Archives par mot-clé : video

Coal Creative founder paints the area in a positive light

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Gerard Durling, owner and founder of Coal Creative.
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Warren Ruda / The Citizens’ Voice Gerard Durling, owner and founder of Coal Creative.
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Warren Ruda / The Citizens’ Voice

WILKES-BARRE — While some news reports paint a pessimistic picture of Northeastern Pennsylvania, Gerard Durling wants to tell another story.

Durling, founder of the internet and video marketing business Coal Creative in Wilkes-Barre, said he plans to work on a video showing the area in a positive light.

“It’s all in your perception of the area,” he said. “A lot of people who are complaining about the things there are or aren’t to do in our area are also going to be the same people who are going to go to a bigger city and probably do something that they can do here for five times less the cost.”

He said if people put as much work into planning to do things in Northeastern Pennsylvania as they did planning a vacation, “they would probably find there are a lot of different things that are really great to do here.”

Durling, 31, of Kingston and formerly of Pittston, founded Coal Creative in 2010 and worked out of his house. The business’s name is tied into the local roots of the area, a former coal mining region. He formerly was a website designer and handled marketing for igourmet.com and TABcom.

In 2012, Coal Creative moved into its current location on the eighth floor of the Luzerne Bank Building on Public Square, which includes a green screen video production studio. The business designs websites, helps businesses with social media marketing and produces videos. Its local clients include local internet entrepreneur Kris Jones, the Greater Wilkes-Barre Chamber of Commerce and the Woodlands Inn Resort in Plains Twp. as well as Chikara, a professional wrestling promotion based in Philadelphia.

Coal Creative has grown and now has nine employees and six interns.

Its staff and interns highlight local creative people in a weekly series of 60-second videos called #NEPACreative posted on Wednesdays on the business’s Facebook page.

Holly Pilcavage, director of business development for Coal Creative, came up with the idea for the weekly video series.

“This is our New Year’s resolution to highlight 52 different creative people from the NEPA region,” she said. “It’s just our way of giving back and helping shine light on the incredible people in the area.”

Durling said the videos help to humanize the area and show people can be creative here.

“They don’t need to live in Los Angeles to be creative,” he said. “They are doing it here.”

Coal Creative was one of four local businesses recently highlighted in videos at the Greater Wilkes-Barre Chamber’s Spotlight Series held in the THINK Center in downtown Wilkes-Barre.

Durling said the idea of the Wilkes-Barre Connect Spotlight Series was to show local college students all the opportunities that exist in the area.

Videos also highlighted internet marketing company Pepperjam and Wilkes-Barre digital marketing services firm LSEO as well as the locally developed app Tunefly.

“The idea was to inspire college students to look at our area in a different way and see there are people who are trying to do these things here,” Durling said. “Each of the videos highlighted was a different person talking about internship programs available here. It’s not you going to get coffee. It’s you coming in and being a part of the experience with our companies.”

Contact the writer:

dallabaugh@citizensvoice.com

Amazon’s ‘Resistance Radio’ marketing is so clever, some people think it’s real

While it’s true that our current political-climate is volatile and upsetting at times, it pales in comparison to the fictional upheaval that is taking place within the dystopian America of “The Man in High Castle”. The series imagines a world where the Axis powers won World War II, and most of America is under the control of a Nazi regime. The show is loosely based on the novel written by Philip K. Dick, and Amazon pulled-out all the stops in marketing the show’s new season at SXSW this week. The marketing campaign included the fake radio-station called ‘Resistance Radio,” and ‘secret’ underground Resistance HQs were set up at SXSW to recruit members/viewers. The campaign was elaborate, and wonderfully executed, but it did seem to cause a bit of confusion for conservatives fighting an online battle in real-life.

Not only were people calling-out #ResistanceRadio for being some liberal plot to undermind the government, they seemed to think it was an actual radio-station for real-world Americans. Much like the famous 1938 broadcast created by Orson Welles for “War of the Worlds,” this marketing campaign created some real-world drama for all of us to enjoy.

