As the digital landscape continues to evolve at warp speed, it’s no surprise that more…
If there’s one thing all PR pros know, it’s the futility of “planning your day.” All it takes is one phone call or email to shatter your lovingly prepared to-do lists into a million pieces.
The good news (for those of us in the Northern Hemisphere, at least) is the arrival of Summer – a perfect time to tackle the things we’ve all been meaning to do, but for which there hasn’t always been time.
Now I know Summer does not necessarily mean things slow down. In fact, vacationing team members have a way of increasing workloads for those still stuck in the office. And for some industries, Summer is what Christmas is for retailers.
But for many of us, things gear down in July and August, which usually means September will bring with it a rude awakening. That’s exactly why you should use the next eight weeks to do a tune-up on your PR machine so that you’re ready for when the busy season returns. Here’s how:
1. Schedule those face-to-faces
Maybe it’s the reporter you haven’t met, or someone who has been identified as a potential influencer. Or, maybe it’s that elusive executive. Regardless, even with vacations, Summer is a great time to actually meet and talk with someone. Do it now before family, work and business travel obligations once again wall them off from you.
2. Clean up your contact list
People move around, and things can get out of date fast. We’ve all been there: you turn to your trusted contact list, only to find out it’s no longer accurate. No more excuses; now’s the time to whip it back into shape.
3. Get some blog posts under your belt
Even people who love writing under pressure know it’s no fun squeezing out a post an hour before deadline while juggling five other things. Create a few “timeless topic” pieces and store them so that you can publish them when they’re needed the most.
4. Conduct a competitive analysis
We’re all drowning in data, so you should know quite well how you and your team are performing on metrics, whether it’s articles, CTRs, engagement or message pull-through. But many are less sure how their competitors are doing. Now’s the time to take a cold, hard look in the mirror and compare yourself – do an audit, talk to colleagues in sales and marketing and see how they view the world. Bottom line: learn not just where you stand, but also how you stack up against the rest of your industry.
5. Revisit that crisis plan
You know that crisis playbook that’s laying around somewhere, right? The one overseen by your long-departed predecessor, with the outdated contact information and messages? Yeah, that one. Now’s the time to update it – before the next crisis hits.
6. Take a vacation from your routine
With non-stop busy-ness comes a “just get it done mentality”. That usually means no one, least of all you, is in the mood for experimenting with new tactics, or digging deep to find new sources of stories or content. Summer is a great time to stretch your legs a little. Read up on best practices, talk to your peers, learn what people like you in other industries are doing. Or connect with colleagues in the organization you never normally see – mine them for ideas, and ideally, experiment with something new before Summer is over.
7. Review your vendor list
PR pros get their fair share of cold emails from people looking to offer their services, everything from monitoring technology to photographers. If you use vendors, take an honest inventory of where you’re weak or where there are gaps, and then go back into your inbox and follow up with some of them. There’s no shortage of talent out there, and you shouldn’t settle for second-best in anything.
8. Test-drive an agency
If you're a startup you’re lucky enough to work in a business that doesn’t require 30-page RFPs and a mountain of procurement rules, and you’re strapped this Summer, then why not acquaint yourself with a new agency? I’ll happily be self-serving here and say that smaller agencies are far more likely and able to accommodate a small project on short notice, especially in Summer. Doing so will help you get a sense of what’s available to you when bigger projects comes down the pipe later in the year.
9. Award submissions
Winning awards? Yay! Filling out submissions? Nope! Summer is not award season by any means, but you may have sense by now of what project or campaign you’re considering submitting later. So, go find a patio somewhere and do the heavy lifting now, and then circulate copy for early approval. You will thank yourself in a big way months from now.
10. Take a break
Finally, don’t be that person who accumulates loads of vacation time. This job can be tough. Use that time. Believe me, your colleagues, clients, friends, family and dog will all thank you.
Any other ideas for things to tackle this Summer? Let’s hear them!
A Forbes contributor recently published a list of the biggest PR crises of 2017. Among the no-brainer inclusions was the Pepsi ad, which is interesting, because there’s a video out there that should be mandatory viewing for every PR professional.
That would be the SNL parody of that same Pepsi ad.
It’s a must-see not just because it’s hilarious, but because, like all good comedy, it hides important truths within the laughs.
Quick synopsis: The skit imagines the ad’s director about to start shooting on what, in his mind, is the biggest and best day of his career. Excited, he hops on a call with his sister and shares the details of the commercial. We can’t hear her response, but his face says it all. She’s reacting the way most of us would - and ultimately did. He goes into a panic as he looks around and suddenly sees what’s really happening: imminent disaster.
Simply put, she burst his bubble.
