On Tuesday, Montblanc chief executive Lutz Bethge handed over a check for 100,000 euros ($145,666) to Gandhi's great grandson, Tushar Gandhi, for his foundation.

The foundation will get an additional 10,000 to 50,000 rupees ($210 to $1,050) for each pen sold, Goessler said.

那印度行銷人怎樣看此事呢？

<source: http://adformula.blogspot.com/2009/10/mont-blanc-new-gandhian.html>

• http://cyf.pixnet.net/blog/post/23568954
• http://www.creativereview.co.uk/cr-blog/2009/october/wagamamas-extra-extra-large-t-shirts

Prime Minister John Key delivers the "Top Ten Reasons You Should Visit New Zealand."

10. The Auckland airport now has Cinnabon.

• Cinnabon 肉桂蛋糕專賣店

9. We have the loosest slot machines in the Pacific Rim.

8. It’s only a convenient 20-hour flight away.

7. It’s like England, without the attitude.

6. Leno’s on at 9 o’clock.

5. Get the whanau together, stay in a bach, crack open the chilly bin and slap on your jandals.

• Family and friends can stay in a beach house, get food and drink from portable ice-boxes and wear rubber, open-toed sandals.
• whanau (紐) family
• bach (紐) a small weekend or vacation house or shack
• chilly bin (紐) cooler
• jandal (紐) flip flop

4. Visit in the next 30 days and I’ll pick you up at the airport.

3. 70 percent of our energy is generated through renewable sources -- They don’t all have to be jokes.

2. We drive on the left side of the road, like the British and Lindsay Lohan.

1. Unlike most of the world, we still like Americans.

本文作者從歐巴馬最近遇到的政治問題，寫出企業的危機管理需記得的幾件事

• Don’t delegate critical issues — Never assume that you can rely on someone else to precisely define your agenda so that it provides the details you intend. Obama said he wanted massive healthcare reform and left it to Congress to write the bill. As a result, he has lost control of the messages and, indeed, specific content. 永遠不要想你可以依賴某人幫你很精準設好agenda以及給你需要應對的細節。不要失去對訊息的控制權。

• The obvious may not be the most important — Don’t assume that the top-of-mind issues are all that you really need to deal with. Look deeper. What have you passed over as “finished,” could rise up to threaten you. Obama largely assumed that global warming [thus cap-and-trade], the takeover of GM, bank bailouts, and the increasingly massive federal debt were issues past. The healthcare anxiety only provided a springboard for consumers/voters to roar back on those “past” issues. 不要認為大家現在最關心的議題是你需要解決的全部，過去看似「已經結束」的事情，可能會又浮現來威脅你。

• Anticipate the unexpected — Remember the cynical adage: “No good deed goes unpunished”? Well, the lesson is: prepare, prepare, prepare.”

(source:http://www.consulting-business.com/crisis-management-and-being-prepared-to-respond.html)

本文作者給予沒錢請公關公司的小企業，危機處理的應對建議。

The Most Important Rule – First, Last, and Always
The first and most important rule in crisis management is this: whatever you do, do it quickly, honestly, and completely!

Act Quickly – The worst thing you can do when a crisis hits is to say nothing. While you are hiding, the media, your adversaries, and the public in general are coming to their own conclusions – usually unfavorable to your client. Within one hour of being notified of the crisis you should have your team assembled. You then start asking questions:

當你隱藏事情人，大眾容易朝壞的地方去想。在被通知危機發生的一個小時，就應該集合好Team來回答下述問題！

• Exactly what happened?
• Who and what in the company are affected?
• Who, if anyone, is injured or killed?
• What is the condition of the injured?
• Are emergency personnel on the scene?
• What details do you need to know?
• Who else needs to be contacted?

Honestly – Almost as bad as silence is deceit. For many journalists, your little white lie could be their big break. If you are discovered misleading them once, they will never trust you again. Even if you unknowingly give them false information, the media is like elephants – they never forget.

如果你被記者發現說謊或給假訊息一事，他們以後再也不會相信你。

Completely – You will need to confer with your client’s legal counsel, but be very careful about deliberately leaving out important facts. Just like not saying anything or not being honest, certain entities will jump on anything you omit. This can be a delicate situation because you must carefully guard any issues of confidentiality.

跟律師協商時，不要刻意遺漏某些重要事實。有時候事情發展會出乎意外，這些刻意不說的事情可能會成為禍首。

Keeping Your Team Informed
Once you put your plan into action, but sure to keep your crisis management team informed early and often. Depending on the type of crises, you will want to issue a crisis report to your team every two or three hours.