Before we hit SXSW this year we were sent a ‘Resistance Radio’ kit, an extremely detailed and wonderfully smart introduction to the scene that would be taking place at SXSW this year. On our doorstep, inside a box with German wording and icons, we found everything we needed to help fight our faux German oppressors within “The Man in High Castle” series. We had our record-player, secretly hidden away inside what looked to be a suitcase, our German records, and our instructions on how to fight alongside the Resistance. It was a terrific idea, and only the beginning of what would be a weekend-long immersion into the world of “The Man in High Castle”.

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At SWSX, fans of the show and potential newcomers to the series could sign-up to listen to “Resistance Radio”. The space featured live-music hidden within a Resistance-friendly bar created for the event. Inside the space you would find a replicated recording-studio, filled with 60’s era equipment gleaned from the series, and Resistance propaganda strewn about the walls and tables. At the event you couldn’t help but feel the real-world connection to our modern political climate, only exaggerated and overly dramatized for entertainment. Whether Liberal or Conservative, we are constantly reminded to fight the good fight by our respective political parties, through the stakes the characters face within the series are far more severe than our Twitter posts.

It has been a few days since #ResistanceRadio was trending on Twitter, but people are still using the hashtag on both sides of the political aisle. Liberals are using the phrase to callout Russian ties to President Trump’s campaign, exposing the war on oil, or fighting impending budget-cuts. At the same time, Conservatives are damning the radio station as liberal propaganda, and calling the use of the hashtag or radio-service Un-American. In the series, the Nazi rulers are the ones condemning ‘Resistance Radio,’ so it’s a little funny/bizarre to see the same situation play out in real-life. You can watch a music-video for the campaign below, from Amazon’s Prime Video YouTube channel.

No matter which party you belong to in real-life, seeing the whole thing play-out on our real world social-media platforms brings a connection to the characters on the show. Having your fake Resistance group become a real-world Resistance movement isn’t an easy, or an intentional, task to complete. The misuse of the marketing material does highlight how clever the marketing team over at Amazon can be, and shows that a lot of Americans are quick to fire off hashtags before reading the fineprint.

If you haven’t given the original series a chance, you can find “The Man in the High Castle” on Amazon Prime Video. In the series Germany controls much of the East Coast and Japan controls the West Coast. This division has caused the Rocky Mountains to become a “neutral zone” for the growing resistance, led by a mysterious figure known only as “the Man in the High Castle.” You can find some of his propaganda below in the aforementioned Resistance Radio video.

The Man in the High Castle stars Alexa Davalos, Rupert Evans, Luke Kleintank, DJ Qualls, Joel De La Fuente, Brennan Brown, Bella Heathcote, and Callum Keith Rennie with Cary-Hiroyuki Tagawa and Rufus Sewell. The series was developed by Frank Spotnitz with Daniel Percival, Erik Oleson, Isa Dick Hackett, Richard Heus, Ridley Scott, and David W. Zucker serving as executive producers.

You can listen along to Resistance Radio online at resistanceradio.com.

Retain Your Talent: Why Video Is Valuable To Your Content Strategy

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No matter how advanced technology becomes and how it shapes the world of digital PR and content marketing, I believe one thing will always be true: Your company needs talented, high-performing employees to help you innovate and lead your industry.

It’s not enough to hire talented people, though. You have to actually retain them. A good strategy is to train employees so well they could leave but treat them well enough that they never really want to. Part of doing that well means actively engaging them, challenging them, and helping them feel rooted in your company and its mission.

How do you do that? Well, if you’re doing digital marketing right, the answer is probably already in front of you.

The Right Content for the Job

The content strategy your marketing team uses to help your brand build influence, generate leads, and grow as a leader in your space can also be used as a recruiting strategy. That’s because marketing isn’t limited to one department anymore, and you can actually use the content from marketing to speak to all kinds of audiences: current employees and future recruits included.

And you don’t have to use only written content, either, though that’s definitely going to be easier for your team to scale. A Vidyard study on the state of video marketing revealed that more than 90 percent of marketers said video content is important, and more than 2 in 3 participants surveyed planned to increase their budgets for video content creation.

If you want to grow your company and retain those employees, then pairing your team with video content might be a solution. Here are three ways to help your team get started bringing marketing’s content into the HR fold:

1. Embrace new platforms and emerging technology to help.

Referrals can usually be a solid resource for your recruitment. But, just as you probably don’t rely only on word-of-mouth marketing, you shouldn’t rely on just your employees to spread the word about your company.