You’re in a bubble, like it or not
Most corporate or “in-house” PR professionals work in a bubble. It’s almost unavoidable. They spend every day inside a rah-rah culture (that they often help create). Their organizations are full of people with competing roles, priorities, agendas, viewpoints and personalities. What binds them together is a shared desire for the organization to do well, but also to keep their jobs secure and career plans on track.
It’s not a bad thing. It’s just life. But once inside a bubble, it’s hard to be objective about things. It’s also harder to speak up in a way that could single you out.
Then along comes a troublesome issue, and it passes through the bubble with grave consequences. Or a full-blown crisis hits, demanding a speedy response, firm and bold decisions, and very often a need to speak uncomfortable truths or admit wrongs. But the problem with being in a bubble limits your ability to think objectively and can lead you to overlook the obvious.
As SNL notes, bubble thinking played a role in the Pepsi ad. But have a look at the other PR blunders on the Forbes list. From the outside looking in, their solutions seem too obvious – just apologize, fix, delete, admit. These are sophisticated organizations, home to endless pools of talent, but I’m convinced they were too deep in the bubble to do what needed to be done.
What you need to do
The lesson is clear. You need to inoculate yourself against bubble thinking so that when issues or crises hit, they can be addressed properly, objectively and with speed. Here’s how:
- Forget the words “it’s just…”. I can’t tell you how many times in my career someone called me to flag a potential issue, but worked extra hard to downplay it. “It’s just someone venting on Facebook” or “It’s just an isolated incident” or some such thing. One sure sign of bubble thinking: overestimating anything good, downplaying anything bad. Give every issue close attention, no matter how small it may seem.
- Go outside. Talk to your agency, if you have one. Or contact one if you don’t. If an agency is not a viable option, call a friend or colleague you trust. No matter how you do it, get an independent temperature check. People with nothing at stake will give you the real goods.
- Be prepared. If you have a process in place and prepared statements ready to go, then you greatly reduce the risk of letting a situation overwhelm you.
- Trust your gut. You have your job for reason – you know this stuff. Listen to what your inner voice is telling you, even when everyone else feels otherwise, and speak up! It could make you a hero.
Do you have a bubble story to share? Or your own tips for dealing with bubble thinking? Share them below!
I recently wrote a post about the basics of crisis management. In it, I noted:
"The reality is that organizational seniority of the spokesperson typically reflects how much attention the company is paying to the issue. In a fairly significant crisis, with a stock-price impact, your CEO likely would be the one to respond, at least to the top-tier media outlets in your industry covering the story."
With that in mind, it was surprising to see a report that Husky Energy - one of Canada's largest integrated energy companies - has decided to start exclusively using email to communicate with the media in the aftermath of a Saskatchewan oil spill which threatens community drinking water and has attracted national media coverage.
I agree with much of what fellow crisis expert Barry McLoughlin says in the CBC News piece linked above. Even when there is little new information available in a crisis, and when the narrative is not fully in your control, an appropriate company spokesperson - not a key message in an email - should be available to media. And with an issue of this magnitude, a senior leader should be the one answering media questions, rather than someone in the communications department.
By resorting to email alone, companies dehumanize their response and ensure they're perceived as monolithic entities without a human face. As Barry notes in his comments to the CBC, it's much harder to trust a faceless key message than a human being.
I'm betting Husky's rationale is that written messages and timelines, surely vetted word-by-word by the legal department, will be more effective with the media than what its spokespeople have been able to achieve to date. I've written about this approach too. Sometimes it works, but most often it does not.
I believe in the post mortem of this issue, questions will be raised about Husky's decision to rely on email instead of presenting a well-informed, readily available and transparent leader as the face of its public response.
No matter what industry they operate in, large companies sooner or later find themselves on the receiving end of customer anger. Regardless of whether the grievance has any merit, a chance also exists that a simple complaint could snowball into something larger, either through social or traditional media. At other times, a more significant event like a privacy breach, power outage, product recall or fraud can end up in the media directly, putting companies in a reactive or defensive position from the start.
The damage that a crisis can inflict on a brand can be significant and is well recognized. In fact, reputation damage ranked as the top risk in Aon's global risk management survey last year. Part of this is a recognition that reputations are built over the course of years and decades, but it can take just a few news cycles to do them serious harm.
As a result, big companies have sophisticated plans, information networks, crisis committees and various contingencies to help them quickly and effectively respond to a reputation issue. Most also routinely retain external experts to run simulations, audit their plans with an eye for constant improvement, and train leaders on how to respond to media inquiries when crisis hits.
But what happens when you're a startup or a mid-sized company which has enjoyed rapid growth with few hiccups, and you haven't spent a lot of time planning for a potential crisis? What do you do when the first headlines hit, the phone starts ringing and customers, suppliers, regulators and investors are demanding answers which you don't readily have available?
