Source: Chicago Tribune The sudden announcement from Apple that Steve Jobs is stepping down as CEO is a stark reminder that companies and organizations need to have a media relations plan for the bad news everyone knows is coming, but are not sure just when. Jobs has been ill for some time, and had taken a medical leave in January. With Jobs and Apple so interconnected, the news that he's relinquinshing daily control of the firm he co-founded in his parents' garage back in 1976 sent Apple shares plummeting. When difficult circumstances affect a firm's public image and persona, it's essential to have the tough conversations behind the scenes early on about what will be said from a crisis communications and public relations standpoint. In the case of Apple, it was a brief statement released late in the day.
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Image: Chicago Tribune One of the first rules of effective public relations and media relations, especially when it comes to crisis communications, is to have a consistent message. Chicago Tribune columnist Clarence Page recently pointed out the problems the U.S. government encountered after the death of Osama bin Laden. With various versions of the raid on bin Laden's compound contradicting each other, Page notes: "Just as Americans are feeling really good about our military capabilities and the success of courageous SEAL Team Six, we’re brought down to the earth by the inability of the Pentagon and the administration to get the bin Laden story straight. Don’t be shocked if the narrative changes again." The problem is that in the chaos that follows breaking news, there is a tendency to speak before all the facts are known or to try to hide the bad news while emphasizing the good news. The hope is that no one will really notice if the truth gets shaded just a bit. That's a dangerous policy. Why? Southwest Airlines' Press Room Crisis Communications is more of an art than a science, because each crisis is unique. But there are general rules for responding to a crisis that really don't change. Take Southwest Airlines, which has had to cancel hundreds of flights after a hole opened in one of its plane's fuselage during flight. As investigators check Southwest's fleet, the airline has posted several press releases on its site and has updated its Twitter and Facebook pages multiple times since the crisis began. It's a vivid reminder of why it's important to have a clearly defined press room on your web site. The ability to post even quick updates helps you to get important information to the media and the public. The story also reminds us of the value of social media to communicate directly with customers or, in the case of Southwest, passengers. A crisis is a bad time to start thinking about getting help from a media relations or public relations firm. The last thing you need is the extra burden of hiring a consultant while the media is knocking at your door. So, why is it that that's exactly what happens? We've had several instances in the past year alone when we've been approached after the crisis has already emerged. We're glad to help, but it can be very difficult playing catch-up. Chicago Tribune Web Site The challenge of getting favorable news coverage can be daunting at any time. It's difficult to predict how an editor, reporter or producer will view your story. Media relations is more art than science. However, you might as well pack it in when one story totally dominates news coverage to the point that the media and everyone else is talking of little else. Such is the case with this week's blizzard. What do you do if you're attacked in public by someone who calls you names? Do you hit back with a few nasty remarks of your own or do you take the high road? New England Patriots quarterback Tom Brady provides a textbook example of our earlier media relations and crisis communications recommendation that you treat all media interviews as an opportunity to talk directly with the public - your customers or, in Brady's case, your fans. Take a look at this video clip and you'll see how Brady responds to questions about the sharp attack he took from New York Jets cornerback Antonio Cromartie. As you can see, Brady avoids slinging mud, elevating his game, while making Cromartie look all the more foolish. Sure, it's sports, but the same lessons can apply to politics or business. If reporters try to nudge you into a fight with an opponent, borrow a page from Brady's playbook.
Image: Crain's Chicago Business When your industry is under attack, hiding from the media may seem like an attractive defense, but removing yourself from the conversation only gives more power to your assailants. Case in point is Chicago’s three largest beer distributors caught up in an investigative story by Crain’s Chicago Business. Crain’s said, “Mirroring the practices of Chicago politics, the city’s beer marketers engage in pay-to-play, exchanging cash and freebies for tavern taps.” As you probably know, pay-to-play is no joking matter in Illinois. Everyone from brewers to bars and distributors was implicated in the report. Those who declined or were unprepared to comment gave more credibility to their opponent’s position and opened themselves up to speculative assumptions. Any reporter worth his salt wants to appear fair and even-handed by telling all sides of a story. If you’re not making your case, someone else will make it for you. |
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