A model guru said that will it requires years involving hard work to develop a brand yet only one moment associated with madness to destroy it. The Satyam case is the live example of this adage.
Late This summer 1996 I got the call on some sort of Saturday morning in one of the largest head hunting companies in the country asking me personally whether I wished a change involving job. Their Hyderabad manager would not really show me the name of the consumer company as he was afraid We would refuse the possibility on the phone itself as being the company was small , comparatively unknown compared to the a single I was doing work in.
However, I do visit meet your pet and i also was rather disappointed when he told me the company’s brand though the business was Hyderabad structured and I had been in exactly the same metropolis, too. He asked me to at least meet the company managing. The same day I met Ramalinga Raju, Chairman, Satyam Computer Services. We had no idea what the organization did as THAT was not really in my radar getting more from the particular engineering and automobile industry. In fact , I even a new run away thought that that they assembled grey market PCs.
The meeting with Raju lasted over an hour plus was very enjoyable. He came throughout as a mild person and quite polite. Very rapidly I got an offer of appointment through Satyam. My wife known a few people in Bangalore in the THIS field before We accepted it. Regarding course, the monetary offer was really attractive, too
I actually joined Satyam because head of company communications on August 16. The next day I managed to get a call from Economic Times asking me for a touch upon a new story that they will were running concerning a check bouncing case against Satyam. This troubled me personally as I acquired never experienced anything at all like that inside the past. I simply mumbled that now there was not a truth throughout that story.
Around ten days afterwards we had to print some invitation cards for inaugurating our spanking new-technology centre. It shocked me when typically the printer asked us for 100% advance. He was exactly the same printer who accustomed to give my previous company thirty times credit without questions. I began to be able to worry whether I actually had made an important error of wisdom in joining Satyam. I now kept in mind that some associated with my friends in Hyderabad expressed astonish when I told them that I was leaving a new leading multi-national business to join Satyam.
Anyway, it was too late to do almost anything about it. Plus in 1996 operating a brand fresh Maruti Suzuki Esteem around Hyderabad had been a balm in a hurt self confidence. I put most mental poison aside in addition to decided I would carve a positive position for myself plus do what had been perfect for the company.
The Company Downsides:
1) Nobody knew who ran the organization, including investors. This was surprising as Raju was in the office regularly coming from 9am to 9pm.
2) The public plus investors still associated the name Satyam with construction plus textile spinning rather than IT.
3) The particular promoters, based in the flavor associated with the season experienced entered all kinds of businesses within the past in addition to failed, including this kind of diverse fields seeing that aquaculture and sneaker uppers.
4) Satyam was still perceived as a small Hyderabad based company.
5) In the Dataquest ranking of Native indian IT companies, Satyam stood a lowly 13.
6) Publications were reluctant in order to interview Raju mainly because he was not genuinely forthcoming with responses or together with his plans for the organization. Further, his communicating style at that will time has not been quite fluent. The face area of the company in those days was the head involving sales & advertising and marketing.
7) People perceived Satyam more like a body shopping firm than a serious IT player (this was actually an unfounded charge as in that time most Indian IT businesses were actually simply that).
The Company Positives:
1. The company made profits
2. The consumer listing was quite impressive
3. Working atmosphere was warm and friendly
four. The urge to grow was there
5. Raju gave a lot of independence to the senior staff (though this kind of itself created fiefdoms)
My Negatives:
1 ) In my profession till then I actually had never taken care of the editorial or even news media. I got always in in order to advertising, marketing and even sales promotion.
2. PR was anything absolutely new to me personally. In an approach I had joined Satyam under false pretences, because when Raju asked me at my interview whether I actually knew anyone inside the media the simply name I could tell him was that of an excellent friend who taken care of the advertising function for the largest media group in AP.
3. After i joined Satyam I had never sent an electronic mail in my life nor realized everything with something called the internet. THIS was an peculiar subject to me. I got basically some sort of Mechanical Engineer.
The particular Beginning
I came across that the Bangalore based advertising and PUBLIC RELATIONS agency handling the particular Satyam account seemed to be not really contributing much though they charged a higher fee. We sacked all of them and by way of a specialist selection process hired one of the top advertising organizations in the region to take care of our paid out communication business. The first collaboration effort was to reveal the corporate personality manual, called the Satyam Covenant. This specific was to create sure that almost all corporate branding work across the entire world would be cohesive.
Knowing that a good advertising agency is generally not clued in to community relations, Choice to be able to handle the media myself instead involving incurring further expenses in hiring some sort of PR agency. The first effort was initially a disaster. I actually prepared a press release for our annual result without a heading. The following day each publication interpreted the results in its very own way. It seemed to be rather embarrassing seeing some of the headlines early on the next early morning.
It was time for you to start earning our salary. I had written out a fairly decent brand method plan. Over the list was something I titled “Brand building the CEO”. I made a slide presentation to Raju defining various brand positioning features for his graphic buildin