the elevator pitch

talking to the top

Did Stephen Harper Save His Job With Auto Rescue Plan?

Published December 21st, 2008 in News Hits | No Comments »

At this time of the year, we hear how the giver of gifts is often the one who receives the greatest reward. That may turn out to be the case for Canadian prime minister Stephen Harper, who announced on Saturday a $4-billion (Cdn.) rescue package for his nation’s auto industry.

Critics have derided Harper for failing to do anything to stimulate Canada’s languishing economy. So severe were the attacks that Harper opted two weeks ago to shut down Parliament until January 26 in order to save his job. By working with Ontario, Canada’s most populous province and the one with the overwhelming majority of the nation’s auto-related jobs, Harper showed something he hasn’t during this crisis: leadership and political will to tackle the issue and to convince others to do so as well.

The federal government will contribute $2.7 billion in loans to General Motors and Chrysler subsidiaries based in Canada, and the Ontario provincial government will provide the remaining $1.3 billion. Ford said it doesn’t need a loan at this time, but did ask for a line of credit in the event that it requires quick access to cash.

“This is a huge problem that faces the Ontario economy and the Canadian economy by extension and it is critical that we work together,” Harper said.

The loan package follows the U.S. government’s announced $17.4-billion bailout of The Big Three. It also includes aid for consumers looking for loans and auto-parts suppliers. Harper has also insisted that GM and Chrysler remain committed to keeping plants in Canada, a move sure to win in the public relations arena.

When he needed it the most, Harper came through by acting in what he and many others believes is in the best interest of the Canadian economy. If the financial markets stabilize over the next month, he may be able to hang on to his job because of it.

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How the Big Three Can Fix Their Big PR Blunder

Published November 23rd, 2008 in PR News | 1 Comment »

Whether you’re an athlete, politician or actor, you cannot help but scrutinize the work of others in your field with the critical eye of a professional. So it is with public relations experts. It was in that vain that the leaders of Elevation PR watched the undeniable disaster that was the appearance on Capitol Hill of the Big Three automakers’ CEOs. For PR experts, it was a moment to cringe.

Showing up in private corporate jets not only showed a lack of foresight and undermined the end goal of getting money from the government, it revealed a ghastly disconnect with the public. As a communications professional, there are few challenges more daunting than overcoming public perception of aloofness and overindulgence in the face of widespread panic and asset deflation.

Even worse, the subsequent responses to criticism by General Motors, Ford and Chrysler was full of self-importance, finger-wagging and ego. Rather than own up to their massive misstep, the automakers blamed politicians and the media for focusing on the corporate-jet gambit then when GM canceled its lease for the airplanes it denied doing so in the light of the controversy. When the public was screaming for contrition from the Big Three, GM couldn’t stomach saying they’d screwed up.

“It’s no wonder the automakers have had such difficulties getting what they want,” says Kal Suurkask, general manager of Elevation PR. “Their communications strategies could definitely be characterized as lacking. They’ll have a chance to get it right in the coming days, in preparation to their return to Capitol Hill. We would suggest the communication advisers ensure that the CEOs get serious face time around Thanksgiving with their workers and their workers’ families in Detroit.”

On top of those PR appearances, the CEOs (Robert Nardelli of Chrysler, Alan Mulally of Ford and Rick Wagoner of GM) also need to do what Congress expects. Namely, produce a coherent plan to use the $25 billion in bailout money they’re seeking. Anything short of a sensible, actionable plan to steady their enterprises will be another disaster that earns mocking on Saturday Night Live.

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Bailouts, Palin and Obama: How to Cut Through Media Oversaturation

Published September 21st, 2008 in PR News | No Comments »


Henry Paulson, U.S. treasury secretary, talks bailouts and economic woes.

The media are a fickle bunch.

Just a couple of weeks ago, we were consumed by the gaga over Sarah Palin. A week prior to that deluge of news surrounding the Republicans’ pick for vice president, we were inundated with coverage of presidential hopeful Barack Obama at the Democratic National Convention. The price of oil dominated earlier in the summer and the housing collapse in the spring.

It’s been a year where news and potential newsmakers can slip through the lens with ease. When there’s big news, the mainstream media provides saturation coverage. That means TV, print media and talk radio will spotlight one topic because market research has shown viewers and readers are more likely to stay interested if the focus remains on the news of the day.

Producers and editors will exhaust all angles before providing “space” to other subjects. If you’ve ever wondered why the media fixates on a particular topic, now you know. However, if you’re trying to gain attention, you must understand how to get noticed by an industry that can suffer such tunnel vision.

This week, the $700-billion government package that aims to bring calm to the global stock markets will be at the forefront on Monday and Tuesday before giving way to the frenzy of anticipation surrounding Friday’s presidential debate between Obama and John McCain.

If you wanted to get a message out this week, some public relations firms might facetiously tell you good luck. Unfortunately, that’s an approach of surrender and business leaders don’t succeed by giving up.

(more…)

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