the Archbishop and the Public Protector have displayed extraordinary courage, commitment and consistency in fulfilling their respective duties to the people of South Africa and, in particular, they have been nominated for the excellent manner in which they interacted with and made themselves accessible to the media.”Archbishop Emeritus Desmond Tutu is receiving the award for being the most quoted social commentator and social critic, for his Census 2011 ambassadorial duties, for his continuing moral leadership and, in particular, for his courage in addressing the issues around the Dalai Lama incident.Adv Madonsela is being honoured for her unfailing, direct and courageous stance against immoral activities, her particular work ethic and her veracity and devotion to leading the Public Protector of South Africa’s office. She is particularly being lauded for her ongoing maintenance of cordial and positive working relationship with the media.
The Johannesburg Press Club Newsmaker of the Year has become a most sought-after award and last was bestowed in 2005 on Trevor Manuel for his handling of the media in communicating the issues of the South African economy.
Mixael de Kock said that the Johannesburg Press Club’s decision was not solely based on how much news a nominee generated during the year but also on how the news was communicated and to what extent the country benefitted from such news.
De Kock continued: “Both the Archbishop and the Public Protector responded immediately, accurately and with integrity regarding issues during 2011 and, in their respective fields of influence, they ensured that the values of democracy were upheld and that freedom of speech and access to information were assured at all times.”
Today the Archbishop and the Public Protector noted their delight in being nominated and will be accepting the award at a gala event to be announced.
Advocate Madonsela said in a statement that she would be accepting the award on behalf of her team at Public Protector South Africa. “I would like to express my gratitude to the Johannesburg Press Club for the honour bestowed on my team and we are humbled by the gesture. We hope that we will continue to serve the people of South Africa with courage and commitment”.
Johannesburg, Monday, 5 December 2011
Saturday, October 8, 2011
Oro-pharyngeal Cancer: A sexually transmitted disease
The South African Dental Association (SADA) today announced its oral health theme for the year. Ms Maretha Smit, CEO of SADA says that Oral Cancer (OC) and Oro-pharyngeal Cancer (OPC) will be the association’s theme of its public awareness programme for the next twelve months. “SADA will focus the attention on all the different causes and relevant aspects pertaining to this subject and, our first briefing session to the media, therefore, deals specifically with the alarming increase in Oro-pharyngeal Cancer (OPC) as a result of oral sex.”
The causal link between OPC and oral sex in the younger generation, especially young males, is menacing as Oro-pharyngeal cancer can be caused through the invisible presence of the Human Papilloma Virus (HPV). This virus, with its more than a hundred sub-types, is relatively prevalent. The high-risk variants of the HPV virus cause cervical cancer in women and, consequently, through the practice of oral sex, can be transmitted to the oral cavity where it can be one of the causes of Oro-pharyngeal cancer.
Professor André van Zyl, together with Professor Willie van Heerden, both of the School of Dentistry, Faculty of Health Sciences, University of Pretoria - and active members of SADA - will be the programme leaders for the association’s awareness campaign regarding OC and OPC. They are of the opinion that the younger generation, while avoiding infection with HIV by practising oral sex, may be exposing themselves to the possibility of HPV infection.
“Oral sex is perceived to be a safer sexual behaviour in an AIDS dominated world”, says Van Zyl. “However, while it is true that the spread of HIV infection is lowered through the practice of non-genital sex, the spread of HPV has become more prevalent and, in turn, the cases of HPV-related Oro-pharyngeal cancer have increased dramatically over the past decade.”
HPV-related cancer occurs mostly in young adults. Van Zyl continues: “These young people could never imagine that they might develop Oro-pharyngeal cancer, and, it therefore is imperative that regular dental check-ups are conducted to ensure an early diagnosis of cancer in either the oral cavity or in the Oro-pharyngeal area.”
According to statistics, multiple oral sex partners significantly increase the risk for becoming infected by the Human Papilloma Virus (HPV), which may then lead to the development of Oro-pharyngeal Cancer (OPC). “While this type of cancer, if detected in the early stages, responds very well to chemo-radiation therapy and can be cured by such modern treatment, the tragedy is that in most cases the diagnosis is made too late and the patient often succumbs to the disease.”
Maretha says that the dental community is aware of the dangers that oral sex poses for the younger generation in particular and, that dentists have been made vigilant to a possible spike in the incidence of this type of Oro-pharyngeal Cancer in the years to come.
“Today a range of new diagnostic technologies are available that can be utilized to assist the dentist in ensuring that all suspicious oral lesions are properly evaluated. A dentist is the most appropriate health care professional to perform these examinations and be responsible for patient management, which may include referral for appropriate cancer treatment”
Maretha further states that OC/ OPC are diseases that globally affect up to 400 000 new patients per year. “While this statistic in itself is disturbing, the shocking fact is that 50% of people affected by OC/ OPC will die within five years of diagnosis.”
“These relatively poor survival rates have not changed significantly over the last 50 years and are in stark contrast to several other types of cancers where improvements in diagnosis and treatments have led to many types of cancer being regarded as curable diseases today.”
Professor van Zyl adds: “Should OC/ OPC be identified by the dentist at an early stage, then there is every possibility to stop the process and achieve a cure. It is for this reason, and the fact that dentists are trained particularly to detect early OC/ OPC - in that they are the healthcare professionals who routinely examine the oral cavity – that all efforts should be focused on raising public awareness and on encouraging people to visit the dentist strictly on a half-yearly basis.”
It is one of SADA’s stated objectives to ensure that its members are encouraged to utilise all knowledge and cutting-edge technology available to dental practitioners to protect patients and to ensure that OC/ OPC, which may be deadly, are identified in the very early stages. Maretha says, “This emphasises the need for regular dental check-ups. In excess of 90% of people who are diagnosed in the early stages of OC/ OPC survive as opposed to as low as 12% when these cancers are detected in the very late stages.”
Maretha Smit also announced a list of the other causes of Oral and Oro-pharyngeal cancer, each of which will be highlighted and discussed as separate subjects during the course of the “SADA Oral Cancer Awareness Year”.
Johannesburg, 4th October 2011
NOTES TO EDITORS:
1. Please note that Oral Cancer (OC) can be divided into two anatomically different areas, namely Oral Cancer (cancer of the mouth) and Oro-pharyngeal Cancer (cancer of the throat or OPC), each with distinctly different challenges and often different causes. Throat Cancer (OPC) simply is a term used for Oral Cancer (OC) which manifests further back in the mouth. The mouth and throat are two interconnected areas and covers a relatively large area.
2. OC is a cancer that starts in the lining mucosa of the oral cavity and is often associated with a visible alteration of the mucosa, called a potentially cancerous lesion.
3. In developing countries the incidence of OC is still on the increase whereas it is on the decline in some western countries.
4. An additional factor which clouds the whole issue of OC in South Africa is the fact that not all OC cases are taken up in the official cancer statistics of the country. This is owing to the fact that often it is picked up too late and patients receive no formal diagnosis and palliative care only is given to make their last days more comfortable. (We owe our patients more than this in a civilized country!) There is thus an under-estimation of the true burden of OC in this country.
Causal Factors and other Facts regarding Oral Cancer
1. Oro-pharyngeal cancer: A sexually transmitted disease
Over the last 30 years an increase has been seen in cancer of the head and neck areas. This is mainly because of an increase in Oro-pharyngeal cancer, a subset of head and neck cancer. The Human Papilloma Virus (HPV) is linked to Oro-pharyngeal cancer (OPC) and HPV is sexually transmitted, with the odds of infection linked to the number of oral sex partners. HPV Oro-pharyngeal cancer seems to affect mostly young males between 20-40 years of age, whereas traditional tobacco-alcohol associated OC’s and OPC’s are usually seen later in life.
2. Hubbly-Bubbly and Oral Cancer
All forms of tobacco are carcinogenic – meaning they put the user at risk of developing oral and Oro-pharyngeal cancer. Hookah-pipe smoking (called Hubbly Bubbly in South Africa) is becoming more popular internationally and, especially in our country, Hookah cafés are gaining in popularity. Research has shown that a one-hour Hookah session involves inhaling 100-200 times the volume of smoke inhaled from a single cigarette.
3. Alcohol
The role of ethanol in alcoholic beverages holds the same risk for causing oral cancer as the nicotine in tobacco. When used in conjunction with tobacco, it accounts for up to 75% of oral cancers. The role of alcohol is complex and especially young people need to be educated about the dangers of alcohol as a cause of oral cancer.
4. Areca nut chewing
Worldwide 600 million people chew the Areca nut. Almost 60% of all oral cancers occur in South-East Asia, mainly because of Areca nut chewing, alone and in combination with other products. In KwaZulu- Natal, Areca nut chewing is still very prevalent amongst the Indian community and most users are unaware of the dangers involved. There is a need to develop a programme to educate these communities about this dangerous pastime and, especially the younger generation needs to be made aware of this menace.
5. Warning signs of Oral Cancer
The abysmal 5-year survival rate of people with oral cancer has remained largely unchanged over the last 50 years. This is partly owing to the late diagnosis of oral cancer in most patients. Patients need to be educated about the danger signs and how they themselves may play a role in ensuring earlier diagnosis and, consequently better survival rates. This is one of the most important aspects of working towards a better quality of life for oral cancer patients.
6. If worried – who should you see?
Oral Cancer (OC) and especially Oro-pharyngeal Cancer (OPC) straddles many specialities and professions. The importance is that all need to work together towards the common goal – improving the survival rate of oral cancer – especially amongst the poorest of the poor. The dentist remains the only trained health care worker who will screen oral health routinely, and has to be an important front person for diagnosing this increasing disease. Getting the dentist to diagnose cancer early and to liaise with the other health care workers for successful management of oral cancer – is the challenge. Most oral cancers go through a phase of early changes that have not become cancerous yet. These can easily be spotted by the dentist, using special screening tools. Early diagnosis can lead to a cure of the oral cancer. There have been major advances in cancer screening over the last 3 years and patients and dentists should both be aware of these. It, therefore, also is of crucial importance to incorporate South Africa’s primary health care workers into this team of professionals.
7. How is oral cancer managed?
If oral cancer is diagnosed early, the management and survival is significantly better and more successful than if diagnosed late (90% versus 20%). As management of the cancer still largely relies on surgical excision, the focus on early intervention is of critical importance. Radiation and chemotherapy is as successful as surgery in some cancers. Knowing the HPV status of Oro-pharyngeal cancer (OPC) is of critical importance, as it carries a much better survival rate than HPV-negative Oro-pharyngeal cancer (OPC).