Targeted ad campaigns, job boards, and even email campaigns are pretty common tactics to speak to audience members who could be interested in working for you, but other platforms can help you harness video content and personalize the experience.

Platforms like Kajabi and Udemy for Business can give your brand, its thought leaders, and company employees the chance to showcase their expertise and engage your audience — including recruits — through video. These platforms make it easy for you to keep employees engaged, plus they can help your marketing goals by offering educational content to your audience.

Trump and Republicans face a fresh test to shape Supreme Court, assert their power with Gorsuch hearings

When Judge Neil Gorsuch arrives on Capitol Hill on Monday morning to begin his confirmation hearings for a seat on the Supreme Court, he will give President Trump his first chance to make a lasting imprint on the federal judiciary — and Republicans a fresh test to work their will now that they control all of Washington’s levers of power.

Gorsuch, a federal appeals court judge from Colorado, was promoted by conservative legal activists because of his sterling credentials, a decade of right-of-center rulings and his allegiance to the same brand of constitutional interpretation employed by the late justice he would replace, Antonin Scalia.

“Single best thing the president’s done,” said Sen. Lindsey O. Graham (R-S.C.), a frequent Trump foil who predicted Republican unity on the matter and an easy victory for the president following the string of controversies that Trump has wrought since he took office.

All of that also sets up a stark dilemma for Senate Democrats. Monday brings their newest opportunity since the confirmation hearings of Trump’s Cabinet to take a stand against a young administration that has horrified liberal Americans with efforts to strip away provisions of the Affordable Care Act, impose an entry ban on some immigrants and deeply cut federal agencies.

The left also remains angry about a Supreme Court seat that has sat vacant since Scalia died 13 months ago, after which Senate Majority Leader Mitch McConnell (R-Ky.) decided to block a hearing for President Barack Obama’s selection for the seat, Judge Merrick Garland of the U.S. Court of Appeals for the D.C. Circuit.

President Trump introduces Judge Neil Gorsuch as his Supreme Court nominee Jan. 31. (Jabin Botsford/The Washington Post)

Gorsuch seemed to forecast what might await him from Democrats in a 2002 column he wrote lamenting the state of the Supreme Court nomination process: “When a favored candidate is voted down for lack of sufficient political sympathy to those in control, grudges are held for years, and retaliation is guaranteed.”

Yet Democrats are divided about how to take on a genial jurist who has made few waves in the weeks since Trump nominated him and he began meeting with lawmakers on Capitol Hill.

Gorsuch “is a bit of a puzzle,” said Sen. Dianne Feinstein (D-Calif.), the top Democrat on the Senate Judiciary Committee. “We’re going to try to put those pieces together so that the puzzle is complete and we have an understanding of what kind of a fifth vote will be going on the court.”

Asked about what more she hopes to learn about Gorsuch’s stances, Feinstein said: “Voting rights. Right to choose. Guns. Corporate dollars in elections. Worker safety. Ability of federal agencies to regulate. All of the environmental issues — water, air.”

Senators and their staffs are also examining Gorsuch’s role as a high-ranking official in the U.S. Justice Department at the time the George W. Bush administration was dealing with Guantanamo Bay detainees, reports of torture and anti-terrorism policies.

A new trove of materials released this weekend show Gorsuch playing a central role in coordinating legal and legislative strategy, but portraying himself as reconciling the many opinions of those in the administration rather than driving policy.

“I am but the scrivener looking for language that might please everybody,” he wrote in one email.

Supreme Court nominee Neil Gorsuch during a meeting with Sen. Heidi Heitkamp (D-N.D.) on Feb. 8. (Bill O’Leary/The Washington Post)

Four days of hearings are set to begin Monday, when Gorsuch will sit and listen for several hours as members of the Judiciary Committee read opening statements. He is poised to deliver his opening statement on Monday afternoon, giving senators and the nation an early indication of how he might serve on the court.

On Tuesday and Wednesday, Gorsuch is set to face at least 50 minutes of questioning by each member of the panel. The proceedings are expected to conclude Thursday with a panel of witnesses speaking for or against Gorsuch.

