E
Dealing with Intense Media Scrutiny During a Business Crisis
For Washington RIMS
By Joan Gladstone, APR, Fellow PRSA
President and CEO, Gladstone International, Laguna Beach
www.gladstonepr.com
Some Cases
• County of Orange files for bankruptcy• Suzuki sues Consumer Reports• Labor strike stops SoCal homebuilding• Toxic chemical spills into groundwater• D.A. arrests college coach for sexual misconduct• Military discovers cyber hack of personnel info
…and many others
What business crises could lead to media coverage?
What are the consequences of negative media coverage?*
*Surviving and Thriving in Uncertainty
The Good News
Business crises usually provide warning signs, giving you time to plan
With good planning, you may avert or mitigate media coverage of the crisis
Three elements of crisis communications planning
The MediaThe Message
The Messenger
The Media
Uncontrolled &
Controlled
Uncontrolled Media
You can influence, but not control:
• Traditional journalists– Print and broadcast– Strive to be fair, accurate and balanced
• Citizen journalists– Twitter, Facebook, YouTube– Promote personal opinions, dialogue and
sometimes, controversy
Controlled Media
YOUR Media
• Corporate website
• Social media
• Phone calls
• Internal media
Use a mix of media
To quickly provide persuasive, factual information
Product Recall
• Website• “Dark” crisis page
• Consumer/dealer letter• Coordinated news release• Social media
– YouTube “how to” video
Tell it once, tell it fast
Social Media
• Build Facebook, Twitter audiences before a crisis– Post updates & website link – Monitor your social media reputation
• Develop internal social media guidelines
The Message
Messages = Persuasive “Quotes”
Emphasize 1.Factual information
2.Authoritative opinions
3.Concise explanations
4.Empathy statements (as needed)
On Easter Sunday, a customer told a restaurant manager that he found a “foreign
object” in his soup
Immediate Response
• Apologize for customer’s experience
• Discard all but small sample of soup
• Keep track of all actions– Request object for testing– Retain independent investigator to interview
employees• Conclusion: no employees at fault
Stand-by Media Statement
We have found no evidence to support any of the allegations in a complaint filed by Mr. (name) against (restaurant).
….continued with actions taken…
We do not believe the lawsuit has any merit and will fight this allegation.
Six weeks later, the plaintiff’s attorney emailed the complaint to all Southern California media
“He has had many sleepless nights…he may have contracted any number of life threatening diseases or illnesses…
His wife claims damages
for LOSS OF CONSORTIUM…”
That afternoon, the Orange County Register called for comment. We:
1. Provided our statement
2. Posted it on the company website
3. Informed managers
Next, two TV stations call
Should a company spokesperson do the interviews?
KTLA segment
Dirty Dish – truth or a way to make money?
KABC cancelled
“Your statement validated why we
should not run the story.”
Outcome
• Conan O’Brien joke• National reader, blogger
comments – 85% supportive• Story died in one week• Restaurant sales unaffected• Settled case one year later
Develop a Q&AGoal: Consistency
Media Questions in a Crisis
• WHAT happened?• WHEN did you find out?• WHO was responsible?• WHERE did it happen?• WHY did you chose the course of action?• HOW will you resolve the situation?
• Evaluate the wisdom of answering reporter questions in writing
• Reduces risk when communicating sensitive or litigation-related matters
• Yet when public health and safety is at stake, spokespersons offer credibility and build trust
Interviews vs. Written Responses
The Messenger
Spokesperson: A Definition
A spokesperson is a person who speaks for an organization
“This is strictly off the record…”This
Choose the Right Spokesperson
Former BP CEO Tony Hayward
In a crisis, a good spokesperson
- Provides reassurance- Offers critical facts/clear instructions
- Exhibits confidence
Risk Management & Public Relations
Crisis Communications Team
Strategist
Spokesperson Risk Mgt Legal PR HROther
Resources
Team Leader
Crisis PR professionals can helpyou balance many prioritiesand meet difficult communicationschallenges
Crisis PR Consultant Capabilities
• Crisis communications plans– Meets insurance requirements
• Specific issue crisis counseling– Insurance pre-approval
• Spokesperson media training
• Media liaison/spokesperson
• Media monitoring
Thank you.
Questions?
