Workforce Blogs – The Business of Management
This blog from Workforce Magazine discusses a PR strategy of a megasize pharmaceutical company. You will read my comments, but I would like to hear from you? When reading the blog from John Hollon, Editor of Workforce Magazine, what were your initial reactions?
Posted 4 6 08:
Schering Plough used the term “Productivity Transformation Program” to describe a downsizing and budget reductions. The editor of Workforce Magazine provided great insight as to the insulting nature of this type ofcorporate “phraseology” to hide reality or to soften the message. But, it doesn’t work.
To me, the term “productivity transformation program” does everything management or key leadership theories are against. We preach meaning -making, we state we are transparent and authentic leaders, we pride ourselves in open communication channels. This PR strategy is not any of that.
So how does Schering Plough believe this PR strategy will enhance their image?
Layoffs, downsizing, reducing budgets are indeed difficult on companies and the workforce in them, both those left and those leaving. However, a straight-forward, honest, “look you in the eye” approach would be much more acceptable to the workforce and the general public this company states to serve.
It is my assumption the Community, Wall Street, Future investors, and the existing employee base will now have diminished trust for Schering Plough’s future communication.
Strategies in times like this are not easy to state it mildly, but requires much thought and deliberation. It requires the leaders of an organization to take a courageous attempt to show their transparency and willingness to admit when a plan’s actual outcomes are not optimal. Instead, strategies like this, one that trys to cover up or state it as something new and innovative, is an insult to the public by hiding behind meaningless and dishonest vernacular.
Is it possible Schering Plough does not have the culture of open disclosure and this strategy did not fall far from the vine? They can repair this, if they choose to…however, will they believe it is important for them to do it? I guess time will tell.
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