FROM THE EDITOR
  

First, if you didn't get a chance to read it on HuffPost already, I had a LOT of fun spoofing the recent trend of law firms establishing their own crisis management divisions in Mom Always Said I Should be a Lawyer.

Then, in this issue of Crisis Manager, you get to enjoy two new guest authors.  Social Media expert Lisa Chapman analyzes the errors of Amway's ways in "PR Disaster: Quixtar's Too Little, Too Late Response."  Then, crisis management pro Tom Gable provides some excellent advice on how to deal with rumors in the "badly babbling blogosphere," to include a very handy checklist.

And, if you'd like to get crisis management analysis of breaking news and issues on a more frequent basis, be sure to check out the links to our three blogs, in the right-hand column of this ezine.

As always, if you like what you see, please share it with others by using the "Forward Email" link at the bottom of the ezine and tell them to subscribe!  IMPORTANT NOTE: If you just "Forward" using your own email program's "Forward" function and your recipient thinks they're being spammed, they can click on the Opt Out link and opt YOU off the list. So use the "Forward Email" link, please.
 

My best to all,

PR DISASTER: QUIXTAR'S  

"TOO LITTLE TOO LATE" RESPONSE

By Lisa Chapman

Lisa Chapman

1. Increased compensation for their Independent Business Owners (IBOs) and
2. Extensive advertising of the new brand name - all because of management's slow and inadequate response to a small circle of angry bloggers.

• Monitoring for early awareness
• Response message training
• Quick action
• Multiple sites for touching the public

• Websites
• Blogs
• Social networks (both general and niche-specific)
• Video sites
• Article sites, and
• Twitter communication, among many others.

CRISIS PR:  

THE LIGHTNING ROUND IN DEALING WITH

A BADLY BABBLING BLOGOSPHERE
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

Tom Gable

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!

Tom Gable, APR and PRSA Fellow, is CEO of Gable PR, a full service firm based in San Diego and with clients throughout the west. In more than 30 years in the profession, Tom has represented a range of clients from startups and new ventures to Fortune 100 companies. Gable PR currently provides clients with strategic plans involving branding, reputation management, marketing communications and media relations, with a specialty in crisis PR and issues management. Tom's Guru Program® is registered with the U.S. Patent and Trademark Office as a unique approach to building image and reputation for leaders and experts in almost any field of endeavor. He blogs about PR issues, is contributing wine editor for San Diego Magazine and also blogs on wine.

BUSINESS ANNOUNCEMENTS
(aka blatant self-promotion)

Keeping the Wolves at Bay: Media Training

What has 80+ pages of hard-hitting, entertaining and easy-to-read guidance on how to deal with both traditional and online media during times of crisis?  The answer is
Keeping the Wolves at Bay - Media Training.

The, four-color, perfect-bound, 8x10 manual is currently available both in hardcopy ($25) and PDF form ($10). Volume discounts are available; write to Jonathan Bernstein for that information.

Here's a couple of teaser reviews for you:

Jonathan Bernstein's Keeping the Wolves at Bay is an eminently practical guidance for anyone - business leader, celebrity, politician - who must willingly or unwillingly face the glare of media attention. It appears
at a moment in time when the social media and other digital communications have upped the ante exponentially.
Bernstein's practicum on media relations takes on renewed urgency as news, gossip, and opinion now drive
public perception virally and at the speed of light.
 
Richard Levick, Esq.
President & CEO
Levick Strategic Communications, LLC
 
Even if you think you'll never, ever be interviewed by the media, buy this book and read it cover to cover. It isn't a substitute for media training. But it will give you the tools and confidence to go head to head -- and possibly even defang -- rabid reporters, blood-thirsty bloggers and social networking buffoons who are out to besmirch your good name.

Joan Stewart, The Publicity Hound

The book and other products can be found at the

Crisis Manager Bookstore

Want To Blog And Tweet About
Your Organization But Don't Have Time?

Missing out on all the promotional and SEO advantages of doing so? Hire someone to be your voice...like Erik Bernstein, aka "Son of Crisis Manager." 

More info:[email protected].

The Art of Celeste Mendelsohn

This has NOTHING to do with crisis management, but I have to brag on the launch of the new website launched

to feature the art of Celeste Mendelsohn -- my wife, partner and Creative Director.  This image is Yin-Yang, painted on a wood round.  Her work also includes plates, masks, yoga asanas, computer art and even needlework.

GUEST AUTHORS

GUEST AUTHORS are very welcome to submit material for "Crisis Manager." There is no fee paid, but most guest authors have reported receiving business inquiries as a result of appearing in this publication. Case histories, experience-based lessons, commentary on current news events and editorial opinion are all eligible for consideration. Submission is not a guarantee of acceptance.

ABOUT THE EDITOR & PUBLISHER

Jonathan Bernstein is president of Bernstein Crisis Management, Inc., a national crisis management public relations agency providing 24/7 access to crisis response professionals. The agency engages in the full spectrum of crisis management services: crisis prevention, response, planning & training. He has been in the public relations field since 1982, following five-year stints in both military intelligence and investigative reporting. Write to [email protected].