Dear Friends,
Happy New Year!!!
I have been reading this interesting discussion on Media reporting... I appreciate that such a case study is being discussed.
I think the frustration in this case is due to the gap between commitment and the delivered results. Basically the agency person has an important lesson from this episode.
In the tier II cities, the services are hired on the basis of deliverables and not by the mode. The client does not give time on discussing the course of the activity; in fact there is an insistence on making commitments about the number and the quantity of coverage.
Here I have one more interesting observation, many a times our friends from PR industry try their hands in deciding the advertising strategy for the client and this is the no-win situation for both the parties. It's important that the PR function is not visibly connected with advertising.
In my opinion, it should be made clear during the briefing part only, that the launch of a new venture by a celebrity is not a surety of a successful PR campaign.
We must understand that it is absolutely fare to throw parties, it's reasonable to give media giveaways and use the techniques to ensure that the journalist remembers the brand…. But it's the responsibility of the agency to educate the client that the Image management is a long term activity and not only the launch by a celebrity and the food and the gifts will suffice the needs of a good promotional campaign.
Shishir
On Sat, 29 Dec 2007 Abhinav Sood wrote :
>Mansi
>
>
>
>Medianet will never let brand - name/logo appear, in-spite of the journalist
>filing it. Specially in supplements like Chandigarh times. As such, within
>the group, most of these supplement editors have been asked to co-operate
>with Medianet.
>
>
>
>Its always better to educate the client about such issues before
>expectations reach sky level.
>
>
>
>Abhinav Sood
>
>ConnectComm
>
>
>
>On 12/29/07, Mansi PR <mansipr@gmail. <mailto:mansipr@
>
>
>Dear friends,
>
>
>
>I want to know your expert opinion on an issue.
>
>
>
>One of our friends retained a PR company at Chandigarh (also a dear friend
>of ours) to handle the launch event of his Restaurant. The owner of the
>restaurant also retained an event manager and booked a TV celebrity for the
>inaugural show.
>
>
>
>As usual, the PR company invited the media for the inaugural event. A
>reporter from Times of India also attended the event, enjoyed the
>hospitality, went away with the gift happily and filed the interview of the
>TV celebrity without even mentioning the name of the restaurant or the owner
>("The TV Celebrity was here to inaugurate a restaurant in the City").
>
>
>
>My question is : Is it ethical on the part of the TOI reporter to file the
>interview of the TV celebrity, without giving credit to the restaurant, when
>:
>
>
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>* The TV Celebrity was arranged by the Restaurant owner
>* The restaurant owner spent heavily on the fee, food, lodging, travel
>etc. of the TV Celebrity
>* The interview took place at the restaurant premises
>
>
>
>Kindly enlighten me on the issue.
>
>
>
>Warm regards.
>
>
>
>Raman Johar
>
>Mansi PR
>
>Chandigarh
>
>mansipr@gmail. <mailto:mansipr@
>
>
>
>
>--
>Best Regards
>
>Renu Kakkar
>............
>To go nowhere. Follow the crowd
>
>
>
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