Yesterday, there was a spectacular act of "rubbing it in."  Dell Computer Corp announced to the world that it is raising its revenue and earnings targets for the third quarter.  This news came at a time when the computer industry could not be worse off.  I'm sure that part of Dell's strategy was to pressure its competitors, especially Gateway and Hewlett-Packard.  And, it did. 

This is an excellent use of public relations, and it has a bandwagon effect.  It knocks the stuffing out of those trying to keep up with you and gives them the feeling there is nothing they can do to catch up.  That's precisely the feeling Michael Dell wants them to have.  He has been talking that way for some time now  and predicting that Dell would be the largest PC maker.  He is well on his way.  Over the last five years, Dell's market share has risen from 5% to 15% and it continues to surge in a commodity business.

Yesterday the company also said it expects to double its revenue in the next five years -- another calculated gesture.  Normally one would laugh at such arrogance, but Dell has shown repeatedly that it can do what it predicts because it is the lowest-cost producer.

It must be fun to work in Dell's PR department.
 

10/02

Federal prosecutors have been under pressure to do something about Enron's executives.  It has been more than a year, but the prosecutors say it has taken a long  time to unwind the schemes in place.  No one was sure whether Fastow had violated laws or not.  So, the Feds have been doing something disgraceful.  They are using a whisper campaign.  Careful leaks are reaching the press that the indictment is coming "real soon now."  The Feds are buying time while they wrap up their work. 

Whisper campaigns are common when launching products and services but few think about them in relation to criminal justice.  Yet, prosecutors use the technique regularly.  They know how to loft a trial balloon into the press.  They know how to deal with media -- giving reporters  just enough tidbits to get them excited but not enough to jeopardize a case.

I have a problem with this.  One toys with a person's reputation when whispering this way.  In the U.S., you are supposed to be innocent until proven guilty.  But, no one I know considers Andrew Fastow innocent.  He has been tried and convicted before reaching a courtroom.  All he needs is a trial and a hanging. 

Whisper campaigns in the cause of justice are a misuse of public relations techniques.  I wish prosecutors would stop using them, but I know they won't. 
 

 10/01

Torricelli has served as a national-level politician for nearly 20 years but he proved to be ethically weak and although not proven in court, he was apparently accepting gifts from a contributor who wanted influence in return.  Torricelli never went to trial because the contributor changed his story too many times, but on the other hand, the contributor did have receipts and other materials to back many of his allegations.  The media have been reporting all this in a drum roll of stories that sounded Torricelli's demise. 

(For those interested in New Jersey politics, the state has a history of losing Senators to illegal activities.  Harrison ``Pete'' Williams, also a Democrat, resigned his Senate seat in March 1982, because of ethics violations.)

I call Torricelli Clinton's child because he did everything but come clean when he got caught -- a stupid PR maneuver.  Then, in the final days of his campaign he tried to say that ethics did not matter, but issues did.  Apparently voters did not agree. 

When will politicians learn to 'fess up and get it over with as we tell clients to do?  I can only assume that some politicians are victims of their egos.  They have a sense of entitlement that turns into arrogance -- a feeling they are above the petty constraints of law.  We have seen this throughout U.S. history, and it is evident in every country of the world. 

Relating to the public should teach one humility but for some reason, it has the opposite effect.  Perhaps the role of communicators should be to remind politicians that after all, they are human.  But, then, who would believe a communicator?
 

09/30

A second-grader's form of enthusiasm is to stand in the middle of a room and let out a piercing shriek that can shatter glass and plaster.  The enthusiasm communicates itself to the others around this person and, of course, they shriek too.  (I think I have seen something similar in a monkey house.)  

Meanwhile, the only chance an adult has is to use a bullhorn or a VERY loud command voice that cuts through the bedlam.  Fortunately, the U.S. Army trained me many years ago to project a strong sound.  I was able on occasion to calm the riot and direct the children to do -- or not do -- something. 

Handling second graders is a great lesson in communicating to crowds, especially crowds charged with excitement.   If you have not done it -- or do not remember when you did -- try it.  You will need all of your PR training to survive. 

O, and when you have children for nearly two hours, have LOTS of activities for them or they lose interest and focus quickly.  This is good training as well.  Anyone who can successfully plan and execute an event for second-graders is ready to handle CEOs.