Some of the issues that normally animate Supreme Court confirmation hearings won’t depend upon Gorsuch. Decisions from last term showed there was still support on the court for limited affirmative action in higher education, for instance. The majority that found a constitutional right for same-sex couples to marry remains. And whatever Gorsuch’s position on abortion rights, Justice Anthony M. Kennedy’s vote to strike down a Texas law last year reaffirmed the court’s rulings that say government may not pass restrictions that unduly burden a woman’s right to an abortion.

But Gorsuch would probably reinforce the court’s pro-business image and skepticism about some significant environmental programs begun under Obama. His past decisions show him to be extremely protective of the rights of those who object to even generally applicable government laws and regulations that they say violate their religious beliefs.

If Gorsuch is approved in time for the court’s April hearings, he could play a significant role in a separation of powers case in which a church complains it was illegally denied a state grant. A conservative movement to curb the power of labor unions — stalled last year by Scalia’s death — is sure to resume. Cases involving legal protections for gay and transgender people are likely to arrive at the court soon.

Beyond their questions about Gorsuch’s own record, Democrats plan to use his confirmation hearing to question the overall direction of Chief Justice John G. Roberts Jr.’s court.

“When I hear my Republican colleagues say, ‘We want another judge like Scalia, who isn’t an activist,’ I say, ‘What are you talking about? This has been an incredibly activist court,’ ” said Sen. Al Franken (D-Minn.), a member of the Judiciary Committee. “So I want to ask him” about that.

The future of the court was a significant factor in Trump winning over conservative voters who might otherwise have been uncomfortable with the candidate’s ideology, values and personal history.

“Even if people don’t like me, they have to vote for me,” Trump said at a rally in Virginia last year. “You know why? Justices of the Supreme Court.”

In November exit polls, more than 1 in 5 voters said that Supreme Court appointments were “the most important factor” in determining their choice; of those voters, 56 percent went to Trump.

Sen. Ted Cruz (R-Tex.), Trump’s final opponent in last year’s presidential campaign, described the Gorsuch pick as “the most transparent Supreme Court selection process in modern times” because Trump drew Gorsuch from a list of 21 candidates supplied to him by conservative legal groups during the campaign.

Gorsuch’s nomination “is not the product just of ordinary Washington political decision-making but rather a presidential election decided by the American people,” Cruz said.

Not a single Democrat, meanwhile, has pledged support for Gorsuch. That is partly fueled by a liberal base agitating for a win since Trump was inaugurated on Jan. 20. Unable to block the large majority of Trump’s executive branch nominations, some Democrats want to draw blood and force Gorsuch to clear procedural hurdles that require 60 senators to vote in his favor. Republicans have only 52 members in the upper chamber, so they would need eight Democrats to cross the aisle and vote with them.

Mounting a filibuster to force such a vote could amount to a declaration of war against Republicans that some Democrats, particularly those from conservative states that voted for Trump last year, may be unwilling to do.

“The reality is that there is political pressure on them,” Caroline Fredrickson, president of the liberal American Constitution Society, said of Democrats. The Supreme Court is different from other choices Trump will make, she said, because “this is forever, or at least for the rest of my lifetime.”

Democrats have expressed specific concern about Gorsuch’s record of independence following Trump’s criticism of the judiciary, including his remark about the “so-called judge” who struck down his first entry ban. Afterward, Gorsuch called Trump’s attacks on the courts “demoralizing.”

Senate Minority Leader Charles E. Schumer (D-N.Y.) said Republicans should expect Democrats to question Gorsuch aggressively because “we’re in a new world” in which Trump is pushing the limits of his Constitutional authority. Knowing where Gorsuch stands on that issue is critical, he said.

“I have deep, deep doubts about him and his judicial demeanor, and the fact that he appears to be a calm, erudite person is not the key issue here,” Schumer said. “There are lot of people like that. It’s what goes into how he decides cases.”

Sen. Richard J. Durbin (D-Ill.) said he will ask Gorsuch to weigh in on Trump’s push to implement an entry ban on visitors from certain majority-Muslim countries, because “the Supreme Court in the near future will be tested on constitutional questions involving separation of powers.”

