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