PRSA had an op-ed published
Feb. 17, 2011, in Advertising Age
. Authored by PRSA Chair and CEO Rosanna Fiske, APR (@Fiskey),
the opinion piece uses recent high-profile examples of CEO communications from Groupon
to explore how executives can successfully respond to mishaps and marketplace pressures.
Groupon vs. Nokia: The Right Way to Respond When Backed Into a Corner
By Rosanna M. Fiske, APR
Published: Feb. 17, 2011
When CEOs of tech and digital media companies speak, people pay attention. With lofty valuations of several billions being thrown around, and talk of another tech bubble fast reaching its apex, everyone is listening to the titans of the tech industry.
Therefore, it wasn't much surprise when recent statements from two well-regarded tech CEOs made international headlines. The first came by way of Groupon's botched attempts
at explaining its much-hyped
Super Bowl ad. The second was intended to be far more subdued; it was surely not meant for a global audience of several hundred million -- the leaked "burning platform" memo
from Nokia CEO Stephen Elop.
The Groupon fallout has many questioning the company's maturity and ability to handle immense market pressures. The Nokia communiqué, meanwhile, has quickly become a larger-than-life proclamation for successful, modern-day executive communications.
Read the rest of the op-ed here.