Thursday, May 11, 2006

‘Father of public relations’ on Nehru, India

Edward L Bernays, considered the "father of public relations", had counselled actors, presidents, large corporations and government.

What is not so well known is that, immediately after India’s Independence, Bernays was consulted by then Prime Minister Jawaharlal Nehru. In his video, ‘India, the Democratic Republic of Southeast Asia’, Bernays recalls his advice to the Indian Government.

What were Bernays’ suggestions? Did India accept them? How did Pandit Nehru learn of Bernays?..

Please see a rare video to find out.

PR in India: Matt Shaw’s views

Matt Shaw, Vice President, Council of Public Relations Firms, writes in PRWeek on PR in India and China. He sums up the Indian challenges very well:

The Council's Client Advisory Committee met in March to discuss India's PR landscape and how multinationals are cultivating reputations there. India has moved more cautiously into the business world than China has in order to avoid potential social unrest. A deep local knowledge is paramount in India. On a strategic level, companies entering India are wise to demonstrate a long-term commitment there. On a tactical level, the challenges can be daunting in a country with so many distinct ethnic provinces. For example, a countrywide press release requires more than a dozen language translations.

China and India represent two of the most compelling business stories of our time. As foreign companies continue to stream in and local businesses grow, US PR firms are building and networking to seize the opportunities. As a member of the International Communications Consultancy Organization, the Council continues to explore the global business environment on behalf of its members.

Wednesday, May 10, 2006

Jack Trout:Exploit your leadership

Jack Trout writes in Forbes:

What most bewilders me in the marketing world are companies that don't exploit their leadership. Instead of "I'm lovin' it," McDonald’s could be, "The world's favorite place to eat." Instead of "Connecting people," Nokia could be "The world's No. 1 cell phone."

Leadership is the most powerful way to differentiate a brand. The reason is that it's the most direct way to establish a brand's credentials. And these credentials are the collateral you put up to guarantee performance.

Also, when you have leadership credentials, your prospects are likely to believe almost anything you say about your brand. (Because you're the leader.) Humans tend to equate "bigness" with success, status and leadership. We give respect and admiration to those that are the biggest.

Powerful leaders can take ownership of the words that stands for their brands' categories. You can test the validity of a leadership claim by a word association test.