1. Telling Your Story In Tough Times Chris Tang Managing Director The Hoffman Agency Asia Pacific

2. It’s true that the current situation is tough.

3. So, how does one handle bad news?

4. In a downturn, companies either… see an opportunity OR see a threat

6. Communication is one of the major contributors to building and sustaining brand leadership. Why Communicate During Tough Times?

7. Now is the best time to promote your brand Why Communicate During Tough Times?

9. Keeping Quiet Is NOT The Answer

11. Source: The Financial Times Why Communicate During Tough Times? BRAND INVESTMENTS BRAND EQUITY High Low Reduction in brand investments No reduction in brand investments High loss potential Recession is opportunity Survival game Double or nothing

12. Telling Your Story During A Downturn The Starting Point

15. EXAMPLES “ América Móvil’s strong results defy downturn” “ Aircom cites Asia deals as evidence of mobile resiliency to downturn” “ Economic downturn spurs virtualization, unified communications growth” “ Business is ‘unusually’ good for Altera in this downturn” Get The Basics Right

17. “ Beating the Credit Crunch”: A document prepared by Nokia Siemens Networks to help its customers cope with the downturn Get The Basics Right

21. CEO Contribution to Corporate Reputation Source: The Economist Intelligence Unit and Burson-Marsteller Elevate The CEO Total North America Europe Asia Pacific Latin America 47% 44% 43% 52% 55%

22. Transforming CEO Actions Into Corporate Reputation Effectively addresses problems Focus on the customer Vision (Company and Industry) Embraces change Cares for employees Elevate The CEO

23. Market downturn puts even more atte n tion on leadership. Content versus intangibles Elevate The CEO

24. Intel CEO Paul Otellini’s interview with Time on the differences between the dotcom bust and the current global financial crisis Motorola co-CEO Greg Brown’s interview with FT on the decline of the company’s mobile phone business Elevate The CEO

26. NTT Docomo CEO Ryuji Yamada’s message on the company web site where he outlined his strategy for coping with the economic downturn Elevate The CEO

27. Employ Social Media Prepare Listen Monitor Participate Engage Influence

28. Sun Microsystems CEO Jonathan Schwartz addressed concerns about Oracle’s acquisition of Sun in his blog Cisco Chairman and CEO John Chambers talked about the company’s Q209 results, the state of the global economy and managing in a downturn Employ Social Media

29. AT&T Facebook profile and dedicated web site where customers can share their stories on how they cope with the downturn IBM’s “Selling in a Downturn” blog where key employees share their thoughts and ideas on how companies can thrive during the financial crisis Employ Social Media

30. Don’t DRIP The Bad News

32. HOW NOT TO HANDLE LAYOFFS October 2008: Company X spokesperson said that China will not be affected by the global layoff (Source: Tech.163) November 2008: The same spokesperson said that the company will cut the number of its employees in China (Source: People’s Daily Online) November 200 8 : SOHU, SINA and other online news sites posted the news about the layoffs in China February 2009: In an interview, Company X spokesperson denied news of the layoff (Source: Tech.163) February 2009: Almost 1,000 employees in China were laid off (Source: Beiing Evening News) Don’t Drip The Bad News

36. Build A Positive Corporate Reputation during the downturn “ When the going gets tough, The tough get going!” - The Jewel of the Nile by Billy Ocean http:// www.youtube.com/watch?v =fg3vzl_VwLc&feature=related