Does one photo say more than a thousand words?

Posted on May 19, 2011 by veropr
Make-up before a press conference

Make-up before a press conference

The context of a photo

Why this photo has been posted on front pages of media all over the world today, is probably the fact that the Russian president held the first domestic press conference in his three-year-old presidential term. Although 800 journalists were present and you would expect interesting news coming out of the press conference, coverage I’ve seen has been limited to articles in which hard news is lacking. Some media only placed a photo caption and framed the photo around the context of whether the president would seek re-election.

My story: backstage at a press conference

Without knowing more context of the photo, for me, this photo evokes colourful and powerful images of my own.

If I look at this photo it reminds me of the morning of so many press conferences of Heineken N.V. During 7 years, As the Company spokesperson, I was part of the inner circle that prepared the CEO and CFO of Heineken N.V. for Earnings Results press conferences amongst others. Only a few advisors were allowed to be around the Executive Board on the morning of the press conference, on location, and I was lucky to be one of them. Contrary to the Medvedev photo, photographers were not allowed ‘backstage’ at Heineken and we had good reasons for that.

What we used to do on these hectic mornings was have breakfast, go over the news of that morning and rehearse key messages. We would discuss any potential new issues that could trigger journalists to ask the Executive Board questions about. We were focussed and avoided any distraction.

Make-up is allowed in the Boardroom

It was then, when both the CEO and CFO would go into make-up. I remember that years ago, when we first advised the Executive Board that they should have make-up, they were not too thrilled. “We don’t need make-up”, they said. Being men, they were not used to put make-up on off course. Now they know it’s part of the script, but years ago, we had to convince them that the long hours of the night before showed on their faces and that they needed a little bit of colour, especially because there would be TV cameras present. As you can see on the enclosed photo, even the Russian president needs make-up before a press conference!

If you look at the president in the photo, who looks at his watch and is not at all interested in having his make-up adjusted, you get a feel for similar situations of CEOs and politicians before a press conference. It’s funny how the Russian president abruptly decides that the make-up artist should be ready. He takes his jacket and starts to move around. It’s a great moment in action, it tells a story that I can relate to.

If you look once more at the photo, you see the make-up room and a mirror in which there is one man with papers in his hand. During make-up he probably has briefed the president and now they agreed that it’s time to start the press conference. That’s another reason why I think this photo is brilliant. My framing of this photo is a behind-the-scenes moment, the busy minutes before the start of a press conference. You can almost feel the excitement, the tension.

Although this photo was probably staged, I’m glad that this is a different photo than the ones we usually see in the media.

Share it on this blog if you should have a similar experience with a photo that tells its story without knowing much context.

Posted in Corporate Communicaton, Financial Communication | Tagged , , , | 7 Comments

10 Tips How To Prepare for a Television Interview

Posted on May 9, 2011 by veropr

If you need to prepare for a TV interview, or in case you need a good CEO interview example for your boss, take a look at this interview. It’s a pleasure to watch.
It shows how natural the CEO of Starwood – Frits van Paasschen – gestures. In addition he talks about the company with passion and delivers his messages in a clear way. He is assertive, uses his hands in a natural way to support his messages and smiles when appropriate.

Obviously native English speakers have a small advantage over the rest of us when interviewed by Jim Cramer on global TV since they speak the language fluently. The good thing about this interview though is that Frits responds perfectly to the pace and enthusiasm of the interviewer. It’s a high energy and feel good interview, which I can imagine served its purpose for the Starwood brand.

Here are a few tips how to prepare for a TV interview, if you go their studio, similar to the video shown on this blog:

1. Rehearse what you want to say, even if you’ve done this many times before, . Before you go to the studio, go over a structured set of notes or briefing document which contains the messages you wish to convey. There is a purpose for your interview so you to need find opportunities during the interview to deliver those messages and also stay on message. If you are prepared well, you will look and feel less nervous during the interview which – as a result – impacts the interview in a positive way.

