"Port of Call" or How Did Marlene Usher Skip Grade 7 History?

Port of Sydney Development Corporation CEO Marlene Usher has donned a new cap – that of “maritime historian” – for the first of what she promises will be a series of Cape Breton Post columns sharing “her thoughts” on the Sydney port development project.

My first thought, on reading this, was, “How odd that as we prepare to celebrate 20 years of the Cape Breton Regional Municipality we're still talking about the Port of Sydney,” but I'll hold that thought for now.

Usher's thoughts, it must be noted, are very similar to those of Barry Sheehy, one half of Harbor Port Development Partners, the firm that is promoting our port out of, apparently, the goodness of its founders' hearts.

As for her grasp of Cape Breton history (the focus of her debut “Port of Call” column), it is not to be compared to that of say, the late Robert Morgan, but it is really, really funny. (And before I'm accused of posing as an historian myself, let me explain that I read one of Morgan's books on Cape Breton, plus the Parks Canada website for the Fortress Louisbourg and I completed grade seven history, all of which has – rather to my surprise – left me admirably equipped to critique Usher's column.)

According to her thesis, the history of the Port of Sydney begins in Louisbourg in “the 18th century.”

Historians have a term for claims like these, they call them “random” (and if they don't, they should).

Cape Breton's maritime history, like all other aspects of its history, begins with its first peoples, the Mi’kmaq, who, you may recall, actually have a claim to Sydney harbor and who expect to have “meaningful and significant involvement” in its development, according to Membertou Chief Terry Paul.

But if the absence of aboriginal peoples from Usher's account is odd, even odder, in a history of colonial Cape Breton, is the absence of the British. Consider this paragraph, packed like a shipping container with questionable historic assertions:

“When the French committed to establishing themselves on Isle Royale in the 18th century, the decision was both strategic and commercial. It was our strategic location near Europe and the Mediterranean that brought the Basques and later the French to Cape Breton. On a strategic level they recognized Isle Royale as the first stop on the latitude lines from Normandy. In short, we were closer.”

Now read the Parks Canada version of this historic period:

“The French came to Louisbourg in 1713, after ceding Acadia [which included mainland Nova Scotia] and Newfoundland to the British by the terms of the Treaty of Utrecht, which ended the War of the Spanish Succession. France's only remaining possessions in what is now Atlantic Canada were the islands of Cape Breton and Prince Edward, which were then called Isle Royale and Isle Saint-Jean. The French used these islands as a base to continue the lucrative cod fishery off the Grand Banks.”

Professor Usher gives a delightfully fresh reading of these facts but I must reluctantly bow to the Parks Canada version: the main attraction of Atlantic Canada was the cod and the main attraction of Louisbourg, for the French, was not its proximity to Normandy ("I can see Normandy from my front porch!" said no one in Louisbourg ever) but the fact that they owned it.

Usher continues:

“[The French] also recognized that the Island's location, sticking out into the eastern Atlantic, made trade with Europe and the West Indies much easier.”

Full points for the lyrical description of Cape Breton as an island “sticking out into the eastern Atlantic” but what does that sentence actually mean? That, during a period of almost-continual warfare with the British, the French found it “much easier” to trade from a port that was actually in their possession? 

But Usher has another card up her sleeve—the role of Isle Royale in defending the mouth of the St. Lawrence:

“Finally, [the French] saw that a fortified and garrisoned Isle Royale could act as guardian of the St. Lawrence and the maritime route to Quebec, Montreal, the Great Lakes and the center of North America.

“Thus came to be the mighty fortress of Louisbourg.”

Here, I must admit, I spit coffee all over page A11 of the Saturday paper. Somebody is in for an awful shock when she gets to the end of whatever history of the Island she's reading. As the Parks Canada website explains:

“One might think that the fortress would be prepared for any onslaught. Yet, while the harbor was well defended, the main landward defences were commanded by a series of low hills, some dangerously close to the fortifications. All provided excellent locations for siege batteries.”

So excellent were these siege battery locations that the “mighty” fortress was taken by a group of New Englanders in 1745 (just after construction was completed), returned to the French three years later by the Treaty of Aix-a-Chapelle, then taken a second time by the British in 1758, after which (SPOILER ALERT) they blew it up.

