Posts Tagged ‘Media Training’

Crisis Corner: Spirit Airlines’ New Baggage Fee Angers Customers, the Government – Who’s Next?

April 12th, 2010

Much has been said about Spirit Airlines’ proposal to charge passengers $45 for any regular carry-on baggage.  Instead of rehashing the pros/cons of this new policy, let’s analyze the company’s move from the public relations standpoint:

• Think before inciting controversy.  Airlines lost a staggering amount of money last year, yet it’s amazing how tone-deaf they are in announcing remedial measures to capture lost income.  Just think back to Ryanair’s proposals to charge passengers to use the airplane bathroom, or to force passengers to stand during flights.  If the new policy will likely incite controversy, then huddle with your publicist and think 10 steps ahead to anticipate how your customers will react.  Don’t get caught flat-footed by an easily repeatable/re-tweetable meme.  Standing on flights, really…

• Media training is exercise to prevent foot-in-mouth syndrome.  Now that we know why these policies generate radioactive criticism, we must understand how to avoid saying really, really stupid things.  Media training will help the spokesperson nuance the message to minimize blowback.  Customers cringe when they hear about new inflated fees, so don’t patronize them as CEO Ben Baldanza did by saying something this idiotic: “The beauty of [the $45 fee] is [passengers] will do what they think is best for them and will now have the choice.” Um, “choice”?  What about choosing not to anger and alienate your customers?

• Different PR disciplines are needed to deal with different PR problems.  What started as Spirit Airlines’ need for crisis management has now morphed into a public affairs issue, as DOT Secretary Ray LaHood and U.S. Senator Charles Schumer both criticized the new fee.  Indeed, LaHood clearly is contemplating some regulatory response, given that he thinks Spirit Airlines doesn’t “care about their customers.”

Most companies understand the importance of PR, but what Spirit Airlines shows us is the importance of hiring publicists who can wear multiple hats.  Don’t roll out your controversial policy until you’re sure you’ve got all your PR bases covered.

Tags: , , , , , ,
Posted in Corporate Communications, Crisis Clients, Crisis Management, News & Events, Public Relations Strategy, Public Relations Tips, Reputation Management

DC PR FIRM Dispatch: The Most Important Rule for Any Media Interview

March 3rd, 2010

This post is all about keeping it simple, so here goes: NEVER, EVER repeat the reporter’s negative.  If you take one thing away from media training, it should be this hard and fast rule.

In each “wrong” answer below, note the italicized text – inevitably, this will generate the soundbite you’re trying to avoid.

—

REPORTER: “So, your competitors claim your quarterly earnings show a company in distress, correct?”

WRONG ANSWER: “Our earnings may have been off, but we’re going to turn things around next quarter.”

RIGHT ANSWER: “Our company is well positioned to have positive growth in the coming fiscal quarter.”

—

REPORTER: “Your COO has left to start her own rival business, do you have a loyalty problem in the ranks?”

WRONG ANSWER: “We don’t think her departure means that people don’t like to work at our company.”

RIGHT ANSWER: “This is a highly competitive industry, and our talent is united and focused on going forward and leveraging all new business opportunities.”

—

REPORTER: “Your government’s been criticized for not negotiating fairly on the bilateral trade deal – why are your ministers so stubborn?”

WRONG ANSWER: “Our negotiators are stubborn because we have a firm set of fair principles we want honored in the trade deal.”

RIGHT ANSWER: “We believe our negotiators are helping move the deal along the right path, and that all parties will ultimately be satisfied with the outcome.”

—

Remember, the purpose of any interview is, to some degree, to make the reporter’s job easier by providing the content to make the story interesting.  This cuts both ways, so always state your points in a positive way.

Tags: ,
Posted in DC PR firms, Media Aesthetic, Media Training, Public Relations Strategy, Public Relations Tips

Crisis Corner: What a Small Business Can Learn From Toyota

February 24th, 2010

Toyota’s predicament speaks for itself, but what would your small business do if it faced a raft of angry or injured customers?  Crisis management principles are often the same regardless of the scale of your business – it’s not just mega corporations that risk dealing with angry, hurt or confused customers.

In preparing for incidents of blowback with their goods or services, here are some questions any small business marketing or communications professional must ask:

• Have you accepted the possibility of a mistake? The first step is always the hardest.  In small business communications, it’s important to accept that something in your supply chain can (and will) go wrong.  Define the potential problem before you start crafting messages to respond.

• Do you have a crisis response plan in place? You must determine what you’ll say depending on who are the key stakeholders – customers, business partners, regulators, and so forth.

• Have you designated a spokesperson for media inquiries, and have they undergone media training? Don’t just assume that your spokesperson will do great on camera.  Media training is a serious discipline and absolutely necessary if you’re going to survive tough interviews.

• Do you have a media list of reporters and media outlets who would cover your crisis? You know your industry, trade and community better than anyone else.  Identify the key media outlets, trade publications and other interested journalists and bloggers who will take interest in your business’s response to any situation.

• Can you update your website’s home page quickly to ensure your response is easily visible? Your site designers should have built the site’s architecture in a way that allows a prominent update to appear on your homepage.  And on that end, do you have a process in place for Facebook and Twitter updates?  You do have Facebook and Twitter pages for your small business… right?

If the answer to any of these questions are “no” you should let us know…

Tags: , , , ,
Posted in Corporate Communications, Crisis Clients, Crisis Management, Media Training, Public Relations Strategy, Public Relations Tips, Reputation Management, Small Business Marketing