Faux Experts?

A free press has always been one of the hallmarks of our democratic society, but perhaps that's only when balanced with an educated and discriminating audience.  How many of the so-called "experts" we see flooding the airwaves are espousing on topics to which their only qualification is that they have an opinion on the subject?  With so much information at our fingertips, so much "news" bombarding us every minute from our cell phone to our TV to our favorite blogs, have we just given in?  Are we becoming comfortable as a society with just glossing over and taking everything at face value?  

With 24/7 news channels reaching farther and farther to keep the audience entertained, news starts to look like The National Enquirer instead of World News at 7.  We can make a difference.  In this increasingly complex and competitive world of information, we must rely on our integrity as PR professionals to help simplify without dumbing down.  We can make sure the entertainers we encourage to be corporate mouthpieces are actual qualified experts, delivering truths at the core of all that glitzy packaging.  If for no other reason than to fulfill our patriotic duty to democracy.

- K.S.

ardell case study of the month:
“Launching a Joint Venture: Creating Global Buzz”

Situation
Cymer Inc. and Germany-based Carl Zeiss SMT were launching their joint venture, TCZ – or Team Cymer Zeiss. As a new player in the LCD/FPD manufacturing market, going up against very established competitors, TCZ needed to make a big bang entrance – and build credibility for their solution from the start. Considering that this was a joint venture spanning the globe, the companies needed to effectively communicate the launch to an international audience.

Solution

Ardell started with establishing the primary launch goals for TCZ and the metrics that would be used to evaluate the effectiveness of the campaign post-launch.  Target messages for each audience were clearly defined, as were the vehicles by which to deliver these messages.

The primary goals of the launch were to (1) build awareness of TCZ in the marketplace, (2) position the team as a powerhouse in the LCD market with the technically superior and reliable solution, and (3) to differentiate TCZ’s “Advanced Poly” process from competitors’ solutions.  The launch campaign drew on several vehicles to communicate these key messages.  For example, posting updates on Cymer’s website, creating a joint venture website; developing a CEO video web cast; setting up briefings with US and Asia trade press as well as industry and financial analysts, business and financial media; employing Cymer’s Intranet; conducting a Cymer employee launch celebration; and designing TCZ collateral and background materials.

In addition, the timing of the joint venture announcement was carefully planned for maximum impact.  The launch was strategically timed with Cymer’s quarterly earnings call to leverage the immediate attention of the financial and business community.  As well, the joint venture announcement was made in conjunction with the largest flat panel display tradeshow in Asia – IMID. Ardell also planned a press tour throughout Asia to give TCZ the opportunity to introduce the company to key trade media and to garner significant coverage in target regions including – China, Taiwan, Japan and Korea.

Results

• Launch resulted in over 62 clips (articles/mentions) of TCZ joint venture, touting TCZ’s key messages
• Asia press tour resulted in briefings with as many as seven top-tier media per country
• Established TCZ’s credibility and commitment to the marketplace with key industry influencers
• Effectively reinforced TCZ’s key messages outlined at beginning of the launch
• Increased visibility and awareness for TCZ in the marketplace