SpeedUp
Siužetinės Linijos Tekstas
- Hi, my name is Anjana and I lead Communications at PUMA India
- What's common between PUMA and me?
- A lot of people ask me why Communications?
- Here's why. This is one of my favorite quotes about PR
- The good news is, I don’t write these stories – let’s say I’m more like a sales person– I sell the idea to a journalist in a way that they are convinced to write about us
- Now, this doesn’t happen overnight.
- There are a lot of things that go behind the scenes.
- It's important to Create the right reputation and recognition for our brand among partners and customers
- How do I bring this to life?
- Media has access to the RoC numbers. But how is that interesting enough?
- Let's go back to the drawing board. Plot the story from the year PUMA entered India when Adidas, Nike and other international apparel brands had already captured the market
- Abhishek, we can showcase how we actively invested and grew the brand in India, promoted sports beyond Cricket and of course, how we signed the most aspirational roaster of athletes.
- Who will be interested to cover this story?
- I have spoken to a few journalists ... Forbes is definitely keen to cover the story. We can then pitch the story to other mainstream media too
- As a member of the founding team, you can share PUMA's growth journey from a newbie to No.1.
- Okay, let's give it a shot.
- After few weeks of pitching the story to media and setting up interviews ... The results were well worth the effort
- Telling a story is one thing, we also need to identify stories that can create headlines to increase brand and product awareness
- We drummed up communication when PUMA signed Dutee Chand, India’s first openly gay athlete or Kareena KapoorKhan, the country’s leading Bollywood actor
- When Kareena debuted on Instagram with PUMA, the internet was ablaze with the news and we garnered an Earned Media Value of over 10 million just for this announcement.
- On the other hand, PUMA was the first brand to sign Dutee and the emotional spin on this news was nothing short of empowering.
- We were making good progress but around the end of March, things almost came to a standstill with the lockdown.
- Communication priorities were redefined. Keeping channels of communication open with customers and partners was one of our biggest priorities
- Feedback from our business partners was reassuring
- I have demonstrated great levels of ownership and accountability Used a methodical approach to assess possible opportunities and challenges
- Deliver consistent results
- Risk taking
- Manage expectations
- Perform under pressure
- Trust myself more
- Be confident about my decision-making skills
- A mentor who can help me build my leadership skills, push me out of my comfort zone and give me fresh perspectives through exposure to new ideas and ways of thinking will be extremely valuable
- Drive key business results as Head of Communications for a larger geography - spanning corporate communications, PR, employer branding, crisis management, internal and stakeholder communication
- At the end of this program, I wish to have a better understanding of my strengths which can help me driver greater results for the brand in India
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