Symantec: Change Your PR Strategy Now
Memo to Symantec: It’s time to change your channel PR strategy. Right now. On the one hand, Symantec was smart to address a swirling controversy around its channel program (as covered by CRN and ChannelWeb). But on the other hand, the more Symantec says about the situation the more CRN and ChannelWeb use Symantec’s own words against the software company. Here’s how Symantec PR should handle damage control going forward.
First, some background. Take a look at the July 17 follow-up to all the controversy as posted on ChannelWeb. Basically, it shows Symantec COO Enrique Salem hyping direct sales efforts to Wall Street in one set of statements, and Salem assuring partners that Symantec’s channel program remains intact in another set of statements.
Message Conflict: It’s Quite Common
Which set of statements is most accurate? Being a geek, The VAR Guy compares the Symantec controversy to an operating system upgrade.
On the one hand, Microsoft would likely tell developers that a new operating system is a radical upgrade that vastly improves ISV opportunities and reseller margins. But on the other hand, Microsoft would tell end-users that the new operating system provides investment protection, is easy to install and enjoys lower total-cost-of-ownership. Sure, the two messages conflict with each other. That’s fine … until one message reaches the wrong audience.
That’s what happened at Symantec. And each time Salem opens his mouth — or types an email — his words are now being used against him by CRN and ChannelWeb.
It’s like quicksand: The more you move, the faster you sink. So stop moving those fingers on the keyboard, Salem, and don’t push “send” to anyone.
Smarter Moves
Instead, set up a hotline to answer any VAR and partner inquiries. And set up a Symantec advisory council — made up of partners — who can raise any concerns directly to Symantec. Even if such a council already exists, hype the council right now. And assure partners that they have a direct line to Symantec.
Hold Web conferences with concerned partners. Invite CRN and ChannelWeb (heck, and perhaps The VAR Guy) to listen in, if partners are willing to have media on the line. Basically, open your doors to the channel media during a painful time — so that skeptics see you have completely open communications and you’ve got one set of messages for both Wall Street and the channel.
And don’t hold a grudge against ChannelWeb for using Salem’s poorly chosen words against him. The VAR Guy likes to pick on ChannelWeb as much as the next guy (maybe even more…). But the person at fault here is Salem for having two sets of messages for two different audiences.
With any luck, CRN and ChannelWeb will get distracted by trashing Dell or Best Buy’s channel strategy in the next few weeks — taking the spotlight off Symantec. But in the meantime, the spotlight remains on Symantec, which means it’s time for a new PR strategy.
