Recently Pfizer announced a new position--VP, Corporate Reputation and Policy Communication. Its role? Build (translation: repair) Pfizer's reputation.
That job used to be an automatic part of public relations. Clearly Pfizer management decided reputation needed more emphasis, a reputation czar.
Executives giving high-profile, high-stakes speeches also need a reputation czar, because their staff and public relations counsel are failing them.
Witness 3 recent disasters:
- November 19. Detroit's "Big Three" auto execs come to Congress asking for a bailout.
Their messages are weak, but that's really not noticed because the defining moment is admitting that each of the execs flew to DC in his own corporate jet. Who was looking out for the executives' reputations? Apparently not their internal or external communication folks.
- February 10. Treasury Secretary Timothy Geithner presents the administration's financial sector relief plan. Flawed messaging, uninspiring delivery. Stock market reacts by dropping 5%. Who was looking out for the Secretary's reputation and effectiveness? Apparently no one.
- February 24. Louisiana Governor Bobby Jindal delivers the Republican response
to President Obama's Address to Congress. His "speech" is an article, not a speech. The staging makes him awkward, ill at ease. Who was watching out for the governor? Not his staff apparently, or anyone else involved in arranging the response.
Why did otherwise competent individuals fail to protect the speaker? In Part 2, we'll examine 6 reasons speakers don't get the reputation protection they need.
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