Referring to chapter six of the book “Media Relations” the right way to present the own company nowadays is a good and elaborate marketing strategy. The public have to remember about a special kind of brand all the time. Most of the financial institutions have lost their reputation during the financial crisis in 2008 and the beginning of 2009. For the banks this means, they have to win back again the lost confidence of their customers.
Now, the customers are past the angry phase, and everyone is waiting to see what the banks will do. That means the banks have to be active. They must organize a direct advertisement about their products and the independence about coming financial crises. This can either be provided by specific advertising messages or by interviews put well. The banks use all kinds of media, for example newspaper, billboards, television etc. Especially in interviews, banks have the chance to give an awesome statement about the capability and the security for their customers. On the other hand, strategically unfavorable interviews or badly prepared statements can harm the bank more as help.
My main article shows the different kinds of efforts from financial institutions to reviewing their public image and to win their customers back. There are some examples about banks, like Citigroup or Bank of America, released a large campaign for its business. Furthermore, some video examples of smaller financial institutions can be seen with advertizing measures.
Every bank has to report the annual balance amount and the profit and loss. Therefore my financial institution also has to publish its annual result. We gave statements in newspaper, on press conference and sometimes on television. I support the management to create the statement. In additional, there are many principles how to make a good statement on television. The statement must be planned strategically and the information processed first of all exactly. The information must exactly and briefly be processed. This gives the CEO safety and a good stand for questions of the reporters. Till now, we have always achieved good successes with our interviews. “The success gives us right.”
My blog based on a currently "real-world" example from my occupation. The topic from the chapter six was pick up in an article from “The New York Times”, published June 8th 2009. Complete in electronic form – the link will give the whole article.
“In Ads, Banks Try the Warm, Cozy Approach"
I still have found some interesting videos about the basic principles of good interviews as well as examples about good and bad interviews on the Internet.
Interesting advices about interviews: “Media Relations Strategies - Chapter Four”
Positive example of an interview: “Crisis PR interview”
Negative example of an interview: “Interview gone bad”
Funny example of an interview: “Extremely Funny Interview Gone Wrong”