But Usher won't be dragged down by such negativity. She looks at the history of the Port of Louisbourg and sees the future of the Port of Sydney. In fact (and rather confusingly) she sees the two ports as one and the past and the future as happening simultaneously:

“The winning formula was as clear then as it is today. A strategically located deep-water harbor, focused on trading with the world, linked with the St. Lawrence and continental North America, producing incredible prosperity both in the past and the future.”

And there you have it: the winning formula—having two Colonial powers fighting for domination around you for a couple of hundred years—has produced incredible prosperity in the future.

I won't deny it – I can't wait for the next installment of Port of Call.

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madeline yakimchuk Follow Me
Mary, you are a gem. On a related note it is well known in media circles that the dying throes of print news has led it to rewriting press releases as news and inserting paid promos to cut the need to pay journalists. Can we add to that, in the case of the Cape Breton Post, inserting paid promos as history? I would be amused if I was not infuriated. Is someone paying for what people are reading as fact in our local print media? Truly communications professionals are emerging as the new evil doers, to join lawyers and politicians. We must learn these skills for good or we are doomed.
Joe Ward Follow Me
"native advertising". Very big in digital marketing.
Christian Murphy Follow Me
You have a platform and a means to reach lots of people.....your using it Madeline! People don't trust the media any more than they trust politicians. So spread your message, share it on Facebook and Twitter. In time you will be heard and others will share.
madeline yakimchuk Follow Me
That is fine for me, and I certainly do, but a solid investigative journalist (which I am not) would have to find a formula that could support them.
Paul Finney Follow Me
I would like to give Usher the benefit of the doubt and call it advocacy journalism. But because the content in the series is mostly non-factual it is clearly propaganda, and just makes the container scheme more suspect.
Joe Ward Follow Me
It wasn't journalism. But, in fairness, it is certainly marketing - and that should be a part of their mandate at Port of Sydney Development Corporation. They do have a budget including Federal funds in hand that they'll be looking for ways to spend. http://www.capebretonpost.com/News/Local/2015-07-31/article-4231813/Raitt-delivers-500000-to-port-of-Sydney-in-final-hours-before-a-federal-election-call/1 On a related noted, Barry Sheehy of HPDP is an historian, having done extensive research and writing on the history of Savannah. I'm curious how the conflict between his business interest in regards to the port, and his integrity in terms of historical research are balanced when it comes to articles like these - a narrative that leverages and perhaps takes significant creative licensing with history to support a vested interest. http://www.savannahbookfestival.org/authors/barry-sheehy/
dale finney Follow Me
If you have a good product you don't need marketers. And why is she marketing to Cape Bretoners?
Joe Ward Follow Me
I was very close to making a similar observation. I do have some ideas on that. 1. To the extent that it can be considered a marketing piece with a target audience of Cape Bretoners, it would seem wasteful. Except in the context of it being the early phases of a *reelection platform* for the mayor. Usher was placed in that appointment by the mayor - with lots of reasonable opposition arguments that both (a) her salary is excessive and (b) her qualifications for this particular role are insufficient - creating a sense of patronage at play. The marketing budget that they have in place comes via the Conservative Party (Lisa Raitt) pre-election, with additional moneys (> $200k) coming from the CBRM. 2. To the extent that we potentially have a global audience researching us now and in the future, then it may be a good strategy to ensure that our local coverage includes lots of positive materials (especially narrative style) that would appeal to outside researchers. The HPDP seem to believe that the Chinese are particularly sensitive to local opinion - though at times their comments (HPDP) evoke a sense (IMO) that they are projecting their own insecurities. Outside of that, however, when we do generate coverage within niche publications related to the shipping industry, we're occasionally going to get folks from that industry doing follow up research. So from the marketing perspective, these style of pieces delivered under the presumed authority of local media coverage can have real value: branding and possible lead generation (partners, investors, operators). A good product can have success without great marketing, but the best ROI is going to come from ensuring marketing is in place. Proceeding without it will not maximize an investment, even if we get lucky.
madeline yakimchuk Follow Me
Marketing, even if it is good marketing, when presented as community journalism, is called propaganda, and is most likely more related to an upcoming election than to the port.
dale finney Follow Me
"Marketing" to the rate payers in order to keep the Chinese from getting nervous is wrong. It also makes no sense - unless maybe HPDP was trying to get the Chinese to open a strip mine. I'm with Madeline - this is all about giving the impression that big things are happening in order to secure Clarke's chances for another term.
