Consider any significant piece of communication you may have noticed in the last one week. Be it a TV ad, a print commercial or even something you heard word of mouth. I would not be surprised if this was a piece of communication which appealed to your emotions very strongly.
Communications based entirely on reason, facts, data is boring. When one feels a tug of emotions, one is able to relate to it; empathise with this bit of communication and hence it appeals to us.
Does it mean we must base all communications on high-emotional appeal ? Perhaps yes and no. Yes to the extent that one does not over-do it. No, to the extent that too much emotion can also dampen the effect if one is communicating a serious issue - for example homelessness or cancer research. Facts need to be placed side by side with emotions and one needs to look at the right balance.
Friday, December 28, 2007
Saturday, December 22, 2007
Alex Etgar and talkability...
Ogilvy Singapore did an incredibly successful campaign recently. Entitled "Meet Alex Etgar", this was a viral campaign aimed at increasing talkability about a fictional character "Alex Etgar".
I remember one fine day, opening my mail box and finding out that we have someone called "Alex Etgar", joining the network. Alex was introduced as a 20 something - head of the "Red" division of Ogilvy; a newly formed business unit. His accomplishments were praised and within a week, Alex had won a major million dollar business for the Asia-Pac region. Boy ! were we in awe ?? I told myself ," This guy is really a super-hero".
A few weeks after this high-profile introduction, there was a party; where "Alex Etgar" was formally introduced - or rather the myth of Alex was de-mystified.
Turns out that he actually did not exist at all. Alex was a character introducted to showcase the qualities that Alexander the Great embodied; and values that are needed in today's competitive world. He was someone full of strength, ideas,resourcefulness, initiative, daring and vision.
I must admit that the campaign definitely was full of these values ! Kudos to the team that came up with this campaign...
Thursday, December 20, 2007
PR professionals' credibility problem...
While we PR professionals claim to be building the reputation of our clients, often our own reputations are suspect. I have over-heard so many journalists speak of PR professionals in such a disparaging manner that it has shocked, at times amused me. Lets admit it, we do have a credibility problem.
After all, dont we try to consciously alter the mindsets of people with a set objective ? This alone can make journalists suspect of our motives. A lot of agencies use "all means necessary" to get coverage - and this often crosses the thin line between what is ethical and un-ethical.
In a market such as India, where PR industry is still in its infancy, media looks at us with suspicion and at times with disgust. "you people have sold your souls to make money " said a city editor of a prominent newsdaily; where i had interned earlier before making the jump to PR. Her remarks are just among the few that i have had to encounter when it comes to justify our existence as well as the need for qualified, trained professionals to communicate, convince and persuade people to communicate about issues and businesses.
While professional bodies outline Dos' and Donts' to all professionals; seldom do people practice them in real life. In the frenzied competition to out-do the other agencies; some agencies often step over the mark of what is ethical. Bribing journalists, not speaking the truth, hiding important facts are all part of the bargain for some PR professionals.
So what is one to do in such a scenario ?? Here are some suggestions to overcome this "credibility gap"
1) I think it is upto each individual PR professional to build his/ her credibility and this would in-effect reflect on the industry as a whole.
2) One must be thoroughly abreast of what is happening in the industry that one's client is in. No journalist likes to deal with an ignoramus. Being informed helps project a confident and self-assured image which even the media appreciates.
3) Training, reading, continuous learning must be made mandatory in every agency. Quarterly reviews of what one has learnt and implemented must be made compulsory.This will ensure quality among PR profesionals
4) Zero tolerance of un-ethical practices. If we as PR professionals put our foot down and refuse to budge when certain journalists demand something which is not ethical; it would stand in our favour and build credibility in the long run.
5) Results based work : Each individual PR professional must hold himself/ herself accountable for the clients work and must have "ownership" of the brand so there are no slips. We must see ourselves as the "ambassadors of our clients" and behave accordingly.
After all, dont we try to consciously alter the mindsets of people with a set objective ? This alone can make journalists suspect of our motives. A lot of agencies use "all means necessary" to get coverage - and this often crosses the thin line between what is ethical and un-ethical.
In a market such as India, where PR industry is still in its infancy, media looks at us with suspicion and at times with disgust. "you people have sold your souls to make money " said a city editor of a prominent newsdaily; where i had interned earlier before making the jump to PR. Her remarks are just among the few that i have had to encounter when it comes to justify our existence as well as the need for qualified, trained professionals to communicate, convince and persuade people to communicate about issues and businesses.
