Randle D. Raggio

A Ben Marshall no le gustaban las limosnas. Su padre lo crió para que se cuidara solo. Pero aquí estaba, el CEO de ReliantShare Bank, a punto de recibir 5000 millones de dólares en fondos federales, y la perspectiva de una intervención del gobierno le hizo un lío. Al mismo tiempo, el incesante escrutinio de los medios de comunicación comenzaba a sofocar incluso las decisiones empresariales del día a día. Sabía que ReliantShare tenía que liberarse de la mentalidad de búnker que se había apoderado de todos en los servicios financieros, pero ¿cómo?

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Reprint: R0906B
ReliantShare Bank is about to receive $5 billion in U.S. federal assistance. After all the negative publicity, CEO Ben Marshall knows he needs to deliver a positive message to customers and the market. His chief customer officer, Ammon Rodriguez, proposes an ad campaign thanking the taxpayers for their &#8220;investment.&#8221; CFO Vernon Scott argues instead for focusing investors&#8217; and opinion makers&#8217; attention on the bank&#8217;s recapitalized balance sheet and future growth prospects. What message should ReliantShare send to restore the public&#8217;s confidence?
An effective thank-you campaign, says University of Miami professor Michael McCullough, would need to include a clear statement of the bank&#8217;s intention to translate the $5 billion into increased capacity to serve the public. But, he adds, if Ben isn&#8217;t willing to eat a little crow, then Vernon is right&#8212;they&#8217;d be better off keeping their gratitude to themselves and quietly rebuilding their business.
Brunswick Group chair Alan Parker asserts that ReliantShare must show contrition and acknowledge its role in creating the mess it&#8217;s in&#8212;though that won&#8217;t be enough. The bank will probably also need new leadership. Parker suggests that Ben get ahead of events and orchestrate a clean, orderly departure by publicly expressing his regret for shareholders&#8217; losses, ensuring that ReliantShare executives aren&#8217;t walking off with extravagant bonuses, and tendering his resignation.
C. William Pollard, former chair and CEO of ServiceMaster, says that Ben would make things worse if he resigned, because a new leadership team would take too much time to get up to speed. But Pollard does think that some heavy-duty PR is in order&#8212;not a campaign simply expressing gratitude, but one that emphasizes stewardship, transparency, and a restoration of trust.

Do You Thank the Taxpayer for Your Bailout?

Reimpresión: R0906B ReliantShare Bank está a punto de recibir 5000 millones de dólares en asistencia federal de los EE. UU. Después de toda la publicidad negativa, el CEO Ben Marshall sabe que tiene que transmitir un mensaje positivo a los clientes y al mercado. Su director de atención al cliente, Ammon Rodriguez, propone una campaña publicitaria para dar las gracias a los contribuyentes por su «inversión». El CFO Vernon Scott aboga, en cambio, por centrar la atención de los inversores y los formadores de opinión en el balance recapitalizado del banco y en las perspectivas de crecimiento futuro. ¿Qué mensaje debería enviar ReliantShare para restablecer la confianza del público? Una campaña de agradecimiento eficaz, afirma el profesor de la Universidad de Miami Michael McCullough, tendría que incluir una declaración clara de la intención del banco de traducir los 5000 millones de dólares en una mayor capacidad de servicio al público. Pero, añade, si Ben no está dispuesto a comerse un cuervo pequeño, Vernon tiene razón. Sería mejor que se guardaran su gratitud y reconstruyeran discretamente su negocio. El presidente del Grupo Brunswick, Alan Parker, afirma que ReliantShare debe mostrar arrepentimiento y reconocer su papel en la creación del lío en el que se encuentra, aunque eso no será suficiente. Es probable que el banco también necesite una nueva dirección. Parker sugiere que Ben se anticipe a los acontecimientos y organice una salida limpia y ordenada expresando públicamente su pesar por las pérdidas de los accionistas, asegurándose de que los ejecutivos de ReliantShare no se vayan con bonificaciones extravagantes y presentando su renuncia. C. William Pollard, expresidente y director ejecutivo de ServiceMaster, afirma que Ben empeoraría las cosas si renunciara, porque un nuevo equipo de liderazgo tardaría demasiado en ponerse al día. Pero Pollard sí cree que se necesita un poco de RR.PP. no una campaña que se limite a expresar gratitud, sino una que haga hincapié en la administración, la transparencia y la restauración de la confianza.

&iquest;Da las gracias al contribuyente por su rescate?

Reprint: R0906B ReliantShare Bank is about to receive $5 billion in U.S. federal assistance. After all the negative publicity, CEO Ben Marshall knows he needs to deliver a positive message to customers and the market. His chief customer officer, Ammon Rodriguez, proposes an ad campaign thanking the taxpayers for their “investment.” CFO Vernon Scott argues instead for focusing investors’ and opinion makers’ attention on the bank’s recapitalized balance sheet and future growth prospects. What message should ReliantShare send to restore the public’s confidence? An effective thank-you campaign, says University of Miami professor Michael McCullough, would need to include a clear statement of the bank’s intention to translate the $5 billion into increased capacity to serve the public. But, he adds, if Ben isn’t willing to eat a little crow, then Vernon is right—they’d be better off keeping their gratitude to themselves and quietly rebuilding their business. Brunswick Group chair Alan Parker asserts that ReliantShare must show contrition and acknowledge its role in creating the mess it’s in—though that won’t be enough. The bank will probably also need new leadership. Parker suggests that Ben get ahead of events and orchestrate a clean, orderly departure by publicly expressing his regret for shareholders’ losses, ensuring that ReliantShare executives aren’t walking off with extravagant bonuses, and tendering his resignation. C. William Pollard, former chair and CEO of ServiceMaster, says that Ben would make things worse if he resigned, because a new leadership team would take too much time to get up to speed. But Pollard does think that some heavy-duty PR is in order—not a campaign simply expressing gratitude, but one that emphasizes stewardship, transparency, and a restoration of trust.

¿Da las gracias al contribuyente por su rescate?

Resumen.

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