Dear friend,
Here’s a quick post on the value of good public relations.
At 8:25am today the following email comes crashing across my inbox:
“Fitch Changes Outlook for Brit Insurance Limited to Negative; Affirms IFS at 'A+'"
Doesn’t look so hot for the old Benfield and Rea Investment Trust, does it? After all, no-one likes a negative outlook.
But every silver lining has a cloud, especially if you employ people to apply creative genius to the gossamer-thin strands that support our perception of the world.
Pretty soon they are weaving you a whole alternate reality.
And to a master of spin – this one was a no-brainer.
Twenty-three minutes later comes Brit’s version of events:
“Brit Insurance ratings confirmed by Fitch”
Runs the headline
It is only when you get inside that you are confronted with:
“Brit’s Insurer Financial Strength “A+” rating confirmed, on negative outlook”
Spot the difference? (the bold is mine).
It (eventually) says the same thing, but it certainly brings a different perspective.
In this version the metaphorical bad news gorilla has been castrated and is now playing happily with the kids.
The old switcheroo has done it again.
The moral of the story? Always read the words, not the music.