Franken and Sen. Amy Klobuchar (D-Minn.) said they want to press Gorsuch on his cases involving campaign finance law, while Franken said he will also focus on Gorsuch’s record on voting rights and women’s reproductive rights. Sen. Patrick J. Leahy (D-Vt.) said he plans to use documents provided by the Justice Department to ask Gorsuch about his years working for Bush on such matters as executive authority and the interrogation of terrorism suspects.

Gorsuch “is going to have to establish very much that he’d be independent of any president and that he’s going to uphold the rights of all Americans,” Leahy said. “He’s got a lot of work to do in that regard.”

Many conservative activists and GOP lawmakers say that the laundry list of Democratic concerns is evidence that they don’t quite know how to pin down Gorsuch.

Questions about Gorsuch’s potential independence from the Trump White House or conservative causes will be “an exercise in self-contradiction for the Democrats,” said Leonard Leo, who has been advising Trump on judicial matters and is on leave from his role as executive vice president of the conservative Federalist Society, which helped advise Trump on his list of potential court nominees.

“They want Judge Gorsuch to say, ‘I’m my own man, I’m independent, I’m going to evaluate the actions of the executive branch on their own merits without regards to the president or any political issue,’ ” he said. “And then 10 minutes later they’re going to ask him to promise how he’s going to rule on Roe v. Wade and every other case that comes before the court.”

“There’ll be an effort to use him as a piñata to jam the president,” Leo said, later adding that such attempts would be “unfortunate and inappropriate.”

And there could be other issues to emerge. With only eight members and the threat of ideological deadlock, the court has seemed reluctant to accept some controversial cases.

Gorsuch’s nomination to replace Scalia, with whom he shares an “originalist” philosophy of constitutional interpretation, is in some ways like other recent replacements — by some measures a zero sum, ideologically speaking. Bush’s two nominees, Roberts and Samuel A. Alito Jr., also replaced Republican nominees. Obama’s choices of Sonia Sotomayor and Elena Kagan took the places of liberals.

But justices’ ideologies are not predictable purely by virtue of the party of the president who nominated them. Alito’s replacement of the more moderate Sandra Day O’Connor moved the court to the right on several issues, including abortion, voting rights and campaign finance law.

“I don’t accept the premise that it’s ‘Scalia’s seat,’ ” Durbin said. “I don’t know what the next seat will be or when it will be, so I take each of them seriously.”

Watching how Gorsuch fares will be the eight current members of the high court, who have said very little publicly in the past year about their diminished ranks.

Weeks before Scalia’s death, Roberts told an audience in Boston that public skepticism concerning the court starts with the Senate confirmation process. Decades ago, two of the court’s most controversial justices — Scalia on the right and Ruth Bader Ginsburg on the left — were confirmed practically unanimously, he said.

But the three “extremely well-qualified” nominees who followed Roberts — Alito, Sotomayor and Kagan — were approved largely on party-line votes.

“That suggests to me that the process is being used for something other than ensuring the qualifications of the nominees,” Roberts said.

Skittish Republicans acknowledged that Trump could still spoil Gorsuch’s chances. Graham said it could happen “if the president tweets any more about judges.”

Said Sen. John Cornyn (R-Tex.), the chamber’s second-ranking Republican: “I think the best thing the White House could do is just let the Senate do its work.”

Karen Tumulty contributed to this report.

‘Hail! Hail! Rock ‘n’ Roll’ Director Remembers ‘Diabolical’ Chuck Berry

Filmmaker Taylor Hackford, who directed Chuck Berry‘s classic 1987 documentary Hail! Hail! Rock ‘n’ Roll, penned a tribute to Berry following the rock legend’s death Saturday.

« He was the most important figure in rock ‘n’ roll. Every rock ‘n’ roll guy starts by playing Chuck Berry songs, » Hackford wrote for the Hollywood Reporter.

In the remembrance, Hackford reminisces about the « difficult » shoot for Hail! Hail! Rock ‘n’ Roll and how Berry would often conspire against his own documentary.

