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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

• Email

• 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?