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Brand Management
Chapter 8: Media Management / PR and Ethics
Zeeshan Kingshuk Huq
Guest Faculty
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Learn to ignore the old rules of PR!
The Web has transformed the Rules! Habib Wahid’s profile on Facebook reads “engaged”! If Anisul Haque on twitter drops a line how good he felt to
be part of the Women’s Day celebration at BRAC Bank The Japan Nuclear Blast SMS that sent us alert for ‘acid
rain’ Unleashing the power of web and FM and mobile
Doesn’t matter if you are small and single – the web is a terrific place which can pick up almost anything
FM Channels are redefining opinions Mobile contents can reach into your most guarded area
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THE BIG IDEA But How Do You Stand Out And Make A Difference?
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THE LEAD INDIA CAMPAIGN Case Study
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EMBARKING ON THE TVC
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The Power of You: The Lead India Campaign
Triggered by the Largest English Daily in the Largest Democracy : The Times of India
Idea was to light a fire that would be fanned and fueled over a few months by the public for the public
Launched on India’s 60th Year of Independence
Phase one: Press Ad Internet Television Ad
Downloaded over million times in first week
Stop talking about issues : instead start doing about it
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The Power of You: The Lead India Campaign
Caused Massive Public Debate
Phase two: Television Content Programming Demonstrations / Activations / Speeches & Advocacies Nationwide call for action
Call for a new generation of leadership 34,000 candidates to be the leader Filtered to 24 and finally 8
They went to places, and dealt with public issues 1 to win US$ 100,000 to fund any public project
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Exposures Press Ads, TV Ads, Reality
Show, Events
Websites
Over 20 Townhall Meetings
Free media publicity across ALL major media that became unfathomable
Achievements More than 1 Billion people
involved
34,000 candidates
8 new leaders – finest of all
1 future Prime Minister
The Power of You: The Lead India Campaign
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“ Tell me something
I didn’t know ”
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What we need to remember
Marketing is more than advertising
PR is for more than just a mainstream media audience
You are what you publish – and wherever it is published
People want something really new, read-worthy
People want authenticity, not spin
Your customers are not fools – they very well know the true story when you are faking it
People want participation, not propaganda
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ETHICS IN MEDIA Things that Books Won’t Teach You
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“ Everything is fair in
love and war ”
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Yellow Journalism
Case of Fly Ash and Holcim Feb 2002: Jugantor publishes ‘Holcim – cement na chhai’ Shut-down of Holcim sales Press Conference Channel-support Opinion-leaders’ support Sales of Feb of Holcim – highest in 2002
What helped win back the ‘image’? Truth Utlizing all possible channels Cohesive, centralized manner Responsiveness
Flip-side of ‘negative news’ – publicity!
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Dealing with the Media Personnel
They are human beings
Relationship matters
There is nothing personal There job is to ‘sell’ news Negative news sells betters Doesn’t mean the journalist himself is negative
How do you bring them ‘on board’? How do you keep them ‘engaged’?
Centralized contact point Responsiveness Honest ‘No Comments’ is also an option
Thank you
Questions n Inputs n Ideas n Next course of action
