FISHER CENTER FOR THE STRATEGIC USE OF INFORMATION TECHNOLOGY
Haas School of Business
is pleased to present in its
E-Biz Executive Seminar Series

Stuck in the Bozo Filter
Reputation management -- How startups can escape fuzzy
branding and bad media relations

Tom Gable
Chairman and CEO, The Gable Group

Friday, November 17, 2000, 5:00 p.m.
Wells Fargo Room, Haas School of Business


ABSTRACT

Startups can't cross the chasm or ride the tornado weighted down with fuzzy
branding and bad media relations. There is no denying the power of good
public relations to launch a company from the ground up, build the brand
and support a company's business and marketing plans over time. But in
today's fast-moving economy, clutter abounds. News about a company is often
ignored if it doesn't have a big number attached to it, tell a bigger story
or have a unique twist. Editors and writers filter out pitches and releases
that sound alike. How to break through the clutter? In this talk, we will
review the nine easy ways to kill a startup with PR, see "worst of PR"
examples the media hate and learn a few secrets of proper positioning --
methods companies have used to make a difference with intelligence and
personality.

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Serena Joe, Program Assistant
Institute of Management, Innovation and Organization
Room 402 Haas School of Business #1930
Berkeley, CA 94720-1930
Tel #:   (510) 643-4096
Fax #:  (510) 642-2826