8. What can the patient contribute to lowering the risk of oral cancer?
Aside from abstaining from the use of risk factors such as tobacco and alcohol abuse, patients can lower the actual risk of developing Oral Cancer (OC) – by eating themselves healthy! Certain foodstuffs such as fruit and non-starch vegetables can lower the risk of oral cancer substantially. Patients need to be made aware of the exact role of foodstuffs that are beneficial.
9. Benefits of coffee
Over the past few years it has emerged that coffee with its potent anti-oxidants, can actually lower the risk of developing oral cancer. Coffee has other benefits too, and if used in moderation, can promote health. Current research has not found any other beverage with these protective properties.
10. Are certain sections of the South African population more at risk of oral cancer development?
Yes! Certain sections of the population are more at risk, especially the poor, the malnourished and those far from health care services. As poverty is a serious problem in South Africa, we need to formulate strategies to combat the role poverty may play in adverse oral cancer outcomes. Information regarding oral cancer lowering diets, information about diagnosing oral cancer, risk factors and such – need to be incorporated in school curricula, especially at primary school level. This message needs to be taken to every person in South Africa.
11. CAN HPV VACCINE PROTECT AGAINST ORO-PHARYNGEAL CANCER?
Vaccination against the Human Papilloma Virus (HPV) is now regarded as standard procedure in the prevention of cervical cancer in females and provides protection against a range of disease caused by the specific HPV variants targeted by the vaccine. The past two years there has been increased support for the vaccination of males. The USA’s Centers for Disease Control and Prevention (CDC) now recommends routine vaccination for males from as young as nine to the age of 26 years old. The vaccine protects males against genital warts, anal cancer and Oro-pharyngeal Cancer (OPC). More research is expected to emerge during the coming 12 months and, hopefully, the costs of the vaccines will decrease concomitantly.
The causal link between OPC and oral sex in the younger generation, especially young males, is menacing as Oro-pharyngeal cancer can be caused through the invisible presence of the Human Papilloma Virus (HPV). This virus, with its more than a hundred sub-types, is relatively prevalent. The high-risk variants of the HPV virus cause cervical cancer in women and, consequently, through the practice of oral sex, can be transmitted to the oral cavity where it can be one of the causes of Oro-pharyngeal cancer.
Professor André van Zyl, together with Professor Willie van Heerden, both of the School of Dentistry, Faculty of Health Sciences, University of Pretoria - and active members of SADA - will be the programme leaders for the association’s awareness campaign regarding OC and OPC. They are of the opinion that the younger generation, while avoiding infection with HIV by practising oral sex, may be exposing themselves to the possibility of HPV infection.
“Oral sex is perceived to be a safer sexual behaviour in an AIDS dominated world”, says Van Zyl. “However, while it is true that the spread of HIV infection is lowered through the practice of non-genital sex, the spread of HPV has become more prevalent and, in turn, the cases of HPV-related Oro-pharyngeal cancer have increased dramatically over the past decade.”
HPV-related cancer occurs mostly in young adults. Van Zyl continues: “These young people could never imagine that they might develop Oro-pharyngeal cancer, and, it therefore is imperative that regular dental check-ups are conducted to ensure an early diagnosis of cancer in either the oral cavity or in the Oro-pharyngeal area.”
According to statistics, multiple oral sex partners significantly increase the risk for becoming infected by the Human Papilloma Virus (HPV), which may then lead to the development of Oro-pharyngeal Cancer (OPC). “While this type of cancer, if detected in the early stages, responds very well to chemo-radiation therapy and can be cured by such modern treatment, the tragedy is that in most cases the diagnosis is made too late and the patient often succumbs to the disease.”
Maretha says that the dental community is aware of the dangers that oral sex poses for the younger generation in particular and, that dentists have been made vigilant to a possible spike in the incidence of this type of Oro-pharyngeal Cancer in the years to come.
“Today a range of new diagnostic technologies are available that can be utilized to assist the dentist in ensuring that all suspicious oral lesions are properly evaluated. A dentist is the most appropriate health care professional to perform these examinations and be responsible for patient management, which may include referral for appropriate cancer treatment”
Maretha further states that OC/ OPC are diseases that globally affect up to 400 000 new patients per year. “While this statistic in itself is disturbing, the shocking fact is that 50% of people affected by OC/ OPC will die within five years of diagnosis.”
“These relatively poor survival rates have not changed significantly over the last 50 years and are in stark contrast to several other types of cancers where improvements in diagnosis and treatments have led to many types of cancer being regarded as curable diseases today.”
Professor van Zyl adds: “Should OC/ OPC be identified by the dentist at an early stage, then there is every possibility to stop the process and achieve a cure. It is for this reason, and the fact that dentists are trained particularly to detect early OC/ OPC - in that they are the healthcare professionals who routinely examine the oral cavity – that all efforts should be focused on raising public awareness and on encouraging people to visit the dentist strictly on a half-yearly basis.”
It is one of SADA’s stated objectives to ensure that its members are encouraged to utilise all knowledge and cutting-edge technology available to dental practitioners to protect patients and to ensure that OC/ OPC, which may be deadly, are identified in the very early stages. Maretha says, “This emphasises the need for regular dental check-ups. In excess of 90% of people who are diagnosed in the early stages of OC/ OPC survive as opposed to as low as 12% when these cancers are detected in the very late stages.”
Maretha Smit also announced a list of the other causes of Oral and Oro-pharyngeal cancer, each of which will be highlighted and discussed as separate subjects during the course of the “SADA Oral Cancer Awareness Year”.
Johannesburg, 4th October 2011
NOTES TO EDITORS:
1. Please note that Oral Cancer (OC) can be divided into two anatomically different areas, namely Oral Cancer (cancer of the mouth) and Oro-pharyngeal Cancer (cancer of the throat or OPC), each with distinctly different challenges and often different causes. Throat Cancer (OPC) simply is a term used for Oral Cancer (OC) which manifests further back in the mouth. The mouth and throat are two interconnected areas and covers a relatively large area.
2. OC is a cancer that starts in the lining mucosa of the oral cavity and is often associated with a visible alteration of the mucosa, called a potentially cancerous lesion.
3. In developing countries the incidence of OC is still on the increase whereas it is on the decline in some western countries.
4. An additional factor which clouds the whole issue of OC in South Africa is the fact that not all OC cases are taken up in the official cancer statistics of the country. This is owing to the fact that often it is picked up too late and patients receive no formal diagnosis and palliative care only is given to make their last days more comfortable. (We owe our patients more than this in a civilized country!) There is thus an under-estimation of the true burden of OC in this country.
Causal Factors and other Facts regarding Oral Cancer
1. Oro-pharyngeal cancer: A sexually transmitted disease
Over the last 30 years an increase has been seen in cancer of the head and neck areas. This is mainly because of an increase in Oro-pharyngeal cancer, a subset of head and neck cancer. The Human Papilloma Virus (HPV) is linked to Oro-pharyngeal cancer (OPC) and HPV is sexually transmitted, with the odds of infection linked to the number of oral sex partners. HPV Oro-pharyngeal cancer seems to affect mostly young males between 20-40 years of age, whereas traditional tobacco-alcohol associated OC’s and OPC’s are usually seen later in life.
2. Hubbly-Bubbly and Oral Cancer
All forms of tobacco are carcinogenic – meaning they put the user at risk of developing oral and Oro-pharyngeal cancer. Hookah-pipe smoking (called Hubbly Bubbly in South Africa) is becoming more popular internationally and, especially in our country, Hookah cafés are gaining in popularity. Research has shown that a one-hour Hookah session involves inhaling 100-200 times the volume of smoke inhaled from a single cigarette.
3. Alcohol
The role of ethanol in alcoholic beverages holds the same risk for causing oral cancer as the nicotine in tobacco. When used in conjunction with tobacco, it accounts for up to 75% of oral cancers. The role of alcohol is complex and especially young people need to be educated about the dangers of alcohol as a cause of oral cancer.
4. Areca nut chewing
Worldwide 600 million people chew the Areca nut. Almost 60% of all oral cancers occur in South-East Asia, mainly because of Areca nut chewing, alone and in combination with other products. In KwaZulu- Natal, Areca nut chewing is still very prevalent amongst the Indian community and most users are unaware of the dangers involved. There is a need to develop a programme to educate these communities about this dangerous pastime and, especially the younger generation needs to be made aware of this menace.
5. Warning signs of Oral Cancer
The abysmal 5-year survival rate of people with oral cancer has remained largely unchanged over the last 50 years. This is partly owing to the late diagnosis of oral cancer in most patients. Patients need to be educated about the danger signs and how they themselves may play a role in ensuring earlier diagnosis and, consequently better survival rates. This is one of the most important aspects of working towards a better quality of life for oral cancer patients.
6. If worried – who should you see?
Oral Cancer (OC) and especially Oro-pharyngeal Cancer (OPC) straddles many specialities and professions. The importance is that all need to work together towards the common goal – improving the survival rate of oral cancer – especially amongst the poorest of the poor. The dentist remains the only trained health care worker who will screen oral health routinely, and has to be an important front person for diagnosing this increasing disease. Getting the dentist to diagnose cancer early and to liaise with the other health care workers for successful management of oral cancer – is the challenge. Most oral cancers go through a phase of early changes that have not become cancerous yet. These can easily be spotted by the dentist, using special screening tools. Early diagnosis can lead to a cure of the oral cancer. There have been major advances in cancer screening over the last 3 years and patients and dentists should both be aware of these. It, therefore, also is of crucial importance to incorporate South Africa’s primary health care workers into this team of professionals.
7. How is oral cancer managed?
If oral cancer is diagnosed early, the management and survival is significantly better and more successful than if diagnosed late (90% versus 20%). As management of the cancer still largely relies on surgical excision, the focus on early intervention is of critical importance. Radiation and chemotherapy is as successful as surgery in some cancers. Knowing the HPV status of Oro-pharyngeal cancer (OPC) is of critical importance, as it carries a much better survival rate than HPV-negative Oro-pharyngeal cancer (OPC).
