Insights for Leaders Navigating
Visibility, Credibility, and Growth.
From media strategy to reputation management, we explore the trends shaping public perception and share the approaches that drive measurable results for growing brands.
By now, you’ve likely heard about the Carnival Triumph debacle: In early February, the Carnival Triumph cruise ship was on day three of a four-day outing when a fire broke out in the engine room and the ship lost power, leaving passengers and crew members stranded on the stalled ship in the Gulf of Mexico. Tug boats began towing the ship toward Mobile, Ala., after it was decided that towing it to Progreso, Mexico, would not be the best option, given the ship drifted northward in currents and many passengers did not have passports.
Through social media and communications with family members and friends who contacted news outlets, it became clear that living conditions on the ship were less than favorable (and potentially dangerous). From human waste to sleeping on mattresses dragged into common areas on the vessel, along with limited food supply and waning patience, the situation – and the public’s perception – deteriorated quickly.
Regardless of your company’s industry, there are a few lessons to be learned in handling a crisis:
- Prepare in advance. You can’t control whether a crisis situation will happen or not, so it’s best to be prepared for the worst case scenario. Identify all (or most) of the potential issues your company could experience and develop an overarching reactive plan (or multiple plans) to address them. These plans should include some standard components:
- Determine roles and responsibilities, such as identifying spokesperson(s), assigning materials development, naming approvers for statements and other public-facing materials, etc.
- Set the communication channels, like Twitter, Facebook, direct mail, the company blog, etc. This will differ based on your audience, so make sure it’s an outlet they’re familiar with and in a format they prefer.
- Identify who is in charge. This person will assign tasks, determine priorities and next steps, and manage the issue. This should be someone who has authority to make decisions quickly.
- Outline general reactive statements (example below) and include a FAQ to handle potential media questions and inquiries.
- Communication is key. In a crisis situation, a company has a number of audiences with which to communicate: affected customers, media, company stakeholders, the general public and more, depending on the situation, company and industry. Communication should be tailored to each audience as much as possible and given in a timely manner. What constitutes timely? In the current 24/7 news cycle, when word travels globally within minutes thanks to social media, timely means as soon as you know about the issue. You don’t need to know all the details, but an immediate response, even if it’s as simple as, “We heard about X problem and we are working to investigate. We’ll provide more details and guidance as we learn more. We apologize for this inconvenience,” can work wonders. Carnival’s CEO Gerry Cahill didn’t apologize until two days after the issue, and passengers reported getting news slowly from staff while onboard the ship.
- Remain truthful. Prevent a situation going from bad to worse by being honest, even if the information isn’t positive. From investigative reporters to savvy customers, and even employees who like to share information, the truth will eventually come to light. And if your company isn’t holding the microphone when it does, the situation is guaranteed to get worse. What’s worse than a company having a crisis? A company having a crisis where facts trickle out slowly and diverge from statements being given to media. Not only will the company have a negative perception to change, it will also have to rebuild customer trust. Additionally, the accuracy of any future statements, details or information provided will be questioned.
- Investigate. It’s always a best practice to investigate any kind of crisis that arises. Whether it’s a security breach, a downed website or a stalled cruise ship, it’s imperative that the company investigate what caused the issue, how it was resolved and how it will be prevented in the future. Following an investigation, some companies like to publish a post mortem that highlights these details and reiterates the company’s commitment to quality. Amazon Web Services does a great job publishing post mortems following service outages.
- Be human. Lastly, while you’re concerned about your company’s image, gathering details on the issue, communicating with internal stakeholders and other factors, don’t forget to be human. Show empathy, apologize, acknowledge the magnitude of the situation and reaffirm your commitment to customers. When a crisis happens, you’re suddenly the goldfish swimming around while everyone else watches everything you do. Don’t say anything you don’t mean – the public can identify an insincere statement in a flash – but don’t be afraid to show remorse.
