SI: Interview With David Migdal, VP of Communications at Sony Electronics Inc

[Christopher]

To better familiarize our readers, David Migdal is the Vice President of Communications at Sony Electronics Inc, handling all consumer and professional products including HDTV, Digital Imaging, Blu-ray, etc. as well as overseeing the company’s social media efforts. He is a results-oriented corporate communications executive with demonstrated strength in strategic planning and tactical execution, media relations and consensus-building skills. David also provides counsel to senior management and has clear understanding of how communications supports business objectives.

SI: Why don’t you tell us how you got started at Sony, and eventually became a VP today?

David: I was originally hired to help support the launch of DVD and the roll-out of our first HDTVs. There have been two constants in my career that have helped me advance: Working with a sense of urgency and being flexible. These traits were instilled in me while working in the newspaper business earlier in my career and have certainly helped me in the corporate world.

SI: What is the average day like for you, from start to finish?

David: The best part about working for Sony is there is no “average” day. In the environment we operate in (the consumer electronics industry) change is endemic and any routines we’ve had have evolved to meet the changing environment. For example, Sony’s communications department is now a part of our marketing group, and in order to make this integration work, the channels of communication had to be widened and enhanced. There are now daily conversations taking place between the two teams, and that’s a routine I embrace.

Of course, my colleague who leads the corporate/employee communications side of the house (VP John Dolak) and I have daily, sometimes hourly, conversations and that’s something that I enjoy as well.

Yes, there are some recurring weekly and monthly meetings, plenty of discussions involving social media, and some big trade shows and press events in certain months, but other than that, my schedule is wonderfully varied.

SI: Tell us about a memorable conversation with a high ranking Sony official, such as Howard Stringer, etc.

David: There have been many throughout my tenure here, but I’ve always appreciated those that bring a human element and sense of humor to light.

Case in point: During the rehearsals for the launch of our OLED TV at CES, I had written some comments for Sir Howard Stringer and wanted to go over any edits he had before the press event. We were sitting together backstage, incorporating some of his edits onto the TelePrompter, and he mentioned with a laugh how OLED sounded like it was the name of a Viking warlord. Yes, a Viking warlord. He asked me what I thought (I thougkht it witty and on the mark) and we swiftly incorporated it into his comments.

That was memorable.

SI: How often do you have meetings with the rest of the corporate communications team? How do they usually go?

David: We have a weekly all-hands meeting and also meet on an as-needed basis. I attempt to keep all meetings as brief as possible and make sure they have a purpose. Some times they are issue-oriented, other times they focus on basic information sharing and brainstorming. But the name of the game is communicating….we’re all professional communicators, after all.

SI: Corporate communications as a role has become much more significant and professional in nature. Gone are the days when corporate communication merely meant ‘wining and dining the client’ – it has now emerged as a science and art of perception management. You started with Sony back in 1998. How has the company changed since then in that regard?

For starters, when I started with Sony Electronics in 1998, standard issue gear was a pager and a laptop (not made by Sony, by the way).

Now, from the way we interact with the media and distribute information, to managing trade shows and press events, as well as the social media revolution, everything we do has changed. Fundamentally, we are better listeners now than we’ve ever been. We hear what our customers are saying; and when the media has a gripe, we hear that, too, and engage accordingly.

Public relations in 2009 is evolving and Sony is keeping its eyes WIDE open. Our social media efforts are, in my opinion, some of the best in class. Our outward facing events have also received praise from the media, especially those that embrace the “Sony United” concept, where two or more Sony companies combine forces to tell a compelling story. That wasn’t happening when I first started and it’s something my colleagues and I have worked hard at making commonplace.

Without a doubt, making “Sony United” work has been one of the most gratifying—and enjoyable– aspects of my career at Sony.

SI: What blogs do you read every day?

David: I read the vast majority of the major (and some of the minor) CE and national media websites and blogs. The sad truth is I really don’t have the time to dig down as deeply as I would like.

SI: What’s one thing you’d like to say to bloggers who unfairly criticize the company?