8. What can the patient contribute to lowering the risk of oral cancer?
Aside from abstaining from the use of risk factors such as tobacco and alcohol abuse, patients can lower the actual risk of developing Oral Cancer (OC) – by eating themselves healthy! Certain foodstuffs such as fruit and non-starch vegetables can lower the risk of oral cancer substantially. Patients need to be made aware of the exact role of foodstuffs that are beneficial.
9. Benefits of coffee
Over the past few years it has emerged that coffee with its potent anti-oxidants, can actually lower the risk of developing oral cancer. Coffee has other benefits too, and if used in moderation, can promote health. Current research has not found any other beverage with these protective properties.
10. Are certain sections of the South African population more at risk of oral cancer development?
Yes! Certain sections of the population are more at risk, especially the poor, the malnourished and those far from health care services. As poverty is a serious problem in South Africa, we need to formulate strategies to combat the role poverty may play in adverse oral cancer outcomes. Information regarding oral cancer lowering diets, information about diagnosing oral cancer, risk factors and such – need to be incorporated in school curricula, especially at primary school level. This message needs to be taken to every person in South Africa.
11. CAN HPV VACCINE PROTECT AGAINST ORO-PHARYNGEAL CANCER?
Vaccination against the Human Papilloma Virus (HPV) is now regarded as standard procedure in the prevention of cervical cancer in females and provides protection against a range of disease caused by the specific HPV variants targeted by the vaccine. The past two years there has been increased support for the vaccination of males. The USA’s Centers for Disease Control and Prevention (CDC) now recommends routine vaccination for males from as young as nine to the age of 26 years old. The vaccine protects males against genital warts, anal cancer and Oro-pharyngeal Cancer (OPC). More research is expected to emerge during the coming 12 months and, hopefully, the costs of the vaccines will decrease concomitantly.
Sunday, October 2, 2011
NEWS STATEMENT: FOR IMMEDIATE RELEASE
The London Speaker Bureau (LSB) - which has the most extensive speaker and advisory network of its kind in the world - launched the South African branch of its global operations in Johannesburg this week. Carte Blanche presenter Bongani Bingwa hosted the distinguished event held at Johannesburg’s exclusive Saxon Hotel. This new branch represents the 17th country from where the organization now represents its speakers and sources clients.Mixael de Kock, (HS CEGRM), (DCDC) APR, F PRISA, Executive Chairman of The MAVERICK Group, delivered the keynote address at this gathering of eminent representatives from South African commerce, industry and academe. In his short but powerful address, Mixael said that in an ever-more connected and changing environment, “there is an increased need for external resources from which may be gained experience, knowledge, advantage, insight and wisdom”.
Mixael was one the first South Africans to be represented internationally by the LSB. Speaking from his own experience of having had become visually disabled some years ago, Mixael proposed to the audience that the world we inhabit today, sadly, also has become disabled since the dawning of the new millennium.
“Despite the stated commitment from the most powerful governments on earth - to eradicate poverty by 2014 - we are now confronted by the prospect of poverty for all but a handful of the most privileged in an economic disaster that may very well become the most severe depression in the history of humankind.
We are talking of times in which raiders and looters sail the seas of our destiny and, wherever the banks go, the tanks go. It is a war of greed and the public simply has become dumbed-down and compliant onlookers.”
Short-term profit taking, the ill-considered ditching of people and skills, the invention of dishonest financial products and the way in which rogue traders have lost trillions for the banking sector, are just some of the reasons why the majority of people now live under the shadow of financial fear.
Mixael pointed out that the world is drowning in information while starving for wisdom: “Raw data in itself is not very useful in our attempts to solve the seemingly insurmountable problems that surround us.
There is a critical need for individuals who have the ability to identify appropriate relationships between relevant data and true knowledge and who, at the same time, possess the ability to identify the differences and similarities of patterns within the context of those relationships.”
It is Mixael’s belief that once their origins and consequent implications are understood, such patterns may then translate into valuable knowledge. “Knowledge is the only departure point from where we can make predictions about our world. Information by itself does not allow for making such forecasts and, thus in itself, is quite useless. Wisdom arises when knowledge is transformed into insight and principles and, once the source of such patterns becomes implicit, evidence of truths may then emerge that can be applied universally and eternally.”
Mixael is of the view that solutions to the current state of international political and economic instability cannot be expected to be found in the leadership of statesman only. Instead, he reasoned that “a confluence of wisdom from many different fields of inquiry and, an ability to debate differing perspectives in non-aggressive intellectual environments, remain the only rational and sequential means by which global crises may be resolved”.
The LSB is a repository of wisdom where many of the world’s greatest minds have been brought together. The names on the LSB’s listing include numerous Nobel Laureates and range through the world’s top scientists, economists, anthropologists, businessmen, clerics, philosophers, sports personalities and many more diverse professions.”
Mixael de Kock concluded: “The LSB is representative of great names and great ideas and to that list now is added the names of distinguished South Africans who bring with them a very particular brand of understanding and a unique experience of a shared world and the concomitant challenges which have become commonplace to all humankind.”
Johannesburg, Monday 3 October 2011
NOTES TO EDITORS:
1. Full Text of Keynote Address by Mixael de Kock may be read at: http://themaverickgroup.blogspot.com/2011/09/speech-by-mixael-de-kock-at-launch-of.html
2. Mixael de Kock is Executive Chairman of The MAVERICK Group (TMG), an alliance of South African communication-related companies which he founded in 2002. TMG is a recipient of a Gold World Award for Excellence in Public Relations.
Mixael served as President and Board Member of many institutions among others the Public Relations Institute of Southern Africa (PRISA), Global Alliance and Chairman of The Johannesburg Press Club. Mixael is also the co-founder of the South African Consumer Psychology Association.
Mixael has worked for the Japanese Government (JETRO) and, for 17 years headed group communication at the mining giant, Gold Fields (GFSA). As part of his portfolio he managed the Group’s social responsibility programme and, pioneered the concept of environmental education and established 37 environmental education centres across Southern Africa. For this work he received international recognition when he became one of 25 international awardees as part of the WWF’s 25th Anniversary Celebrations.
Mixael is in great demand as a speaker and speaks and writes on numerous cutting-edge subjects discussing human behaviour and the role of communication in the survival of our species and the planet. In 2006 Mixael was critically injured in a robbery and left visually disabled. Despite this setback he lives a fuller life than ever before.
FOR ADDITIONAL INFORMATION:
1. Wendy Morris
The London Speaker Bureau
London Dublin Paris Frankfurt Stockholm Istanbul Cape Town Delhi Hong Kong Kuala Lumpur Rio de Janeiro
Your global resource for keynote speakers, business leaders, facilitators, in-house masterclasses
Tel: +44 (0) 208 748 9595
Mob: +44 (0) 7960 611728
www.londonspeakerbureau.co.uk
2. Mixael de Kock
The MAVERICK Group
Tel: +27 (0)11 646 8501
Mob: +27 (0)83 651 4424
Thursday, September 29, 2011
Keynote Address by Mixael de Kock: Launch of the London Speaker Bureau (LSB) in SA, at the Saxon Hotel, Thursday, 29th September 2011, Johannesburg.
Today, 29th September was the only day this year on which the London Speaker Bureau could schedule its launch in Johannesburg. But today happens to fall on one of the two major Jewish Holidays, Rosh Hashanah – Yom Kippur being the other. The result is that many of our Jewish colleagues and friends could not be here this evening – however, I have seen at least three of my Jewish friends in the room and I really appreciate your support.
To the Jewish community of our country – and the world – I wish to say L'Shanah Tovah Tikatevu – the literal translation being “May you be inscribed in the Book of Life for a good year." It is often shortened to Shanah Tovah simply “Good Year”. We also have Gemar Chatimah Tovah which means "May your final sealing in the Book of Life be good." Or, one could just say Yom Tov “Good Day” or Gut Yuntiff which means "Good Holiday." Whichever, may all of you be blessed on this, the first day of Tishrei in the year 5772.
In the introduction you have heard reference was made to my disability. And, indeed, losing the major portion of one’s vision is a daunting test. The challenge, however, is to find ways to overcome a disability and, eventually to live a bigger and more fruitful life than before.
And that, Honoured Guests, is the theme of this short address to you this evening.
What I would like to propose to you is the topic of “Disability” and, in particular, how this world we inhabit has become disabled since an unregulated and corrupt free market – nevertheless under the unethical control of some and with the promise of untold riches - was unleashed upon us. Never before have we seen such wealth and, never before had it been held in so few hands!
But, before I expound upon this thesis of “A World Disabled”, I should like briefly to sketch to you one of the themes from that amazing set of books by Ursula Le Guin - “The Earthsea Quartet” - which teh author based on a parallel earth, at a time long ago and light years away from this planet.
The noble Arren arrives on the Island of Roke, where the great school of the Mages - the wise men – is situated. Arren, which means “sword”, says to the Archmage: “The winds blew fair, but the news I bear is ill.”
Arren then talks about how the magic had gone from the lands. Spells had no more power and the words of wizardry were forgotten. There was a sickness among people and, even though the autumn harvest had been poor, the populations of the different lands seemed careless about it. And when the sickness befell one, you became like a person who has been told he must die within a year, and tells himself it is not true, and that he will live forever.
People were speaking but there was no depth in their speech and no meaning. They had become people that lost the ability to feel all passion.
The world had become rebellious and piratical; most men had become liars and the story all over was the same: The Springs of Wizardry had Run Dry. It was all evil and no remedy in sight; a plague that drifted from land to land, blighting the crops and the flocks and peoples’ spirits.
“They go about, Arren says, without looking at the world”.
Now let as Fast Forward.
Some years ago now the most powerful governments of our world made a pact to eradicate poverty by the year 2014. Instead, now we have to come to terms with the most dire of prospects: Poverty for all except a handful of the privileged – our greatest disability and challenge since our ancestors stood up on their hind legs for the first time.
When the President of the world’s greatest military power last week could say that the European crises is scaring the world and that the current financial crisis is the worst crisis since World War II, then there is something rotten going on.
But are we surprised? No, we cannot be when we accept that in supposedly democratic capitalist structures oligarchies control the central banks and, politicians deliver their constituents to all kinds of financial evil in exchange for the funding of their campaigns
We are talking of times in which raiders and looters sail the seas of our destiny and, wherever the banks go, the tanks go. It is a war of greed and the public has become dumbed-down onlookers.