« Chuck was more difficult than any movie star I’ve ever worked with, » Hackford wrote. « More complicated, more difficult, more diabolical. Diabolical is a fitting term. At the same time, I totally loved him. »

Hackford reaffirmed the story about how – despite Universal giving Berry $500,000 for the rights to his music in the documentary – the guitarist refused to partake in the first day of shooting unless the producer physically came up with more money, which was delivered to him in a brown bag.

« I love Chuck Berry, but every day was a negotiation. It is not an exaggeration to say he was the most difficult star I have ever known, as complicated and talented as anybody I’ve ever met. He let me inside his life — up to a point, » Hackford added. The director would later helm another film about a music legend, the Ray Charles biopic Ray.

The Rolling Stones’ Mick Jagger, Keith Richards and Ronnie Wood, the Beach Boys’ Brian Wilson and the Beatles’ Ringo Starr were among those to pay tribute to Berry following his death Saturday.

« Chuck Berry defined rock ‘n roll guitar, he was a fantastic performer, but more importantly, he was the first great rock ‘n roll songwriter, » Hackford added. « All of them — the Rolling Stones, the Beatles, Bob Dylan, Prince — they’ve all said they wouldn’t be there without Chuck Berry. And he did it over and over again. »

The Psychology of Video Advertising

Google's 'Friends Furever' video targets users' soft-spots, letting emotions, not facts, drive attitudes toward its Android product.
Google’s ‘Friends Furever’ video targets users’ soft-spots, letting emotions, not facts, drive attitudes toward its Android product.  Credit: Google via YouTube


In a 2016 study of marketing professionals and online consumers, 88% of marketers stated video was an important part of their marketing strategy, while 69% of online consumers said they would rather watch a video than read a product explanation. In a different study, statistics prove that businesses using video grow company revenue 49% faster than companies without video content.

Why has video assumed this dominant role?

The theory

Taking a psychological view of advertising, there are two key ways that ads can be persuasive: the central route and the peripheral route.

The central route refers to situations whereby the consumer is invested, in the sense that they want or need the product, and thus can make thoughtful decisions based on facts and logic.

The peripheral route is where the receiver does not think carefully about the communication itself, and instead makes decisions based on superficial stimuli, also known as « cues. » Cues can include colors, music, storytelling and more. In the peripheral route, content and facts may be ignored or overlooked.

Video — a success story

Video ads generate far more emotional cues than a photo can, with the ability to tell an extensive story and appeal to a wider range of senses.

Videos trigger the central route for some people and the peripheral route for others, two avenues that eventually converge with a common goal: to sell a product or service by selling an underlying idea. It’s ideas that evoke specific emotional responses: joy, pride, sadness, anger, laughter, nostalgia, etc. These emotions fuel passion, and drives human behavior while building a brand relationship with an audience.

Armed with this insight, the question becomes: are content directors equipped with the tools they need to tell the product’s story in a video format that uses both avenues to reach the hearts and minds of their target audience? This becomes even more challenging given that the average attention span for video viewers is 8.25 seconds, down from 12 seconds in 2000.

Contrary to popular belief, a video advertisement does not need to go viral to be successful. But studying videos that do go viral is useful to assess which tactics best influence consumers.

Google‘s « Friends Furever » video spot for Android features a series of unlikely animal friends frolicking together, set to upbeat music. Animals have little relevance to mobile phone operating systems, but the use of cute critters seems to be a foolproof tool to grab attention. This video now has over 27 million views on YouTube. By targeting users emotional soft-spots, Android’s video marketing team successfully employed cues that created a positive effect on consumers — letting emotions, not facts, drive attitudes towards the product.

Intel’s five-part series titled « Meet the Makers » shows inspirational stories of people using their products in innovative and exciting ways to change and even save people’s lives. These videos display the efficacy of flagship Intel products by showcasing both courage, creativity, determination and positive uses of technology in the world, with a very emotional and human touch, appealing to both logic and sentiment. The result? A successful marketing campaign.

A basic how-to

By applying psychology to video advertising, we can begin to map out a marketing strategy for preparing video content. First, audiences must be identified along with both the facts and emotions that drive them to make decisions. Is the target audience retirees? How should they be approached differently than, say, millennials? Once we have discerned our target audience and what makes them tick, we can construct a story that will wind them up and get them going. Colors, music, sound, design and other technical aspects must then be carefully crafted to fit the story and stimulate the senses of the targeted audience.

