Quality association Fresh ideas Finding an angle Roel van Veggel We are all responsible for building our brand and our image. We do that on a day- to-day basis through our professionalism and knowledge of our clients' business needs. But we can also help to build our brand by actively identifying opportunities for positive publicity, such as when important deals are being done. Deal PR is part of our 'proof of performance' drive. As Roel van Veggel, Head of Wholesale Communications clarifies, 'It is the philosophy that now forms one of the pillars of Rabobank's wholesale external Communications. It aims to improve the positioning of our brand, which will help us to tap into new markets and customers.' How does it work? Rabobank Group's Senior Press Officer, Jan Dost explains, 'Not only does PR, or publicity for deals, assist in strengthening our position in the wholesale market internationally and buy company pride as a result.' Adds his Senior Press Officer colleague, Ernst Moeksis: 'It also helps to solidify our reputation with current and prospective clients as a reliable investment address and as a sound triple-A rated institu- tion with the most advanced capabilities to structure all kinds of complicated finance deals. Deal PR gives both Rabobank and our customers the opportunity to distinguish ourselves by association. After all, A-brands can rub off on each other, but it depends on the deal. If Rabobank is the lead arranger of a deal with a market leader, and the deal is really unique in terms of its size, structure or innovation, then dealmakers should remember to start sounding out clients about publicity well before the deal is closed.' One of the drivers behind Deal PR is the fact that we have missed out in the past. Says Dost, 'Let me put it this way, as PR professionals we prefer to work with fresh ratherthan yesterday's milk. It's always sad to see a missed opportunity. An example of a major missed opportunity happened a couple of years ago. We learned by accident that our colleagues in India had arranged the acquisition of the Tetley Tea Company by TATA (a large Indian conglomer- ate) and that our colleagues in London had arranged the syndicated loan to finance this acquisition. If we had known about this deal earlier, we could have got a lot more really good publicity out of this deal for Rabobank and further leveraged our international reputation to our advantage. Adds Moeksis, Thinking of Deal PR early in the process simply must become Standard practice. After all, a little editorial goes a much longer way than any advertising. In fact, not only is publicity free, but it also carries far more cachet and credibility with key audiences.' Once dealmakers have established whether Deal PR is appropriate for their deal and their cliënt has agreed to it, they should approach the Rabobank Group Press Office. The Word

Rabobank Bronnenarchief

blad 'RI The Word / The Word' (EN) | 2004 | | pagina 33