Tag Archives: crisis

When the media tries to become the story

The CNBC-hosted Republican debate turned into a debacle.  From the first question, it was clear that CNBC didn’t want to be the conduit of information for the candidates.  They wanted to insert themselves into the debate by asking ridiculous, mean-spirited and mostly irrelevant questions.

Candidate Ted Cruz, after several questions, took them to task and received loud audience approval.  He blasted the questioners for wanting to turn a civil debate into a “cage fight.”

This post has nothing to do with politics.  It has to do with money.  Since Donald Trump entered the race, the Republican debates have earned Fox, CNN and now CNBC big ratings.  And big ratings translate into big ad revenue.

It was no accident that CNBC asked the questions they asked.  They wanted the “debate” to be as bloody as it possibly could.  They wanted to turn it into a reality show that is talked about and YouTubed over and over.  And by doing so pump up the ratings.

The question is: what is the role of a news organization that hosts an election debate?  Are they supposed to ask meaningful questions that allow each candidate to state his/her positions on important issues, or is the media’s role to grab as many eyeballs as possible for its own bottom line?

The historic 1960 Kennedy-Nixon debate, which cemented John Kennedy’s election, was the first televised presidential debate.  But it was not an exercise in who could mess up the most.  CBS took its role as a news organization seriously and allowed each candidate to talk about the issues, not about their personalities, short-comings, poll ratings and everything else that had nothing to do with being president.

But, unfortunately, that time may have come and gone.  Today news organizations are profit centers and they cherish the opportunity to host election debates because they make money, especially if there are fireworks.

And if it takes a network like CNBC to flame the fires, well, so be it.

On the other hand, the fall-out from the CNBC was so pronounced and embarrassing that future primary and then election debates may actually do what they are supposed to — showcase the candidates qualifications for the most powerful job on earth.

Let’s see if that is the case.

 

Steve Jobs on marketing — the master explains the re-branding of Apple

Steve Jobs was unquestionably the master marketing genius of our generation.  When I teach PR courses and workshops, I often show this video of Jobs presenting Apple’s re-branding campaign, and the strategy behind it.  This presentation was given when Jobs returned to Apple after being fired in a dispute with the Apple board.  Jobs went on to found NEXT Computer and Apple went on toward bankruptcy.  They brought Jobs back and the rest is history.

If you want to learn all there is to know about how to brand your company, nonprofit, institution or product, watch the master at work.

Crisis PR: Getting the facts vs. taking action

When asked what is the first thing an organization should do when faced with a reputation management, or crisis PR issue, some will say to first get the facts. Others will say take immediate action — the longer you wait the more it may appear like a cover-up. After all, history has shown that the downfall of Richard Nixon was not Watergate per se, it was the cover-up.

In reality, both are true. And both need to be done simultaneously. Getting the facts is critical to devise an immediate plan of action. How can you know what to do if you don’t know what happened? This is easier said than done, as in the world of immediate communication, when every news outlet wants to be first, miscommunication is often the rule. News outlets can be wrong. They are not held accountable. But an organization can’t afford to be wrong.

At the same time taking instant action is critical. For example, if a staff member sends out an offensive tweet, albeit unintentional, there often is no other course of action than to terminate the employee — depending on the nature of the tweet and other factors. Once something is in cyberspace, and the world deems it racist or sexist or insensitive, there is no taking it back. A million apologies and explanations can’t undo the damage. Plus, it is a chance for an organization to show leadership by cutting the crisis off immediately. Then, a plan of restoring the integrity and reputation of the organization can be devised and implemented with the cause of the problem gone.

What is most important is that organizations be prepared for any eventuality. Anything can happen at any time and every company or nonprofit must be nimble enough to act. Acting can mean finding the facts and devising a plan. It can also mean taking immediate action.

There is no one right answer, as every crisis, or potential crisis, is unique; like every organization is unique. So the real way to prepare is not to decide whether you will first gather the facts or take action, but have an internal system that allows you to quickly make the right decision when and if crisis time comes.

When is a crisis a PR crisis?

If you have viewed our website, you clearly see that one of the services we provide is crisis communications, or reputation management as it has come to be called.  Organizations — commercial, nonprofits and institutions — sometimes find themselves in trouble and they need expert PR counsel to try to contain whatever public damage may result.

This is not an essay on crisis management, but rather one small aspect of the process.  And that is determining when a crisis is really a PR crisis; and when action should be taken or perhaps it is best to lay low.

These are simple questions with no easy answers.  Every potential crisis situation is different. Every organization is unique and the events that may occur are endless.  Sometimes the organization has done something wrong and it needs to make it right.  Sometimes an organization is wrongly accused and we need to set the record straight.

But step one is always an analysis of whether what appears to be a PR crisis truly is.  The worst thing a client can do is overreact to what they think will be a public attack when no such attack is imminent.  Then, they have created a crisis of their own.

When we are brought in by organizations for crisis PR counsel, the first thing we do is gather the facts and make a determination as to whether a crisis exists.  Sometimes we are able to bring clarity to the situation and remind the client that the world’s eyes are not on them and whatever happened will blow over.

