Tag Archives: Reputation

Aug 03

An Uncorporate Image

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Guest post by Kendyl Wright – Fellow Peppercommer and "Uncorporate" Senior Account Executive

Kickball

When I moved to NYC in 2006, I had big dreams and expectations of PR greatness. I took a job immediately with one of the world’s biggest PR firm and set out to succeed in the corporate world. Since this blog is about reputations, I will say that this firm had one of the best “corporate” reputations in the public relations industry.

The CEO was responsible for giving Coca-Cola the infamous classic tagline. I should have been in PR heaven. But as my resume will quickly tell you, I was not. I left after six months and moved to a midsize, privately owned firm. I was much happier and felt that this firm fit my work style so much better. But as young New Yorkers often do, I was lured back to a big firm almost 3 years later by the client list, the promise of more money and the appeal of running some of PR’s biggest launch events. About 2 weeks in, it clicked. I am UNCORPORATE. 

It would take me 2 more years, another job and a 5 month sabbatical to land at Peppercom. When my friend Rebecca asked to submit my resume, I hesitated. “I don’t want to work at a PR firm. I hate everything about them,” I told her time and time again. After a little convincing on her part, (and a lot on my parents’ part…where I had been “temporarily” crashing during my time off) I decided to take a job at Peppercom. 

We talk about image crises a lot in the PR world, but we rarely talk about the culture image of our own firms. Based on my experiences, and those of various friends and colleagues within the industry, corporate life inside the walls of most PR firms is less than encouraging.

In an industry centered around communication and creativity, there’s little brainstorming, less collaboration and not a whole lot of fun. I have friends that work at agencies big & small all over the country and they have countless horror stories of account management, career support and day-to-day lifestyle. I can’t tell you how many times I’ve heard “I’m just over PR. There’s nothing I like about going to work.” It makes me sad that our industry is so corporate and cold. Why is it that we consistently hear about the creative and inspiring cultures at ad agencies, but PR environments are structured more like banks and law firms?  

Two days after I started at Peppercom, the agency hosted our annual “Uncorporate Challenge,” a fun run followed by a happy hour. The slogan of this challenge is “Peppercom – Keeping it Uncorporate since 1995.” Over the next few weeks, those knots in my stomach about working for another PR firm started to subside – I knew I had found a home. And while the out of work activities we have here are definitely fun, it’s my day to day uncorporate experience that has helped me embrace PR again.

Over the past year, I have learned that just because you have the big client names doesn’t mean you have the best job. I’ve learned that working at a place that values the individual and encourages them to flourish as they are is a wonderful and amazing thing. I’ve learned what it means to have a team, in every sense of the word. What it’s like to collaborate and trust those team members and be proud of the work you accomplished together. There’s very little individual blame at Peppercom, and for an industry that seems to always pass the buck, that’s pretty incredible.

I’ve learned that there are managers who listen to you and encourage growth in the areas you are passionate about. I’ve learned that it is possible for the most senior people at a company to know your name and actually care about what happens to you as an individual. But most of all, I’ve learned what it’s like to love coming to work each day. I do better work, I’m a better person and most of all, I don’t miss “corporate” life at all. 

Dec 08

An old dog can indeed learn new tricks

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I'm a big believer in lifelong learning. In fact, along with my exercise regime, I believe it's what    keeps me young (and has many people believing I'm Ed's little brother.)

Marmar_dog_reading_the_book_1ddvkhshi51wvzE9LivL Maureen Broderick's new book, “The Art of Managing a  Professional Services Firm” is a great example of the impact lifelong learning can have on an old salt like this blogger. One might think that after a millennium of working in public relations, I know all there is to know about running a professional services firm. But, One would be wrong. So, very, very wrong. (So, shape up, One!)

Broderick's book* has opened my eyes to any number of new strategies, policies and procedures that I think will benefit Peppercom (and, any professional services firm for that matter). Here are just three:

– Several advertising agencies have created formal onboarding programs for new clients. One boasts a highly structured, seven-part discussion document that introduces the nascent client to the agency team, its work policies and procedures and reporting structures. Written program outcomes are also put in writing by both parties during the onboarding meeting. (Note: This process is repeated WHENEVER there is a staffing change on the client side, thereby lessening the chance a new sheriff will make an immediate agency change. That's so simple, but SO smart.)
– A top engineering firm manages its client portfolio by categorizing accounts in four ways: strategic (these are the largest, most profitable clients,) core (these are the most loyal ones,) emerging (accounts with the greatest growth potential) and opportunistic (one-off projects.) The firm uses a chart containing this information to drive their growth and staffing discussions and decisions. Again, elementary, but wicked smart.
– An integrated marketing firm has created a five-question e-mail evaluation form that is automatically sent to each and every client on a quarterly basis. Any score that comes back with a 'satisfactory' or lower rating is immediately forwarded to a member of the senior management team. One of them will then pick up the phone and call the client asking for a meeting to address and fix the issues. It's turned out to be a superb early warning system that's saved countless relationships. As one of my old dotcom clients used to say, “It's an elegant solution.”

