Crisis Communications

24  — Crisis Communications
By Michael Perini, ABC
Perini & Associates

One of the most edgy TV shows is all about crisis communication –24.

The iconic clock is always ticking in this real-time action series found on FOX about U.S. counterterrorist agent Jack Bauer (Kiefer Sutherland) who tries to save the country from foreign and domestic enemies in the course of 24 grueling hours (with each hour a separate episode).

I have been a fan for years.  I find that the best time to watch new episodes is when my heart is already racing while on the treadmill.   Each episode is packed with a series of incidents that require crisis communications.

A “crisis,” in public relations terms, is any event that draws intense, negative media coverage and interferes with normal business activity. Crises can cost organizations millions of dollars to repair or can potentially close a business for good.

Whether driving a car, helicopter or running down a street shooting at terrorists and trying to save innocent people, Jack is constantly engaging in decisions and conversation that the aftermath, if real, would leave companies in serious situations to handle.

This show, which just had the series finale 24 May, is all about getting the truth out — the goal when communicating to the public during a crisis.

Chances are your company is going to experience a crisis of some kind in the next several years.  How you handle the crisis with the public, the media and your own people will determine whether that crisis builds or damages the credibility and thus the potential return-on-investment (ROI) for your company.

In 2006, the following industries racked up the most business crises, according to the annual “Business Crisis Trend Report” by the Institute of Crisis Management:

1. Airlines
2. Software Makers
3. Pharmaceutical companies
4. Computer manufacturers
5. Natural gas companies
6. Petroleum refining
7. Health services
8. Banking
9. Security Brokers/Dealers
10. Telecommunications

What type of potential incidents could occur?  Below is my list. Please send me your list.

• A fire in a restaurant
• A virus outbreak at a hotel
• An executive accused of insider trading
• A school shooting
• Charges of illegal accounting practices
• A politician who uses a racial slur on camera
• A drug that’s found to have adverse side effects
• A robbery
• Cheating scandal
• A plane crash

Here are several lessons learned from 24 that can be applied to crisis communications.

1. Have a crisis communications tool kit. If you follow Jack Bauer he always has access to weapons or finds ways to get the tools he needs to survive.  You should build your own survival kit with items that include names of who is on the crisis management team,  key contact information, company fact sheets, copies of your company logos and  “fill-in-the-blank” statements.  For more suggestions on what to put in your kit.

2.  Have a crisis communication plan. Now, Bauer – this is a TV show after all – seems to come up with a plan almost immediately between commercial breaks! You will not likely have this luxury so I would recommend that you develop a plan now when you aren’t facing a crisis.  Some key elements to include would be to decide on your company’s position, designate and list spokespeople and include a tough question section.  Also, add prepared statements and sample news releases.  A checklist on handling media interviews is a must.  For more.

3.  Have a “911” crisis communications expert in your rolodex. Unfortunately, many companies have reduced their internal public relations staff as a cost cutting measure.  So, it means that these organizations must look outside their company to find the necessary expertise.  The success of any business, utility or organization rests firmly on its reputation. But, all that careful image crafting can be destroyed by one poorly handled crisis. That’s why businesses, nonprofit organizations, governments, universities and individuals hire experienced public relations professionals to portray them as beneficial, trustworthy and concerned members of the community.

So, make crisis communications planning a priority.  Remember, the clock is ticking….

Warm Up to Public Relations

By Michael Perini, ABC
Perini & Associates

In sports, if one is smart, warming up is the right course of action.  A lot of stretching, strides, jumping up and down.  Adding pushups and sit ups keeps the routine fresh.  All this physical activity with the goal of reducing injury during aerobic activity.  Makes sense, right?

Warming up is also critical when beginning public relations activities.  One should start small and work up to a level where the unity of effort really brings a return on investment.

Here are several quick PR warm up activities — 3,2, and 1 — to get you into winning shape:

3.  Seek out a “trainer” or public relations expert: You don’t have time to learn all the drills so have someone guide you; take you to that new level.  A professional counselor will be able to access your current public relations “health” and help build a schedule that meets your goals.  Your “trainer” will also be able to introduce a variety of successful activities to keep drills both effective and not boring.

2.  Establish a warm up routine: Most exercise experts will advise a  – 30 minute three  or four day a week minimum — routine to enhance performance.  In public relations your initial warm up activity begins with asking yourself, honestly:  “What’s my goal and why do I need public relations strategies to help me achieve it?”  If you can’t answer this question, then you will have difficultly climbing up that hill of success no matter what the frequency or types of public relation activities.

1.  Chart performance: Serious sport teams and athletes place a lot of emphasis on charting success.  Just check out ESPN or any sports channel to view all the numbers that are kept by statisticians to determine success.  It should be the same when tracking public relations performance.  Establish a good warmup followed by an effective routine that drives to a goal of unity of effort.  Measured success will follow.   Again, back to that trainer or public relations expert for science vs. trial and error when it comes to tracking results.

Let me know what your favorite workout is, Ok?

Now, get to it!  Warm up to public relations fitness!!