David: Everyone has the right to their opinion and fairness is in the eye of the beholder. I understand it’s not in vogue to praise large corporations these days. Come to think of it, I’m not sure it’s ever been. But it’s our job to listen to what’s being said and choose to take some course of action or not. When you’re a company as large as Sony, criticism comes with the territory. We’re not perfect, but on balance, we’re still a strong, highly respected company and a powerful consumer brand.

One of un-scientific tools I use to gauge the company? A personal, social barometer. When I meet someone for the first time and tell him/her that I work for Sony, I look for their reaction. Almost universally, the reactions have been favorable.

SI: What’s your favorite Sony product (new or old)?

David: I thought the SCD-1 (SACD/CD player) was nothing short of spectacular in terms of design and performance. In same vein, my current favorites are our ES series Blu-ray players and our Internet-enabled BRAVIA LCD TVs. I have my eye on the new X-series VAIO as well. I’m not that enamored with “bling” but the gold model is a beauty.

SI: When Senior Vice President Rick Clancy retired from Sony earlier this year, you wrote a blog post on the Sony Community Blog entitled, “Sony’s Online Voice,” where you proclaimed that “Sony’s online voice is changing.” With promise of greater topic coverage, the Sony Community Blog is more diversified and stronger than ever. With the recent power play of hiring Sukhjit Ghag (Sony’s new social media evangelist), it seems that she has given new life to the blog and its direction. Her presence is unlike anything I’ve ever seen at Sony before. What was the process like to create her position? What is it like to work with Sukhjit? Do you think that we will see bigger, more dynamic changes in Sony’s online voice with her hire?

David: “Power play” is right on the money, Chris. Hiring Sukhjit Ghag was an interesting endeavor and one that speaks to our penchant for being creative and innovative. Instead of following a traditional corporate path to identify, select and ultimately hire a new social media evangelist, John Dolak and I spoke to several well-respected members of the media and analyst community and asked them for suggestions. We returned to San Diego with a list of about a dozen names and began our due diligence. We ultimately hired Sukhjit and look to her as part of our larger social media team (managed by Marcy Cohen) to keep the blog and related activities moving forward. I like what I see so far; she has a lot of energy and passion for social media (especially vlogging) and it’s simply a matter of time before she masters Sony culture. I would continue to keep an eye on us in the social media space….we’re on a good roll that’s only going to get better.

SI: Sony has been facing tough competition in their television line in the USA from companies such as Vizio and Samsung. Do you see Sony gaining market share in this area in 2010? Can we expect even more aggressive marketing campaigns? What will it take for Sony to become #1 again?

David: I do see us gaining market share in the near term. We recently launched our new “panel of experts” advertising campaign and with a new TV line planned for the near term, as well as the promise of 3D, I like our chances. What you’ll see in 2010 is an energized Sony TV lineup; one with innovation, design and performance clearly in the forefront.

SI: I’ve noticed something strange with Sony product releases. Sometimes Sony Europe releases a product that never leaves that region. Another example is when we exclusively covered the new 64GB NW-A847 OLED Walkman from Sony Japan, which hasn’t been announced elsewhere. When I contacted Jennifer Martin, Internet Communications Specialist at Sony, about the Walkman she said there “there are no plans to launch this model in the US.” What’s worse is that the interest in this new Walkman in the USA is very strong, and people are disappointed there is no further information about it ever coming here. Is it frustrating when there isn’t a simultaneous launch worldwide with such high-profile products? Can you tell us why Sony chooses to do this, especially with products that would make sense here?

David: We are collaborating on global product introductions, but without sounding too pedantic, let’s just say the world is big place. Certain regions have certain needs and have to address certain demographic segments that don’t line up with others. We’re obviously not the only company that does this, but to your point, I’m all for a consumer getting what he/she needs from Sony, no matter where it is initially introduced. It’s just not as simple as it sounds.

SI: Recently, Sony Electronics in the U.S. has had a few chances to show off products first then the other countries catch up, such as you did with the most recent VAIO X, L and CW series at Guastavino’s in NYC. Did you work with Sony Japan to secure that exclusive launch? What is that process like?

David: The business units and other groups in the U.S., and other regions for that matter, are in constant contact with Japan and decisions are often made based on where the product introductions make the most sense in terms of impact.

SI: Any hints about CES?

David: Wear comfortable shoes.

Thank you for taking the time to do an interview with Sony Insider, Dave!

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