It s all about focus and performance Building A

It’s all about focus and performance. Building A Brand in Tough Times

Who we are • World’s largest global public relations agency focused exclusively on technology-driven companies • 16 -year technology PR heritage • Founded 1985, joined Ominicom 1993 • 55 offices, 32 countries, 750 people • $84 million in global 2000 revenues • 2000 PR Agency of the Year, PRWeek • Ranked #1 in high tech PR five years straight by Inside PR

What we do Communications Corporate Strategies • Research • Investor Relations • Strategy • Crisis Communications • National Media Relations • Issues Management • Product Press / Reviews • Employee Communications • Creative Services • Speakers Bureau Marketing Interactive • Market Assessment • Online Communications • Marketing Strategies • E-Strategy • Positioning & Strategic Messaging • Extranets • Multimedia, CD-ROMs

Market sector focus • Information technology • Consumer/retail • Health care • Financial services • Telecommunications • Microelectronics/semiconductors • Energy

Our global reach The Americas Boston, Stamford, Raleigh, Salt Lake City, Silicon Valley, Phoenix, Portsmouth, Ft. Lauderdale, Washington DC Mexico Argentina Brazil Chile Colombia Europe Middle East, Africa Asia Pacific France Israel Singapore Germany United Arab Emirates Australia Italy South Africa China Netherlands Hong Kong Norway Japan Portugal Taiwan Spain Korea Sweden India United Kingdom Thailand Panama Indonesia Peru Philippines Malaysia

A few of our clients

Building a Brand in Tough Times Anticipating Change Transformation What’s going on inside? What is the market thinking? What is it going to take? How long will it take? What kind of results?

Who Starts The Change Process? • Management • Employees • Investors • Customers • Competitors

Transformation of a Company Brand What Does It Take? • Vision, Focus • “Take no prisoners” attitude • Bold actions • Constant communication • Time, Patience

Transformation What’s going on inside? What is the market thinking? What is it going to take?

What’s Going On Inside? • The strategy for transformation not clear and/or not communicated? • Sometimes slow to move? • A discomfort with the status quo? • Performance unsatisfactory

What Is The Market Thinking? • Investors wondering or in “wait and see” mode • Industry analyst coverage • Media coverage

What Is The Market Thinking? Press Coverage Comparison Company B 14, 545 1, 902 3, 140 Company C Company A Company D 8, 565 2, 179 7, 019 415 3, 307 6, 355 1, 086 2, 037 873 660 2, 151 7, 324 879 2, 426 Business Trades Top 50 US Newspapers Other 871 4, 569 2, 655 Total

What Is The Market Thinking? Press Coverage Comparison A B C D Trades Top 50 US Newspapers Business Other

What Is The Market Thinking? Press Releases By Division March, 2000 – March, 2001 Total Releases “Tech” Focus Programs/ Product People Corporate 23 1 – Division A 65 15 25 4 7 14 Division B 35 9 15 2 9 – Division C 8 2 3 1 – 2 Division D 34 12 1 8 3 8 Division E 1 1 – – Division F 9 5 2 – – 2 Division G 0 – – – Division H 3 3 – – 178 48 46 18 20 26 27% 26% 10% 11% 15% TOTAL Customer/ Shipments/ Partner Contracts

Communications Evolution Today Prospects Customers Trades Local Media Investors • • • Customer Centric Company Driven Division Technology Product / Program Centric Oriented Business Media Recruits Employees

What Is It Going To Take? Corporate Communications Strategy Company Brand • • Integrated Consistent Proactive Global

What Is It Going To Take? A compelling case to demonstrate that: Management will execute Execution “Unlocking the value” of Products, R&D, Assets to improve its financial performance Investor Relations Products are relevant and beneficial to businesses, government and/or consumers Communication What the Company is driven by Positioning

What Is It Going To Take? Making It Happen Integrated Global Communications A global, integrated communications program • Focused on performance (inside and out) • Focused on technologies Communications Realignment Execution Investor Relations Communication Positioning A realignment of the communications • Consistent messages and coordinated timing • Resources allocated according to strategy, not size or sales of division

