COP-16 Climate Change Panelists Told to Avoid Media; NYT Chides IPCC for Bunker Mentality, Bad PR


IPCC Media Training

Posted by Tom Gable

Imagine that you have been selected and agreed to participate with other noted scientists in the Intergovernmental Panel on Climate Change (IPCC) to assess climate science and policy options related to global climate change, with a major event set for late November 2010 in Cancun where the world would be watching.

You are pleased as a scientist but wondering if it’s worth the commitment. Coverage of the previous meeting in Copenhagen, the Conference of the Parties (COP 15), was mixed, at best. Recently, global media questioned the authenticity of the climate change scenarios, citing hacked emails from English scientists who appeared to be conspiring to keep opposing opinions and contrary studies out of peer reviewed journals. Although outside studies cleared the scientists of wrongdoing (but urged improved communications and openness with those on all sides of the issue), skepticism did not wane.

Now, you are four months away from COP 16, to be held from Nov. 29 to Dec. 10 in Cancun and you receive a letter from the IPCC advising you to keep your distance from the media. The directions: refer questions to group leaders or the Secretariat. Do you feel stupid – your expertise, education and credentials not valued? Is IPCC afraid of new issues surfacing?  What are they hiding?

As reported by Andrew C. Revkin in The New York Times, several scientists worried that the IPCC bunker mentality would “do little to build its credibility after a trying year of attacks by foes of restrictions on greenhouse gases and skeptics of climate science.”

Revkin opined: “But any instinct to pull back after being burned by the news process is mistaken, to my mind. As I explained to a roomful of researchers at the National Academy of Sciences last year, in a world of expanding communication options and shrinking specialized media, scientists and their institutions need to help foster clear and open communication more than ever. Clampdowns on press access almost always backfire.”

Revkin asked for input from Rajendra K. Pachauri, the chairman of the climate panel. His response, as reported by Revkin:

“My advice to the authors on responding to the media is only in respect of queries regarding the I.P.C.C. Some of them are new to the I.P.C.C., and we would not want them to provide uninformed responses or opinions. We now have in place a structure and a system in the I.P.C.C. for outreach and communications with the outside world.
The I.P.C.C. authors are not employed by the I.P.C.C., and hence they are free to deal with the media on their own avocations and the organizations they are employed by. But they should desist at this stage on speaking on behalf of the I.P.C.C.”

Instead of a bunker mentality, adopt the tenets of authentic PR. In this model, research, preparation, fact-based communications and authentic engagement with the media (and all constituencies) can be the keys to success in building reputations and changing perceptions. For the IPCC, they have a wealth of talent they should be engaging in the communications battle. Scientists are used to presenting and answering tough questions, particularly when their work is subject to peer review. But working with the media requires different approaches, so investing time up front in education and training could make the engagements much more productive for the scientists, leading to more positive results in the media.

As the NYT and other coverage and comments in Discovery reported, the media from around the world will be seeking input from representatives from individual countries. Interest is high, particularly in third world countries where they feel they will be punished for the sins of the big polluters, such as China, India, the United States and other industrialized nations. They need energy to grow their economies. How will the global process translate to local impact?

As PR and news people know, readers and viewers want to know how decisions will impact them personally.

With some work, the IPCC organization turn its brilliant cadre of scientists into global ambassadors for the credibility and integrity of the IPCC process and advance local understanding. The scientists can be trained to easily transition away from IPCC issues and focus on individual areas of knowledge and expertise. They can refer to their own published works and those of their peers or other organizations as additional resources for the media.

With trained scientists, IPCC staff can serve as more than a news bureau and controller of messages. It can connect with the media in new ways by facilitating interviews with scientists, conducting interviews on key emerging topics on video and posting them to YouTube, holding a series of briefings with scientists from different regions of the world for select regional media and providing instant updates through Twitter, streaming videos and active blogging.

Instead of jumping into the bunker and getting defensive, the IPCC can use the Cancun meeting as an opportunity to open new lines of communication with the media and improve understanding of the issues and the nuances. Creating new media relationships with scientists from throughout the world can only help improve the overall quality of news coverage. Bottom line: an open, engaged program of pro-active media relations will have a positive impact on the long-term reputation of the IPCC, its people and the process.

