There are many companies that make errors in the PR and how they should show products at drupa. Océ however has shown that it is better than any other company in making a total mess of what it does, and also shows that its international management is not in control of its operations. Océ is headquartered out of Venlo in The Netherlands, but its high-speed mono and color printing operations are out of Poing in Germany. This is the old Siemens printing operations. Obviously from the PR disaster at drupa on Wednesday it shows that the German operation ignores the requirements of its international operations.
drupa is an international print show held in Germany. It has a huge number of international visitors from all over the world. It also has a huge attendance from the international trade press that far outnumbers attendees from the German trade press. Every press conference held at drupa is held in English and English is the language of the show. Every member of the press speaks English. Océ is one of the most important players in the move to high-speed digital printing in color and their press event was expected to be one of the most important events at the show. A very large number of the international press turned up at the Océ stand for their press event. We were somewhat rudely told that the event was for the Germans only and would be held in German.
I asked the reason for this and was told that the German Océ company ran the drupa stand and that there had been an international press conference some weeks before in Venlo. Yes there had and it was for the new form of Océ ink for slow display printers, not for high-speed printing systems. Obviously the German company from Poing feels that they only want to talk to German customers and prospects. I also got this impression from looking over the stand and trying to find out details about Océ's products.
Océ management in Venlo really needs to sort out their stupid German management that made this decision. I would also suggest that the relevant management in Germany should be checking their pension plans and polishing their CVs. They may need them. The market for Océ printers is a worldwide market and Océ's international operations are very successful in selling and implementing their systems around the world. They make brilliant products but there is heavy competition from other suppliers. Océ don't need stupid decisions like that of today. They need the press on their side rather than pushing them into the sidelines.
Discussion
By Jan Hol on Jun 04, 2008
Dear Andrew,
Many thanks for your alert. Today, at drupa, our German sales company has held a media meeting for German trade media. During that event, the German trade journalists were our customers. We have respected their preference to conduct the meeting in their native tongue. Not a PR disaster; just listening carefully to our audience. Futhermore, during every drupa day, we're meeting media, industry analysts as well as financial analysts, hosting them in their own language, making them feel at home. Our company has a presence in over 100 countries. We're acting according 'global communications, as local as possible'. So far, this has been an excellent foundation for solid drupa results. Please stay in touch as we're happy hosting you once again in your native toungue, at drupa or elsewhere in our beautiful world.
Best personal regards,
Jan Hol
Senior Vice President Communications Océ Inc.
By Denise Dorman on Jun 04, 2008
I agree wholeheartedly - reminds me of the recent National Organics Show in Chicago where vendors refused to offer ANY samples to the press, ONLY to buyers. Short-sighted twits, all of them!
By Andrew Tribute on Jun 05, 2008
I am sorry to come back to this but I find the response from Jan Hol confirms the problem. At the drupa meet the press event last night the President of drupa who is also CEO of KBA stated this is not a German show but an international show. For Océ to have only one press event when they are introducing major products on a worldwide basis and then to only address the German press shows a lack of hospitality and a total disregard of the requirements of their worldwide business. If they wanted to have a German event only they should not have announced it as the Océ press conference and should have had it as a subsidiary event to an international press conference.
The comment that this was the preference of the German journalists to host the event in their native tongue is interesting. Can I expect that Océ in future will respect the wishes of all the world's journalists and provide translation into all their native tongues. I suggest you try that at your next Open House in Poing! I don't know a single reputable German journalist that does not understand English. They appear to have understood what was happening in every other conference handled in English.
I can assure Mr Hol I am not the only journalist that is annoyed. I have spoken to many of them all of whom felt insulted by Océ. To suggest hosting me at drupa is not what is wanted. After week one most of the international press leave drupa so I ask how are you going to host all of them.
By Andrew Tribute on Jun 05, 2008
Hopefully these will be my closing comments on this. I have had tremendous support from the journalist community at drupa on this subject. We all wanted to share in the information about the new JetStream 1100/2200 press that appears to set a new standard in high-speed digital print but we were denied the opportunity to hear about it and ask questions of the key staff.
I would lke to say that my criticism is directed at Oce Germany. My own contact for Oce is through Colin Harding at Grayling UK, their PR company. Grayling provide a superb service to all the UK journalists and I know Colin is working really hard to repair the Oce reputation with UK trade press.
My final comment is to outline what I have been taught as the first principle of business management - If you are in hole look for a ladder to get out of it, don't find a bigger shovel to make the hole bigger!
By Sophie Matthews-Paul on Jun 05, 2008
It's important to add at this point that Oce's PR company is in no way to blame for any of this fiasco. Oh, and they understand the importance of English . . .
By Mark on Jun 05, 2008
Andrew,
Hats off for calling attention to this “PR Disaster.” As a PR practitioner myself and one who works in this industry, there isn’t a week that doesn’t go by that I’m not defending the profession.
Too often, those of my ilk become arrogant and complacent, fashioning themselves as the Googles and Microsofts of the industry, (which by the way treat the media as prized possessions) when in fact they simply aren’t.
They also fall into the habit of trying to exert far too much control—not just over the message, but how its delivered, too whom and in this case, what language.
In the end, their practices not only harm themselves but all communication professionals as well who have worked very hard to nurture relationships with the media that in turn, benefit the clients they serve.
Often times some of us in the business need a good shaking up, thanks for taking a whack at it!
By Jan Eskildsen on Jun 06, 2008
I fully agree with Andy. Océ's very good products deserves much better, and it seems, they have to let heads roll in their magnagement, if they want to stay in the market.
Competition is very strong, and they simply can't afford to continue with this stupid people on board.
By From Australia on Jun 06, 2008
Andy,
Why do you feel the need to give OCE bad PR? Take it up with them directly rather than flame then on a public website.
I am not an OCE customer but a prospect and I certainly believe they don't need this negative publicity.
What does there ability to hold a press conference have to do with their technology.
Q: Did you let them know your thoughts on the day? What was their response?
By Peter on Jun 09, 2008
I don't understand the flame here - Oce did a PR event for German press and held it in German. let it go - this isn't the PR nightmare you're making it out to be. If they chose not to hold a PR event for you, then just don't cover them - don't go on a flame-fest.
I had opportunity to visit the Oce booth, and was able to obtain brochures for all products in English as well as German. I found Oce employees at each station able to speak English. I had no trouble getting the info I needed in English.
By Juan Díaz on Jul 01, 2008
I dint attended to the drupa meet the press, i was aware that the event will be in german. But we, the spanish journalist, were received by the spanish Oce PR team and we got our personal walkaround. AFAIK people from other countries where received by their respective lands Oce teams in personal or group apointments.
Even in the too-crowded Oce booth they find the place to show me the inners of some systems.
I got all the info in spanish. And thats a real challenge, harder that having it in english or german.
Discussion
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