2. Leave any notes behind, in the office or in the car. Don’t take papers with you to the studio. When you enter the studio, you are ready.

3. Take note of your appearance one day before your TV interview. Go to the hairdresser if needed. Check your appearance once more before you go to the studio. You might be offered make-up in the studio which you accept at all times.

4. Arrive well on time in the studio. Don’t rush and clear your head from other things.

5. Drink only water during the interview.

6. If needed, ask to make adjustment for the lights or the chair. Make sure lights don’t bother you. Same goes for the chair. Both your feet need to be on the ground. Sit up and look alert. Hold your hands together and don’t swivel in your chair.

7. Relax and breeth deeply.

8. Look at the interviewer, not the camera(s).

9. Remember your key messages.

10. Gesture naturally and beware of nervous habits.

Let me know if you have some additional tips. Do you have another good example of a star performer in TV interviews?

Enjoy your next interview!

Posted in Corporate Communicaton, Interviews, Media training, Tips How To, Video | Tagged , , , | 2 Comments

4 Tips How To Get Favourable Media Coverage about Corporate News

Posted on May 4, 2011 by veropr

4 Tips how To Get Favourable Media Coverage about Corporate News

Do you know Spanish company Puig?

According to their own website, it’s a fragrance, cosmetics and fashion company, founded in 1914 in Barcelona, 100% family owned. In 2010, Puig generated net revenues of 1.2 billion euros, 75% of which is generated outside Spain, its main market. In 2010, Puig has grown to 7% market share of the perfume market. Some of the prestige brands Puig represents are Paco Rabanne, Carolina Herrera and Prada. Puig has subsidiaries in 21 countries and its products are distributed in over 130 countries. Chairman and CEO is Marc Puig and currently the company has 3,600 employees.

When on 3 May, it was Puig who acquired Hermès’ stake in Gaultier, I wanted to know more about the transaction and this relatively unknown company. I found two things remarkable:

1. On Puig’s website I could not find a press release or any reference about the transaction. This is odd since they are the ones who bought the stake.

2. After analysing a few news articles online, the story about the transaction was told from the perspective of Gaultier and Hermès and only briefly mentioned Puig.

Since I could not find a press release from Puig, or news articles which relate to interviews with the CEO, I can only assume that there has not been a press conference or any interviews with international media in which the CEO explained the rationale behind Puig’s acquisition. I would say it’s a missed opportunity for Puig to have any international exposure about the CEO, the company, their roots, mission and strategy.

Why interviews or press events?

Even if a company is 100% family owned and not bound by disclosure rules, more transparency and clarity around certain key topics will help further build a company’s reputation which in turn helps to retain and gain access to the best clients, partners, deals and talent.

Especially companies like Puig with a portfolio of brands benefit from a well organised Corporate Communications. Usually these companies know very well how to market (and communicate around) their brands. They seem to lack however a media strategy, a foundation, to get a fair amount of favourable exposure in key global business media.

4 Tips How To Get a Fair Amount of Favourable Media Exposure for Corporate News

1. Pro-active media campaign

Build a relationship with key company / sector writers and editors. By the time your company announces an acquisition, your key reporters know your company spokesperson, the CEO, CFO and the company already well and have the necessary background information. During my 7 years at Heineken I built a long term pro-active media plan, agreed it with the CEO and CFO and requested top management to participate. We actively sought opportunities throughout the year for brand and company news to provide to journalists and when there was no news, we organised background meetings for those journalists who needed more information about the company (e.g. about strategy) in order to educate them. A lot of effort goes into media training of top management and building key messages, but if you do this with passion and commitment, rewards (in the form of great exposure) are high.

2. Corporate press releases

Not only write brand press release, also write quality corporate press releases to deliver facts and provide the news (such as an acquisition) from your perspective: Include a quote from the CEO in which he/she explains the rationale behind the acquisition and make sure your most important media picks up this quote. Follow up with phone calls. Post corporate press releases on the homepage of your website so that journalists and bloggers from all over the world can find this information 24/7.

