Disaster Landing!

Posted by Tom Gable

What happens when bad conversations bubble up in the blogosphere and elsewhere about the quality of your client’s product, services, science, people, culture, character and customer service, among other things? For Gable PR, we had two very different experiences recently that indicate a core truth about public relations and issues management when conducted at the speed of light: fast, fact-based, non-emotional but human responses based on intrinsic core values of the organization win; non-rational responses that don’t deal with the issues fail.

I am probably restating the obvious to most PR professionals, but our approach and tools used may provide additional creative resources to some. Read on.

In one instance, a prominent blogger took issue with the scientific foundation of our client’s work, which generated many negative comments about the client. The client chose to take an aggressive stance and question the sources of the blasts, rather than deal solely with the content and trying to change the direction of the conversation with new data on the basis for their science. The debate deteriorated rapidly into dueling comments on the blog about things other than science, nasty tweets and links to previous issues the client had gone through in a previous business 20 years ago! The negative conversations careened along for two weeks when the client stopped responding; it could have ended in two days. And through the wonders of the Internet, it is all searchable, which doesn’t add much to the client’s credibility when it tries to raise money and the analysts start doing their due diligence.

In the other instance, a medical device company set aside ego and took an analytical, clinical look at complaints about one of its products, thanked everyone for the input and promised to move quickly to remedy any shortcoming. The client focused on doing the right thing, in addition to doing things right. The result: a fast end to the negative conversation and a 180-degree switch by some critics to becoming fans.

Gable PR used an emergency issues management check list for both clients. The results varied, as noted above. Each had a Crisis PR Plan, with extensive details. But this “lightning round” list might prove helpful for a PR firm helping its clients or an internal staff putting its organization on the right track – fast!

Speed of Light Crisis PR Check List

• Source of the communications, legitimacy
• Issues being raised
• Internal analysis of accuracy, validity, magnitude of the issues and conversation; duration, desired end-point
• Analysis of potential impact on reputation of the brand, company, people, technology, etc.
• Beyond communications, are internal changes needed to the organization, product, service, culture and core values?
• If analysis indicates the fundamentals of the organization seemingly aren’t lined up with the outside audiences, how to move toward better alignment?
• Launch issues management and Crisis PR plan if required, to include response strategy, core values, messaging, tools, tactics and timing (in some cases, you don’t have to respond immediately, especially when the attacks are emotional and personal)
• Set goals for moving the conversation
• Add resources to the Crisis PR team if needed, including outside experts
• Respond in a sincere, human voice and work to build trust
• Conduct minute-by-minute tracking, analysis of trending in tone, content
• Adjust the response strategy and tactics as facts and circumstances indicate
• Continue to evolve the internal culture and organization as needed
• Celebrate success!