Vikram Pandit needs PR 101

The other night I attended a Q&A; between BusinessWeek editor Steve Adler and Citigroup CEO Vikram Pandit. It was part of a series called “Captains of Industry” and I’ve been to some talks with other business leaders in the past. Usually Adler focuses on their personal story and character, rather than on the specifics of the business they run. This can work in interviewees’ interest: they BENEFIT from being candid/controversial/self-deprecating to counter popular perceptions of business leaders as cold and calculating and give wise-older-person guidance to the mostly young professionals who seem to populate the audience.

Now in Pandit’s case, the setup for personal storytelling seems ideal–his unpopularity is stunning, there are tons of young confused would-be financiers in New York hungry for advice, and he’s got a great narrative: an Indian immigrant running an American giant at a time when India is on the rise.

But instead, Pandit flat-out refused to answer questions about himself as a person, almost as though he didn’t understand that it was to answer those questions that he was there. Even Adler seemed flummoxed–I’ve never seen him or anyone actually admit mid-interview that the chat wasn’t going to plan. It didn’t diminish my already considerable esteem for him as a reporter: after all, the questions he asked were much tougher than the drivel Charlie Rose put to Pandit in the fall. Indeed, it somewhat comforted me as a young reporter that even veteran aces get phased sometime by their sources.

Here’s the thing: Pandit had a few decent and interesting things to say about Citi itself, successfully avoiding the ugly truth about the company without outright lying. That made me think he was operating in the persona required of him at a CEO conference call, where hedging is key and ‘no comment’ is sometimes appropriate. He seemed to simply not understand that what this event called for was precisely the opposite. Is that Pandit’s stupidity, or a massive PR fail at Citigroup where someone forgot to brief the boss about what to do? (I’ve seen this problem before–there are many executives who seem not to understand how much they benefit from taking a side, even if its risky, in their answers to questions, and how much more cynical and hostile press coverage gets when they try to please.)

Watch the video and let me know what you think. It’s about an hour long, so if you’re rushed, these are some highlights (not verbatim, I don’t type that fast): Read the rest of this entry »