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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
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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
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What business crises could lead to media coverage?
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What are the consequences of negative media coverage?*
*Surviving and Thriving in Uncertainty
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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
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Three elements of crisis communications planning
The MediaThe Message
The Messenger
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The Media
Uncontrolled &
Controlled
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Uncontrolled Media
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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
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Controlled Media
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YOUR Media
• Corporate website
• Social media
• Phone calls
• Internal media
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Use a mix of media
To quickly provide persuasive, factual information
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Product Recall
• Website• “Dark” crisis page
• Consumer/dealer letter• Coordinated news release• Social media
– YouTube “how to” video
Tell it once, tell it fast
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Social Media
• Build Facebook, Twitter audiences before a crisis– Post updates & website link – Monitor your social media reputation
• Develop internal social media guidelines
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The Message
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Messages = Persuasive “Quotes”
Emphasize 1.Factual information
2.Authoritative opinions
3.Concise explanations
4.Empathy statements (as needed)
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On Easter Sunday, a customer told a restaurant manager that he found a “foreign
object” in his soup
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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
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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.
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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…”
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That afternoon, the Orange County Register called for comment. We:
1. Provided our statement
2. Posted it on the company website
3. Informed managers
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Next, two TV stations call
Should a company spokesperson do the interviews?
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KTLA segment
Dirty Dish – truth or a way to make money?
KABC cancelled
“Your statement validated why we
should not run the story.”
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Outcome
• Conan O’Brien joke• National reader, blogger
comments – 85% supportive• Story died in one week• Restaurant sales unaffected• Settled case one year later
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Develop a Q&AGoal: Consistency
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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?
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• 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
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The Messenger
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Spokesperson: A Definition
A spokesperson is a person who speaks for an organization
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“This is strictly off the record…”This
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Choose the Right Spokesperson
Former BP CEO Tony Hayward
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In a crisis, a good spokesperson
- Provides reassurance- Offers critical facts/clear instructions
- Exhibits confidence
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Risk Management & Public Relations
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Crisis Communications Team
Strategist
Spokesperson Risk Mgt Legal PR HROther
Resources
Team Leader
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Crisis PR professionals can helpyou balance many prioritiesand meet difficult communicationschallenges
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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
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Thank you.
Questions?