Long-term planning has been traded for short-term profit taking. And, in the process, we’ve become victims of new words, such as retrenchment, downscaling, rationalization, change management – all pseudonyms for simply firing people in an effort to increase returns – and, it is done without paying heed to the losses incurred in terms of valuable skills and, our humanity.
Traders, or rather rogue traders, have lost billions for the banks. What we forget is that someone else’s loss are always another’s gain - we only get to know who lost the money but, we are never informed as to who it is had come into possession of those riches!
And believe you me ladies and gentlemen, we have to be very careful when we seek to think about millions, billions, trillions and zillions, because only a handful of people have the slightest inkling of what magnitudes these numbers represent. That is why the world – and even the bankers and ministers of finance themselves and even economists - can so easily be fooled by the clever clowns that focus on playing with our lives by the folly of speculation and fluctuation.
Those are the reasons why you and I have come to live under the shadow of financial fear.
This has become a sad world in which even religion and philosophy has failed us dismally.
The world is sick; the world is bleeding through a hole that has opened into the realm of death and destruction. As in Le Guin’s Earthsea Quartet this world is in dire need of sages to venture forth, identify the hole through which we are bleeding and, close up that fatal and fearful wound.
Sages who, once the repairs have been completes, will restore to all creatures their divine right to demand noble leadership, to insist on the re-institution of the ideals of service, of volunteerism and of chivalry and, to have wisdom, proper justice, a deeply entrenched sense of the fair, true equity and considered tolerance to this world.
As the Archmage tells Arren: “Nature is not unnatural. What we are experiencing in the world right now is not the righting of the balance, but an upsetting of it, and there is only one creature that can repair it, and that creature is called “we” and only “we” can do so by regaining the desire for life and the joy of its simplicity.
It is when we crave power over life – endless wealth, unassailable safety, immortality – it is then that desire becomes greed. And if knowledge allies itself to that greed then comes evil. It is then that the balance of the world is swayed and ruin weighs heavily in the scale.”
In an age where we are drowning in information but starving for wisdom, we require urgently the integration and confluence of the wisdoms from many different minds and many diverse fields of inquiry.
Raw data in itself is not very useful in our attempts to solve the seemingly insurmountable problems that surround us. There is a critical need for individuals who have the ability to establish appropriate relationships between relevant data and true knowledge and who, at the same time, possess the ability to identify the differences and similarities of patterns within the context of those relationships.
It is my belief that once the origins and consequent implications of these patterns are understood that these may then transmute into valuable knowledge. It is knowledge only which allows us to make predictions about our world. Information by itself does not do so and is quite useless.
Wisdom arises when knowledge is transformed into insight and principles and, once the source of such patterns becomes implicit, evidence of truths may then emerge that can be applied both universally and eternally.
The Archmage from Le Guin’s Earthsea – in our modern world - will have to be found in the ability of many intellects to debate differing perspectives in neutral and non-aggressive environments – a unique process of rational and sequential discussion by which global crises may become resolved.
The LSB is such a repository of wisdom where many of the world’s greatest minds have been brought together. The names on the LSB listings include numerous Nobel Laureates and range through the world’s top scientists, economists, anthropologists, businessmen, clerics, philosophers, sports personalities and many more diverse professions.”
The LSB has the most extensive speaker and advisory network in the world. It represents the greatest names and a plenitude of magnificent ideas. To that list now have become added the names of distinguished South Africans who bring with them a very particular brand of understanding and a unique experience of a shared world and its concomitant challenges which have become commonplace to all humankind.”
In an ever more connected and changing environment, organizations increasingly require external experience to gain knowledge, advantage, insight and wisdom.
In salutation to you, Wendy Morris, who has been responsible for all of this evening to finally happen in South Africa , I conclude with the words from that wonderful sixties song by the Beatles:
“Whisper words of wisdom,
let it be, let it be
And when the brokenhearted people
Living in the world agree
There will be an answer,
let it be, let it be
For though they may be parted
There is still a chance that they will see
There will be an answer,
let it be, let it be.”
To the Jewish community of our country – and the world – I wish to say L'Shanah Tovah Tikatevu – the literal translation being “May you be inscribed in the Book of Life for a good year." It is often shortened to Shanah Tovah simply “Good Year”. We also have Gemar Chatimah Tovah which means "May your final sealing in the Book of Life be good." Or, one could just say Yom Tov “Good Day” or Gut Yuntiff which means "Good Holiday." Whichever, may all of you be blessed on this, the first day of Tishrei in the year 5772.
In the introduction you have heard reference was made to my disability. And, indeed, losing the major portion of one’s vision is a daunting test. The challenge, however, is to find ways to overcome a disability and, eventually to live a bigger and more fruitful life than before.And that, Honoured Guests, is the theme of this short address to you this evening.
What I would like to propose to you is the topic of “Disability” and, in particular, how this world we inhabit has become disabled since an unregulated and corrupt free market – nevertheless under the unethical control of some and with the promise of untold riches - was unleashed upon us. Never before have we seen such wealth and, never before had it been held in so few hands!
But, before I expound upon this thesis of “A World Disabled”, I should like briefly to sketch to you one of the themes from that amazing set of books by Ursula Le Guin - “The Earthsea Quartet” - which teh author based on a parallel earth, at a time long ago and light years away from this planet.
The noble Arren arrives on the Island of Roke, where the great school of the Mages - the wise men – is situated. Arren, which means “sword”, says to the Archmage: “The winds blew fair, but the news I bear is ill.”
Arren then talks about how the magic had gone from the lands. Spells had no more power and the words of wizardry were forgotten. There was a sickness among people and, even though the autumn harvest had been poor, the populations of the different lands seemed careless about it. And when the sickness befell one, you became like a person who has been told he must die within a year, and tells himself it is not true, and that he will live forever.
People were speaking but there was no depth in their speech and no meaning. They had become people that lost the ability to feel all passion.
The world had become rebellious and piratical; most men had become liars and the story all over was the same: The Springs of Wizardry had Run Dry. It was all evil and no remedy in sight; a plague that drifted from land to land, blighting the crops and the flocks and peoples’ spirits.
“They go about, Arren says, without looking at the world”.
Now let as Fast Forward.
Some years ago now the most powerful governments of our world made a pact to eradicate poverty by the year 2014. Instead, now we have to come to terms with the most dire of prospects: Poverty for all except a handful of the privileged – our greatest disability and challenge since our ancestors stood up on their hind legs for the first time.
When the President of the world’s greatest military power last week could say that the European crises is scaring the world and that the current financial crisis is the worst crisis since World War II, then there is something rotten going on.
But are we surprised? No, we cannot be when we accept that in supposedly democratic capitalist structures oligarchies control the central banks and, politicians deliver their constituents to all kinds of financial evil in exchange for the funding of their campaigns
We are talking of times in which raiders and looters sail the seas of our destiny and, wherever the banks go, the tanks go. It is a war of greed and the public has become dumbed-down onlookers.
Long-term planning has been traded for short-term profit taking. And, in the process, we’ve become victims of new words, such as retrenchment, downscaling, rationalization, change management – all pseudonyms for simply firing people in an effort to increase returns – and, it is done without paying heed to the losses incurred in terms of valuable skills and, our humanity.
Traders, or rather rogue traders, have lost billions for the banks. What we forget is that someone else’s loss are always another’s gain - we only get to know who lost the money but, we are never informed as to who it is had come into possession of those riches!
And believe you me ladies and gentlemen, we have to be very careful when we seek to think about millions, billions, trillions and zillions, because only a handful of people have the slightest inkling of what magnitudes these numbers represent. That is why the world – and even the bankers and ministers of finance themselves and even economists - can so easily be fooled by the clever clowns that focus on playing with our lives by the folly of speculation and fluctuation.
Those are the reasons why you and I have come to live under the shadow of financial fear.
This has become a sad world in which even religion and philosophy has failed us dismally.
The world is sick; the world is bleeding through a hole that has opened into the realm of death and destruction. As in Le Guin’s Earthsea Quartet this world is in dire need of sages to venture forth, identify the hole through which we are bleeding and, close up that fatal and fearful wound.
Sages who, once the repairs have been completes, will restore to all creatures their divine right to demand noble leadership, to insist on the re-institution of the ideals of service, of volunteerism and of chivalry and, to have wisdom, proper justice, a deeply entrenched sense of the fair, true equity and considered tolerance to this world.
As the Archmage tells Arren: “Nature is not unnatural. What we are experiencing in the world right now is not the righting of the balance, but an upsetting of it, and there is only one creature that can repair it, and that creature is called “we” and only “we” can do so by regaining the desire for life and the joy of its simplicity.
It is when we crave power over life – endless wealth, unassailable safety, immortality – it is then that desire becomes greed. And if knowledge allies itself to that greed then comes evil. It is then that the balance of the world is swayed and ruin weighs heavily in the scale.”
In an age where we are drowning in information but starving for wisdom, we require urgently the integration and confluence of the wisdoms from many different minds and many diverse fields of inquiry.
Raw data in itself is not very useful in our attempts to solve the seemingly insurmountable problems that surround us. There is a critical need for individuals who have the ability to establish appropriate relationships between relevant data and true knowledge and who, at the same time, possess the ability to identify the differences and similarities of patterns within the context of those relationships.
It is my belief that once the origins and consequent implications of these patterns are understood that these may then transmute into valuable knowledge. It is knowledge only which allows us to make predictions about our world. Information by itself does not do so and is quite useless.
Wisdom arises when knowledge is transformed into insight and principles and, once the source of such patterns becomes implicit, evidence of truths may then emerge that can be applied both universally and eternally.
The Archmage from Le Guin’s Earthsea – in our modern world - will have to be found in the ability of many intellects to debate differing perspectives in neutral and non-aggressive environments – a unique process of rational and sequential discussion by which global crises may become resolved.
The LSB is such a repository of wisdom where many of the world’s greatest minds have been brought together. The names on the LSB listings include numerous Nobel Laureates and range through the world’s top scientists, economists, anthropologists, businessmen, clerics, philosophers, sports personalities and many more diverse professions.”
The LSB has the most extensive speaker and advisory network in the world. It represents the greatest names and a plenitude of magnificent ideas. To that list now have become added the names of distinguished South Africans who bring with them a very particular brand of understanding and a unique experience of a shared world and its concomitant challenges which have become commonplace to all humankind.”
In an ever more connected and changing environment, organizations increasingly require external experience to gain knowledge, advantage, insight and wisdom.