3. Website

Improve your Online Communication by enlarging your press section. Provide interesting background information for journalists, such as images, speeches, videos, biographies of top management and background stories etc. Do this even if you are not stock listed.

4. Press conference or interviews

When announcing an acquisition, organise a press conference (big acquisition) or schedule key telephone interviews (smaller acquisition) with the most important global and local business media. Don’t wait until they call you but instead arrange upfront with whom your CEO needs to speak. If you do this, you will notice that the journalist in question, appreciates the time he/she gets with your CEO which increases the chance that your company receives a fair amount of attention in the media.

Let me know if these tips are useful and if you would like to add some more. I welcome additional suggestions.

Posted in Brand PR, Corporate Communicaton, Interviews, Media training, PR Strategy, Reputation, Tips How To | Tagged , , | 2 Comments

4 Tips How To Best Prepare for Issues in Interviews

Posted on April 1, 2011 by veropr
4 Tips How To Best Prepare for Issues in Interviews

The Challenge

On 7 March 2011, Italian jeweller Bulgari, and French Luxury Group LVMH announced in a joint press release the sale of Bulgari to LVMH.

Whilst shareholders and analysts might have liked the deal, I noticed the media mentioning that the difficulty that Bulgari Chief Executive has had was to convince Italian media why selling out to the French is necessary. The topic that the French are increasingly buying Italian brands is high on the agenda these days in Italy and is damaging the proud “Made in Italy” reputation.

Strong key media messages

I looked at what I believe are strong key messages in interviews about the deal with the Chief Executive Francesco Trapani and summarize these messages as follows:

  • Good deal: The deal is financially good and positive for all stakeholders. It guarantees the Long Term future for Bulgari.
  • The world is changing: Remaining independent was no longer an option for Bulgari. Like more relatively small scale independent Italian brands, Bulgari faces a more globalised world and is more vulnerable to macroeconomic volatility.
  • In Need for Scale & Power: To remain competitive, Bulgari global growth ambitions are to become a stronger brand and a financially healthy and larger company with increased revenues and market shares. This cannot be reached without the global scale and financial power of a partner such as LVMH.
  • China: Long term, Bulgari needs scale to be able to benefit from opportunities in fast growing markets like China, increase market share and financial investments to reduce media buying costs and costs of distribution.
  • It’s the right time: Bulgari does not wait until it becomes too difficult to compete with large companies like LVMH but joins them.
  • Within Italy there is no partner: Since Bulgari was unsuccessful to find a solution within Italy, it turned to French LVMH, which is the perfect partner since it owns a range of Luxury brands and understands best how to nurture and grow brands with respect of the roots and identity of brands, including the fact that Bulgari is a family business.
  • Seats on BoD: Bulgari will be entitled to two seats on the Board of Directors of LVMH.
  • HQ remains in Rome: The newly combined watches and jewellery division of LVMH will double in size as a result of the deal. Francesco Trapani will join the Executive Committee and head this division and Bulgari’s HQ will remain in Rome. Further acquisitions are not ruled out.

What’s missing?

The deal seems to have been communicated well, but I’m not Italian. How Italian Will Bulgari Remain is obviously a sensitive topic for the Italians. Italian iconic brands are part of Italy’s DNA. It should not have been a surprise that Italian media therefore focussed on the disappointment that the Italian company sold out to the French.

I wonder therefore if the Chief Executive has spent enough time talking about LVMH’s respect for the Bulgari family culture and what Bulgari has agreed with LVMH about the respect for the Italian identity of the brand. Has the Chief Executive made it clear enough what the synergies will be and has he explained where possible changes would be expected for the better? How will these changes benefit the quality, production, media buying or distribution of products? Will there be lay-offs and if and how will consumers notice any change?

What the Italians might have missed is evidence for the promised respect for culture and identity. For Italian media, this should have been a top key message. They want to hear how important the Italian image is to the brand and how LVMH will nurture this. Francesco Trapani did try to explain that the deal should not be seen as a takeover but the message might not have been strong enough since the financial facts are clear about this.