Nine Easy Ways to Fail in Building Brands, Reputations


Non-Digital Branding

Posted by Tom Gable

You and your internal teams and outside consultants have worked for months to develop a plan to incorporate image as a part of corporate strategy for the long-term benefit of reputation and organizational success (something BP is probably working on as we speak so they are ready to launch the “new BP” once the old BP solves the oil crisis).

As covered before, you start with basic questions as the creative foundation for building your PR and reputation management plan:

  • How do you want to be known in two to three years?
  • What do you stand for – the core values?
  • Does the organization have a culture, a personality?
  • Can you establish a solid foundation from your values and then demonstrate proof of principle over time (walk the talk)?
  • Can you be disciplined enough to carry out a strategic program of reputation management for reaching multiple constituencies?
  • Is your strategic plan, financing, mindset, commitment and other resources up to the task?
  • Can you clearly differentiate against the competition for the company, the people, the technology, the culture and the vision for the future?

Once you’ve brainstormed, strategized, debated, drafted and then fine-tuned the plan, you are ready to start the evolution of the image to rise above the competition, to the benefit of faster growth, better margins, improved morale, overall community reputation and goodwill on the downside should something negative occur (we also kid during seminars and talks that this also leads to whiter teeth, better posture and improved digestion).

The digestive processes, however, can suffer if the organization doesn’t deal well with nine gnawing issues that can derail the best plan. These elements of failure are compiled from case histories we’ve experienced at Gable PR, research into bad branding experiences by others and references from the classic literature in the field: Reputation and Fame and Fortune by Charles Fombrun; Competitive Advantage and other books by Michael Porter; CEO Capital, by Leslie Gaines-Ross; Good to Great, by Jim Collins; and Leading Change, by John Kotter; among others. The list can undoubtedly be expanded, but these transgressions can serve as a good starting point:

  1. Lack of total CEO commitment, vision
  2. Lack of an organization-wide commitment; turf wars; individual agendas
  3. Ambiguous or unclear core values and theories
  4. Weak positioning, lack of differentiation
  5. Insufficient or contradictory proof of principle over time; unsubstantiated hype
  6. Talking to yourself instead of the market (jargon, argot; your features inside of benefits to the outside audiences)
  7. Making reactionary changes to short-term market or other conditions and sending confusing signals
  8. Being research averse; failure to measure progress or lack of same against your goals, make course corrections, adjust tactics and strategies
  9. In total, not delivering on the promise of the brand, positioning

Each of the branding questions up front and the nine ways to fail are big ideas and what we call thought-starters – leaping off points for spirited debate, more research, creativity, strategic adjustments and challenges to ever idea, assumption and result. Can you overcome hurdles, change the flow of the game and move toward brand-building victory?

The ongoing process can not only be intellectually stimulating to all involved but cause for future and continuing celebration in a team sport where everyone wins.

The New PR: Building Images and Reputations in 3D


Your Move!

Posted by Tom Gable

In researching new approaches to reputation management and brand building for the upcoming fifth edition of The PR Client Service Manual, it has become more clear that PR is taking on an increasingly important leadership role in strategic planning and intelligent execution of the most complex communications programs. We are evolving to what I’ll call the three-dimensional chess model, or image-building in 3D.

The PR profession continues to master new tactics and tools that go beyond the flat two-dimensional approaches used in most programs. The concept is to go high, wide and deep in creating images with the substance to break out of the competitive clutter for maximum impact.

Only PR has the capability to strategically and intelligently integrate the many disparate channels of communication and move image in the right direction over the long term. The 3D approach can create extraordinary image momentum and ROI as the game pieces move in an intricate orchestration toward ultimate victory: building reputation as desired.

The importance of adopting a 3D approach has been reinforced by experts at many recent conferences, including the recent Counselors Academy spring meeting. A key message: don’t fall in love with your tools; figure out how to work them strategically for maximum impact.

Envision all your target audiences and their sources of information. What channels do you need to use to ensure they get the right information in timely, strategic fashion to support your program goals? Where do you build your positions of strength and support? As the plans unfold, can you envision five moves ahead, ten and twenty or more?

Analyze the key milestones in your program – the known deliverables, activities, encounters, events, presentations, financial news releases, analyst meetings, government conferences, etc. What exists? Then, look for the holes, the gaps. What exists? More importantly, what doesn’t?