In salutation to you, Wendy Morris, who has been responsible for all of this evening to finally happen in South Africa , I conclude with the words from that wonderful sixties song by the Beatles:
“Whisper words of wisdom,
let it be, let it be
And when the brokenhearted people
Living in the world agree
There will be an answer,
let it be, let it be
For though they may be parted
There is still a chance that they will see
There will be an answer,
let it be, let it be.”
Friday, April 8, 2011
Inaugural Address, Mixael de Kock, F PRISA, as Institute President, University of Johannesburg, 10 October 2006
President Elect, Victor Sibeko, National Director, Margaret Moscardi and National Secretary, Susan Richardson Colleagues, friends, ladies and gentlemen, members of the media When Margi Moscardi called to tell me that I was the new National President of PRISA I was both delighted and surprised. I am known to call a spade a spade and never thought that the members, particularly in a world where, nowadays, leaders are expected to speak in euphemisms, would have chosen me to lead the Institute during its 50th Anniversary! 
Greater than my surprise at being elected President was my delight at knowing that I would be more than ably supported by President Elect, Victor Sibeko who heads up Corporate Development for the Transnet Pension Fund Administrators. Together, the two of us should be regarded as The Presidency of the organization as we will be working hand-in-glove and as ONE team. What is more, during our term together, Victor and I will be sharing responsibility for all matters touching on the future of our beloved PRISA. Our first priority is to ensure that the projects launched during Merle O’Brien’s tenure continue unimpeded. There is also a great deal to be done to deliver real transformation within the organization and, where feasible, these processes will be fast-tracked. Over the next two years it also will be of paramount importance to nurture new entrants to the profession while, at the same time, existing members must become inspired to achieve higher levels of professional registration. It is also my earnest intention to launch a campaign through which we may lure back those APR members who, for various reasons have left the organization over the past years. We plan also to increase the drive for corporate membership as well as increase the awareness and importance of the PRISA endorsement – endorsement of individual members through to corporates and to consultancies and agencies. In addition, the endorsement of communication-related conferences and seminars, on condition that these meet our standards, can mean a lucrative source of income for the Institute. I, for one, will not be accepting any local invitations to speak at PR/Communication Conferences - for the duration of my term - unless such a conference is PRISA endorsed. South African conference organisers do not pay the speakers and, if they do so, it is a pittance. I might as well then assist in earning PRISA some extra monies through its endorsements of such conferences when I do appear at these events! There is also a great need to ensure that PRISA’s opinion on various national and regional communication issues is reported in the media. My and Victor’s term of office comes at a time when the profession finds itself presented with a range of opportunities set against a background of dynamic changes in business and industry. As The Presidency we look forward to the support of PRISA members, the Consultancy Chapter as well as those academics active in the field of Public Relations and Communication. More than anything else, we need to reclaim PRISA’s position at the forefront of the profession and re-establish its influence in the public and private sectors. I was not surprised, some weeks after I had decided on the theme for this evening’s inaugural address, that my dear friend and colleague, Philip Sheppard in Brussels, announced that he too had chosen “Ethics” as the theme for his 2007 IPRA Presidency. [IPRA is the acronym for the International Public Relations Association on which World Council I have been elected to serve a second two-year term earlier this year] In Philip’s words: “It [ethics] resonates with the current disquiet about Public Affairs and lobbying in many parts of the world.” Charles van der Straaten-Waillet, Past World President of IPRA, in a congratulatory message to me states: “The theme of your address is more relevant and necessary than ever before and I am sure that you will find the right words to what remains one of our profession’s major challenges and issues. But however difficult to resolve the problem it has to be re-phrased, re-addressed and tackled continuously.” Charles particularly asked me to read to you the following quotation from his letter: “ If lies didn’t help you out, why don’t you try the truth? Often the solution is simply being just and fair to others and oneself “. Globally, professional institutes are concerned about the state of Ethics, particularly in the field of communication. International professionals are chiefly concerned about the many abuses during past years; abuses and crimes against humanity, simply to suit the objectives of certain politicians and religious leaders. Lobbyists and spin doctors, along with so-called public relations and/ or communication consultants and consultancies, which are not registered or accredited with local professional bodies, have been creating havoc with the world’s perception of Public Relations and, more importantly, how Truth and Lies seem to be interchangeable. What is even more worrying is that many of these questionable people are in top government positions in many of the most developed countries of the world. Their main concern is for the PR in PROPAGANDA rather than for the PR in PUBLIC RELATIONS. It is also frightening – more a crime against humanity - that the mindsets of mankind and the future of this planet is largely being determined by messages encoded by these ruthless people, people unrestrained by International and National Codes of Conduct developed by professional bodies worldwide and, thus not accountable to anyone but the writer of the cheques that are getting fatter as the abuses continue. The only way to combat and discipline such reprehensible practices is to legislate for the regulation of the communication-related professions. I am sure that everyone in this room would be horrified if the SA Medical and Dental Council suddenly dispensed with registration and allowed every Tom, Dick and Harry to practice medicine. And, in the medical world doctors are dealing only with the hardware that makes up an individual. In the communication industry, where we are dealing with the software aspects of humanity and, more often than not, create humanity’s ideas, we can create havoc on a scale that no doctor could ever dream of. It is because ideas – or may I refer to ideas as memes? I would feel so much more comfortable doing so after 30 years of studying these basic units by which culture is transmitted - memes spread themselves around indiscriminately – vertically from generation to generation and, horizontally between individuals - without regard to whether they are useful, neutral, or positively harmful to us. Such a meme could be a brilliant new scientific idea, or a technological invention and may spread because of its usefulness. A harmless but useless and at times irritating meme could very well be the ta-ta-ta-TUM from Beethoven’s Fifth Symphony! But, other memes are positively harmful – like chain letters and pyramid selling, new methods of fraud and false doctrines, ineffective slimming diets and dangerous medical ‘cures’. Homosexuals particularly have been targets for such harmful memes over the millennia. Of course, the memes in themselves ‘do not care’; they, like genes, will simply and mindlessly spread around if they successfully can do so.” Nazi beliefs spread quickly throughout Hitler’s Germany because a virus of the mind was unleashed that successfully infected people with discriminatory memes and which produced horrifying atrocities. Winston Churchill once declared that: “The Truth is so precious she should always be attended by the Handmaidens of the Lie”. This statement in itself sums up how lies and lack of ethics dominated the 20th Century World on all sides. The 21st Century, judging from the lies and deceit used to justify conflict and killing, is not going to be any better than its predecessor. It is, therefore, surprising that neither the United States nor Britain have taken the initiative in regulating the communication professions. Today, only Nigeria and Brazil have legislation in place that requires registration and the licensing of communication professionals. In reviewing world history over the past 5 years one would have hoped that the White House and Downing Street might have given serious consideration to such legislation! But, let us now shift our focus on the chosen theme of my Inaugural Address to you this evening. W hat I am going to suggest to you this evening – and for starters - is that it is quite acceptable to kill a man, to steal his belongings and then, to eat him. Anything goes that will bestow on the individual the ability to survive into another day and to procreate his or her genes successfully into the next generation – and as often as possible. Contemporary scientific thinking accepts that in the Universe in which we live, there is no such thing as good and evil. It simply does not exist. There is only opportunity, survival and procreation – whether it happens in competition or in cooperation, it matters not. And, the good news: there is no judgement, and thus no real success and no real failure. Oxford University evolutionary biologist Richard Dawkins, opined that “the universe has precisely the properties we should expect if there is, at bottom, no design, no purpose, no evil, no good - nothing but blind, pitiless indifference.” If we are then nothing more than the product of sightless natural forces operating within a mercilessly uncaring cosmos, from whence can we find absolute ethical standards or ultimate moral meaning? – Can the answers maybe be found in nature? Charles Darwin’s theory of natural selection is an abstract argument about a metaphorical “struggle” to leave more offspring in subsequent generations. It is not a statement about competition or cooperation and, by representing both at different times, it upholds neither as nature’s principal way – and, therefore, Darwinism implies nothing about moral conduct. We do not find our moral values in the actions of nature. Leo Tolstoi, an astute observer of nature, also held the view that nature and the struggle for existence could not explain the meaning of life and could not give us guidance in our actions. In a famous passage from The Origin of Species, Darwin identifies two types of evolutionary struggle: Illustrating competition he uses the metaphor of two canines, in a time of scarcity, fighting to the death for the food that will ensure survival. He then juxtaposes this struggle between organisms with mistletoe, which for its existence uses cooperation with birds that disseminate its seeds, but at the same time, that mistletoe is in a struggle with other fruit-bearing plants in order to tempt the birds to devour and thus disseminate its seeds rather than those of other plants. R ussia is an immense country, under-populated over most of its area. It is also a harsh land, where competition is more likely to pit organism against environment, than organism against organism in direct competition. It is cooperation both within and between species that leads to survival. Thus, terms such as “bloody battles” and “the survival of the fittest” were foreign to the Russian observance of evolution on the vast steppes! It is interesting to see how the Western perception of evolution as a competitive process led to the practice of Unrestrained Capitalism today while Russian observance of evolution as a cooperative process in nature supported the development of Socialism. The Russian nobleman, Nikolai Danilevsky, in 1885 identified the struggle for personal gain as the credo of a distinctly British “national type”, as contrasted with old Slavic values of collectivism. (It is also said that the sun never set on the British Empire because God couldn’t trust them in the dark!) And Danilevsky’s description of the British is in fact quite astute. One can hardly blame the man for his perception if one considers that Darwin’s scientific ideas were extended into a myriad of other theories, most of which proved to be invalid and, judged by modern moral sensibilities, were harmful, if not tragic, in their application. The chief offender in this category was a highly influential theory that acquired the inappropriate name of “Social Darwinism”. As many historians have noted, this theory should really have been called “Social Spencerism,” since Herbert Spencer laid out all the basic postulates in his Social Statics of 1850, nearly a decade before Darwin published The Origin of Species. But, Spencer certainly used Darwin’s mechanism of natural selection to buttress his system. Few people recognize the following historical irony: Spencer, not Darwin, coined the terms “evolution” and “survival of the fittest”, now our conventional catch-phrases for Darwin’s mechanism – phrases grossly misunderstood by most. Social Darwinism grew into a major movement in the United Kingdom and America. Historian Richard Hofstadter argues that the primary impact of this doctrine lay in its buttressing of conservative political philosophies, particularly through the central and highly effective argument against state support of social services and governmental regulation of industry and housing. Steven Jay Gould