The “Secret” of Effective Messaging

By Eric Seidel, CEO
The Media Trainers®

Clarity and consistency. Really no secret at all. But it does take preparation. And discipline.

While using marketing statements (slogans) in news interviews is counter-productive and ill-advised, approaching interviews from a marketing posture does make sense.

Marketers and ad agencies understand that messages take time to get through. It requires repetition and a consistent, clear message. Getting through in news interviews is much like advertising: it’s a cumulative process. Of course, the messaging needs to persuasive for target audiences.

Office Depot CEO Steve Odland has been quite clear, and consistent, regarding the economy through the prism of his business. He doesn’t see daylight yet in the current recession. His metric is his average customer, typically the small business person, and availability of credit enabling expansion (hiring). In a recent Fox News Sunday interview, Odland was asked if he sees a turnaround. He said his customer has suffered disproportionately because credit dried up and still is not sufficient. (Click on the video below.)



The stimulus was supposed to open up credit streams. Fox News Sunday anchor Chris Wallace asked Odland if that was working yet. Nope, he replied. Small businesses still are not finding credit easier to obtain, typically through second mortgages on their homes. (Click on the video below.)



The consistent elements in Odland’s message: the need for credit, which has not yet reappeared, and its importance to sustaining small businesses which, in turn, can begin hiring more workers. That, Odland says, is where all recoveries begin.

Congress Fiddles; Does Business Enjoy Being Burned?

By Eric Seidel, CEO
The Media Trainers, LLC

“Retention bonuses are a form of extortion.”—Barney Frank on CBS’ Face the Nation, 3-22-09.

While public anger in reaction to the AIG bonus payments is understandable, knee-jerk legislation from Congress is not. Yet, on top of the punitive 90% surtax bill already passed by the House, Financial Services Committee chairman Barney Frank now has his sights on all companies receiving federal bailouts (a/k/a TARP). He will be rolling it out this week (click on video below). In essence, it puts more of Washington into corporate boardrooms. Is that what you want, or need?

In addition, there’s talk of using “reconciliation” by the Democratic majority in Congress to stifle debate and amendments when the budget, healthcare reform, energy and bank bailout legislation come to the floor.

How far does Congress want to take this? And what is business willing to do in response? Is there concern about the federal legislature having its hand so deep into the management of private business? How are your most important stakeholders supposed to feel? What are you doing to address and impress their feelings?

While Congress is busy tapping into public anger with poorly thought out bills, the businesses of America seem to be MIA. Unless they’re called onto the Congressional carpet for hearings where members can make points with constituents, business leaders seem to be lying low. Yet, now is the time to speak up, as is so effectively explained in a white paper from Acumen Strategies.

There is too much at stake to remain silent.

The Wells Fargo Withdrawal

www.themediatrainers.com

Emotions always trump statistics. So, when companies that are taking billions of dollars from Washington during a deep recession continue to appear to be living too high on the hog, the negative perceptions are damaging.

Some might make a case that these trips—often called junkets—help transfuse cash into supporting businesses (e.g., hotels, taxis, tour guides, etc.). But, we’re seeing that time and again the company in question will be vilified because of the way things appear.

Thus, it should’ve been no surprise to Wells Fargo, one of those banks on the receiving end of billions of dollars in TARP money, that when word broke the company was planning a Las Vegas-bound event for employee recognition and appreciation there would be loud and angry fallout.

Wells Fargo CEO John Stumpf has complained about the media in full-page ads in both the New York Times and Wall Street Journal. He cancelled the trip, yet also defended it.

His letter to the public reads in part:

“OK, time out. Something doesn’t feel right…deliberately misleading” (news reports created an impression) “every employee recognition event is a junket, a boondoggle, a waste, or that it’s for highly paid executives. Nonsense!”

But what doesn’t make sense is the fact that Wells Fargo had not learned from the sins of others and that the company even considered this trip in the first place. While hundreds of thousands are losing their jobs, now is not the time. It makes you wonder who’s not paying attention, and why.

The media can be blamed for many things but, in this case, Wells Fargo’s management need look no farther than their own headquarters. They may have had good and honest reasons for their plans, but there’s an old saying that “the road to hell is paved with good intentions.” Especially when so much of the country is going through hell right now.