There is a saying in crisis PR to “get ahead of the story.”  We understand and often practice this ourselves.  But there have been situations when clients have been advised to get ahead of a story that hasn’t yet been written.  Why write the story and create something negative unless you have to?

Reacting is usually not a good strategy, and overreacting is worse.  It is a fine line, and that is why PR counselors who have been in crisis PR situations many time are invaluable in sorting out reality and helping clients understand the nuances of PR and how to develop a strategic plan that addresses all situations.

The key is preparation.  Being prepared for launch at a minutes notice, but not launching until we have to.  That is the key to effective and smart crisis PR.

Nonprofit PR beyond the box

Every nonprofit organization, and there are thousands, wants two things.  First, they want money so they can continue their good work.  Second, they want PR so they can become known.  If a nonprofit doesn’t spread the word that it exists, how will it grow its donor base?

Yet, the question remains, if there are so many nonprofits — many with essentially the same mission — how does a nonprofit stand out?  How does it become known and how does it garner attention?

That’s where a strong PR and marketing effort comes in.

But even good PR won’t work magic.  There simply is too much competition for print and screen space.  That’s why it is important that the PR a nonprofit undertakes is targeted, smart and creative; only then can it break through the clutter.

Too many organizations write too many news releases that never get recognized.  Writing a news release is easy.  Get a reporter to take notice is the hard part.  So while an organization may think they are achieving their PR objectives by writing news releases, if nobody every sees them, not much has been accomplished.

If you are a nonprofit seeking PR attention, one way it to think outside your own organization.  Every agency wants their programs promoted.  But let’s face it, not every program is unique and newsworthy.  That’s why often the way to get recognition for a program is to find a way for it to help another, non-competitive nonprofit, or a newsworthy event.

To put it in terms that are perhaps more clear, instead of sending out a news release that your agency does disaster relief, make sure that when a disaster occurs your nonprofit is on the scene.  You don’t have to scream your organization’s name.  Just being there, doing what you do, will get you attention.  And most important, it will get you third party endorsement which is the best PR you can hope for.

Examples can go on and on. Don’t expect that the media will write about your organization because you exist. It’s what you do that will interest them.  Just doing is worth a thousand words.

 

 

The proof is in: expert content wins

There is no question that social media posted by organizations about their products and services plays an important role in the marketing mix.  But the question of how does “user-generated content” compare with “earned content” has been a point of discussion and debate for some time, well at least since Facebook has been around.

Every organization and company uses social media.  That’s a given.  And they use it for many purposes not least of which is to gently promote their enterprise to those who follow them.

But what is the credibility factor when an organization tells the world how great they are?  Maybe they really are great, but would an organization say otherwise?

Nielsen Research just released a study that compared the effectiveness of self-generated content versus articles and reports written by objective journalists.  The results show that there is much more credibility when a third-party says great things about a company, product or organization than if the organization says it about themselves.

Here is what the extensive Nielsen Report concluded:

“…our research suggests that there is a higher degree of trust from
consumers when they are reading content from credible, third party
experts.

“In the end, the impact of expert content on consumer decision making
demonstrates the important role that objective and credible information
from trusted sources play in the purchase process.”

We now have proof that every marketing campaign must include media relations to gain exposure in the mainstream media.  Posting information alone usually is not enough.

The challenge is that while social media posts are easy — anybody can do it with a computer and internet connection — getting the attention of reporters is not so simple.  That’s where PR firms with media relations experience come in.

We have been saying this for years, and we say it in lectures and workshops that we give.  If an organization believes that they have their marketing covered with a Facebook and Twitter account and an intern managing both, they are unfortunately missing the marketing boat.

 

Jahi McMath — not only a personal tragedy but a PR disaster

The case of Jahi McMath, the 13-year old girl who has been declared brain dead after complications from complex tonsillectomy surgery, is indeed a tragedy.  The last thing parents expect when their child has elective surgery is for the child to die.

The case has captured international attention because Jahi’s mother refuses to accept the fact that her daughter is brain dead.  Three neurologists examined the girl and found there to be no blood flow to the brain and no electrical activity.  In essence, the girl is dead.

Since the drama unfolded three weeks ago, there has been a public struggle between  Children’s Hospital & Research Center Oakland where the surgery took place and Nailah Winkfield, the girl’s mother.  The mother refuses to accept that her daughter is dead and has arranged for her to be taken to a long-term care facility.

One would think that the hospital would have handled the situation with the utmost sensitivity. Instead, as it reads in the media, the hospital pressured Ms. Winkfield to remove Jahi from the ventilator and accept her death.  Then, when the conflict escalated, the hospital brought in a local PR / crisis communications guru to handle the media onslaught.

There is a place for crisis communications experts.  We are among them and handle our share of PR crisis situations.  But sometimes the best counsel a crisis communicator can give his/her client is to show sensitivity rather than play hardball and lawyer up.  The words of condolence given by Sam Singer, the crisis PR guru, seem all too much like lip service.  Standing before a bank of TV cameras, to recite the demands of the hospital in order for the transfer to take place, seems harsh.  Yes, there are many legal issues involved here, we all know that.  The hospital has to follow certain protocols and their lawyers are calling the shots.  But sometimes crisis PR is not all about lawyers. Sometimes it is about putting a human face on an organization, this time the hospital.