who has written extensively about Herbert Spencer’s social theories says that he does not believe that the claims of Social Darwinism directly caused the ills of unrestrained industrial capitalism and the suppression of workers’ rights. But, the Social Darwinian argument of the super rich and the highly conservative did stem, weaken, and slow the tides of amelioration, particularly for workers rights. More generally speaking, I agree with Gould that “a somewhat cynical rule of thumb should be applied in judging arguments about nature that also have overt social implications: When such claims imbue nature with just those properties that make us feel good or fuel our prejudices, [we should] be doubly suspicious.” There are no shortcuts to moral insight. Nature is not intrinsically anything that can offer comfort or solace in human terms – if only because our species is such an insignificant latecomer in a world not constructed for us. And so much the better: The answers to moral dilemmas are not lying out there, waiting to be discovered. They reside within each of us – the most difficult and inaccessible spot for any discovery or consensus. ‘There is nothing good or bad, but thinking makes it so’ Hamlet, Act2, Scene 2 William Wshakespeare. Then, how can we explain the why and the how of morality and how can we be good without the intervention of a superior being? What I am going to propose to you tonight is that morality can be explained through the evolution of the unique human mind. Paul Ehrlich, the distinguished Stanford University biologist – and, most scientists today agree – states that all ethical systems originate in the human mind. There are no moral truths out there, waiting to be discovered. Fact is, we are bound to our empirical existence, and our moral sense is therefore grounded firmly in our human biology and our human world. Moral sentiments in humans and moral principals in human groups evolved primarily through the force of natural selection operating on individuals and secondarily through the force of group selection operating on populations: The moral sense - the psychological feeling of doing “good” in the form of positive emotions such as righteousness and pride - evolved out of the behaviours that were selected for because they were good either for the individual or for the group; an immoral sense – the psychological feeling of doing “bad” in the form of negative emotions such as guilt and shame – evolved out of behaviours that were selected for because they were bad either for the individual or for the group. While cultures may differ on what behaviours are defined as good or bad, the moral sense of feeling good or feeling bad about behaviour X - whatever X may be - is an evolved human universal. Humans are thus, by nature, moral and immoral, good and evil, altruistic and selfish, cooperative and competitive, peaceful and bellicose, virtuous and non-virtuous. Such moral traits vary within individuals as well as within and between groups. Some, people and populations are more or less moral and immoral than other people and populations. But, all people have the potential for all moral traits. In discussing Provisional Morality, American Science Historian, Michael Shermer discerns the difference between right and wrong through three principles: The ask-first principle states: to find our whether an action is right or wrong, ask first (Aside: I have slightly amended this principle: Mixael’s Law states that it is easier to ask for forgiveness than ask for permission. You get a helluva lot more done that way!) The happiness principle states: it is a higher moral principle to always seek happiness with someone else’s happiness in mind, and never to seek happiness when it leads to someone else’s unhappiness. The liberty principle states: it is a higher moral principle to always seek liberty with someone else’s liberty in mind, and never to seek liberty when it leads to someone else’s loss of liberty. To implement social change, there is another principle. This is the moderation principle and it states: when innocent people die, extremism in the defence of anything is no virtue, and moderation in the protection of everything is no vice. A s an evolved mechanism of human psychology, the moral sense transcends individuals and groups and, ultimately belongs to the species, which is the product of the impersonal forces of our individual evolutionary biology and our group history and culture. Why, if we all share a common evolved moral sense, do we have no consensus when it comes to these great ethical questions? Even with the benefit of several thousand years or more of ethical debate we do not even have consensus on what the questions are, never mind the answers! It is because our moral frames of reference can be completely at odds. For utilitarians, the sum of the consequences is important for any particular action. Others may believe in strict moral absolutes that can never be transgressed, such as the taking of a life. Ehrlich uses the example of tourists who are stranded in a cave by an ocean shore. The water is rising, and the only way out is through a hole that leads upwards to the cliff top. The first tourist, who is unfortunately vastly overweight, gets stuck near the top of the hole. He is out of danger but the rest of the group cannot escape. Rescuers arrive, and they are faced with a choice: do they blow up the fat man with dynamite, killing him and saving the lives of the others, or do they use drills to free the fat man, which will save his life but seal the fate of his friends because of the time delay? Is there a right answer to this question? Does it depend on whether or not the fat man pleads with them to save his life or begs to be sacrificed? This moral dilemma, to an extent, reminds me of Victorian hyper morality: can a misdeed against moral codes ever be condoned, whatever the circumstances? – For example, stealing a knife to prevent a murder? In South Africa some years ago, on the route to Durban, several cars were involved in a pile-up collision. A man was trapped in one of the cars, which started to burn. The man’s agonising screams were terrifying and there was no ways of rescuing him. A bystander produced a pistol and shot the man. Immediately, the burning man’s screaming stopped. The flames were going to kill him anyway but the bullet was the cause of death. Luckily, the attorney general decided not to prosecute – I am not so sure that the outcome would have been the same had this case been argued in the United States. T he emergence of economics as a separate discipline from philosophy and politics coincided with the emergence of Western Europe’s sensate culture at the end of the Middle Ages. Attitudes and activities that are highly valued in this ”masculine” system include material acquisition, expansion, competition, and an obsession with ‘hard technology’. By using so-called public relations techniques, which overemphasize these values, our society has been encouraged in the pursuit of goals that are both dangerous and unethical, and has institutionalised several of the sins known in Christianity as deadly – gluttony, pride, selfishness and greed. Acclaimed academic, Noam Chomsky has shown how fundamentalist structures – both capitalist and religious – for many years, have abused the evolution of the communication techniques in a process that sways mass sentiment and manipulates public opinion in a top-down hierarchy. This approach reframes complex issues into the headline-length, easy to photograph sound bite – a strategy of distractive over-simplification with no real information with which to make an informed opinion. There are many other techniques that bedevil the serious practitioner’s nobler efforts in trying to communicate honestly and completely. Marginalisation is such a technique and is frequently used by public relations experts to name and demonise an enemy, to whip up an emotional fury against the demon and to generate public support for illogical policies. Anyone remaining against the proposed policy is then minimalised, sidelined, or marginalised. This way people who are opposed to the public relations objectives, are made to feel absolutely alone. In America, for instance, any opposition to the recent Iraqi War translated into the sound bite of “Endangering Our Troops". The slogan "Support Our Troops" very successfully distracted the populace from the real question of: "Do you support this war?” Public relations, traditionally and often in our modern approach, manipulates the innate irrationalism which one finds throughout human history. There are two major causes or predisposing factors for this anomaly in the human mind and heart. First, our brains just don't seem to be well equipped for reasoning by probability. Fads find their most fertile ground in subjects, like the curing of disease, that require a separation of many potential causes and an assessment of probability in judging the value of a result. Secondly, whatever his powers of abstract reasoning, humankind remains the prisoners of hope. So long as life remains disappointing and cruel for so many people, we shall be prey to irrationalisms that promise relief. People are attracted by the two hopes that touch them the most: that of knowing the future and that of prolonging their days. And, the public relations profession ever so often exploit the parallel between communal crises and mass emotionalism. The military elicit this behaviour by sounding drums and playing bugles; promoters by hiring a claque to begin and direct the applause after performances; demagogues by manipulating the mob. Pubic Relations, inevitably, depending on the world-view it serves, has become the messengers of fundamentalist thinking. The communication abuses of particularly fundamentalist capitalism and fundamentalist religion are proof of our profession’s abdication of responsibility towards its publics. And, may I also mention that I share this view with people such as George Soros and Prof Noreena Herz of Cambridge. Internationally, communicators conveniently and intentionally cause confusion by giving new interpretations to old and trusted meanings of language. This is called the transposition of meaning where the dictionary no longer reconciles the usage of certain words and concepts with their traditional or standard definitions: That which I read, that which I hear and that which I see, all have been thoroughly impoverished by a habit of careless discursion in the name of progress. Like Shakespeare’s Macbeth, I too declare: “It is the tale told by an idiot, full of sound and fury, signifying nothing.” A s South Africa increasingly turns its gaze to the outside world it is easy for our communication professionals to fall in line with such bad global communication trends. We, constantly, need to be vigilant and on the lookout for practices that do not honour the basic values of Honesty, Respect and Responsibility. That is simple common sense and good manners, ethical and moral qualities that are the making of civil society. That is why it is so important that we have both a Provox and a PRISA in South Africa’s public relations industry: Provox to train professionals and PRISA to maintain the professional standards of the industry – the ethics that govern communication and public relations. And that - colleagues, friends, foes, ladies and gentleman – is all I am concerned about. As National President of PRISA it is my one and only objective - the rest, as declared at the beginning of this address, are simply tactics to achieve this system of honour and honesty. I have not been elected National President of this Institute because I am popular. On the contrary, if popularity had been the deciding factor then I am sure someone else would have been standing here tonight. My election came about because a majority of this Institute’s members believe that I can make changes and uphold the standards necessary to allow this Institute another 50 years of survival. And, I vow to do everything in my power to achieve this, regardless of my popularity with the Board, my popularity with the administration or my popularity with individual members. Together with André Gide, I declare: “It is better to be hated for what one is than be loved for what one is not.” T hus we arrive at the penultimate moment of this inaugural address. But before I read to you this conclusion, I should like, at this point, to pause and thank some individuals. First of all, thank you to my colleague Pat Roberts who, on the final day of nominations decided that she wanted to nominate me and, for Past President Kate Bapela who unhesitatingly agreed to second the nomination. I am also most grateful to those members of PRISA who voted me in. My gratitude also goes, to our Past President, Merle O’Brien, who gave me a good understanding of what the Presidency should mean to the incumbent. To Margi Moscardi who, with great patience, prepared me for trying times ahead – especially finding the monies for the replacement of the Institute’s out-of-date computers. And then, Victor Sibeko who has been unbelievably supportive since my election and, last but not least, Susan Richardson and Suzanne McGinn who made this evening possible. And now, for my parting shot: A ccording to Edward O Wilson and others, thanks to science and technology, access to factual knowledge of all kinds is rising exponentially while dropping in unit cost. This phenomenon is destined to become global and democratic. Soon it will be available everywhere on television and computer screens. What then? The answer is clear: synthesis. We are drowning in information while starving for wisdom. The world henceforth will be run by synthesizers, people able to put together the right information at the right time, think critically about it and make important choices - and in the most ethical and moral of ways. And, more likely than not, these synthesizers will be us the communication professionals. We then need to remember that nature cannot teach us anything about morality and that the moral senses have evolved along with our species. T To answer the questions of life - What are we? Where do we come from? How shall we decide where to go? - we need to appeal to our higher selves and find meaning and purpose in all our idiosyncratic and frenetic activity. Thank you