There are scores of other tips and best practices, but you'll have to read the book yourself. I may be a lifelong learner, but, I'm a selfish, self-centered one who only thinks about making my own firm the very best it can be. That said, I can guarantee adopting one or more of Broderick's principles will improve your firm's image and reputation with all constituent audiences. And as The Who put it, “I call that a bargain. The best I ever had."

*click to order: Amazon, Barnes and Noble.

Jan 12

January 12th is an important date in the image and reputation wars

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There are a number of reasons why today, January 12th, is an important date for me. One reason, in particular, pertains specifically to image and reputation.

January 12 - superbowliii-19692 It was January 12, 1969, that the New York Jets defeated the Baltimore Colts to win their first, and only, Super Bowl victory (stay tuned on the latter, though).

It's an important image and reputation milestone because, up until January 12, 1969, the mainstream sports/business establishment hadn't taken the upstart American Football League seriously. Created in 1960, the AFL had been seen by most as little more than a circus.

But, by 1965, the tides had turned. Fueled by the signing of Joe Willie Namath and other top college players, the AFL began earning a modicum of respect. In fact, NFL Commissioner Pete Rozelle was forced to concede that his league's championship was no longer a 'world's' title, and agreed to a match of each group's best team.

The first two contests were blowouts, with Vince Lombardi's Green Bay Packers humiliating the Kansas City Chiefs and Oakland Raiders, respectively.

Ah, but then came January 12, 1969, and Joe Willie's Super Jets. The Jets win wasn't just a sports victory but, in fact, a seismic sea change for the AFL's image and reputation. Within a few years, the two leagues merged to create the NFL as we now know it.

It's nice to reflect on past glories while reveling in the knowledge that today's Jets are in the thick of the playoffs (while the hated Giants are cooling their heels on the sidelines).

Considering the fact that the reverse is almost always the case, I'm reminded of a quote from the Ken Burns documentary about the Civil War.

At the very end of the war, a Union soldier who happened to be black, was watching a column of captured Rebel prisoners pass by. Suddenly, he spotted his former master. The black soldier smiled and said, 'Bottom rail on top now, massa.'

I think I speak for Jets fans everywhere when I say to our Giants counterparts: 'Bottom rail on top now.'

Sep 22

The ‘it’ girl of the in crowd

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September 22 - facebook

I was just friended on Facebook by the 'it' girl of my high school 'in' crowd.

Now, that may not seem like a big deal to you, but to an image and reputation guy like me, it's huge.

September 22 - facebook_golfThat's because, in high school, I had very little image and even less reputation.

My high school, like yours, had a rigorous social structure, akin to the Caste System in India. At the top were the Brahmins who reigned supreme. And at the bottom were the Untouchables who, were well, untouchable. And unlikeable. And pretty much unnoticeable.


I existed somewhere in the middle. As a very shy and introverted adolescent, I was quite content to just get by. I'm not sure why, but I made it my mission to fly under the radar at all costs. I simply didn't want to stand out.

The ‘it’ girl, on the other hand, moved in rarified circles. Like a Disco-era Marie Antoinette, she decided who she would like and whom she would allow to like her. She naturally dated the 'it' guy and together they ruled the roost as the it couple.

And, that was cool. And, that was then. And, this is now.

Since last crossing paths with the ‘it’ girl, I've lost my adolescent inhibitions, become fairly outgoing and done a few pretty cool things. Cool enough, I guess, to be accepted into the ‘it’ girl's virtual inner circle.

I feel a little like the late JFK who, after listening to Marilyn Monroe's sultry and sensuous singing of 'Happy Birthday' to mark his 45th birthday, said: “I can now retire from politics having heard the words of 'Happy Birthday' sung to me in such a sweet and wholesome way.” Ditto. I can now retire from the image and reputation wars having finally been accepted by the Brahmin of Brahmins.

Jun 19

Think you’ve got image issues? Try selling Buicks

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The New York Times has a brutally depressing story about a failing Buick dealership in Columbus, Ohio.Buick_2
The piece is a sad, yet compelling, read because it encapsulates so much of the pain being felt by Americans everywhere.