Ultimately, psychology provides the perfect tool for creating a successful marketing video.

No, Germany doesn’t owe America ‘vast sums’ of money for NATO

Fresh off the heels of a dust-up with Britain, President Trump attacked another key ally — Germany.

At a news conference Friday with German Chancellor Angela Merkel, Trump “reiterated” his “need for our NATO allies to pay their fair share for the cost of defense.” He followed up Saturday with an impolitic double-barreled tweet shot, writing that Germany owes America “vast sums of money” for NATO. And, he argued, the country should pay more “for the powerful, and very expensive, defense it provides.”

 

Security experts quickly attacked the flaws in Trump’s logic. On Twitter, former U.S. ambassador to NATO Ivo Daalder wrote that increased defense budgets by Germany aren’t transferred to the United States. He also pointed out that NATO decided to make the 2 percent requirement mandatory just a couple of years ago. The alliance gave all member states until 2024 to reach that goal, and Germany is on track. 

“Trump’s comments misrepresent the way NATO functions,” Daalder told us. “The President keeps saying that we need to be paid by the Europeans for the fact that we have troops in Europe or provide defense there. But that’s not how it works.”

Despite these critiques, this line of argument has been a near-constant refrain for Trump and his administration. Since the campaign, he’s argued that other countries aren’t contributing what they should for the defense alliance. NATO members are urged to contribute 2 percent of their GDP to defense spending. Germany pays 1.2 percent; the United States kicks in more than 3 percent. Four other countries also meet their obligation, including Greece, Estonia, Poland and England.


President Trump and German Chancellor Angela Merkel participate in a joint news conference in the East Room of the White House on Friday. (Jabin Botsford/The Washington Post)

Those numbers, though, don’t tell the whole story.

Since World War II, Germany has intentionally kept its military small. The country defines itself by its pacifism and its commitment to the idea of “never again.” Germany’s defense spending — or lack thereof — has frequently been criticized and mocked in the past. In 2014, for instance, German forces made headlines when they were forced to use broomsticks instead of machine guns during a NATO exercise, exposing the state of its underequipped military.

But, Germans argue, they make up for this in other ways. As Merkel argued in a speech last month, mutual security goes beyond military spending. International development aid on things like hospitals and schools does as much for peace as warheads in Europe. “When we help people in their home countries to live a better life and thereby prevent crises, this is also a contribution to security,” Merkel said in Munich. “So I will not be drawn into a debate about who is more military-minded and who is less.”

She and other German leaders also point out that they’re bearing the brunt of the Syrian refugee crisis, spending 30 to 40 billion euros a year. If that was included in the tally, they say, they’d be putting more than 2 percent of their budget a year toward security. (They’re also quick to note that U.S. military interventions are one reason there are so many displaced people from the Middle East.)

Not everyone agrees. For the countries on Europe’s eastern border — places like Poland, Latvia and Lithuania — military might isn’t an abstract idea but an insurance policy against Russian invasion. (Russia, for its part, keeps tanks and missiles stocked right up against the NATO border.) At last month’s conference, Artis Pabriks, a former defense minister of Latvia, responded curtly: “For me, as a Latvian, it sounds a little bit bitter that support for my borders and the security of my country will be challenged because some other European nations will not pay their share.”

And Jens Stoltenberg, the secretary general of the alliance, told Time magazine last month that, “it’s not either development or security. We need both.” “When we live in more challenging times, we need to invest more in defense,” he went on. “We need peace and security to facilitate development.”

Germany says it will increase its military spending by about 3 billion euros per year for the next eight years. By 2024, the country will be meeting its NATO commitment. That plan though, still needs to be approved by the German government and parliament.

And Trump may be making that harder. As Marcel Dirsus, a German security politics scholar, argued, the president’s public criticism of German defense spending could backfire, making it harder for Merkel to increase the country’s defense budget, particularly just months before a tough reelection campaign.

An “increase in defense spending is unpopular, and so is Donald Trump. By ‘ordering’ Merkel to increase spending, he will make it harder for her to sell that increase at home,” he said. “Nothing would be worse for Merkel than being seen as taking orders from Trump. Ultimately, I predict Germany will increase spending — but at the pace it had already committed to.”

