Looking on, one would be almost tempted to think that Andrew Price's work is a dream job. After all, as J Wray and Nephew's Brand Communication and Promotion Manager, his work days must involve cavorting, entertaining and generally being called to -albeit a different kind of bar, on a daily basis.

But no, it is not all fun and games everyday. In fact being a part of the communication/marketing process - that moves consumer goods off the shelves and ensures that the dollars hit your company's bottomline - is hectic as there is the expected immediacy of results from your job. In general, if the goods aren't flying off the shelves then it must certainly be 'somebody's fault".

Remaining relevant must be a number one issue in a crowded consumer marketplace where the customer is pressed with so many and varied choices. How then, do you differentiate and widen your piece of the market? Of this Andrew says, "One of the high points in my career has been the opportunity to use a mature brand like Wray & Nephew White Overproof Rum to sponsor the Wray & Nephew National Premier League Football Competition.

The main focus of this sponsorship was two fold: one was to make the brand relevant to a younger demographic of consumers and football enthusiasts, to assist in the development of football in the country, which to date has proven to be the single most unifying activity in this country." Secondly, it was a great opportunity to give back to the country in a tangible way for the support Jamaicans had given the brand and company over the years.

"A comprehensive communications platform had to be established in order to launch the brand as Jamaica's football's top sponsor. To prove our commitment we invested the same amount of money in promoting and marketing the league, as we did in direct sponsorship of the league which amounted to $100 million."

Andrew has spent his entire career in the consumer goods industry, first with Facey Commodity Co Ltd and now with J Wray & Nephew Ltd. One of the major business communication issue that keeps him up at night involves the use of intellectual property.

"People think they can use a company's intellectual property - without permission - for their personal benefit and that they can flippantly disregard any responsibility they have in this regard. When individuals unwittingly do this, they run the risk of eroding a brand's equity that has been built up over the years, sometimes even over centuries."
"So, for me one of my most pressing concerns is to ensure that J Wray & Nephew Ltd and its numerous brands' intellectual property is properly protected and that the company's brands are represented in the public's domain according to the brand's strategy."
"This includes ensuring that the proper approval and authorisation of the use of material is gained and that this is communicated to the public, by way of print and electronic media. We also ask that promoters and the media get explicit approval for use of our intellectual property. "

"Because we produce and distribute alcoholic beverages, it is necessary to promote responsible drinking to the broader society. As a result my company is resolute in only sponsoring events that ensure that drinks are not consumed by minors. Additionally, all our communication strongly reflect the 'drink responsibly' message in both electronic and print media."

"In my industry you must always make sure you have "air- tight" contracts that not only protect your company but also protect your promoter. Leave nothing to chance, remember the saying 'anything that can happen more than likely will happen.' "My advice is to always ensure that the event you are sponsoring is in line with your brand's strategy and that there are no mixed messages. We also proofread all related correspondence that will go into the public domain. Once it is out, the only thing left to do is to effect damage control strategies. So, it is important to get it right the first time."

What are the major issues he faces in Media Relations:

"Media players are all the individuals that work in media houses. They include the bearer, the receptionist, the cameraman, the photographer, the editor, the producer or managing director, everyone counts and is an important cog in the wheel. We must be very accessible to media houses, ensuring that we return calls as soon as possible. Don't be a dodger, acting evasive will only give the media personnel the notion that you have something to hide. Nobody tells your own story better than you do, don't make people assume what you are thinking."

Yvonne Grinam-Nicholson MBA, ABC, is a Business Communications Consultant with RO Communications Jamaica, specialising in business communication, employee communications and financial publications. Contact: yvonne@rocommunications.com; Website: www.rocommunications.com and post your comments.

Cameal: Sittin' On Top

Laws of Men

Alton Ellis hailed a musical icon