In today’s volatile world of business, corporate reputation is delicately balanced between growth and responsibility, profits and sustainability, aggressive targets and sound governance. How then can it be built, nurtured, sustained, protected? How can better understanding of the stakeholders and influencers improve the actions that corporations need to take? How can practicing the science of public relations influence stakeholder perception? How does the explosion of social media and mobile communication change the way people make decisions?
Reputare is my attempt to explore and prompt a dialogue on this subject within the growing community of professionals in this arena. I invite you to participate in the conversation and share experience to make the discussion richer and deeper.
April 16th, 2009Building Brands in India
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Unlocking the value of the Indian Market
Ashwani Singla
Chief Executive Officer
Genesis Burson-Marsteller
What does it take to build a successful brand in India? There are no mantras but I have attempted to encapsulate some key points that I call the the four ‘Is’ (rather like Philip Kotler’s ‘4Ps’).
Invest
Come with an intention to invest, not harvest. First, it’s important to invest in research. India is about as many ‘countries’ as it has states and it is important to understand these markets to make your product work. A ‘one-size-fits-all’ approach can be risky.
Invest also in infrastructure. In a landmass covering over 32,000 sq kilometers, distribution and reach could be the crucial differentiator between the success and failure of your product.
Invest in the right products. Mercedes Benz nearly went bankrupt in India selling outdated European models. Today, the models it launches in the US or Europe are available almost Click to Read More
April 15th, 2009The Rise of Asian Brands
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Sony, Lenovo, BenQ, Tata, Samsung, Singapore Airlines…What do all these names have in common?
If you’ve guessed that they’re all Asian brands, take a bow.
But there is more to those names than their geographical antecedents. All of them are also globally recognized brand names.
This is a crucial point to note in the current buzz that’s surrounding the rise and rise of Asian brands these days. Indeed, that trend is no longer big news. Instead, the question that is everyone is asking now is: are Asian brands becoming a threat to established global brands?
To my mind, that’s a no-brainer too. They already are a threat, and established global brands need to sit up and take notice of them. There is plenty of evidence to show why.
For instance, just five years ago, who would have thought it possible that the media would be writing about Japan’s Toyota overtaking the USA’s General Motors as the world’s largest car manufacturer by next year. Or think of the power of Korean consumer goods brands Samsung, which has zoomed more than 20 Click to Read More
March 18th, 2009Online Presence A Key to Boost your Media Relations
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Research arms us with evidence to substantiate the claim
I have maintained for some time now that the source of ‘information & influence’ is shifting to the web as more and more journalists are accessing online resources – websites, blogs, social media sites - to not only get news but also gain insights and knowledge into their chosen subject of expertise.
Till now I had only anecdotal evidence and what I lacked was third party data to substantiate my claim. Till now!
Recently I chanced upon a research report released online by Bulldog Reporter/TEKgroup International. They conducted a survey of over 2000 journalists using SurveyMonkey.com during the month of September 2008, which clearly indicated the dominant role of the internet in their lives. What is more, this was rising as compared with the year before.
The survey clearly shows the need for companies to make Click to Read More
February 25th, 2009PR Lions at Cannes Introduced
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Public Relations now on a 70mm Screen
The famed Cannes International Advertising Festival in its 56th edition has introduced the first ever recognition of the work of the public relations industry by introducing the PR Lions. The Cannes Lions International Advertising Festival claims to be the world’s only truly global meeting place for those passionate about creativity in communications. The festival will be held from June 21-27 normally brings together the best communication minds from across the globe. As the Cannes website say, “during seven days in June, Cannes will celebrate the best that the advertising industry has to offer the world, to review the year just gone, and to draw a roadmap for the future. More than 10,000 delegates from 85 countries come to enjoy over 50 seminars, 25 workshop and be inspired by the 28,000 pieces of work on display.”
With the introduction of the PR Lions, Public Relations makes a small but a significant journey as it Click to Read More
February 16th, 2009Could we please learn from 9.11?
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“The only way to get a good reputation is to endeavour to be what you want others to see”
-Socrates
As the gruesome tale of terror was unleashed on Mumbai on 26/11, lives were lost, innocent citizens, foreigners and soldiers. The shocked nation watched spellbound the media broadcasting this story non-stop, breaking news almost by the minute and one exclusive to match the other.
What followed this tragedy was not unexpected, a collective expression of anguish and anger by the common citizens against their own elected representatives, who had failed them and were seen as being completely out-of-touch with the mood of the nation.
It’s without doubt a failure of the government but were the crisis managers inadequately prepared to handle the media spotlight and its subsequent and on-going scrutiny of their actions.
Are there any lessons to be learnt? I believe the manner in 9.11 catastrophe was handled could teach us a few things in crisis management and communication?
Tragic and catastrophic events almost always come unbidden and often Click to Read More
