It’s all about perception

Ever hear the statement, “it’s all about perception.” Maybe your not the smartest guy in the business, but you work hard, are prepared and know your facts. You give the impression that you know what you’re doing. The Murphy-Goode lifestyle correspondent gave the impression it was the job of a lifetime and who knows it might really be. However, it’s the perception Jackson Family Wines, the parent company of Murphy-Goode, has created that leaves a bad taste in my mouth.

Just a quick review, the selected Murphy-Goode lifestyle correspondent has a $10,000 per month salary and lodging in Healdsburg for the next six months. The San Francisco Chronicle reported on July 10 that in June Jim Kopp, a senior marketing director, instrumental in creating “A Goode Job” was laid off along with others in the Jackson Family Wine company. These June layoffs came on top of layoffs at the beginning of the year. The San Francisco Business Journal reported on February 2 that Jackson Family Wines let approximately 170 staffers go. Jackson Family Wines is a privately held company and did not disclose the actual numbers, but did acknowledge a reduction in force. According to the article, the company had about 810 employees in mid-2008, leading to about a 20% reduction in staff. So while Murphy-Goode offered a lavish job, their parent company gave pink slips to employees, including one of the minds behind “A Goode Job.” Is this the perception you want to leave with consumers?

I read these two articles several weeks ago concerning Jackson Family Wines. At the time, I thought it was interesting they went ahead with the Murphy-Goode lifestyle correspondent contest. Offering an extravagant salary when the company was laying off employees doesn’t provide a positive perception in the public’s view. This past week surfing the web, a few more articles concerning Jackson Family Wines caught my eye furthering this perception of the company. On August 12 Wine Business reported that White Rocket Wine Company, a division of Jackson Family Wines, made layoffs and may shut down the division according to industry sources. Recently, the San Francisco Business Times reported that Kendall-Jackson Winery, another Jackson Family property, stopped its philanthropic giving to the Wells Fargo Center for the Arts in Santa Rosa. According to the article Kendall-Jackson donated roughly $1 million in cash and wine to the center over the last five years.

While these may all be planned, calculated business moves for the company’s benefit, it’s the perception the public is left with. First layoffs, then a lavish job offer and finally halting charity funds. I also read a release on PR Newswire, dated August 13, announcing the hiring two other Really Goode Job candidates by Jackson Family Wines. The announcement came one week after it was announced Kendall-Jackson was halting charity funds. While, I’m sure all these candidates are qualified and will do an excellent job, it’s the perception of these hires while the company is looking to save money in other areas. But I guess in the end it’s all about the almighty dollar, and according to the same release the Really Goode job search generated over 800,000,000 impression and more than $19-million worth of publicity for the winery, candidates and region.