As communications consultants we have the opportunity to meet leaders in our industry on a daily basis.  Voce Nation would like to bring the perspectives of some of these people to you.  Enjoy…

Oracle is a company that dominates the media, we thought it would be interesting to find out more about what happens behind the scenes.

Bob Wynne
VP Strategic Media Relations, Oracle

(Responsible for developing relationships, long term global strategy, participates in the planning and development of comprehensive and integrated marketing programs.)

—Question: Briefly describe your position as Vice President, Strategic Media Relations at Oracle.

Answer: I am responsible for developing relationships, long term global strategy and responding to information requests with all major media outlets, including business, news and broadcast media.

—Question: How do you stay informed and proactive for your job?

Answer: Web search engines, read, read, read, talk with colleagues in the industry as well as regular communication with other divisions within the company including product development.

—Question: How do you maintain a healthy competitive view so that you are successful for your work on a daily basis?

Answer: You have to look at coverage as a journalist might. Is it fair, is it complete, is it timely? If the coverage is all those things and you don’t like the coverage then you have to change the way you are “operating” and admit that the coverage isn’t the problem.

—Question: How has media relations evolved in your view for companies of your size in the last few years?  What are some of the biggest challenges?
Answer: Coverage has become 24/7 and nearly instantaneous. More than ever, there is little time to fashion messages when a story breaks. You must be prepared. Perhaps, the biggest challenge is the large number of media outlets — many Internet based — which can "make" news about an organization.  It is hard to develop effective relationships with the huge number of media outlets there today.

—Question: What do you think is the most important goal of strategic media relations for a company of your size?
Answer: To make sure we are telling the story we want to tell in an accurate, clear and consistent way. But, if we don’t have clear messages, we can’t expect clear stories.

—Question: How do you see your role evolving over the next few years?  What do you think will change and what will remain the same? 

Answer: The need for speed in developing messages and communications, the need for integrity in dealing with all audiences and the need for a solid understanding of what impacts the company’s bottom line will remain the same. Everything else will change. That’s just the way it is.  Get used to it.

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John Welton