Buick has been in trouble for years. It’s perceived as a tired brand for an older, dying audience demographic (indeed, Buick owners average 60 years of age). That said, it took the recent gas crisis to apply the coup de grace to many dealerships like Len Immke Buick. Why? Because Buick doesn’t make any small, energy efficient automobiles.

Instead, what remains of the Immke dealership tries to peddle three different types of large, gas-guzzling boats. In their halcyon days, Len Immke sold 200 cars a month. Today, they’re lucky to sell that many in a year. Some days, no one even enters the store. The sales team was downsized a few years ago, everyone took pay cuts and the salesmen now double as janitors after hours since they can’t afford to hire an outside service.

Buick is dead. The body may still be showing a pulse. But, it’s just a matter of time before the plug is pulled. And, when it is, Len Immke Buick and hundreds of similar dealerships will close. The ripple effect will heighten the pain that already exists in towns and cities like Columbus. And, what will the salesmen, many of whom are in their 40s and 50s do for employment and health care coverage?

When senior management fails at its mission, everyone loses. And, when a brand’s image and reputation are beyond repair, it’s time to euthanize the body. It’s just too bad the men who mismanaged Buick over the years aren’t held accountable for this debacle. As one of my bosses liked to say, “Someone should take a bullet.”

Jun 13

Canadian dollar looking strong, but is anyone looking?

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Steve and Ted are joined by a special guest from Canada, Esther Buchsbaum, to discuss the strength ofCanadian_dollar
the Canadian dollar and what this means for their country’s image and reputation.

The discussion is centered on the fact that the Canadian dollar is stronger than the U.S. dollar for the first time since 1974.

How does this sway the U.S. perception of Canada, if at all? How do Canadians feel about the fact that they have a higher value in the dollar than their American counterparts?

May 16

Sue Simmons curses like a sailor causing concern for her image and reputation

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Steve and Ted discuss the Sue Simmons blunder and how it will affect her image and reputation. Repchatter_logo

The discussion centers on Sue’s recent and unsuspected use of profanity during a live promo for the nightly news.  The New York Post later wrote an article detailing numerous accounts when Sue was seen drinking before her 11pm news segment.

Is this the end of Sue Simmons career or just a minor bump in the road? What can she do to make amends?

May 13

A market research company that doesn’t do market research

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I love irony. The thicker, the better. How rich, then, is this voice mail?
Phone_call_2

“Hey Melissa, this is xxxxxxx xxxx calling from xxxxxxxxxxx. Um, I had been speaking with Dandy, and uh, I had been speaking with Steve Cody before he left Peppercom, um, regarding market research with you guys. So when you have a moment if you could give me a call at xxx-xxx-xxxx. If you want to check us out online before you call we’re at xxxxxxxxxxx.com. Thanks, Melissa.”

This poor guy not only believes that ‘…Steve Cody no longer works for Peppercom, but he’s also trying to pitch his market research company’s services to our very own Melissa Vigue. Ouch!

No need to expound on the damage a market researcher who doesn’t do market research can wreak on a market research company’s image and reputation (and, try saying that line three times fast).

May 06

Be slow to promise, but quick to deliver

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I wouldn’t be writing this blog if the Continental Airlines pilot and flight attendants hadn’t waxed poeticPlane_2
about our arriving 30 minutes earlier than expected.

First, the pilot told us the good news. Then, the flight attendants chimed in as well. ‘Cool,’ I thought, ‘That doesn’t happen very often.’

And, as it turns out it didn’t happen this time either. Oh, we arrived 30 minutes early. But, then the captain announced the following, ‘Ah, ladies and gentlemen, the good news is we did indeed arrive 30 minutes early. Unfortunately, though, there are no gates available. So, we’ll have to sit and wait.’

Thirty minutes later and we’re still sitting.

One of the best pieces of image and reputation advice I’ve ever heard came from a ‘grey beard’ at Hill and Knowlton many years ago. He told me to wait before responding to an urgent client request of one sort or another. He told me to think through my response and said, ‘…be slow to promise, but quick to deliver.’ It was great advice.

Although I’m sure they couldn’t care less, the Continental Airlines crew should learn a lesson from today’s miscommunication. By mismanaging customer expectations, they now have a cabin full of restless, unhappy passengers.

Oh, and, guess what? We still haven’t budged.

Mar 14

Presidential candidates searching for right message

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Steve and Ted sit down with guest, Gene Colter, to discuss the Presidential election and compare andRepchatter_logo
contrast the reputation and image of the three remaining candidates.

The discussion centers on the candidates and their stance on the economy pertaining to the pocket books and wallet of the general public. Are the candidates weak on this issue? Are some just focused on Iraq?

Is this one of the worst batch of Presidential candidates in American history?