Tag Archive: B2B


“Yes, most likely.” — Boeing President and CEO David L. Calhoun asked if one of his airline customers will go out of business

Three little devastating words.

What is one of the Golden Rules of Public Relations? Don’t answer hypotheticals.

“What happens if the sun slams into the earth?

You can think we would all fry and die and the markets would close early, but you have the right to keep your thoughts to yourself and to deliver a boring response to a reporter, anchor or correspondent.

Today’s Savannah Guthrie asked Calhoun if an airline (e.g., one of Boeing’s customer) could go under, and he uttered those three little words starting with “Yes.”

Guess what? The entire airline sector took a dive (pardon the poor Almost DailyBrett pun) as well as one of their chief suppliers … that would be … Boeing. The company’s PR department reportedly tried to “walk back” Calhoun’s gaffe, but as they say … ‘You can’t put the toothpaste back in the tube.”

Almost DailyBrett must first ask: Why “Today”?  Why now?

Even before Covid-19 sell-off, the company was responsible for two Boeing 737 Max-8 failure airplane crashes. As a former shareholder, your author knows the airline passenger market is on its back. Boeing turned into a ‘sell.’ It’s still a ‘sell.’

What’s the “great” news to bestow to the aeronautics rocket scientists at Today. Considering that Boeing is the ultimate B2B (business-to-business) is Today’s audience, your audience? Wouldn’t CNBC, Fox Business, Wall Street Journal or even Aviation Week be more appropriate media for Boeing?

Your Mother Always Told You To Tell The Truth

So did Immanuel Kant.

A former Silicon Valley colleague made a valid point that Boeing boss Calhoun should be given credit for telling the truth, and nothing but the truth.

True, but Calhoun went too far. Questions about the financial health of each and everyone of Boeing’s airline customers should be left to the … carriers themselves.

What was the alternative (besides declining the Today interview request)? How about not responding to the question, simply acknowledge the interrogative, say you can’t speak for individual airlines and pivot the discussion back to Boeing. The technique is known as Acknowledge-Bridge-SOCO (Strategic Operating Communications Objective).

SOCO is the answer, which coincides with predetermined before the Today interview Boeing’s agenda, not the wishes of Mizz Guthrie.

As a former press secretary for former California Governor George Deukmejian, your author and our press office staff parried each and every hypothetical question. It was our rule. It was our political discipline.

Consider one of the many questions that we received about legislation pending in the state Legislature, and whether the governor would sign or veto a bill? Unless it was one of the rare cases in which the governor deliberately wanted to send a discouraging message in advance — the bill would be DOA — we implemented our sacrosanct rule about not responding to hypotheticals.

Reporters would often voice their displeasure, but our answer made sense … bills are often amended. They are shelved in committee. They fail on the floor of one or the other house. You can’t make a judgment on a bill if and until it reaches the governor in its final form.

In governance, it’s sound public policy to plan for the future — California 2010 project in 1987. The Golden State foresaw the equivalent of the population of the State of Illinois moving to California. That prediction turned out to be true.

Having said that, there is zero upside with thinking out loud in the on-the-record presence of a reporter. Unless you have the internal green light from your management to float a trial balloon, the practice of speculating about the future is inherently dangerous.

And if you do venture into the hypothetical minefield, mind your own knitting (one metaphor following another),

Calhoun’s greatest sin in the eyes of Almost DailyBrett was conjecturing out loud about the business future of one of Boeing’s customers. That’s the carrier’s prerogative and responsibility, not Boeing, the B2B supplier.

Boeing’s PR department deserves more than its fair share of blame for this gaffe. Today was a bad choice at the worst time possible.

Calhoun was not adequately media trained, particularly when it comes to never answering hypotheticals.

https://www.nbcnews.com/business/business-news/coronavirus-pandemic-could-force-major-u-s-airline-out-business-n1205036

http://www.boeing.com/company/bios/david-l-calhoun.page

 

 

Life used to be so easy.

There was Paid Media = Advertising.

There was Earned Media = Public Relations.

And there were the legacy media gatekeepers: Newspapers, Radio and Television.

That’s how the world appeared to communications pros way back in the 1980s.

One employed earned media and/or paid media to deal with or get past the analog media deciders to reach target audiences.

There was B2B. And B2C. And even B2G.

Simple?  Oh, so simple.

As we all know, 20th Century Web 1.0 (websites) and 21st Century Web 2.0 (convergence of social, mobile and cloud) have thrown everything into a tizzy. And some are even talking about Web 3.0 or semantic web. We will leave that for another installment of Almost DailyBrett.

weberas

And now we can add Owned Media to the mix as well.

