Tags: Four | Lessons | technology | information

Four Lessons Learned the Hard Way

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Wednesday, 28 May 2014 03:25 PM Current | Bio | Archive

Today, a tremendous amount of information involves modern technology. This means that now with blunders there are many more people to answer to not just "those in the know." Managing public relations has become even trickier than ever before. With that in mind, some lessons learned from poorly executed media relations strategies:
 
Lesson 1: Consult communication experts: Beyoncé may have been able to get away with using Instagram as a communications tool following the recent Solange/Jay-Z elevator fight, but any crisis expert would advise that you err on the side of caution when using social media in a crisis. The right tweet at the wrong time, or vice versa, can cause much damage.
 
Lesson 2: if you have made a mistake, own up to it, and move on: Take into consideration the recent public relations firestorm caused by Donald Sterling’s racist comments and his failure to navigate the fallout in an appropriate fashion. He wrongly, from a media relations standpoint, tried to deny that he, or his comments, were racist in nature (unconvincingly), without offering any explanation or steps he was taking to make a change in his behavior.
 
This lack of honest acknowledgement of his wrong-doings gave the media MORE to talk about on the topic, rather than addressing it and allowing the news cycle to move on to the next story.
 
Lesson 3: The CEO must be available to bear the brunt when things go wrong: In the face of the emerging defect-liability crisis that recently plagued GM and its CEO, Mary Barra quickly stepped up as the public face of the recall. While there were (a number of) other missteps in GM’s handling of the crisis, Barra’s speedy and public response was a wise move for the newly appointed executive, displaying that she was at the helm and had all hands on board to resolve the issue.
 
In the midst of a crisis, especially when that crisis involves a safety issue, consumers need to see the face of a top-tier executive acknowledging what went wrong and how the company is taking action to ensure that the problem does not occur in the future.
 
Lesson 4: If you have made a statement, stick by it: When you develop a base, you are bound to have established some form of loyalty from them. It is therefore foolish to say something, and then do the opposite. When politicians or companies take a stance, they must make sure that their actions are in agreement with what they project. Going against your stated values can cause you to lose your audience, and turns off your core base audience.
 
Ronn Torossian is one of America’s foremost Public Relations executives as founder/CEO of 5WPR, a leading independent PR Agency. The firm was honored as PR Firm of the Year by The American Business Awards, and has been named to the Inc. 500 List. Torossian is author of the best-selling "For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations." For more of Ronn Torossian's reports, Go Here Now.
 

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Today, a tremendous amount of information involves modern technology. This means that now with blunders there are many more people to answer to not just "those in the know." Managing public relations has become even trickier than ever before.
Four, Lessons, technology, information
508
2014-25-28
Wednesday, 28 May 2014 03:25 PM
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