The next PR snafu looming?

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Big-time executives tend to say the right things. They've got writers and specialists who make sure of that, which of course is smart. 

So when Ken Lewis appeared at the National Urban League's annual conference in Chicago , he said what his audience wanted to hear--that he understands the economic struggles urban areas. "I want you to know that the CEO of the largest bank in the United States is aware of what's going on," he said. As reported by Reuters, he went on to say banks need to act aggressively to provide credit and invest in communities, and called for mortgage companies to do more to help struggling homeowners avoid foreclosure. 

The problem is that when it comes to Bank of America and Citigroup, we're talking about global-oriented banks--which is fine. Globalization is a reality. The twist here is that both banks remain on the public dole; neither has paid off its TARP obligations. And that creates some PR sensitivity when it comes to the banks' overall strategy. 

Lawmakers expect these banks to train most of their firepower on creating domestic liquidity. That's only reasonable. But what does that mean for the banks' global ambitions.  

Bank of America Corp reportedly is readying for a major push into China. It aims to set up a local unit to spearhead corporate and investment banking services as well as wealth management services. It will likely formally apply to a Chinese banking regulator for a local incorporation license in the next few months. 

Citigroup's Vikram Pandit certainly sees his bank as global powerhouse. It's a favorite theme of his. In his swing through Asia last week, Pandit has made clear that international growth offers the best opportunity for Citigroup to rebuild its capital base, according to Bloomberg. Now, one could easily argue that these banks can do both: Expand abroad and deliver more credit domestically. 

But perceptions mean a lot. As long as you're on the public dole, you're in the hot seat. You could easily be made to look bad, fairly or not. Do not be surprised if we start hearing about this.  But both banks have to be very careful. Their ambitions to grow abroad will soon start to irritate lawmakers and regulators here at home. And that might plant the seeds of another PR fiasco. - Jim