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Helpful hints for crisis PR
On Tuesday September 11th, American society was
permanently altered. The tragedies in Washington and New York made an indelible impression on all our lives.
The pervasive feeling of uncertainty in our society is profoundly impacting individuals and corporations, and we must now revise the ways in which we communicate. This is as true
in business as it is in all other walks of life.
How should businesses represent themselves in this new landscape? Beware of marketing messages that may be viewed
as offensive, and of upbeat positioning that may go too far. Anything that exploits
the current environment or is unduly negative will be ill received.
Although this climate of trepidation will likely persist, and the situations and
circumstances differ, the following guidelines apply in most situations:
- Speak softly.
Be sensitive to surrounding events and very flexible and understanding in any interaction with media. Practically
everyone in America has in some way been affected by this tragedy. Be understanding of other individuals’ priorities
during this time, and make every effort to act with respect and
consideration. Abstain from language and references that might be deemed inappropriate
or offensive in the wake of the attacks (words like “assault,”
“target,” or “hijack”).
- Be perceptive.
Keep in mind the long hours most journalists are working, and that many
are being pulled off their regular beat to work on these stories. Be
understanding of friends and contacts in the media who are intensely
challenged, and keep in mind the personal impact and proximity the tragedy
may have had upon them (i.e., the collapse damaged the Wall Street Journal
building in New York). Journalists will appreciate how you handle yourself now, and
remember it in the future.
- Manage your
expectations. There is far less news in the
high-tech industry sector right now with all ears tuned to the attacks and their after-effects. As a result, the already
difficult job of building visibility for clients is now even harder.
You’ll need to be harshly realistic about the amount of publicity you can reasonably generate during the coming months.
- Don’t exploit,
don’t be opportunistic. The public and media will
receive any attack-related angles in your pitches and stories negatively. Unless
your client works in airport security, data backup
and storage, security technology, online travel, or national defense
technology, your attack-related pitches are probably not justifiable. For
the next few months, be very careful. Run any ideas by a respected and seasoned colleague before moving ahead.
While it has never been a better time to do good deeds, don’t seek media coverage for your actions. You and your clients should make contributions because you believe in their worth, not because you want to be noticed.
- Beware the
economy. Our economy was stalled prior to
the attacks, and now a full-fledged recession seems inevitable. While it
makes sense to pitch the media on ways companies are economizing or doing
good to forestall cutbacks, keep quiet about spending and indulgence.
- Reconsider planned
media events. Any self-aggrandizing media events you may have scheduled through mid-to-late October might be more effective if they are postponed. Media coverage is
unlikely given the current situation, logistics are difficult, and the
public mood is not a receptive one. Guerilla tactics, street marketing and
certain media events might be perceived as offensive.
- Timing is key.
There is no telling what new information might break in the following months. As a result, it is impossible to predict whether the day your pitch is made or announcement is issued will be a quiet news day. Be flexible because any plans will be cancelled by the media at a moment's notice due to breaking news.
- Train your spokespeople.
Make sure the people chartered with "getting it across" are trained, comfortable, proven and ready to represent your company during this time. This is not a time for trial and error.
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