Essentials of Media Communication

CLARITY

CONSISTENCY

CONSTANCY

• CEO or founder of the company • “Chief storyteller” to develop a “good story”

angled to target each stakeholder

Presence of Brand

Champion

• Regular training• Devote time for frequent dialogue sessions• Display posters with the corporate position

statements• Utilise notice boards and circulate internal

communication

Repeatedly communicat

e brand values

• Awareness about rumours and buzz about the brand• Product launch, press conferences etc.• Print media advertisements, Billboards/Hoardings• Reading the consumer feedback and survey reports

Listening Oral

Writing &

Reading

Dare To Think Beyond The IIMs…

Superior Brand Imaging

“A great year for dream merchants… next year will be even better” – IIPM editorial

“2nd highest International Placements in India” – The Hindustan Times

“72 subjects in 2 years. The secret of IIPM’s superiority” – The Times of India

“A record 2650 students placed for the class of ‘08 and an amazing 165 international placements” – The Telegraph

IIPM spends more on ads than DLF

The Goof-up…

“Govt. orders blocking of IIPM related URLs” - MINT

“It is outrageous. We will reply to the notice and may explore a contempt case”

- Career360

The Outrage

“ So, tomorrow you may say Indian government is full of crooks, and your daddy can be the better prime minister?”

News of the World saga. .

. . . & Adios! ! !

Hyundai ix35 suicide commercial –This isn’t the RIGHT WAY

“We understand that some people may have found the iX35 video offensive. We are very sorry if we have offended anyone. We have taken the video down and have no intention of using it in any of our advertising or marketing”.

Ad intended to showcase cutting edge innovation i.e. Hydrogen Fuel Cell

Went viral on the you tube… But for the WRONG reasons

Hyundai had to take down the Ad and issued an ‘apology’

Spirit of Australia

Service and history

• VITAL LINE OF COMMUNICATION DURING WORLD WAR

• FIRST FLYING DOCTOR SERVICE

• INCREASED COMFORT REMOVING NEED OF HELMETS AND GOGGLE

QANTAS AIRLINES:TWITTER NOSEDIVE

“Getting from A to B without the plane being grounded or an engine catching fire #qantasluxury”

• Improper monitoring of feedbacks

• Negative response• Improper timing for publicity• Inability to understand how to

communicate with public

Brand Apple: Steve Jobs

Increasing popularity of the brand ‘Apple’

Introduced product with the famous

tagline ‘One more thing’

Fired from the company he built

Ten years of plummeting sales

and loss of direction prompted his return

Vision for a ‘computer for the

rest of us’ sparked PC revolution

Jobs’ media communication

Jan 2000 Keynote

Jobs communicating his elevation to the post of CEO

Re-capitulated his ‘One more thing’ tagline

Communication TricksAnnounced OS 10 by staging a funeral for OS 9- with

casket and prayers

Introduced iPod mini from his pocket

MacWorld 2007

“The first one is a widescreen iPod with touch controls. The second is a revolutionary mobile phone. And the third is a breakthrough Internet communications device”

“So, three things: a widescreen iPod with touch controls; a revolutionary mobile phone; and a breakthrough Internet communications device”

“An iPod, a phone, and an Internet communicator”

“Are you getting it?”

“These are not three separate devices, this is one device”

“And we are calling it iPhone”