(Apologies to the Bard for tweaking his prose for my own purposes.)
Anyway, the way I was raised in the business was that the agency didn't want to get the media coverage -- ever. Today's there's a good example of this in today's Wall Street Journal. Burson is helping Countrywide get through some rough seas and part of the campaign is centered on Countrywide employees.
One fact in the story seems very silly:
Rick Simon, a Countrywide spokesman, said the transcript was sent to employees Friday. It says that employees are expected to sign a pledge to "demonstrate their commitment to our efforts," and Mr. Simon says about 11,000 have signed. Each employee who signs up receives the Protect Our House wristband made of green rubber. "We believe there's a great story about the strength of the business," says Mr. Simon.
To counter criticism that its lending practices are to blame for a surge in foreclosures, Countrywide plans to emphasize its "mission" of helping Americans become homeowners, the transcript says. "I want employees to look down at their wristbands and remember our fundamental mission to help customers achieve the American Dream, and to help them withstand those malicious outward attacks and to motivate them to continue on our journey with unwavering conviction," the transcript quotes Mr. Gissinger as saying.
Also, the story describes how a Burson executive spoke on a conference call to employees:
"We wanted to assure you that my firm and I have brought companies through the worst type of publicity," Mr. Schechter said, according to the transcript. He added that a six-person Burson team was ensconced at Countrywide's Calabasas, Calif., headquarters, and about 25 people overall were working on the campaign.
A couple of things:
1. I can imagine that Countrywide employees are feeling rather shellshocked right about now and feel as if the entire country is blaming them for the entirety of the home mortgage fiasco. They feel blamed for more than their fare share of the problem. Given that, Countrywide management probably wants to assure them that the company is taking steps to ensure that it's reputation rescued, in this case by a crack team of public relations professionals.
2. The whole business about the loyalty oath and wristbands seems very silly -- to those of us on the outside. But having taken one or two (or more) rides through rough seas, this is the sort of symbol and action that can help rally a company. I can remember during some of the darker days at 3Com, the negative attitudes of the employees only exacerbated our problems. Any public relations professional will tell you that the rank and file of a company -- each and every one -- are ambassadors to the public. As such, steps should be taken to ensure that they are good ambassadors and not random. If it takes silly rubber bracelets, then that's a small prices to pay for a chorus of positive voices.


excellent 