The neighborhood property values will never be the same.

What the heck is “Owned” Media?

One can spend money to place ads into legacy and/or digital native media: Paid Media.

Or one can choreograph public relations campaigns, hopefully garnering always in-demand third-party validation by means of effective interaction with analog and digital gatekeepers wherever they may be: Earned Media.

(Some used to call this category “Free” media. Practitioners know through painful experience there is absolutely nothing “free” when it comes to media relations).

As the influence of legacy media gatekeepers subsides and the flack-to-media ratio (presently 3.6-to-1) grows more lopsided, more-and-more public relations pros, marketeers and investor relations practitioners are embracing Owned media. These are media channels directly (for the most part) under the control of corporations, governmental agencies, non-profits, NGOs or anyone with a product to sell, a candidate to elect or an idea to spread.

threemedia

Before Almost DailyBrett goes any further, at least partial credit needs to be directed to Advertising & IMC: Principles & Practice, 10th edition by Moriarty, Mitchell and Wells for its role in defining this growing-in-importance owned media category. “Owned media: Media channels controlled by the organization and that are used to carry branded content.”

And just like advertising and public relations, owned media is experiencing the full impact of digital communications revolution, and maybe even more than its siblings, paid and earned media.

Natural Reaction to Growing Paid Media and Earned Media Issues?

Advertising pros are confronted with the dilemma associated with just too much clutter, legacy media declining in importance and influence, and digital native media still undergoing growing pains.

PR, marketing and investor relations practitioners are dealing with the remaining legacy media reporters, editors, correspondents and analysts, who are wondering just how much longer their jobs are going to last. In any event, they are overwhelmed with PR folks pitching them self-serving story ideas.

The digital news aggregators are starting to make a mark for themselves as the Huffington Post drew approximately 85 million worldwide unique monthly desktop visitors this past March, up from about 65 million the previous March. BuzzFeed virtually doubled its online readership from nearly 21 million in March 2013 to 45 million two months ago. Business Insider recorded a gain of 15 million to 17 million in the same time period.

Some of these news aggregators will succeed, famously capitalizing on their first-mover advantage. Others will not. For PR types, they present a new avenue to gain the vaunted third-party acceptance.

Has “disruptive” digital  communications technologies (e.g., Web 1.0 and Web 2.0) changed the rules of the game for paid and earned media pros? Absolutely, but maybe not as much as for owned media. When one contemplates owned media, there is a seemingly unending string of digital ones-and zeroes.

Examples of Owned Media Channels

So what are these owned media news channels — in many cases digital self-publishing – that are allowing us to bypass the legacy and digital native gatekeepers and giving pause to making more advertising expenditures? Here are some examples:

● The organizational website. Websites seem so yesterday and yet they are the digital point-of-entry to the company, non-profit, governmental, agency and political brands. They reflect the basic messages, mission statements, raison d’etre, the look-and-feel of the brand through the careful use of art, fonts, navigation and style. And now they increasingly feature audio and video, and they invite two-way symmetrical communications.

● The 100-million digital essayists (including this one) who compose blogs on a daily basis. Obviously some are more important than others. Companies over the years have become less reticent to the idea of their employees blogging, and with proper controls they are assisting in the promotion of the brand.

blog

● The corporate intranet is now providing for true two-way symmetrical communication between management and rank-and-file employees. For example, Southwest Airlines debuted in 2010 SWALife, a truly interactive portal allowing employees to directly engage in a companywide conversation.

● Social media sites including Facebook pages, Twitter feeds and hashtags, and LinkedIn accounts are at least being regularly monitored (or they should be) and being hosted to create a “buzz” as it applies to the organization.

● YouTube videos and Flickr photo pages are spreading the corporate brand, sometimes on a viral basis, which can be accessed with a few clicks on the mobile device or remaining laptops.

Yep, we have moved from B2B, B2G, B2C to B2C2C with brands rising and falling via word of mouth…the best advertising of all. And guiding these conversations or at least influencing them are organizational owned media.

Owned media is just another example of how our world has changed, digitally and permanently. And it may be the best response to digital communications angst.

http://www.economist.com/news/business/21602714-new-york-times-ponders-bold-changes-needed-digital-age-read-it-and-leap

http://en.wikipedia.org/wiki/Semantic_Web

http://www.pearsonhighered.com/educator/product/Advertising-IMC-Principles-and-Practice/9780133506884.page

https://almostdailybrett.wordpress.com/2010/07/20/luving-two-way-employee-comms/

 

 

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