Public Relations: The Key Puzzle Piece!

Final Puzzle Piece:  Public Relations

by Michael Perini, ABC
Perini & Associates

“Life: The Great Challenge” by Royce B. McClure is the world’s largest commercially made jigsaw puzzle. There are 24,000 pieces.  Once assembled this impressive, detailed work of art of measures more than 14 feet long and 5ft. wide. The only way that you can see and appreciate this creative picture is by looking at the entire puzzle.

The results are much the same for public relations strategies.  When public relations programs are dissected into separate components, like pieces of a puzzle, the return on investment is extremely limited.

Like a puzzle, a systematic and integrated approach to communication that builds to a goal is much more effective, and in the long term, the right approach.

The separate pieces of a puzzle in public relations are easily found without airbrushed acrylics that make up puzzles.   PR puzzle pieces include:  social media tools, community outreach programs, media relations activities, special events, video production, crisis communication strategies.  A good list to reference can be found here.

Unfortunately, there is a tendency to “plug and play” certain communication practices without an overarching, interlocking strategic public relations plan — the foundation that success is built on.

Public relations is the most important piece of the business puzzle;  the critical element that completes the  program, activity or a company’s return on investment.

Like the world’s largest puzzle or those much smaller, it would be frustrating to reach the end and find out that one or two puzzle pieces are missing.  Every care in packaging a puzzle is taken, even to heat sealing bags.  Much the same efforts need to be accomplished by business owners, event planners and issue advocates in public relations activities — except maybe for the polythene bag — to make sure that no pieces are missing and the client’s reaction is excitement rather than disappointment when seeking higher profits.

Our Community is Diverse

By Michael Perini, ABC
Perini & Associates

A community is as diverse as this photo, correct?

From Merriam-Webster:

Pronunciation: \də-ˈvər-sə-tē, dī-\
Function: noun
Inflected Form(s): plural di·ver·si·ties
Date: 14th century
1 : the condition of being diverse: variety; especially: the inclusion of diverse people (as people of different races or cultures) in a group or organization programs intended to promote diversity in schools.
2 : an instance of being diverse — a diversity of opinion.

Having note of this definition, which animal best represents you?  I am the parrot as I want to “squawk” in this post about what I think is becoming a lost art in today’s techno world with serious public relations implications.

Yes, we have smart phones, radar guns, ATM machines, police scanners, electronic billboards and applications that allow one to program a TV from an iphone (yes, I have done that!) – all assisting with  quick communications!  But, as great as these devices are (Comment if you think otherwise) to our community, what is the long-standing impact on business community relations?

A good community relations program helps companies establish and maintain mutually beneficial relationships.  In my view, all of these technological advancements have put at risk traditional programs designed to groom good community citizens.

It’s easier to text, for example, than meet.  One can “post” a position on an issue via the web vs talking to an audience “live” and getting its reaction immediately.

I’m not saying that we need to stop using communication devices in public relations activities.  You reading this, and me being able to post it, is a strong benefit to our community.  What I am saying is — to be successful at public relations practices — there needs to be an appreciation and a priority on community relations programs.  Currently, in my view, these are taking a back seat to electronic means of personal business interaction.

The underlying principal of community relations is that when a company accepts its civic responsibility and takes an active interest in the well-being of its community,  it gains a number of long-term benefits like community support, loyalty, and good will.

“Community involvement builds public image and employee morale, and fosters a sense of teamwork that is essential in long-term success,” Lisa Desatnik noted in the Cincinnati Business Journal.

A comprehensive, ongoing community relations program can help virtually any organization achieve visibility as a good community citizen. A small company will likely generate new business through the contacts and leads it generates in its community relations activities.

Organizations are recognized as good community citizens when they support programs that improve the quality of life in their community, including crime prevention, employment, environmental programs, clean-up and beautification, recycling, and restoration.

Some other examples  might include scholarship programs, urban renewal projects, performing arts programs, social and educational programs, children’s activities, community support organizations, and construction projects.

On a more limited scale, small businesses might achieve community visibility and engender good will by sponsoring local sports teams or other events. Support may be financial or take the form of employee participation.

Back to our group of animals in the photo.  Supporting the zoo and/or a local animal shelter or two might also prove to be beneficial.

Good community relations can also be beneficial in times of crisis, such as a fire or a plant closing, by rallying the community around the affected business.

Whichever types of community relations programs are used, it is important to keep the media informed about the company’s activities. Check out our list of suggestions in the Library.

Recognizing employees who are helping the community is a great step…like taking a photo of all the “animals” and being proud of their diversity and community achievements.

Ok, I am done squawking!

Blog Continues to Grow in Readership!

by Michael Perini, ABC
Perini & Associates

Less than five months from the original post, our blog continues to grow in readership. More than 300 viewers a month with steady increases in visitors since January.

We appreciate that we are offering news, information and useful tips that bring readers back and attract new people.

Here are just some of the more than 100 comments we have received. You will find them all on the various posts.  Keep reading! Keep commenting!

“You made some Good points there. I did a search on the topic and found most people will agree.” — John Washington

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