While professional bodies outline Dos' and Donts' to all professionals; seldom do people practice them in real life. In the frenzied competition to out-do the other agencies; some agencies often step over the mark of what is ethical. Bribing journalists, not speaking the truth, hiding important facts are all part of the bargain for some PR professionals.
So what is one to do in such a scenario ?? Here are some suggestions to overcome this "credibility gap"
1) I think it is upto each individual PR professional to build his/ her credibility and this would in-effect reflect on the industry as a whole.
2) One must be thoroughly abreast of what is happening in the industry that one's client is in. No journalist likes to deal with an ignoramus. Being informed helps project a confident and self-assured image which even the media appreciates.
3) Training, reading, continuous learning must be made mandatory in every agency. Quarterly reviews of what one has learnt and implemented must be made compulsory.This will ensure quality among PR profesionals
4) Zero tolerance of un-ethical practices. If we as PR professionals put our foot down and refuse to budge when certain journalists demand something which is not ethical; it would stand in our favour and build credibility in the long run.
5) Results based work : Each individual PR professional must hold himself/ herself accountable for the clients work and must have "ownership" of the brand so there are no slips. We must see ourselves as the "ambassadors of our clients" and behave accordingly.
Monday, December 17, 2007
The making of a star...Om Shanti Om and Deepika
Finally saw Om Shanti Om, perhaps the most talked about movie of the year. I enjoyed the film and believe it is a well packaged piece of entertainment. All the elements were right - the humor, the sense of history, which took one back to the 1960s and 70s; and the evolution of Bollywood.
shahrukh khan was at his best as Om Prakash and OK respectively in his first and second life. The movie also struck a chord with me simply because of the way it was marketed. Right from the "making of OSO" to the premier of the film, the PR was absolutely fabulous. The PR guys focused on all elements which would interest the typical movie goer in Indian cities.
While we are all running around doing our work, making money and complaining about the traffic; each one yearns for the lost time, the "past" which was all hunky-dory and fine. We want to re-visit our past and live in it for the dreams and aspirations we cherised. This movie does exactly that. It subtly takes us back to our past, and helps us re-live the same in a span of three hours. It showcases the dreams and aspirations of the wannabe hero and in doing so, captures some of our own dreams and aspirations.
Deepika Padukone could not have asked for a better launch pad. She is impeccably packaged. Right from her costumes to make up; she fits the bill perfectly. The story line is also not too "modern". It also has a very typical "filmy" end -as Bollywood movies are supposed to have. Everything ends on a happy note.
All in all, a good effort at making a good entertainer. And hats off to the PR guys - who focused on everything from Manoj Kumar to SRK's six pack abs, and kept the audience glued and asking for more....
Wednesday, December 5, 2007
Death of originality
Why ? Why cant we live original lives ? Why are our lives so similar. Why are we not able to come up with original ideas ? Why dont we have more Oscar Wildes ? Where are the Einsteins ? Why havent we produced another David Ogilvy in the last 50 years ?
Just the other day, i was walking down the street and noticed that most of us end up going to similar schools, getting similar education, wearing similar clothes, form similar opinions and end up living similar - and unorginial lives.
Our language, mannerisms, thinking is so box-standard; it is revolting. I feel nauseous when i think of how so many of us can live this way. May be this is a sign of the end of originality.
Most of the great inventions/discoveries in the realm of science have been done in the last two centuries. This century and perhaps the next one will only have minor modifications in all things known....technology is bound by Moore's law. And then what ?? Across all realms, right from TEchnology, natural science, Fashion, societal organisations, economic systems; one can see an absolute lack of originality. It is as if we have stopped discovering and we are all too afraid to live original lives, imagine something original and new.....
Fashion is nothing but re-packaging of things old and outdated. We have an uncanny ability to dig up the past and bring elements to the present; as if the "collective unconsciious" forces us to re-visit the past and re-live it.
So, where is original thinking ? Where are new ideas ? Where are the daring heroes who transformed the world and shook the roots of conventional wisdom ? Are they products of another day and age ? Is the world not able to produce any more of them ?
Is this the beginning of the end ?? End of originality as we know it.
Just the other day, i was walking down the street and noticed that most of us end up going to similar schools, getting similar education, wearing similar clothes, form similar opinions and end up living similar - and unorginial lives.
Our language, mannerisms, thinking is so box-standard; it is revolting. I feel nauseous when i think of how so many of us can live this way. May be this is a sign of the end of originality.