Greater than my surprise at being elected President was my delight at knowing that I would be more than ably supported by President Elect, Victor Sibeko who heads up Corporate Development for the Transnet Pension Fund Administrators. Together, the two of us should be regarded as The Presidency of the organization as we will be working hand-in-glove and as ONE team. What is more, during our term together, Victor and I will be sharing responsibility for all matters touching on the future of our beloved PRISA. Our first priority is to ensure that the projects launched during Merle O’Brien’s tenure continue unimpeded. There is also a great deal to be done to deliver real transformation within the organization and, where feasible, these processes will be fast-tracked. Over the next two years it also will be of paramount importance to nurture new entrants to the profession while, at the same time, existing members must become inspired to achieve higher levels of professional registration. It is also my earnest intention to launch a campaign through which we may lure back those APR members who, for various reasons have left the organization over the past years. We plan also to increase the drive for corporate membership as well as increase the awareness and importance of the PRISA endorsement – endorsement of individual members through to corporates and to consultancies and agencies. In addition, the endorsement of communication-related conferences and seminars, on condition that these meet our standards, can mean a lucrative source of income for the Institute. I, for one, will not be accepting any local invitations to speak at PR/Communication Conferences - for the duration of my term - unless such a conference is PRISA endorsed. South African conference organisers do not pay the speakers and, if they do so, it is a pittance. I might as well then assist in earning PRISA some extra monies through its endorsements of such conferences when I do appear at these events! There is also a great need to ensure that PRISA’s opinion on various national and regional communication issues is reported in the media. My and Victor’s term of office comes at a time when the profession finds itself presented with a range of opportunities set against a background of dynamic changes in business and industry. As The Presidency we look forward to the support of PRISA members, the Consultancy Chapter as well as those academics active in the field of Public Relations and Communication. More than anything else, we need to reclaim PRISA’s position at the forefront of the profession and re-establish its influence in the public and private sectors. I was not surprised, some weeks after I had decided on the theme for this evening’s inaugural address, that my dear friend and colleague, Philip Sheppard in Brussels, announced that he too had chosen “Ethics” as the theme for his 2007 IPRA Presidency. [IPRA is the acronym for the International Public Relations Association on which World Council I have been elected to serve a second two-year term earlier this year] In Philip’s words: “It [ethics] resonates with the current disquiet about Public Affairs and lobbying in many parts of the world.” Charles van der Straaten-Waillet, Past World President of IPRA, in a congratulatory message to me states: “The theme of your address is more relevant and necessary than ever before and I am sure that you will find the right words to what remains one of our profession’s major challenges and issues. But however difficult to resolve the problem it has to be re-phrased, re-addressed and tackled continuously.” Charles particularly asked me to read to you the following quotation from his letter: “ If lies didn’t help you out, why don’t you try the truth? Often the solution is simply being just and fair to others and oneself “. Globally, professional institutes are concerned about the state of Ethics, particularly in the field of communication. International professionals are chiefly concerned about the many abuses during past years; abuses and crimes against humanity, simply to suit the objectives of certain politicians and religious leaders. Lobbyists and spin doctors, along with so-called public relations and/ or communication consultants and consultancies, which are not registered or accredited with local professional bodies, have been creating havoc with the world’s perception of Public Relations and, more importantly, how Truth and Lies seem to be interchangeable. What is even more worrying is that many of these questionable people are in top government positions in many of the most developed countries of the world. Their main concern is for the PR in PROPAGANDA rather than for the PR in PUBLIC RELATIONS. It is also frightening – more a crime against humanity - that the mindsets of mankind and the future of this planet is largely being determined by messages encoded by these ruthless people, people unrestrained by International and National Codes of Conduct developed by professional bodies worldwide and, thus not accountable to anyone but the writer of the cheques that are getting fatter as the abuses continue. The only way to combat and discipline such reprehensible practices is to legislate for the regulation of the communication-related professions. I am sure that everyone in this room would be horrified if the SA Medical and Dental Council suddenly dispensed with registration and allowed every Tom, Dick and Harry to practice medicine. And, in the medical world doctors are dealing only with the hardware that makes up an individual. In the communication industry, where we are dealing with the software aspects of humanity and, more often than not, create humanity’s ideas, we can create havoc on a scale that no doctor could ever dream of. It is because ideas – or may I refer to ideas as memes? I would feel so much more comfortable doing so after 30 years of studying these basic units by which culture is transmitted - memes spread themselves around indiscriminately – vertically from generation to generation and, horizontally between individuals - without regard to whether they are useful, neutral, or positively harmful to us. Such a meme could be a brilliant new scientific idea, or a technological invention and may spread because of its usefulness. A harmless but useless and at times irritating meme could very well be the ta-ta-ta-TUM from Beethoven’s Fifth Symphony! But, other memes are positively harmful – like chain letters and pyramid selling, new methods of fraud and false doctrines, ineffective slimming diets and dangerous medical ‘cures’. Homosexuals particularly have been targets for such harmful memes over the millennia. Of course, the memes in themselves ‘do not care’; they, like genes, will simply and mindlessly spread around if they successfully can do so.” Nazi beliefs spread quickly throughout Hitler’s Germany because a virus of the mind was unleashed that successfully infected people with discriminatory memes and which produced horrifying atrocities. Winston Churchill once declared that: “The Truth is so precious she should always be attended by the Handmaidens of the Lie”. This statement in itself sums up how lies and lack of ethics dominated the 20th Century World on all sides. The 21st Century, judging from the lies and deceit used to justify conflict and killing, is not going to be any better than its predecessor. It is, therefore, surprising that neither the United States nor Britain have taken the initiative in regulating the communication professions. Today, only Nigeria and Brazil have legislation in place that requires registration and the licensing of communication professionals. In reviewing world history over the past 5 years one would have hoped that the White House and Downing Street might have given serious consideration to such legislation! But, let us now shift our focus on the chosen theme of my Inaugural Address to you this evening. W hat I am going to suggest to you this evening – and for starters - is that it is quite acceptable to kill a man, to steal his belongings and then, to eat him. Anything goes that will bestow on the individual the ability to survive into another day and to procreate his or her genes successfully into the next generation – and as often as possible. Contemporary scientific thinking accepts that in the Universe in which we live, there is no such thing as good and evil. It simply does not exist. There is only opportunity, survival and procreation – whether it happens in competition or in cooperation, it matters not. And, the good news: there is no judgement, and thus no real success and no real failure. Oxford University evolutionary biologist Richard Dawkins, opined that “the universe has precisely the properties we should expect if there is, at bottom, no design, no purpose, no evil, no good - nothing but blind, pitiless indifference.” If we are then nothing more than the product of sightless natural forces operating within a mercilessly uncaring cosmos, from whence can we find absolute ethical standards or ultimate moral meaning? – Can the answers maybe be found in nature? Charles Darwin’s theory of natural selection is an abstract argument about a metaphorical “struggle” to leave more offspring in subsequent generations. It is not a statement about competition or cooperation and, by representing both at different times, it upholds neither as nature’s principal way – and, therefore, Darwinism implies nothing about moral conduct. We do not find our moral values in the actions of nature. Leo Tolstoi, an astute observer of nature, also held the view that nature and the struggle for existence could not explain the meaning of life and could not give us guidance in our actions. In a famous passage from The Origin of Species, Darwin identifies two types of evolutionary struggle: Illustrating competition he uses the metaphor of two canines, in a time of scarcity, fighting to the death for the food that will ensure survival. He then juxtaposes this struggle between organisms with mistletoe, which for its existence uses cooperation with birds that disseminate its seeds, but at the same time, that mistletoe is in a struggle with other fruit-bearing plants in order to tempt the birds to devour and thus disseminate its seeds rather than those of other plants. R ussia is an immense country, under-populated over most of its area. It is also a harsh land, where competition is more likely to pit organism against environment, than organism against organism in direct competition. It is cooperation both within and between species that leads to survival. Thus, terms such as “bloody battles” and “the survival of the fittest” were foreign to the Russian observance of evolution on the vast steppes! It is interesting to see how the Western perception of evolution as a competitive process led to the practice of Unrestrained Capitalism today while Russian observance of evolution as a cooperative process in nature supported the development of Socialism. The Russian nobleman, Nikolai Danilevsky, in 1885 identified the struggle for personal gain as the credo of a distinctly British “national type”, as contrasted with old Slavic values of collectivism. (It is also said that the sun never set on the British Empire because God couldn’t trust them in the dark!) And Danilevsky’s description of the British is in fact quite astute. One can hardly blame the man for his perception if one considers that Darwin’s scientific ideas were extended into a myriad of other theories, most of which proved to be invalid and, judged by modern moral sensibilities, were harmful, if not tragic, in their application. The chief offender in this category was a highly influential theory that acquired the inappropriate name of “Social Darwinism”. As many historians have noted, this theory should really have been called “Social Spencerism,” since Herbert Spencer laid out all the basic postulates in his Social Statics of 1850, nearly a decade before Darwin published The Origin of Species. But, Spencer certainly used Darwin’s mechanism of natural selection to buttress his system. Few people recognize the following historical irony: Spencer, not Darwin, coined the terms “evolution” and “survival of the fittest”, now our conventional catch-phrases for Darwin’s mechanism – phrases grossly misunderstood by most. Social Darwinism grew into a major movement in the United Kingdom and America. Historian Richard Hofstadter argues that the primary impact of this doctrine lay in its buttressing of conservative political philosophies, particularly through the central and highly effective argument against state support of social services and governmental regulation of industry and housing. Steven Jay Gould who has written extensively about Herbert Spencer’s social theories says that he does not believe that the claims of Social Darwinism directly caused the ills of unrestrained industrial capitalism and the suppression of workers’ rights. But, the Social Darwinian argument of the super rich and the highly conservative did stem, weaken, and slow the tides of amelioration, particularly for workers rights. More generally speaking, I agree with Gould that “a somewhat cynical rule of thumb should be applied in judging arguments about nature that also have overt social implications: When