Let’s not forget it was in this hospital that the surgery took place, and it was in this hospital that the girl died.  Whatever happens to Jahi, it is certain we have not heard the last from the family, as a lawsuit seems to be on the horizon.  Yet another reason that the hospital should have handled this situation with more care, sensitivity and strategic thinking.

This could have been a model PR crisis case, if handled appropriately.  Unfortunately, the only thing to learn from this situation is how NOT to handle a PR crisis.

 

Litigation PR 101: The advantages of attorneys engaging a PR firm

When attorneys meet one another in court, it is war.  Yes, civility reigns supreme, but nevertheless, the objective is to win the case.

With so many hours to fill, and so much content to create, media have become more and more interested in covering court cases.  Aside from headline news, many programs have sprung up such as “48 Hours Mystery” that follow cases deemed particularly sensational.

So what does this have to do with PR?

Reporters always want to talk to the persons closest to the story.  They want to talk to politicians.  They want to talk to victims and perpetrators.

However, they don’t always get to the people they want to talk to and often have to settle for attorneys and PR reps.

While many attorneys are experienced in dealing with the media, some don’t understand the advantages of engaging a PR representative on their behalf.  After all, if they are speaking to the media, what does the PR person do?

The answer is the PR person serves multiple purposes.  First, they know the media and can develop a media strategy on behalf of the attorney and the case(s) they are involved in.  Perhaps most important, they can be on the front lines taking media inquiries before the attorney schedules an interview.  This is extremely helpful in that the PR rep can find out what information the reporter is seeking and help the attorney prepare for the interview.

This is not to say PR people help craft misleading messages.  Reporters are far too smart for that.  Rather, it simply gives attorneys some breathing space and some time to think about the interview before picking up the phone and being hit with a barrage of media questions.

Over the years we have represented numerous attorneys involved in a wide range of cases.  Our role has been to help prepare lawyers for media interviews.  We don’t tell them what to say, and wouldn’t try to advise an attorney on legal strategy.  But we are helpful in preparing our attorney clients for interviews so when they do sit down with a reporter, they feel more comfortable and confident.

For more inforamtion please visit http://www.harcourtlegal.com.

Where’s the Shame?

Over the past week or so, we have been either entertained or astounded by two dueling sex scandals.  First, Mayor Bob Filner of San Diego come under attack for sexual harassment and then Anthony Weiner, candidate for New York Mayor, is again caught with his pants down and cell phone working overtime,

What strikes me is not the allegations.  They appear to be deserved, especially in the case of Weiner where there is written evidence from his sexting partner Sydney Leathers.  But what is striking is that both politicians have dug in their heels.  Filner refuses to resign and instead announces he is going into rehab for two weeks.  Weiner is on the campaign as aggressively as possible.

Maybe it’s my old fashioned upbringing, but if I were Filner or Weiner (and thankfully I am not) I would want to curl up in a ball, put my head under the covers and go away.  Instead, both, especially Weiner, have no sense of shame or embarrassment.  They lift their heads up high as if they have done nothing wrong.

How Weiner can look his wife and child in the eye and move forward in politics is beyond me.  How he can face New York voters, day in and day out, and ask for their vote, if quite astounding.

I guess we live in a world where nothing is too outrageous; where celebrities live out their lives on television “reality” shows and anything goes.

Nothing seems to shock us anymore and that is perhaps the saddest thing of all.

 

Is doing PR in Los Angeles different than in other cities?

The public relations (PR) business is the same regardless of what city you work in, right?  Well, I’m not so sure.

Every city has its unique culture.  And certainly, it has its own media outlets.

The PR/marketing business in Los Angeles is certainly no different. For one thing, it is often celebrity-driven.  Because so many celebrities live here, people tend to think that if a celebrity is not attached to a non-profit event, then it not worth the time of day.

Yes, some celebrities are involved in some causes.  But the non-profits that have a celebrity spokesperson are few and far between, when you consider just how many causes there are.  Therefore, if a non-profit doesn’t have celebrity glitz, don’t discount it.  They still probably do great work and are worthy of donations and attention.

Other cities are in similar situations depending on what industry employs most residents.  Examples include auto, aerospace, high tech, fashion and so forth.  What happens in these industries are of particular interest to local media.

Although local media still exist, with news moving online, stories are attracting national and global interest.  At one time we would pitch a story only to the LA Times on an LA company.  But today, that story may also have relevance to the New York Times because everyone with a computer has access to it.

Knowing the media of the city you are based in is critical, even if every news story could have national or global interest.  That’s why organizations that do business in Chicago hire a Chicago PR firm, and if an organization or company wants to enter the LA market, they hire an LA marketing firm.

So to get back to the headline of this post, “Is PR in Los Angeles different than in other cities?”  Well, I would have to say yes and no.

Sorry for the confusion.