What Is It Going To Take? Communications Strategy Integrated Global Communications Strategy Execution Investor Relations Communication Positioning Communications Realignment

What Is It Going To Take? Communications Strategy Positioning & Differentiation Internal Communications Analyst / Influencer Program Investor Focus Proactive Media Campaign

What Is It Going To Take? Communications Strategy Positioning & Differentiation Internal Communications Analyst / Influencer Program Investor Focus Proactive Media Campaign Positioning & Differentiation What It Takes The Pay Off • Move fast • First to market • Take risks • Attract bright, ambitious people • Reward new ideas • Make decisions quickly • Leverage opportunities • Dynamic partnerships • Motivate with “ownership” • Anticipate change • Minimize layers of management • Accountable • Perception as a leading company

What Is It Going To Take? Communications Strategy Positioning & Differentiation Internal Communications Analyst / Influencer Program Investor Focus Proactive Media Campaign Positioning & Differentiation Employees Core Tech nolog ies Core A Core B Core C Appl icati ons Application A Application B Application C Prod ucts Product A Product B Product C Customers Industry Analysts Investors Business Media Local Media Popular Media Global Media

What Is It Going To Take? Communications Strategy Positioning & Differentiation Internal Communications Analyst / Influencer Program Investor Focus Proactive Media Campaign Internal Communications Designing and implementing employee communications Translate priorities and technology-driven messages for employees Build awareness of. . . Create understanding of. . . Apply to everyday work situations Maintain profile over the long term Execution • Get the basics right – infrastructure, language, content • Leadership profile for CEO • Embed behaviors • Focus communications on top managers • Continuous communication and feedback Guiding Principles • Hearts and minds • Integrated with HR and culture • Employer of choice

What Is It Going To Take? Communications Strategy Positioning & Differentiation Internal Communications Analyst / Influencer Program Investor Focus Proactive Media Campaign Analyst / Influencer Program • Target influential analysts – High profile thought leaders • Sell deliverables and roadmap – Distinguish from customer centric programs – Emphasize benefits • Leverage with trade and business media

What Is It Going To Take? Communications Strategy Positioning & Differentiation Internal Communications Analyst / Influencer Program Investor Focus Proactive Media Campaign Investor Focus • Develop “crescendo” IR program – Present at “select” conferences – Initiate key executive speaking opportunities – Set and communicate strategic “proof points” • Transition sell-side analysts • Target buy-side firms at first signs of execution

What Is It Going To Take? Communications Strategy Positioning & Differentiation Internal Communications Analyst / Influencer Program Investor Focus Proactive Media Campaign • Create and train spokespersons • Focus on business media – Publications – On-line – Broadcast • Leverage consumer benefits in popular press • Coordinate recruitment efforts with local/regional press • Extend program globally

Timeframe Activities Week Positioning & Differentiation Focus • Simplify • Repeat Internal Communications Centralize • Embed • Reward Analyst / Influencer Program Target • Sell • Leverage Investor Focus Select • Keynote • Target Proactive Media Campaign Train • New Focus • New Outlets 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16

Typical Timeline Q 1 First Six Months Next Six Months • Initiate internal and external brand research • Develop new branding platform - value statement, mission statement, brand mark • Educate executives on re-branding efforts • Solidify board commitment and investment in new brand

Typical Timeline Q 1 First Six Months Next Six Months • Hire PR firm (preferable Brodeur!) • Create joint marketing/communications task force • Begin ramping up major media outreach and relationships • Start seeding feature stories • Refine transformation and communications message • Continue strong financial analyst relations • Deliver bullish “state of the state” address • Unveil new branding internally and externally

Typical Timeline Q 1 First Six Months Next Six Months • Leverage new brand • Engage Advertising firm • Begin using new online communications vehicles • Fully implement branding “adoption” programs • Leverage all announcements and feature opportunities • Take off the gloves with competition • Crank up regional media push • Implement fully integrated communications plan

What Does It All Add Up To? Communications Strategy Positioning & Differentiation Internal Communications Analyst / Influencer Program Investor Focus • Brand known as a leading company • Employees enthusiastic about future • New recruits attracted • Investors recognize value Proactive Media Campaign

It’s All About Focus and Performance. Thank You.