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E Dealing with Intense Media Scrutiny During a Business Crisis

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

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E Dealing with Intense Media Scrutiny During a Business Crisis

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  1. EDealing 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

  2. 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

  3. What business crises could lead to media coverage?

  4. What are the consequences of negative media coverage?* *Surviving and Thriving in Uncertainty

  5. The Good NewsBusiness crises usually provide warning signs, giving you time to planWith good planning, you may avert or mitigate media coverage of the crisis

  6. Three elements of crisis communications planning The MediaThe MessageThe Messenger

  7. The Media Uncontrolled & Controlled

  8. Uncontrolled Media

  9. 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

  10. Controlled Media

  11. YOUR Media • Corporate website • Social media • Email • Phone calls • Internal media

  12. Use a mix of media To quickly provide persuasive, factual information

  13. Product Recall • Website • “Dark” crisis page • Consumer/dealer letter • Coordinated news release • Social media • YouTube “how to” video Tell it once, tell it fast

  14. Social Media • Build Facebook, Twitter audiences before a crisis • Post updates & website link • Monitor your social media reputation • Develop internal social media guidelines

  15. The Message

  16. Messages= Persuasive “Quotes” Emphasize Factual information Authoritative opinions Concise explanations Empathy statements (as needed)

  17. On Easter Sunday, a customer told a restaurant manager that he found a “foreign object” in his soup

  18. 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

  19. 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. 

  20. 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…”

  21. That afternoon, the Orange County Register called for comment. We: 1. Provided our statement 2. Posted it on the company website 3. Informed managers

  22. Next, two TV stations call Should a company spokesperson do the interviews?

  23. KTLA segment Dirty Dish – truth or a way to make money? KABC cancelled “Your statement validated why we should not run the story.”

  24. Outcome • Conan O’Brien joke • National reader, blogger comments – 85% supportive • Story died in one week • Restaurant sales unaffected • Settled case one year later

  25. Develop a Q&A Goal: Consistency

  26. 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?

  27. Interviews vs. Written Responses • 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

  28. The Messenger

  29. Spokesperson: A Definition A spokesperson is a person who speaks for an organization

  30. “This is strictly off the record…”This

  31. Choose the Right Spokesperson Former BP CEO Tony Hayward

  32. In a crisis, a good spokesperson Provides reassurance Offers critical facts/clear instructions Exhibits confidence

  33. Risk Management & Public Relations

  34. Strategist Team Leader Spokesperson Risk Mgt Legal PR HR Other Resources Crisis Communications Team

  35. Crisis PR professionals can help you balance many priorities and meet difficult communications challenges

  36. 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

  37. Thank you. Questions?

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