The approach is essential in building new brands, launching new products or technology or positioning and repositioning organizations.

Why does PR lead and not other marketing, management or communications disciplines? Given a fact-based, no-hype approach, it’s where strategy, core values and communications intersect to build a depth of awareness and credibility that paid media can’t deliver.

For a brief case history, Gable PR used the old 2D model several years ago to introduce disruptive technology into a crowded field where all competitors sounded alike: issuing a launch release and holding a press conference at the major trade show of the year. The results weren’t spectacular.

Using the 3D model for a more recent similar challenge, Gable PR established an 18-month plan to manage the flow of information, build relationships and connect to multiple audiences and through different channels. The client had a brilliant scientific advisory board. To begin laying the foundation and also getting critical feedback, SAB members began vetting the technology with some of their respected peers in business, technology and academia.

With the initial relationships built understanding in place, the agency began educating the media – without asking for coverage – six months before launch, preparing for when the client would blast out of the stealth mode with power and momentum for long-term branding. Select media were pointed to academics for background. Analysts were pointed to academics and media for validation. The agency pitched exclusives to media in different categories (dailies, financial media, trades, blogs, etc.). The bottom line: the client exploded onto the scene with major coverage online and in dailies, trades and financial media the first day of the biggest industry conference of the year. The instant buzz at multiple levels and through highly credible channels drove interest from potential investors and strategic partners.

The momentum built from there with a series of academic papers, presentations, speeches and presentations at financial conferences. The client was acquired within two years – ahead of its exit strategy.

NEXT – Nine ways to botch positioning and branding with PR

The Future of PR and Social Media – Strategic, Integrated, Coordinated, Human


No Magic Beans

Posted by Tom Gable

In listening to several gurus of social media at the Counselors Academy Spring Conference May 21 through 23 in Ashville, NC, a key theme emerged: there are no magic beans from social media to plant and instantly grow attention, engagement and business success for any organization. New technologies and applications will continue to emerge almost daily. The challenge still becomes to be smart in setting standards, goals and objectives, then integrating all the tools for precise execution over the long term.

The stage was set with the May 21 keynote by Brian Solis, principal of FutureWorks. A few key points lifted from his talk included:

  • Adopt the new KISS – keep it simple and share.
  • The is new measurement on the way: resonance. How long a message stays alive – the long tail.
  • Social media is the slot machine for attention. Become like a journalist. Be relevant.
  • What you share is important. There are no official audiences anymore.
  • Be creative. It increases your influence.
  • Social media is all about sociology and psychology. Social media is an emotional experience.
  • Measure. Work backward from what you are trying to make happen.
  • Integrate the tools into your strategic plan. There is no single tool or tactic.
  • Bottom line: engage.

A breakfast panel the next day delved into “Listening and Brand Monitoring in the Social Space.” Moderator was Carrie Kandes, vice president Marcus Thomas. The panelists: Eric Israel, Attensity; Ken Miner, Spiral 16; and Amber Naslund, director of community, Radian6 Technologies

Each stressed the importance of listening before doing. This included monitoring the depth and breadth of the conversations. Amber proposed that social media is the new phone. She said technology will continue to change so told counselors to avoid having obsessions with the “tool thing.” How do the tools fit?

Business is becoming more like politics. Every consumer has a voice to be considered. Companies need to position themselves to be able to react internally and externally to conflicting voices and outside complaints.

Ken said that like any other business tool, social media monitoring needs to be part of a process. Set standards. Define goals and objectives before you begin, he urged.

Once you start monitoring, how to use the data? Being strategic is not just an automated process with algorithms. Smart analysis and interpretation requires human brain power. Look at things in context and connect the dots in your process of brand monitoring, tracking trends and looking for blue water opportunities.

But attention not enough. What is needed to compel people to do something?

The panelists warned that brand monitoring can be a time sink. Decide what you want to achieve and how much time to invest before you launch a full scale listening program. Be strategic – consistent advice from the days Edward Bernays first launched integrated plans to change reputations and drive new behaviors.

