When you’re caught in a lie:
Large corporation style
public relations and propaganda at
continues
Three days ago, I introduced you to the story behind the formation of Ally Bank, the new champion of the high moral ground in consumer banking. Today, we continue by looking at how propaganda quickly can backfire, how Ally Bank is responding, and the parallels with Mass Persuasion.
Ally Bank was formed in mid-May specifically in order to create a way to bring in money to failing GMAC, which itself changed from a finance company into a bank only so it could get TARP banking bailout money, yet continues on the IV drip in financial intensive care, and which is a division of GM, which itself is undergoing bankruptcy surgery.
Ally is a deposit-receiving bank that has tried to find the moral high ground (in Mass Persuasion, I show you how to find and use an overall theme based on the moral high ground, but I know you’re not a dirty, rotten scroundel) by claiming it’s bringing transparency to consumers, this is their story (not how Mass Persuasion does it), and they are handling it brilliantly:
Public Relations: late May 2009 backlash . . .
When you get caught lying, cheating, and stealing, you don’t stop. However, you do acknowledge that someone says they feel your activities aren’t honest. Admit no guilt and provide no resistance. The graphic above comes from Ally’s own site.
. . . and Ally response late May 2009 . . .
Having acknowledged your accuser’s presence, you now:
- return immediately to your overall theme that reminds your audience that you firmly stand on the moral high ground
- reinforce your position as an advocate for your audience’s cause and defender of moral principles.
In Mass Persuasion, I show how to structure all of this and what to say, step by step. I also warn you that Mass Persuasion is like a loaded gun, and you must use it responsibly. One responsibility is to not omit pertinent facts, which I’ve highlighted below in Ally’s response on its website:
“At Ally Bank, we’ve set out to do right by you, the consumer, and your money. In the last few days the American Bankers Association (ABA), a banking industry trade group, has been up in arms over the fact that Ally offers great rates and does right by customers. Now, while upsetting the ABA is not a goal of ours, we feel it’s a strong indication that we’re on the right track.
“We strongly believe instead of lobbying against more competitive rates and for older ways of banking—the ABA should encourage even more healthy competition that benefits both the consumer and banks.
“At Ally, we consistently offer among the best rates in the country, never hide behind fine print and give you 24/7 access to a real human. We don’t think that should be a controversial statement. And we encourage all banks to join us.
“Join us and stand up to make banking better.
“We encourage you to join us in standing up for making banking better for everyone.”
Ally has used several devices, all of which you’ll learn to use the right way in Mass Persuasion:
- third-party connection to transfer believability in while transferring risk out – this is why in public relations, even bad news is good news: because you can use it
- propaganda of the deed: “we’re on the right track,” proven through what we’re doing.
- and repetition of the overall theme: in 170 words above, it’s repeated six times and is the majority of the 170 words.
Having retaken the moral high ground and reinvited you to climb up the mountain to join them at the sacred top and leaving the ABA behind far below where they can continue slinging mud, Ally Bank continues onward in its “straightforward” approach. This helps them distance themselves from their horrible and shameful birth:
. . . and reality 10 days before . . .
Thursday May 21, 2009, 7:14 pm EDT
Government giving GMAC $7.5B in new aid
WASHINGTON (AP) — The Treasury Department is providing auto lender GMAC with $7.5 billion in fresh aid . . . after it failed a bank “stress test” earlier this month.
Today, the Treasury Department said it is providing auto lender GMAC with $7.5 billion in fresh aid.
GMAC said earlier this week it has seen rising defaults in its auto finance division, combined with soured assets in its Residential Capital LLC mortgage unit.
The banking arm of GMAC changed its name to Ally Bank last week in an effort to repair its tarnished image and attract customers.
Comment now:
Now that you’re starting to see how large corporations use propaganda, and a few ways how Mass Persuasion is not propaganda, how do you feel about Ally Bank or any other large corporations? Do any of them actually focus on the customer? Do you trust them less? Question how much to believe? Feel betrayed? Comment on any aspect of public relations, brand-building, or propaganda you want below now:
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