根據危機類型，可能需要每二個或三小時，就要對team發佈一個危機最新報告。

1. 別把觀眾和記者當作和產品經理一樣程度，必須從基礎講起。或是在訪問之前，先問一下記者是否對你的產品相關技術熟悉，確認背景知識足夠後再進行說明。
2. 聽眾在訪談過後，腦海中只會記住keyword，所以善用聽眾已經熟悉的keyword，可以加強聽眾對你產品的印象。
3. 訪談內容有條理，第一、第二…慢慢講，這樣聽眾和記者都很好吸收。
4. 一次訪問中，只講1~2個亮點就好，而這些亮點最好能夠數字化、和最大化，譬如說：營業額四億，產業中第一個量產。其他的亮點在其他次訪談再講就好，不然太多亮點就重點了。
5. 電視訪問過程中少用「我們」，把「我們」改用公司名字代替，增加公司名字曝光度。
6. 新聞點最好可以60秒講完。
7. 遇到不方便說的資訊，可以模糊化，例如營收幾位數、Q3-Q4，2009上半年之類，但要給記者一些東西可以寫，小弟以前聽到「到時候會再主動通知」這種回應通常會說，那到時候再報導就好。
8. 新聞稿撰寫不要超過兩頁
9. 搞清楚記者的路線，蘋果要的絕對和電子時報不一樣，即使同一個媒體也會有不同路線，以IT產品而言，大致分為產業和產品，對跑產業路線的記者，盡量扯到營收/股價/上下游廠商，對產品為主的記者，則可以多著重在產品。
10. Email新聞稿給記者後，或是記者會邀約發出之後，可以發簡訊或是簡短打個電話確認對方已經知道，只需打一次電話就好，不然很煩人的。
11. 記得留手機/MSN給記者，並記住各媒體截稿時間，確定記者可以在截稿時間找得到你；因為記者寫完有時候被編輯台要求補充資料。
12. 記者通常不會準時（因為要趕場），記者會時間可以彈性一點。(如果是請媒體購買公司Call的業配記者，會比較準時到場)
13. 這行很多白吃記者，像有些老北北會拿著從沒聽過的媒體名片去記者會，客氣的吃點東西就閃人，不客氣的會要東要西煩死你，招待要好好應付，把這些 人安排到旁邊去吃吃餅乾，不然就用名單/邀請卡之類的過濾（不過如果有這些人出現也是說你們公司比較受重視，他們小場次還不一定會去）。

The difference between PR and publicity

Come again?
再說一次？

“Every day, students in high-need communities are exposed to negative pressures pointing them away from the belief that education is the best pathway to achieve success,” said Dr. Roland G. Fryer, the Harvard economist who is working as chief equality officer for the Education Department. “We must find innovative ways to combat this crisis in African-American and Latino communities. We must make ambition and achievement color-blind.”
這一位教育局的哈佛經濟學家說：「每天，學生在比較不好的區域上學的，都暴露於負面的壓力下，讓他們漸漸不相信教育是成功的最好路徑。」「我們必須要找一些創新方法來抵阻在非裔美國人以及拉丁社區所遇到的教育危機。」

小字典：What's a storey pitch? A newsworthy idea written up in a press release, a story suggestion communicated by a telephone call to a journalist, or a quick event notice outlined in a brief e-mail sent to an editor.

Q: How do you see social media changing marketing?
你覺得social media會怎樣改變行銷？

There will be no change in the basic marketing strategies, but there will be lot of change in the successful implementation of these marketing strategies.
基本策略沒有改變，但是執行上有。

The most changes I see are in the process of brand building. Most companies still think that one should build brands with a huge advertising budget. But that does not work anymore.... In our opinion you build brands with PR and you maintain brands with advertising. PR is the nail to get your brand and your brand message inside the mind of the customer. Advertising is the hammer to keep your brand and your brand message inside the mind of the customer.
我看到最大的改變就是品牌建立的過程。很多公司仍認為得要用大預算才可以建立品牌。但是這一套已經不管用。我們認為你用PR建立品牌，並且你用廣告維繫品牌。PR就好比是釘子，把你的品牌以及品牌訊息深入消費者腦袋。廣告就是鐵鎚，讓你的品牌跟品牌訊息留在消費者腦袋。

But to use the full power of this approach it is not enough to shift your communication budget from advertising to PR or to digital media. You really have to develop a PR-driven brand strategy. You have to have a first idea.... The main rule in successful brand building is: “It is better to be first than to be better.” And that is also the best way to get great PR and a great discussion in the outernet and in the Internet. People are interested in news not in companies that are claiming to be better than the competition. So you really have to develop a brand strategy with a powerful news-factor in order to build a powerful brand with PR, PR and PR and a lot of discussion in the outernet and in the internet....
但是光是預算從廣告轉移至PR是沒有用的，你需要發展一個有PR趨動力的品牌策略，你得先有一個想法。沒有人會記得第二名。要建立成功的品牌原則就是「求第一比求好更重要」。另外也有一個比較好的方式來作PR，人們比較對新聞感興趣，而不是該公司自稱自己比競爭者好。所以你得要用強有力的新聞點來發展品牌策略，引起網路上或是網路以外的討論。