1. Essentials of Media Communication
• 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
communicate
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

2. Dare To Think Beyond The IIMs…

3. 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

4. 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

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

6. News of the World saga. .

7. . . . & Adios! ! !

8. 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‟

9. Spirit of Australia

10. Service and history
• VITAL LINE OF COMMUNICATION DURING
WORLD WAR
• FIRST FLYING DOCTOR SERVICE
• INCREASED COMFORT REMOVING NEED OF
HELMETS AND GOGGLE

11. 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

12. 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

13. Jan 2000 Keynote
 Jobs communicating his elevation to the post of CEO
 Re-capitulated his „One more thing‟ tagline

14. Communication Tricks
Announced OS 10 by staging a funeral for OS 9- with casket and
prayers
Introduced iPod mini from his pocket

15. 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”