such claims imbue nature with just those properties that make us feel good or fuel our prejudices, [we should] be doubly suspicious.” There are no shortcuts to moral insight. Nature is not intrinsically anything that can offer comfort or solace in human terms – if only because our species is such an insignificant latecomer in a world not constructed for us. And so much the better: The answers to moral dilemmas are not lying out there, waiting to be discovered. They reside within each of us – the most difficult and inaccessible spot for any discovery or consensus. ‘There is nothing good or bad, but thinking makes it so’ Hamlet, Act2, Scene 2 William Wshakespeare. Then, how can we explain the why and the how of morality and how can we be good without the intervention of a superior being? What I am going to propose to you tonight is that morality can be explained through the evolution of the unique human mind. Paul Ehrlich, the distinguished Stanford University biologist – and, most scientists today agree – states that all ethical systems originate in the human mind. There are no moral truths out there, waiting to be discovered. Fact is, we are bound to our empirical existence, and our moral sense is therefore grounded firmly in our human biology and our human world. Moral sentiments in humans and moral principals in human groups evolved primarily through the force of natural selection operating on individuals and secondarily through the force of group selection operating on populations: The moral sense - the psychological feeling of doing “good” in the form of positive emotions such as righteousness and pride - evolved out of the behaviours that were selected for because they were good either for the individual or for the group; an immoral sense – the psychological feeling of doing “bad” in the form of negative emotions such as guilt and shame – evolved out of behaviours that were selected for because they were bad either for the individual or for the group. While cultures may differ on what behaviours are defined as good or bad, the moral sense of feeling good or feeling bad about behaviour X - whatever X may be - is an evolved human universal. Humans are thus, by nature, moral and immoral, good and evil, altruistic and selfish, cooperative and competitive, peaceful and bellicose, virtuous and non-virtuous. Such moral traits vary within individuals as well as within and between groups. Some, people and populations are more or less moral and immoral than other people and populations. But, all people have the potential for all moral traits. In discussing Provisional Morality, American Science Historian, Michael Shermer discerns the difference between right and wrong through three principles: The ask-first principle states: to find our whether an action is right or wrong, ask first (Aside: I have slightly amended this principle: Mixael’s Law states that it is easier to ask for forgiveness than ask for permission. You get a helluva lot more done that way!) The happiness principle states: it is a higher moral principle to always seek happiness with someone else’s happiness in mind, and never to seek happiness when it leads to someone else’s unhappiness. The liberty principle states: it is a higher moral principle to always seek liberty with someone else’s liberty in mind, and never to seek liberty when it leads to someone else’s loss of liberty. To implement social change, there is another principle. This is the moderation principle and it states: when innocent people die, extremism in the defence of anything is no virtue, and moderation in the protection of everything is no vice. A s an evolved mechanism of human psychology, the moral sense transcends individuals and groups and, ultimately belongs to the species, which is the product of the impersonal forces of our individual evolutionary biology and our group history and culture. Why, if we all share a common evolved moral sense, do we have no consensus when it comes to these great ethical questions? Even with the benefit of several thousand years or more of ethical debate we do not even have consensus on what the questions are, never mind the answers! It is because our moral frames of reference can be completely at odds. For utilitarians, the sum of the consequences is important for any particular action. Others may believe in strict moral absolutes that can never be transgressed, such as the taking of a life. Ehrlich uses the example of tourists who are stranded in a cave by an ocean shore. The water is rising, and the only way out is through a hole that leads upwards to the cliff top. The first tourist, who is unfortunately vastly overweight, gets stuck near the top of the hole. He is out of danger but the rest of the group cannot escape. Rescuers arrive, and they are faced with a choice: do they blow up the fat man with dynamite, killing him and saving the lives of the others, or do they use drills to free the fat man, which will save his life but seal the fate of his friends because of the time delay? Is there a right answer to this question? Does it depend on whether or not the fat man pleads with them to save his life or begs to be sacrificed? This moral dilemma, to an extent, reminds me of Victorian hyper morality: can a misdeed against moral codes ever be condoned, whatever the circumstances? – For example, stealing a knife to prevent a murder? In South Africa some years ago, on the route to Durban, several cars were involved in a pile-up collision. A man was trapped in one of the cars, which started to burn. The man’s agonising screams were terrifying and there was no ways of rescuing him. A bystander produced a pistol and shot the man. Immediately, the burning man’s screaming stopped. The flames were going to kill him anyway but the bullet was the cause of death. Luckily, the attorney general decided not to prosecute – I am not so sure that the outcome would have been the same had this case been argued in the United States. T he emergence of economics as a separate discipline from philosophy and politics coincided with the emergence of Western Europe’s sensate culture at the end of the Middle Ages. Attitudes and activities that are highly valued in this ”masculine” system include material acquisition, expansion, competition, and an obsession with ‘hard technology’. By using so-called public relations techniques, which overemphasize these values, our society has been encouraged in the pursuit of goals that are both dangerous and unethical, and has institutionalised several of the sins known in Christianity as deadly – gluttony, pride, selfishness and greed. Acclaimed academic, Noam Chomsky has shown how fundamentalist structures – both capitalist and religious – for many years, have abused the evolution of the communication techniques in a process that sways mass sentiment and manipulates public opinion in a top-down hierarchy. This approach reframes complex issues into the headline-length, easy to photograph sound bite – a strategy of distractive over-simplification with no real information with which to make an informed opinion. There are many other techniques that bedevil the serious practitioner’s nobler efforts in trying to communicate honestly and completely. Marginalisation is such a technique and is frequently used by public relations experts to name and demonise an enemy, to whip up an emotional fury against the demon and to generate public support for illogical policies. Anyone remaining against the proposed policy is then minimalised, sidelined, or marginalised. This way people who are opposed to the public relations objectives, are made to feel absolutely alone. In America, for instance, any opposition to the recent Iraqi War translated into the sound bite of “Endangering Our Troops". The slogan "Support Our Troops" very successfully distracted the populace from the real question of: "Do you support this war?” Public relations, traditionally and often in our modern approach, manipulates the innate irrationalism which one finds throughout human history. There are two major causes or predisposing factors for this anomaly in the human mind and heart. First, our brains just don't seem to be well equipped for reasoning by probability. Fads find their most fertile ground in subjects, like the curing of disease, that require a separation of many potential causes and an assessment of probability in judging the value of a result. Secondly, whatever his powers of abstract reasoning, humankind remains the prisoners of hope. So long as life remains disappointing and cruel for so many people, we shall be prey to irrationalisms that promise relief. People are attracted by the two hopes that touch them the most: that of knowing the future and that of prolonging their days. And, the public relations profession ever so often exploit the parallel between communal crises and mass emotionalism. The military elicit this behaviour by sounding drums and playing bugles; promoters by hiring a claque to begin and direct the applause after performances; demagogues by manipulating the mob. Pubic Relations, inevitably, depending on the world-view it serves, has become the messengers of fundamentalist thinking. The communication abuses of particularly fundamentalist capitalism and fundamentalist religion are proof of our profession’s abdication of responsibility towards its publics. And, may I also mention that I share this view with people such as George Soros and Prof Noreena Herz of Cambridge. Internationally, communicators conveniently and intentionally cause confusion by giving new interpretations to old and trusted meanings of language. This is called the transposition of meaning where the dictionary no longer reconciles the usage of certain words and concepts with their traditional or standard definitions: That which I read, that which I hear and that which I see, all have been thoroughly impoverished by a habit of careless discursion in the name of progress. Like Shakespeare’s Macbeth, I too declare: “It is the tale told by an idiot, full of sound and fury, signifying nothing.” A s South Africa increasingly turns its gaze to the outside world it is easy for our communication professionals to fall in line with such bad global communication trends. We, constantly, need to be vigilant and on the lookout for practices that do not honour the basic values of Honesty, Respect and Responsibility. That is simple common sense and good manners, ethical and moral qualities that are the making of civil society. That is why it is so important that we have both a Provox and a PRISA in South Africa’s public relations industry: Provox to train professionals and PRISA to maintain the professional standards of the industry – the ethics that govern communication and public relations. And that - colleagues, friends, foes, ladies and gentleman – is all I am concerned about. As National President of PRISA it is my one and only objective - the rest, as declared at the beginning of this address, are simply tactics to achieve this system of honour and honesty. I have not been elected National President of this Institute because I am popular. On the contrary, if popularity had been the deciding factor then I am sure someone else would have been standing here tonight. My election came about because a majority of this Institute’s members believe that I can make changes and uphold the standards necessary to allow this Institute another 50 years of survival. And, I vow to do everything in my power to achieve this, regardless of my popularity with the Board, my popularity with the administration or my popularity with individual members. Together with André Gide, I declare: “It is better to be hated for what one is than be loved for what one is not.” T hus we arrive at the penultimate moment of this inaugural address. But before I read to you this conclusion, I should like, at this point, to pause and thank some individuals. First of all, thank you to my colleague Pat Roberts who, on the final day of nominations decided that she wanted to nominate me and, for Past President Kate Bapela who unhesitatingly agreed to second the nomination. I am also most grateful to those members of PRISA who voted me in. My gratitude also goes, to our Past President, Merle O’Brien, who gave me a good understanding of what the Presidency should mean to the incumbent. To Margi Moscardi who, with great patience, prepared me for trying times ahead – especially finding the monies for the replacement of the Institute’s out-of-date computers. And then, Victor Sibeko who has been unbelievably supportive since my election and, last but not least, Susan Richardson and Suzanne McGinn who made this evening possible. And now, for my parting shot: A ccording to Edward O Wilson and others, thanks to science and technology, access to factual knowledge of all kinds is rising exponentially while dropping in unit cost. This phenomenon is destined to become global and democratic. Soon it will be available everywhere on television and computer screens. What then? The answer is clear: synthesis. We are drowning in information while starving for wisdom. The world henceforth will be run by synthesizers, people able to put together the right information at the right time, think critically about it and make important choices - and in the most ethical and moral of ways. And, more likely than not, these synthesizers will be us the communication professionals. We then need to remember that nature cannot teach us anything about morality and that the moral senses have evolved along with our species. T To answer the questions of life - What are we? Where do we come from? How shall we decide where to go? - we need to appeal to our higher selves and find meaning and purpose in all our idiosyncratic and frenetic activity. Thank you
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