What other best practices would you offer to companies dealing with a crisis? How have you successfully managed them in the past?
Does it make sense to measure impact?
This was the subject of a recent article in Harvard Business Review. The article shares the stories of three organizations – Acumen Fund, Robin Hood Foundation, and Millennium Challenge Corporation – aiming to make a major impact on the lives of individuals, including reducing cases of malaria and fighting poverty.
Although these thoughtful organizations seek to assess their programs, none of them measure their impact directly. Knowing the direct results of each organization’s efforts, such as the number of cases of malaria reduced due to mosquito nets distributed in Africa, would be ideal. But this type of measurement is too costly, so these organizations stick to what they can realistically measure, such as how many mosquito nets were distributed, and then, based on research, make an educated guess about overall impact.
One section of the article sums up the author’s opinion on measurement:
Surely measuring impact matters but we need to be realistic about the constraints. It requires a level of research expertise, commitment to longitudinal study, and allocation of resources that are typically beyond the capabilities of implementing organizations. It is crucial to identify when it makes sense to measure impacts and when it might be best to stick with outputs — especially when an organization’s control over results is limited, and causality remains poorly understood.
So what lessons can PR practitioners learn from these organizations? In PR, measurement is key to long-term success and, like the above organizations, the type of measurement can vary according to client needs.
For example, client goals can include changing the perception of a company, person, product or idea. Measurement, in this case, can be a fuzzy and difficult task but there are ways to measure output, as the article mentions, and then apply what we already know (size and type of target audience, etc.) to assess the impact of our programs in a meaningful way.
At Communiqué PR, we follow four important yet simple guidelines for measuring impact of a PR program:
1) Develop tangible objectives that are indeed measurable. Don’t seek out a PR goal that isn’t measurable in the first place. If your goal is to “change perception,” you must first clarify what that means in realistic terms.
2) Develop measurements that include both quantity (i.e., number of articles) and quality (i.e., inclusion of key messages) metrics.
3) Work with clients to understand their measurement expectations and work within those guidelines.
4) Communicate often with clients so that they are educated on the process and the outcomes. No surprises are good surprises.
How do you measure the impact of your PR programs? Please let us know what you do. In addition, for more on this topic, please look at our previous posts:
- Measuring Media Relations Takes a Multifaceted Approach
- Measuring the Value of PR
- The Purpose of Measurement
- Measuring ROI in Social Media
At Communiqué PR we are on a quest to be the strongest PR agency in Seattle – in more ways than one. How? By challenging ourselves to do 100 consecutive push-ups, which we referenced in Monday’s post on sparking creative culture.
For this challenge, we’re talking real, on-your-toes-not-on-your-knees push-ups. Our training began a few weeks ago and almost immediately, all of us saw improvement in the number of push-ups we could do. It will still take some time before we can do 100 consecutive push-ups, but we’re well on our way.
Our push-ups challenge got me thinking that there are a few connections between building a solid PR program and working toward 100 consecutive push-ups:
PR, like push-ups, requires discipline and commitment. You can’t get to 100 push-ups through slipshod or one-off training. Despite deadlines, meetings and other potential conflicts, we’re following an ambitious training program and have set aside 15 minutes three times a week to train together to meet our common goal. Similarly, an effective PR program requires buy-in and commitment from all levels of the organization. And, a press release or a tweet here and there does not a PR program make. In order to build awareness for your brand, company or product, you need a solid story, a steady drum beat of news/content, and proactive media outreach. You also need to be tenacious and be creative in working around challenges that might keep you from meeting your objectives.
PR, like push-ups, takes time. Just like getting to 100 consecutive push-ups isn’t going to happen overnight, it takes time to nurture an effective PR program. In our experience, clients who view PR as a long-term commitment versus a one-project activity see the best results. Just as building up the muscles in your arms, shoulders and chest happen over time, building relationships with the media and industry analysts, and securing articles require a commitment of time. A single PR activity, like a press release, will garner results in the short-term. However, if you want to stay top-of-mind with the media and key audiences over the long haul, you need to string together a series of PR activities, press outreach and campaigns.