Speaking from experience with crises both large and small, getting external advice from a level-headed crisis management expert is a smart move. But over and above that, here are three basic, practical things you should do right away when your company faces a crisis for the first time, or you're unprepared.
1. Find out who has the facts, and get them in front of your seniorleadership team as soon as possible.
It's absolutely crucial to immediately figure out who inside your business is the closest to the issue at hand and has the relevant facts. That's because factually accurate information is the bedrock of any crisis response strategy. Until you have at least some of the facts, there's little you can say externally, other than acknowledging you're aware of a problem and are looking into it.
In addition, if you prematurely make a comment which ends up misstating the facts, it can come back to bite you. Even if it's just an honest factual error, you could later be accused of trying to mislead your stakeholders, which can create another negative storyline for you to manage.
Once you've found the issue owner, get that person or team in front of your company's senior leaders - fast. This is not a time for sticking to a slow hierarchy before booking a meeting for the following day. Social (and, increasingly, traditional) media move in real time, which means you need to do so as well.
Instead of waiting, meet immediately, hash out what you know and how you will find out what you do not. Make sure your communications team is at the table, as well. They'll be your main pipeline to external audiences, and the more plugged in they are early on, the faster you can respond. They should also be closely be monitoring social media sentiment and early media coverage online.
2. Formulate your first response
As soon as your leadership has all the early facts, agree with your communications team on who should respond to the issue, and how. It's most likely that your starting stance will be very factual and neutral in tone. Just as there are no second chances to make a first impression, this first public response will set the tone for how you handle the issue going forward.
Equally important: who will be your spokesperson? The reality is that organizational seniority of the spokesperson typically reflects how much attention the company is paying to the issue. In a fairly significant crisis, with a stock-price impact, your CEO likely would be the one to respond, at least to the top-tier media outlets in your industry covering the story. Meanwhile, your communications team should draft the messaging storyline, handle your response on social media, prepare written statements for customers, and line up media interviews. They should also quickly run your CEO through a mock interview to prepare her or him for the most likely questions.
If it's clearly obvious the crisis is due to your company's actions (or a failure to act), you should strongly consider a prompt and transparent apology. Sincere apologies garner good will with impacted stakeholders, and have been seen as a potential lawsuit deterrent. Lawyers sometimes counsel against apologizing, lest it later be seen as an admission of guilt in a court of law. That's a discussion to have with your legal team, but various laws now exist - depending on your jurisdiction - which protect apologies from being treated as an admission of fault or liability.
I've also seen a number of instances where companies refused to apologize for to their customers because they believed the fault was with a third-party supplier. That's a mistake. The customer is your customer, not the supplier's.
You should also be prepared to admit you don't have all the answers. During my communications career, I sometimes would hear crisis advisors say, "you have to control the story on your terms, so always stick to your messages, regardless of what you're being asked." Sometimes that works. Often, it does not. You will rarely be faulted for plainly stating that the situation is moving rapidly and that you're working as fast as you can to obtain the relevant information.
3. Keep the information flowing internally and externally
If you've promised you will do everything you can to get answers, then you should absolutely make sure you do it. That means that when your company's initial leadership meeting described in point No. 1 has concluded, the group should have already agreed to reconvene for a series of future updates. This is a critical time, and one where companies often lose control of the storyline. If the gap between your first response and follow up is too wide, you run the significant risk of letting other voices recast the crisis and tell the story for you.
As soon as you have more facts, and your leaders and internal advisors (legal, investor relations, compliance, and others) have had a chance to weigh the information and develop an update, you should share it externally across your social channels, and reach out proactively to the reporters covering the story. Don't wait for the phone to ring. If the media aren't calling you, you can bet they're calling someone else who might be providing them with inaccurate or biased information, intentionally or otherwise.
You should also consistently be going back to fact check that everything you're sharing internally and externally is verified as accurate before you disseminate it. It takes a lot of effort to pull back wrong information or to correct media reporting errors which you created with inaccuracy, so it really pays to double- and triple-check.
Here's something you likely won't be thinking about while dealing with the crisis, but should be: your decisions and actions should be recorded. When you have a moment, write down what you've done and how you've done it as it's happening. That will make any post-mortem of the crisis much more valuable and help prepare you for the future.
Advice, perspective and experience
The three points above will help you cope with the initial impact of crisis. But if this is your first time at the rodeo, you really should enlist someone with experience in the arena. Perhaps you have a veteran executive on your advisory board, or maybe your head of sales chaired the reputation risk committee at the last company where she worked. In addition, outside advisors with crisis management experience can be brought in to help.
Lastly, you have to ensure that this is a learning experience for you and your company, and that you invest in preparing for the future. Proactive planning can drastically reduce your response times when the next issue hits, and there's no better time for it than right after a crisis.
I hope you enjoyed the post and if so, that you’ll take the time to like, share and comment!