Rick Noack contributed to this report.

US, China soften tone, say to work together on North Korea


BEIJING The United States and China will work together to get nuclear-armed North Korea take « a different course », U.S. Secretary of State Rex Tillerson said on Saturday, softening previous criticism of Beijing after talks with his Chinese counterpart.

China has been irritated at being repeatedly told by Washington to rein in North Korea’s surging nuclear and ballistic missile programmes, one of a series of hurdles in ties between the world’s two largest economies.

But Chinese Foreign Minister Wang Yi described the talks with Tillerson as « candid, pragmatic and productive ». The two sides appeared to have made some progress or put aside differences on difficult issues, at least in advance of a planned summit between Chinese President Xi Jinping and U.S. President Donald Trump.

On Friday, Tillerson issued the Trump administration’s starkest warning yet to North Korea, saying in Seoul that a military response would be « on the table » if Pyongyang took action to threaten South Korean and U.S. forces.

Tillerson took a softer line after the meeting with Wang. He told reporters both China and the United States noted efforts over the last two decades had not succeeded in curbing the threat posed by North Korea’s weapons programmes.

« We share a common view and a sense that tensions on the peninsula are quite high right now and that things have reached a rather dangerous level, and we’ve committed ourselves to doing everything we can to prevent any type of conflict from breaking out, » Tillerson said.

He said Wang and he agreed to work together to persuade North Korea « make a course correction and move away from the development of their nuclear weapons. »

Wang said U.N. resolutions on North Korea both mapped out sanctions and called for efforts to resume efforts for a negotiated settlement.

« No matter what happens, we have to stay committed to diplomatic means as a way to seek peaceful settlement, » he said.

Wang said he and Tillerson « both hope to find ways to restart the talks ».

« Neither of us are ready to give up the hope for peace, » he said.

Tillerson had said on Friday that any talks on North Korea could only take place after it began the process of unwinding its weapons programmes.

A U.S. official had told Reuters in Washington earlier this week that Tillerson may raise the prospect of imposing « secondary sanctions » on Chinese banks and other firms doing business with North Korea in defiance of U.N. sanctions.

Trump said in a tweet on Friday that North Korea was « behaving very badly » and accused China, Pyongyang’s neighbour and only major ally, of doing little to resolve the crisis.

XI-TRUMP SUMMIT

However, the two sides appear to have toned down differences as they work on finalising a trip by Xi to the United States, possibly next month, for his first summit with Trump.

Wang said the two countries were in « close communication » on arranging the meeting, but gave no details.

The state-run Chinese tabloid the Global Times said on Saturday that it was in China’s interests to stop North Korea’s nuclear ambitions but to suggest China cut the country off completely was ridiculous as it would be fraught with danger.

« Once there is chaos in North Korea, it would first bring disaster to China. I’m sorry, but the United States and South Korea don’t have the right to demand this of China, » it said in an editorial.

A former oil executive with no prior diplomatic experience, Tillerson will meet Xi on Sunday.

North Korea has conducted two nuclear tests and a series of missile launches since the beginning of last year.

Last week, it launched four more ballistic missiles and is working to develop nuclear-tipped missiles that can reach the United States.

Washington has been pressing Beijing to do more to stop North Korea’s nuclear and missile programmes.

China has called for a dual track approach, urging North Korea to suspend its tests and the United States and South Korea to suspend military drills, so both sides can return to talks.

China has also been infuriated by the deployment of the THAAD, or Terminal High Altitude Area Defense, missile defence system in South Korea, which it says will both harm China’s own security and do nothing to ease tensions.

China says the system’s powerful radar will extend into the country’s northeast and potentially track Chinese missile launches, and maybe even intercept them. Russia also opposes THAAD, for the same reasons.

There are other tricky issues too, including the self-ruled island of Taiwan which China claims as its own.

The Trump administration is crafting a big new arms package for Taiwan that could include advanced rocket systems and anti-ship missiles to defend against China, U.S. officials said, a deal sure to anger Beijing.

Wang said Saturday’s talks included discussions on THAAD and Taiwan but did not give details.

(Additional reporting by Elias Glenn; Editing by Raju Gopalakrishnan)