PR, like push-ups, should be part of an integrated program. Push-ups will strengthen your upper body and your core, but if you want to improve your overall fitness, you need to incorporate other exercises as well. Similarly, to effectively generate awareness and recognition for your company, brand or product, PR should be part of a comprehensive communications strategy which may also include search engine optimization (SEO), social media and marketing communications. Depending on your industry and target customer, an analyst-relations program should also be part of the mix.
Just as we believe that sticking to our program and training together will enable us to meet our goal of doing 100 consecutive push-ups, we also believe that engaging a trusted PR partner, investing in PR and executing against a strategic PR plan will garner results.
For more on perfecting your push-ups, check out Man Vs. Weight’s 113 Killer Push Up Variations and Exercises.
We’ve all been there. It’s 3 p.m. and you’ve hit a wall. Your creative juices are no longer flowing and it seems like every sound, sight and smell is a distraction. But plodding through an eight-hour work day with no breaks doesn’t necessarily mean that you’ll get more done. In fact, many studies suggest you are more productive and creative with breaks.
According to an article in Ragan’s.com, “Survey says most PR pros eat lunch at their desks,” 69 percent of public relations professional eat lunch at their desk. That means that 69 percent of PR pros are missing out on a natural break in the day to recharge. I think that the numbers are likely very similar in many other professional services organizations. Of course, there are days when everyone needs to power through, but you can actually increase productivity by taking a break.
I’ve noticed that if I am hungry or tired or mentally drained, I make more mistakes. I’ve made it a point to take time during the day for a walk, run, lunch or errands to help step away from the computer. I often have some of my most creative thoughts away from my desk. I can then incorporate these ideas with a fresh perspective when I return. To this end, an article in Huffington Post, “Nap Benefits: 6 Reasons To Snooze On National Napping Day,” suggests that napping improves your alertness, learning and memory, creativity and productivity. Researchers discovered that after napping there is a burst of activity in the right hemisphere, the side of the brain linked to creativity.
At Communiqué Public Relations, we are continuously looking for new ways to energize our culture and inspire creativity. One of our team members spearheaded a pushup challenge where every other day at 3:30 p.m., we follow a program to get us to 100 pushups! I know that I’ve made some great progress. It is not only a fun team-building activity in which we have the option to participate, but it is a great break in the afternoon. I return to my desk rejuvenated (and a little sore) and ready to muscle through the rest of my to-do list.
No matter what you like to do with your “break,” make a point to take one. It is good for your mind, body and your job.
If you are a PR pro that values productivity and creativity, and are interested in getting to 100 pushups (totally optional), we’re hiring! Visit our careers page for more information.
One of Communiqué PR’s major communications objectives for our clients is driving editorial coverage. Editorial coverage can help secure exposure for your client and provides a chance to engage with journalists, who can provide a third-party (often expert) opinion on what a client does.
The tactics used to secure editorial coverage vary, but a few online services have become popular as a way to connect businesses with journalists. Below are a few communications services available to PR folks and journalists alike that promise to connect sources with journalists.
Founded by Peter Shankman, HARO has been around (initially as a Facebook group) since 2008. Vocus currently owns the service. HARO works by sending out an email blast to subscribers three times a day, organizing journalists’ current source needs by coverage area/ industry. Journalists submit queries about a story they’re currently covering (e.g., looking for companies who have found success using predictive analytics), and provide contact information to which a source can reply. HARO uses a freemium model—the initial service is free, but subscription plans offer additional benefits.
Unlike HARO, ProfNet (started in 1992) is not a free service for sources. However, similarly to HARO, ProfNet also uses emails with queries from journalists and others requesting sources for stories or other projects on which they’re working.
Rather than using an email blast, SourceBottle allows users to search its website for journalist queries matching a client’s story and/or expertise.
