Corporate
From EditThis.info
Mergers and acquisitions are common today. When news leaks out(within and outside the organisation),should the balance between how, when, what and how much is to be revealed is a tricky question. Should there be an insider/outsider policy to determine the level of taking into confidence? Should there be a blatant denial and let loose a spate of speculatory conclusions? This has happened in one such case when the insider learnt the truth from the outsider. This could be seen as a ploy to encourage attrition so that the organisation needn't do the dirty job of culling.
Corporate misconceptions and idiosyncrasies
May 2007 issue of PR-e-Sense will be dealing with "Corporate misconceptions on Public Relations". Many times, Corporate CEOs and other Senior Management Executives do not understand the PR and media 'sensibilities'. Many of them assume themselves of having 'more knowledge' than the professionals. This creates lot of misunderstandings between PR and Corpcom professionals and the Managements.
We request all to mention few of such 'Corporate misconceptions'. In the coming issue, we will deal with such misconceptions. This issue would be more a educative handbook for Corporates.
Please do not mention the name of any companies. We need only case studies.
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Check out if there is any major event in the city before you fix up your press conference date
Do not fix up a conference too late in the day.The details may not be carried the next day
The top man should mingle with the media on the day of the conference and not just be ego personified.
Have handouts ready well in advance so that last minute tensions can be avoided
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1. A CEO wanted to hold a Press Conference on Saturday night with drinks and dinner. He asked a PR Agency to arrange for a press conference for Nationwide coverage, including Televisions. The reason given by the Company was that CEO was free only on Saturday evenings. (Posted by K. Srinivasan, prpoint@yahoo.com)
2. Company 'A' completed a major project to another big company 'B'. The company 'A' sent a draft press note (made by the CEO himself) to the PR Agency for release to the media. The draft press release talked more about the company 'B'. When the agency pointed out that the release may be redrafted to focus the achievement of their own company 'A', instead of 'B' to take advantage of the project compeletion, Company 'A' CEO refused to change the draft and insisted on the draft being sent without any modification. (posted by K. Srinivasan, prpoint@yahoo.com )
3.Due to over confidence of corporates, Media Sting operations may create bitter-relationship between CEO and PR. None of us are ready for it.(karuna@bkwsu.org)
4. -If cock-tails and dinner with gifts are generously given, getting coverage is easy, irrespective of newness of the actual news.
-If the news is really news worthy, without 5 star crutch, still one can get good media coverage, holding the press conference in own premises
-Even over high tea, excellent media coverage was derived, as CEO was freely available for a long time for interaction
-Convenience of Media is more important than that of CEO. (sn surkund snsurkund@yahoo.com)
5.The corporates are not to be blamed - it is the unscrupulous agencies that cause this kind of problems for both the agencies and corporates at large. We had an experience with one of the hotel chains launching their new facility in Mahabalipuram - the GM was asking us to invite all journalists to announce the launch over dinner and cocktails at Mahabalipuram - no amount of argument on the media not showing interest to attend a PC far away from the city on a week day (Tuesday) yeilded no result with the GM saying that he had had experience in hosting such conferences before and the agency not to dispute the validity of his judgement. The end result was that we had to walk out of the meeting and the said GM hiring the services of another agency to coordinate for the press meet - and two days after almost all publications carrying the news. Was it the efficiency of another agency in getting the media to attend the Press meet or the inefficiency of our agency to visualise the net result. Corporates and agencies are to understand that importance is to be given to news worthiness of an intiative rather than PR for PRs sake. Corporates are to understand that all their marketing initiatives cannot be leveraged through PR - but rather initiatives which showcase the companies drive towards a cause makes interesting reading and also from the media perspectives valuable reporting. Agencies to become more mature in putting their foot down if the initiative is not worth it.
6. Success of Press Conference depends on how you handle the Media. Interact with both print and visual media in a balanced manner. At present many CEOs and leaders prefer the visual media to the print.
Make sure that enough hand outs are ready.
PR agency should collect the name cards of the journalists attended and contact them as a follow up.
Conduct PC according to the convenience of the media. Try to avoid clash if there is another important brief at the same time.
Newsworthiness is more important than gifts and dinner. Make yourself available after PC for a friendly chat and mingling with journos will have a positive impact.
If the PC is in odd time, you should serve snacks and beverages. ( posted by rgopikrishnan2002@yahoo.co.in)
7. 'Them' and 'Us' mentality - Some corporations (and unfortunately PR personnel) view a lot of their stakeholder relationships as essentially one way and adversarial, rather than two way and mutually beneficial partnerships. A leading US fashion retailer, for example, received substantial negative feedback from the media and key stakeholders because of marketing sexually inappropriate material to children. In responding to the criticism, it went on the attack saying that any 'inappropriateness' existed solely in the dirty minds of those making the allegations. This defensively entrenched position only served to fuel the fires of additional (critical) media coverage and stir up the participation of other activist groups. Lesson to learn? Today's internet-linked communications environment no longer needs to be about the one way push of information; it's an ongoing dialogue. So forget 'them and us'; PRs, clients, stakeholders, media and activists are all dining at the same table. As with having friends over to dine, be polite, be cordial to ensure your hospitality is reciprocated. (Posted by PR analyst and author Gerry McCusker; gerry@prdisasters.com)
8. Corporates need think from the angle of getting better visibility for their brand as well as bulild their image with Media which is also considered as one of the stakeholder. Recently, there was a launch of a brand new Car held in Chennai. The venue for the launch was fixed near the airport and in the evening so that the CEO would find easy to reach the place to address the media. Journalist in turn were provided pick up and drop to the venue. the event witnessed delay in the start of the conference and also end result was less as expected. It was late relaization but the agency was helpless. A small discussion with the agency would have averted loss of extra mileage out of the launch. (Narren,naren_vna@yahoo.com)
9. Some senior management officials of many compannies (read CEOs) have a more than 200 numbers of journalists on their cellphone and they pick up any incoming call from them in order to give them opinion or views on the company, competition, policy and so on.. They are always available to media. One of my ex-clients had the similar ability and he boasted about his PR skills to the agency. One day Mr. CEO told a very friendly journalist that he went and met Chairman of the rival company for the position of CEO. Next day - it was a Headline "X on expansion, plans to poach CEO from Y" and with a confirmation from MR. CEO that he met the big boss of other company. Our dear friend had a tough time retaining his job and the other party did not hire him - stating that we have no poaching agreement with that company and we dont hire people from there. Mr. CEO is working with a third company now and he doesnt have any journalists' numbers in his cellphone. However, as PR professinal my advice is never do it, having a media friendly CEO is a boon to PR guys but he or she should understand where to draw the line and behave with responsibility and care. Golden rule is: be always accessible but not always available. (tushar)
10. It is tempting on part of the media and CEO to interact occasionlly. PR professionally in such cases just become mute witness. One way to avaoid such happening is to learn and gather sufficient knowledge - to be able to value add to a journo's query - be ready with info on the company, industry and perhaps trends in the sector. A journo needs information - we can build our credibility by being able to provide information - time and again. (Arun Arora)