Tips

1. Issues List: In Merger & Acquisition deals, spokespersons like the Chief Executive are usually well prepared with a comprehensive messages document and Q&A which helps explaining the rationale behind the deal. In the preparation phase, it’s however also important to take enough time to list all possible issues and discuss how best to manage them.

2. List Key Messages and Proofpoints: What completes your list of key messages is a list of proof points or evidence to sustain your key messages.

3. Mediatraining: The best way to prepare for a big announcement is to organise a media training session in which you can practise your key messages and build the proof points.

4. Know Your Audience: Make sure you mention all your key messages in every interview and stress some messages with examples more than others depending on readership profile.

To stay with the Bulgari case, more evidence that pushes back uncertainty and speculation amongst the Italians is necessary. It shows that both the Bulgari and the LVMH Chief Executives understand the sensitivity and find it important to discuss as part of the deal. It also shows that both Chief Executives know the details about such an important topic.

If there are any Italians amongst my readers or others who want to leave a comment, let me know what you think.

Posted in Corporate Communicaton, Interviews, Issue management, Media training, Reputation, Tips How To | Tagged , , , | 4 Comments

Dior Manages Galliano Crisis by Protecting Its Reputation

Posted on March 4, 2011 by veropr
Dior Manages Galliano Crisis by Protecting its Reputation

As many discussions continue about whether or not Dior was right to fire Galliano, and based on what I read in the media about the issue, I would say that the fashion label did the right thing to protect its reputation by firing its designer. For Dior the stakes are too high. The company was right not to take any risk with its star designer employee.

Unfortunately it seems that Dior’s press releases are not publicly available and therefore I based my findings for this blog on several media articles.

Why I find this an interesting topic is because of the leading principle that when a crisis hits a brand, it impacts the whole company and puts a company’s reputation at risk. As a result, decisions made are driven by protecting its reputation.

Impact of social media on reputation

Once more it’s clear that phone cameras and YouTube offer the possibility for consumers to instantly publish and share issues or at an inconvenient time and that the internet increases the distribution speed of negative publicity. As an employer, you don’t have control of consumers using phone cameras and posting negative messages on social media about – famous – staff members. The only one that can influence the content of any bad publicity at the time is the employee in question. He or she is the brand’s ambassador at all times and should not give anybody a reason to publish damaging content.

Manage the issue by taking back control

An employer however can manage the issue by controlling its own content and plan its communication quickly after an incident has taken place. Even though Galliano seems to have denied the allegations against him and before any court case might take place, Dior, as a business, reacted as it should have: quickly and publicly by saying that the company would not tolerate Galliano’s behaviour and therefore fired him.

Balance the images and costs involving your commercial relations

Dior is much more than couture, for which Galliano was responsible and was the face. There are other celebrities that represent parts of the Dior business, such as perfume, for which Natalie Portman is one of the faces. It seems that once the Oscar-winning actress publicly said that she did not want to be associated with Galliano, Dior balanced her statement with all the damaging press regarding Galliano. More importantly Dior decided that Natalie Portman is as important to Dior’s image as Galliano and she denounced him publicly.

Brands are not immune to misconduct

The individual John Galliano might have forgotten for a second that he is also a celebrity, employed by the Dior Company and a famous brand himself. It is unfortunately not possible for him to be just John Galliano. A CEO, CFO or a star designer’s behaviour always has an impact, whether he is at work or out in a bar, whether it’s positive or negative. That’s the flip coin of being famous.

In case of a good designer like Galliano, to see how much damage his misconduct has done to his good name and his trading name (owned by Dior), depends on the ruling of the court case and then how he, the public, the fashion business and the opinion leaders will react. It usually takes time to restore a reputation.

Posted in Corporate Communicaton, Issue management, Reputation, Social media, Video | Tagged , , | 2 Comments