For more information on this service, check out the blog post we recently wrote about MuckRack. The service is membership-based and incorporates journalists’ Twitter feeds so that you know when a journalist is writing about a client’s company, industry or competitors.
The development and growing popularity of each of these services speaks to how the media and PR industries continue to change and evolve with technology.
Do you use a service like the ones above to connect with media? What is your experience with these types of services?
As an intern at Communiqué, I am only in the office three times a week. Because of this, I must effectively communicate with our team while I am in the office. As with most workplaces, our main source of communication at Communiqué is email. Because of this, we have a large amount of email coming through our inboxes each day –most people can relate.
Because of the large volume and my limited hours, it is critical that my emails both catch people’s attention and effectively communicate their message to the team, since oftentimes I won’t be in the office to follow up right away.
In the pursuit of understanding how to most effectively craft emails, I came across “Write E-mails That People Won’t Ignore” on the Harvard Business Review. This search also led me to find other useful suggestions at Forbes and CBSNews. Based on these resources, I compiled a list of best practices for drafting an effective email.
1.) Stick to standard capitalization and punctuation. Harvard Business Review
When writing an email, conventions may be one of your last priorities. Punctuation and grammar might seem irrelevant and time consuming in the midst of a busy day, but they are important when drafting an email. If you choose to skip this step, your email can come across as rushed and careless, which will affect the way it’s received. If you weren’t willing to take the extra time to write your email with proper grammar, why would the recipient take their time to thoughtfully read it?
Additionally, punctuation and grammar are integral in conveying a message. If you neglect these conventions, the point of your email might get lost in translation – meaning you will probably need to follow up and clarify items, taking you a lot more time than you might have initially spent if you slowed down on your first draft.
1) When emotions rise, slow down. Forbes
If you receive a rude email from someone that gets you fired up, the best thing to do is ignore it for a while. Depicting tone in an email is extremely difficult and can lead to emotions escalating too quickly. Take a break from the thread to calm down and gain better perspective on the situation so that you don’t send something you will later regret.
2) Don’t resend unanswered mail. Forbes
In the PR industry, pitches are constantly being sent to journalists and reporters – and it isn’t uncommon that we don’t receive a response. If time passes and you don’t receive a response, do not forward the same exact email – if a reporter or journalist has already seen and deleted the email, this practice can be impersonal and spam-like.
Instead, try sending an email that says, “I know you’ve been busy, did you happen to get an opportunity to see the note I sent you about ___?” This is a respectful way to remind the recipient about the note, and gives them an opportunity to articulate their disinterest or interest.
This applies across the board, not only in PR. A polite note saying, “I’m bringing this to the top of your inbox because I know you’re busy and don’t want you to have to sift to find this. Have you had time to think about ___?” is an excellent way to gently remind someone about an action item or deliverable.
3) Keep the subject line relevant. CBSNews
If an email thread continues for a long period of time, chances are the subject line no longer matches the content of the messages. Take the time to change the subject line of the email thread to make it relevant to the current discussion. Not only will this help both you and recipients stay organized, but it will catch the attention of people who might file the email away not understanding the content of the thread or their involvement based on an inaccurate subject line.
4) Consider mobile viewers. Communiqué PR
Email is frequently checked on mobile devices rather than desktop computers. Having long pieces of text can be very daunting, especially when seen on a mobile phone screen. An email that is made up of long paragraphs and requires a lot of scrolling on a mobile device is likely going to be skimmed or ignored. Breaking up an email into shorter paragraphs, bullets, numbers and lists makes the text more approachable and easier to absorb—this applies to both mobile and desktop viewers. Considering what an email might look like on a mobile phone will help you design a message that gets to the point without disregarding important aspects.
Composing an effective email is extremely important – it’s a primary avenue for information around the world. Take the time to communicate your message effectively by considering the best practices given above.
For more helpful tips on emails view the CPR Blog: