The
research uncovered in my last two blog posts: Johnson Publishing Company
(JPC) - Media Relations and Johnson Publishing Company – Content & Critical Analysis illustrated that JPC has a lot of work to do with regard to updating its brand. This is of particular import if the company intends to remain competitive and relevant in a digital era.
(JPC) - Media Relations and Johnson Publishing Company – Content & Critical Analysis illustrated that JPC has a lot of work to do with regard to updating its brand. This is of particular import if the company intends to remain competitive and relevant in a digital era.
In
addition to the above challenge JPC must tweak its original mission just a bit
simply because the times have changed. Instead of communicating from the top
down, the focus must be a more diverse approach as the priorities for its
stakeholders have changed. The most important thing JPC can do is “articulate
the company’s vision, strategy, and potential to investors, analysis and the
media.” (Argenti P. 150). I’m not sure they need a corporate blog to do this.
This information (as noted above) updated as appropriate on a completely
revamped website would be just fine.
Besides
the blog I am currently posting about JPC I did find a few more on the web, all
seemingly from individuals like myself without any attachment to the company. (Subject matter of those blogs in my next posting.) I cannot comment on an internal blog, as there may well be one but the
public does not have access to it.
A
blog that may be useful for JPC external publics would provide some insight
into the day-to-day workings of the company. Topics could include what it is
like to work for such an iconic company, what type of corporate culture they
maintain, future growth plans, what kind of benefits are available, how features are chosen, how to
submit an article for consideration and of course an invitation to join this
community with comments and suggestions. The blog should be written by someone
digitally savvy with a commitment to the organization and a through knowledge
of its past. The best candidate would probably be another (younger) family
member with a vested interest and a dedication to keeping the legacy viable.
JPC
has never used a celebrity spokesperson for the organization. No “Jared” so to
speak. The JPC brand (Ebony/Jet magazines) have always had a high talkability
and endorsement quotient with both celebrities and public at large. The primary
spokespeople have historically been co-founders John & Eunice Johnson.
John Johnson - Founder Johnson Publishing Company
Recently
a new spokesperson for JPC has emerged in the form of the newly minted CEO Desiree
Rogers (former Social Secretary for Obama ). Although I’m sure she is
qualified for the position I don’t find her answers regarding the current and
future status of JPC convincing. It feels like she doesn’t quite know her lines
or needs to do more homework. Perhaps it’s just growing pains.
Desiree Rogers - JPC CEO
Desiree Rogers - JPC CEO
By far the best spokesperson for JPC is Linda Johnson Rice
daughter of the original founders. It is clearly apparent she is ferociously
dedicated to the brand, the image and has more than a basic working knowledge.
JPC is her history; it is her life, not just a job. Most importantly, she can answer the hard
questions. "This
is more than a business," Rice told Folio: The Magazine for Magazine
Management. "This is my life. This is my family”
Linda Johnson Rice - JPC President
The
fact is with the rather recent deaths of both co-founders: Mr. and Mrs. Johnson
(2005, 2010 respectively) the company is undergoing a period of bereavement, change,
and finding its new identity. Combine this with an ever changing business and
digital landscape, and the high bar the founders have set it’s becomes clear that the new
caretakers, the second generation of JPC have their hands full. No worries, the obstacles the company have already overcome have been much harder. The
change only means letting go of the past and the willingness to embark upon and
embrace a new future. There is no doubt in my mind they can
do it.
Works
Cited:
Bhargava,
R (2008) Personality not Included
New York: McGraw Hill
Argenti, P. (2009) Digital Strategies for Powerful Corporate Communications. New York: McGraw Hill
www.africanawards.com
www. answers.com./topic/linda-johnson-rice
It seems that this publishing company is behind the times with their social media usage, which appears to be negligible. Hopefully, they are making this a priority to compete in today's market as well as attract new subscribers,in particular a younger audience with more discretionary income.
ReplyDeletePublishing companies have undergone a sea change in the past few years. The Internet has produced tremendous pressure on the print industry. However, it really isn't that big a leap of innovation to provide employees with a sanctioned voice through a corporate blog. Also, the weak use of social media can only weaken the company.
ReplyDeleteHopefully Ms. Rice, more so than the CEO, is open to the innovations that social media bring. She appears to be the one with the energy behind keeping the brand vital, relevant, and alive.