Here’s a real BGO — blinding glimpse of the obvious — and then some really valuable information.
First, the BGO: Advertising Age writes that “Even PR pros are shaking their heads at [AIG] the blundering giant insurer, which is fast becoming not only the poster boy for financial-industry greed, but also a company seen as too arrogant or stupid to keep out of its own way.”
Now, here’s the really important information; it is consumer research conducted by Waggener Edstrom and reported by AA’s Michael Bush.
"Our research showed that it was consistently clear that consumers are looking to hear from financial-services institutions and they are not," AA quotes Torod Neptune, WE’s global public affairs SVP.
It may be arguable whether AIG can communicate their way through this image disaster or they’re stuck for a generation with a reputation for arrogance and avarice.
However, looking beyond AIG and in the broader financial-banking industry, well, that’s a different story.
Waggener polled 1,000 consumers and found that “many said they are not even hearing from their own banks.” Here are the numbers.
- 44% said they heard something from their financial-service institutions, but felt more negative about the industry afterward.
- 38% said they heard nothing at all.
- 11% said that had heard from their financial institution and felt better as a result.
We think the financial services situation worldwide needs to be treated with a crisis communications attitude and approach, using proven crisis communications tactics.
However, it appears form WE's numbers, the financial-banking sector is either frozen in their tracks traumatized by the whole situation and uncertain what or how to communicate — or they are communicating poorly.
Clearly, there’s room for improvement in both B2C and B2B communications here.
[Several weeks ago, we posted our 30,000-foot view of crisis communications principles in this blog's side column; you may want to take a look at them about half way down on the right.]
You can read the full AA story
here.