As much as I disagree with government bailout money, how is it that brands are being attacked for spending on sponsorships, conferences, and the like, yet they’re expected to survive? During times like these, brands need to show strength and engage their core consumers, and they shouldn’t shy away from spending. Spending is key to re-building the economy. Despite what some say, sponsorship and marketing aren’t bad words right now, and it’s simply unfair to blast companies who spend on brand-building. (Although I will say that not all sponsorships are good.) Yes, of course brands need to spend differently right now, but the viciousness of attack against marketing and sponsorships and PR is simply awe-inspiring…and ridiculous.

MSNBC talking head Rachel Maddow’s recent diatribe against AIG’s PR firms was absurd. Yes, firms need to hire PR firms when they are under attack. As one hires a law firm for the court of law, they hire a PR firm for the court of public opinion. And, yes, firms are needed even for those companies that receive government bailout money if they have any hope of continuing to keep thousands of people employed. Writing the check is part of the fight; how does the public know their key messages about staying in business? Does an accounting firm monitor AIG’s books today? Then why wouldn’t a PR agency work on managing media and getting out messages?

Although I am generally not in the business of defending other PR agencies, to quote a letter from the CEO of one of the agencies, I agreed with him wholeheartedly when he said, “It is ironic to me that someone in the media is complaining about attempts by AIG to make sure they have the resources to respond and interact with the media (and other key audiences). It is the very fact that AIG realizes it has a responsibility, as a recipient of government money, to be as accessible and open as possible in its dealing with external audiences that led them to utilize our media relations services along with that of several other public relations and communications agencies.” And, separately, “Just like lawyers and management consultants, PR firms are often called in to help when companies face difficult problems.”

Public image and trust is damaged, and I for one am against government bailouts. But once they are given, of course these companies need to communicate trust strategically to the many shareholders, the employees, the clients, and the public. And that’s the role of a PR firm. Sorry, Ms. Maddow.

Ronn Torossian
5WPR

This entry was posted on Monday, March 9th, 2009 at 9:43 am and is filed under MEDIA & PR, NEWS, TV. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.