Joe Ward Follow Me
Just an interesting tidbit from the mindset of the HPDP partner, Barry Sheehy: Source: http://www.capebretonpost.com/Business/2015-07-07/article-4206134/Consultants-ready-to-talk-Sydney-port-development-in-China/1 ### He also expressed the need for the community to “rally” around the project, and possibly set up a committee to advocate its efforts to CBRM residents. Sheehy admits there hasn’t been much outreach to the public. He says outreach will become more important as business relationships are formed. “Money runs from trouble,” he says, meaning companies are wary to invest if there’s little public support for a project. ###
Joe Ward Follow Me
Also. Source: http://www.capebretonpost.com/News/Local/2015-06-04/article-4170619/Port-of-Sydney-marketer-asks-public-to-cut-us-a-little-slack/1 ### “Although we certainly have the support of the mayor and I suspect most of council, there is a sort of negativity here. At times it seems almost pathological — that is, the initial reaction to anything and any opportunity is that it can’t be done.” When they do go abroad and say they have support, those contacts will check if that’s the case. The community has to lose the attitude that nothing will happen, or that the development must be guaranteed before offering its support, Sheehy said. ###
madeline yakimchuk Follow Me
The only rallying around they need is for Cecil. It is clear that money does not run from negativity. Just look at what Canadian mining and energy companies are doing in Latin America. Just because someone says something doesn't mean it is true. They don't want to lose Cecil. Check out the article Mary wrote in the CBPost this past weekend to see that he is one of the names on the cash cow since way back. https://capebreton.lokol.me/whose-port-is-it-anyway
Joe Ward Follow Me
Just because someone says something that isn't true, doesn't mean they (a) don't fully/partially believe it, and (b) won't act on it. :) It's hard to reverse engineer strategy, working with a simple native marketing piece we're discussing. But we, as an active discussion community in #cbpoli at #gocb, have a good overall exposure to what they are up to. We have to be careful not to slip into conspiratorial waters. Not everything will be about the mayoral election simply because our focus is shifting. We also have to realize that they aren't operating as one single entity with fully aligned goals (at least not in terms of relative priorities). Each of the stakeholders we're discussing has their own priorities, vested interests; and it'll be manifested in how they try to influence the strategy and works of each other. It won't always be discernible. There won't always be WMDs buried in Gabarus. Ha ha. ;) At it's core, it's probably intended as a clear marketing piece, written with an historical based narrative as the backdrop. It was probably suggested, if not also fully or partially ghostwritten by Sheehy (who has, as would be expected, utilized a similar approach): http://www.capebretonpost.com/Opinion/Columnists/2015-10-04/article-4298969/Rail-and-port-are-inseparable/1 > Usher (may) like it because she needs evidence of value to justify her position long term, and to avoid seemingly playing pawn to the HPDP, > HPDP (may) like it because it's written in Sheehy's style, fits with his concern for more public support, and overall supports the entrenched positions of the HPDP, > The mayor (may) like it because it is in support of the port project, helps justify his appointment of Usher (evidence of value); he believes the HPDP advisors; and because he repeatedly utilizes narrative or future *bait* to try to justify his own position... and the port progress is absolutely going to play a center stage role in his reelection platform.
madeline yakimchuk Follow Me
Your outline of who might like Usher's article and why is excellent. I was being too simple, but I defend the point because I am stubborn. Each of the interested parties would likely be put back in their objectives if we had a change of Mayor. My worry is the truth of your first line. The power of this sort of journalism is that many people will fully or partially believe it and act on it. There are people who "know what they are up to" but articles like what Mary wrote in the CB Post recently will have more impact on the others. I think we need to point out what Mary pointed out here too. It would be nice if goCapeBreton featured some of her posts.
Joe Ward Follow Me
Agree. I do not think we are without influence. Pieces like Mary's resonate. We have the ear of the local journalism community. In fact, I think we may be able to move more swiftly and dynamically versus the mayor's team - and goCB is giving us a platform to do so, combined with greater social media in general. I think it's time to begin developing a positioning platform in opposition to the mayor - even before we have identified a mayoral candidate. I think these discussions are a part of it. The missing component is outreach. I.e. make sure if you write something worthwhile, you follow up by alerting those that should be paying attention (media, advocates, politicos, candidates, etc). We should be conscious of not burying the insight we provide too deeply in sarcasm. The achilles' heel of critical commentary is that it can be easily dismissed if it comes across too aggressive - even if it's valid. Remember, the mayor thinks we're the "cheap seats", and Sheehy believes those cheap seats are at Tim Horton's. They've already revealed how they will position opposition. Many of our eventual viable candidates may pick up on the ideas shared to form their platform and positioning versus the mayor, but will be wary of the message author and his/her style. The more data heavy our positions, the more it becomes a usable asset for campaigners.
