This document discusses media management, public relations, and ethics. It notes that the rules of PR have been transformed by the web, and new media like social networks, text messages, and radio can help companies of any size reach audiences. However, companies must stand out and make a difference to succeed. It then examines a case study of the Lead India campaign launched by The Times of India, which engaged over 1 billion people through ads, websites, townhall meetings and a reality show to select new leaders. The document stresses that marketing involves more than just advertising, and that audiences want authenticity rather than spin. It also discusses ethics in media like yellow journalism and the importance of building relationships with journalists.

1. Brand Management
Chapter 8: Media Management / PR and Ethics
Zeeshan Kingshuk Huq
Guest Faculty
zeeshan.huq@gmail.com

2. Learn to ignore the old rules of PR!
 The Web has transformed the Rules!
 Habib Wahid‟s profile on Facebook reads “engaged”!
 If Anisul Haque on twitter drops a line how good he felt
to
be part of the Women‟s Day celebration at BRAC Bank
 The Japan Nuclear Blast SMS that sent us alert for „acid
rain‟
 Unleashing the power of web and FM and mobile
 Doesn‟t
matter if you are small and single – the web is a
terrific place which can pick up almost anything
 FM Channels are redefining opinions
 Mobile contents can reach into your most guarded area
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3. But How Do You Stand Out And Make A Difference?
THE BIG IDEA
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4. Case Study
THE LEAD INDIA CAMPAIGN
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5. EMBARKING ON THE TVC
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6. The Power of You: The Lead India Campaign
 Triggered by the Largest English Daily in the Largest
Democracy : The Times of India
 Idea was to light a fire that would be fanned and fueled
over a few months by the public for the public
 Launched on India‟s 60th Year of Independence
 Phase one:
 Press Ad
 Internet
 Television
Ad
 Downloaded over million times in first week
 Stop talking about issues : instead start doing about it
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7. The Power of You: The Lead India Campaign
 Caused Massive Public Debate
 Phase two:
 Television Content Programming
 Demonstrations / Activations / Speeches
 Nationwide call for action
& Advocacies
 Call for a new generation of leadership
 34,000 candidates to be the
 Filtered to 24 and finally 8
leader
 They went to places, and dealt with public issues
1
to win US$ 100,000 to fund any public project
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8. The Power of You: The Lead India Campaign
Exposures
 Press Ads, TV Ads, Reality
Show, Events
Achievements
 More than 1 Billion people
involved
 Websites
 34,000 candidates
 Over 20 Townhall Meetings
 8 new leaders – finest of all
 Free media publicity across
ALL major media that
became unfathomable
 1 future Prime Minister
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9. “
Tell me something
I didn‟t know ”
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10. What we need to remember
 Marketing is more than advertising
 PR is for more than just a mainstream media audience
 You are what you publish – and wherever it is published
 People want something really new, read-worthy
 People want authenticity, not spin
 Your customers are not fools – they very well know the
true story when you are faking it
 People want participation, not propaganda
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11. Things that Books Won’t Teach You
ETHICS IN MEDIA
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12. “
Everything is fair in
love and war ”
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13. Yellow Journalism
 Case of Fly Ash and Holcim
 Feb 2002: Jugantor publishes „Holcim – cement
 Shut-down of Holcim sales
 Press Conference
 Channel-support
 Opinion-leaders‟ support
 Sales of Feb of Holcim – highest in 2002
na chhai‟
 What helped win back the „image‟?
 Truth
 Utlizing all possible channels
 Cohesive, centralized manner
 Responsiveness
 Flip-side of „negative news‟ – publicity!
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14. Dealing with the Media Personnel
 They are human beings
 Relationship matters
 There is nothing personal
 There job is to „sell‟ news
 Negative news sells betters
 Doesn‟t mean the journalist himself
is negative
 How do you bring them „on board‟? How do you keep
them „engaged‟?
 Centralized contact point
 Responsiveness
 Honest
 „No Comments‟ is
also an option
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15. Thank you
Questions n Inputs n Ideas n Next course of action