Managing Reputations: Engineering, Art and a Bit of Daring Do


Under Construction

Posted by Tom Gable

Why invest in reputation and image as a part of corporate strategy? As covered here previously, recent studies show companies that invest in reputation – and walk the talk over time – do better than their competitors in a number of ways: 

  • Growth versus peers
  • Profit margin
  • Employee morale
  • Community goodwill
  • Investor support (upside and downside)
  • Relationships with vendors, suppliers
  • Self-pride

What are the basic steps to building reputation over time? This will be the first in a series of posts based on presentations given the past year to a variety of professional and business organizations on the benefits of investing in image as a part of corporate strategy. Let’s start with building the machine. Some basic questions to ask: More…

New Research Shows Positive Reputations Enhance Corporate Results


Head of the Class

Posted by Tom Gable

The Reputation Institute just released its annual Reputation Pulse, which measures the corporate reputations of the largest U.S. companies based on consumers’ trust, esteem, admiration, and good feeling about a company while also gauging perceptions across seven rational dimensions of reputation.

The survey named Johnson & Johnson as the most reputable U.S. company first for the second consecutive year, followed by Kraft Foods, Kellogg, The Walt Disney Company, PepsiCo, Sara Lee, Google, Microsoft, UPS and Dean Foods. AIG finished 150th out of the 150 companies included in the survey. More…

Facebook Follies: Making Sure Social Media Fits Within Your PR Strategy


Rolling out new tools

Posted by Laura Woods

The public relations profession is at a wonderful and challenging crossroads in its evolution. No longer can the traditional approach of solely using press releases be effective in building a client’s reputation and media presence. Now PR professionals have to be comfortable integrating all aspects of social media — blogs, Facebook, YouTube, Twitter and other tools – into their strategic arsenal. Beyond proactive approaches, PR pros need to be diligent in setting high standards for all communications and monitoring for questionable or negative impacts. More…

60 Seconds to Glory: Outline for Crafting the Essential Elevator Pitch


Make it quick!

Posted by Tom Gable

Elevator pitches are finely crafted and rehearsed monologues that in 30 to 60 seconds create a positive picture of you, your organization and vision for the future, with a goal of capturing the interest of your audience and leading to positive next steps. The concept had its roots among entrepreneurs in the Silicon Valley who struggled to set meetings with venture capital and angel investors who were besieged with proposals. Since time was at a premium and real meetings hard to secure, how to connect during brief encounters in public spaces? More…

The PR Hurt Locker: Ten Land Mines to Negotiate in a Crisis (six through ten)


Bye Bye Reputation

Posted by Tom Gable

The previous post covered the first five of ten land mines to avoid in a crisis: guilt, no plan, lack of culture and core values, big hat (no cattle) and CEO ego. The following delve more into hazards to negotiate during implementation.

6. Attorneyitis – This land mine occurs when otherwise good messages and communications that the CEO and crisis team have approved get handed off for legal review and come back bruised, bloated and infected with the deadly disclaimer virus. Short, compelling copy turns fuzzy around the edges. Statements of fact become weighted down with convoluted clauses and abundancies of redundancies (In one set of Frequently Asked Questions that Gable PR crafted to explain a law suit our client filed against a magazine for libel and slander, a sharp 19-word sentence nailing the editor for deceit was turned into 100 words of circumlocution without a verb). The test: read a sentence out loud and if everyone’s eyes glaze over like you were reading from C-Span transcripts or they laugh so hard they herniated, start over. More…

Ten Land Mines to Avoid in Your Next Crisis (one through five)


Tred Lightly!

Posted by Tom Gable

Crises come in all forms and sizes, from global product recalls to local political scandal, the nuisance law suit about spilled hot coffee at a fast food restaurant, corporate malfeasance, alleged embezzlement in a not-for-profit, sexual harassment issues, hazardous waste spills, to manufacturing, transportation or other accidents that take human lives.

Skilled public relations professionals have been dealing with these issues and more for decades. They have honed best practices and tempered them under fire, increasing the odds of success in any crisis program. Good advice and case histories abound. But advances in how the world communicates instantly and in living color (photos Tweeted from cell phones, drive-by videos of transgressions, amateur news casts, rumors in the blogosphere, a consumer issue going viral via Twitter, etc.) have added new complexities to the art and science of crisis communications. The race is increasingly to the swift and, as detailed later, the trustworthy. More…