Christian Murphy Follow Me
A couple of interesting points Joe....would it be safe to assume that this could in some way be considered re-elect Cecil advertising that falls outside the typical budget for such?
Joe Ward Follow Me
I don't know how such budgets are handled - or what rules apply. But I would certainly expect that the mayor considers anything pro-port to be an asset for his campaign. Any of us would do the same if in that position. While the port marketing piece by Usher may have a duality of purposes, at its core it won't be hard to justify it as aligned with the mandate of the Port of Sydney Development Corporation. It is marketing, and I'm sure that they will openly agree that it is. I certainly hope so, at least. ;) It's actually not something I would have paid much attention to. A business case that is some 200+ years old can't be very compelling if it hasn't long since attracted investors. But it is the type of article that can garner some local support - or perhaps just strengthen existing support. They were sloppy with the use of history within the marketing narrative, and Mary Campbell called them on it. That should help encourage them to either abandon the strategy or make an effort to do a much better job at it next time.
Paul Finney Follow Me
It was an insignificant and sloppy piece. But if Mary hadn't called them on it, it could have opened the door to the darker side of marketing not unlike that used in some campaigns, the use of proven marketing and messaging strategies to manipulate people; that strategy of 'Tell them what they want to hear, it doesn't even have to be true.'
Joe Ward Follow Me
We have some good initial indicators that we can combat such strategies. Marlene Usher's column generated 4 approved comments - all of them counterpoints. http://www.capebretonpost.com/Opinion/Columnists/2016-01-01/article-4391615/Whose-port-is-it%2C-anyway%3F/1 Mary Campbell's piece has 28 comments, predominantly commenting in support of her work. http://www.capebretonpost.com/Opinion/Columnists/2016-01-01/article-4391615/Whose-port-is-it%2C-anyway%3F/1 It's a limited sample space, but it's still a reasonable proof of concept that 3rd party contributors can get exposure and engagement. Campbell (28 comments) vs Usher (4 comments)
Paul Finney Follow Me
Marketing and propaganda are both forms of persuasive communication. The difference is that marketing attempts to convert needs to wants, while propaganda is selling a point of view, usually using biased and misleading information. I would argue that since there is no local shipping company buying into the port, then the Port Authority is promoting a belief or point of view. It’s up to readers to discern whether they believe the information to be factual and unbiased, and if it qualifies as propaganda or not. perhaps the question should be then, is this campaigning disguised as port propaganda or not? However, what is further worrisome is that this persuasive message has been woven into what appears to be a journalist’s column and some readers might accept it as such. Instead, the message should be preceded by a disclaimer stating the author has an agenda and in this case, it’s to promote the Port. They are not writing as an unbiased individual. Finally, if the port marketing team feel the merits of the port don’t stand on their own and must be promoted, then the strategy of over-promising and under-delivering will only lead to disappointment locally, again.
madeline yakimchuk Follow Me
Two things: 1. It may be up to individual readers to discern whether they BELIEVE the information to be factual and unbiased, but it is not up to them to decide if it IS factual and unbiased. 2. It has become part of the dying throes of print media to mask paid promotion as journalism. There is great concern about this within the journalism profession, among other circles. You would be surprised who is doing it.
Paul Finney Follow Me
One-way, one person-to-many, mass print media is desperate, and I won't mourn that death. Thankfully, because of forums such as this provided by GoCapeBreton and journalists such as Ms. Campbell, the fifth estate is alive and well.
madeline yakimchuk Follow Me
http://canadalandshow.com/article/leaked-memo-confirms-globe-and-mail-wants-journalists-write-advertorials This is a brief piece about a leaked memo from the globe and mail, of all places on the subject of advertorials. This is of growing concern across the country.
Paul Finney Follow Me
'Under the company proposal, editorial staff would be assigned to write or produce advertiser sponsored “branded content” (i.e. native advertising) that is vetted by the advertiser prior to publication and held out to readers as staff-written content.' It's terrifying to actually read it. Even more disturbing is to have your own money used to sponsor the 'advertorial' in an attempt to change your belief system.
Marina Sampson Follow Me
I enjoyed this thoroughly. Very funny and so well done.
David Mitchell Follow Me
Did she mean Port of Disarray :)

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