Most of the great inventions/discoveries in the realm of science have been done in the last two centuries. This century and perhaps the next one will only have minor modifications in all things known....technology is bound by Moore's law. And then what ?? Across all realms, right from TEchnology, natural science, Fashion, societal organisations, economic systems; one can see an absolute lack of originality. It is as if we have stopped discovering and we are all too afraid to live original lives, imagine something original and new.....
Fashion is nothing but re-packaging of things old and outdated. We have an uncanny ability to dig up the past and bring elements to the present; as if the "collective unconsciious" forces us to re-visit the past and re-live it.
So, where is original thinking ? Where are new ideas ? Where are the daring heroes who transformed the world and shook the roots of conventional wisdom ? Are they products of another day and age ? Is the world not able to produce any more of them ?
Is this the beginning of the end ?? End of originality as we know it.
Sunday, December 2, 2007
Humour and PR....
Saw this amazing video "Axis of Evil : comedy tour" by a group of American comedians. Most of them muslims. This is an amazing show put together to laugh at the situation that many muslims face in the west as well as in the developing world.
This video has an american of middle-eastern origin who makes fun of the hypocrisy of the muslims in America and middle east who would call themselves muslims but indulge in all vices - yet frown on him for making jokes about muslims. The theme is largely post 9/11 and how the muslim world is adapting to changing realities and being seen as outsiders - by the westerners.
Humor is a great way to reach out to people of differing cultures and religions. It is cool simply because it breaks ice easily and can break prejudice and build understanding. But this has to be done with good intentions and a clean heart. If there is malice, jealousy or plain petty-mindedness it spoils the fun.
The most important is the ability to laugh at oneself..and iam happy as a community, muslims are learning to do it. Hats off to Ahmed Ahmed, Preacher moss and the likes of him....they are doing greater service to the cause of building bridges between people than all the Mullahs and religious preachers....
Hats off to people who build bridges, bring understanding, promote peace, harmony and love.
This video has an american of middle-eastern origin who makes fun of the hypocrisy of the muslims in America and middle east who would call themselves muslims but indulge in all vices - yet frown on him for making jokes about muslims. The theme is largely post 9/11 and how the muslim world is adapting to changing realities and being seen as outsiders - by the westerners.
Humor is a great way to reach out to people of differing cultures and religions. It is cool simply because it breaks ice easily and can break prejudice and build understanding. But this has to be done with good intentions and a clean heart. If there is malice, jealousy or plain petty-mindedness it spoils the fun.
The most important is the ability to laugh at oneself..and iam happy as a community, muslims are learning to do it. Hats off to Ahmed Ahmed, Preacher moss and the likes of him....they are doing greater service to the cause of building bridges between people than all the Mullahs and religious preachers....
Hats off to people who build bridges, bring understanding, promote peace, harmony and love.
Saturday, December 1, 2007
the danger of overkill...
How much is too much ? With shorter attention spans, we are becoming accustomed to shorter, crisper messaging. Be it Advertising, PR or Direct Marketing, communication professionals are realising that it is better to keep it short, crisp and focused. Repetition is the key. Better have short/ smaller ads running for more number of times rather than longer ones....but how much exposure is good ? what causes fatigue to set it ? Do we need to be aware of overkill in communication ?
On world Aids Day today, i read a nice editorial piece in one of the local English newspapers in Bangalore saying that there has been too much of celebrity endorsement for AIDS and people are getting weary. Weary of how harmful AIDS is. Weary about how to prevent it etc...
The same goes for poverty, homelessness and a host of social and economic evils. So, what is the way out of this ? We do know that it is important to hammer out these messages consistently....and regularly.
I think the way out is to be creative and adopt unconventional means to send the messages across....make a movie, start something spectacularly new related to AIDS, get celebrities who had AIDS to perform etc...
The idea is to not let boredom or fatigue set it. This is a mighty challenge anyday.
On world Aids Day today, i read a nice editorial piece in one of the local English newspapers in Bangalore saying that there has been too much of celebrity endorsement for AIDS and people are getting weary. Weary of how harmful AIDS is. Weary about how to prevent it etc...
The same goes for poverty, homelessness and a host of social and economic evils. So, what is the way out of this ? We do know that it is important to hammer out these messages consistently....and regularly.
I think the way out is to be creative and adopt unconventional means to send the messages across....make a movie, start something spectacularly new related to AIDS, get celebrities who had AIDS to perform etc...
The idea is to not let boredom or fatigue set it. This is a mighty challenge anyday.
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