Are you prepared to communicate in a crisis?

By Thomas Becher, APR

Too often I have seen businesses large and small face a crisis -- and blow it.

Think about the beating Peanut Corporation of America took recently after one of its plants knowingly sent out peanut products that may have been tainted with salmonella.

As that crisis evolved and people were dying as a result, we never adequately heard from the company. The public wanted to know: What happened? What steps were being taken to ensure this doesn’t happen again? Was it safe to eat peanut products again?

With a lack of comment from the company, the public – harnessing social networking technology – was quick to take sides and bad-mouth the company. The story, in other words, got away from the company. Fast.

In a crisis, it’s imperative to communicate early and often. Stakeholders in a company – customers, shareholders, employees, vendors and so on – need to know what’s going during a crisis on and, more importantly, what the company is doing to repair damage afterward, whether or not the crisis was the company’s fault.

This need for speed is particularly critical now that social media – not the media – are becoming the main vehicles to share information and opinions. When a crisis happens, companies have very little time to get it right.

So how do you prepare to communicate in a crisis? Plan it and practice it.

• Establish a crisis communications plan. In the event of a crisis, this plan will determine the types of crises that can occur, who is authorized to speak in a crises, when to communicate, what to say and so on.
  
• Practice the plan. Don’t let a plan sit on a shelf. Key people in a company should practice their crisis plan regularly so they know what to do no matter what the next crisis.

Having worked on crisis plans in the airline industry, I have seen the benefits of fulsome plans and regular drills.

Don’t wait for the next crisis to happen. Prepare now.

As president-elect and program chair for the Blue Ridge Chapter of the Public Relations Society of America, I had the pleasure host Pat Philbin, former head of public affairs at FEMA, at our April 16 luncheon. You can read more about his take on crisis by clicking here.

How to select a PR + advertising partner

By Mike Quonce

Fresh fruit is an integral part of a well-rounded diet. It’s delicious. It’s nutritious.

But selecting the right ones can be cumbersome. Ever bite into a bad peach? Or opened an avocado that was brown on the inside? Ever question the firmness of an orange? Choosing the wrong fruit can be expensive and frustrating. Similarly, choosing the wrong public relations and advertising partner can leave a bad taste in your mouth.
But once you've had a taste of the perfect fruit, you can understand why seeking it out is worth the extra effort. The same, of course, can be said for picking the right agency. Whether for a single project, a campaign or as your marketing department, the perfect partner can elevate your business and sales from ordinary to outstanding. From no name to the name. From number two to number one.

So keep the following three things in mind below to ensure you find a right partner:


1. Pretty ads don’t always work. While the ad might look attractive, remember that every ad must have a strategy behind it. Make sure the strategic message will incite action and help accomplish your marketing goals.

2. Chemistry is critical. You could work with the most talented creative team or PR expert ever, but what if you don’t get along and what if they don’t listen to your needs? When searching for a partner, make sure it’s also someone who not only will do a great job, but who would enjoy having a conversation over a cup of coffee, too.

3. Size doesn’t matter. Bigger is not always better. Great ideas come from anywhere. It’s all about the people and their strategic process -- see tips 1 and 2.

And a word to the wise:

Much like cherries, watermelons, grapes and pineapples, agencies don’t ripen once you buy them. Choose wisely.