crisis communication: 4 critical actions
I had the opportunity to see a presentation by Doc Kokol, director of communications for the Florida Dept. of Health a few weeks ago. Kokol shared his personal list of things to remember when communicating during times of crisis. During the H1N1 “Swine Flu” scare of 2009, for example, these tips were a lifesaver. His suggestions are simple to apply in virtually any crisis situation when a message must be communicated to the public:
1. Tell the truth, clearly.
2. Tell it all at once.
3. Tell the public what to do.
4. Tell them when they will get more information.
“People receive information differently when there’s a crisis going on,” Kokol says. “They likely feel that the situation is out of their control, so giving them specific things to do— cover your mouth, wash your hands and stay home if you are sick, for example—provides them a way to gain some of that control back.”
5 ways to maximize event attendance
Constant Contact recently posted a list of ways to maximize attendance at your next event, and here’s a synopsis:
1. Save the date—calendars fill up fast so get your event on your prospect attendees as early as possible. Once you have the who/what/where/when/how determined, send an email or postcard to the guest list.
2. Send an email invitation—6-8 weeks prior to your event, send out an official invitation to your guest list. Make sure that you provide a way for guests to register for the event.
3. Promote your event using social media—if your event is open to the public, use social media marketing to spread the word to customers and members as soon as your invitations go out. Promote your event this way several times a week.
4. Send follow-up reminders—Within a few days of your event, send a follow-up email invite to those on your guest list who have yet to register. Add a sense of urgency to your email subject line, such as “Only 2 days left to register.”
5. Ask for a little promotional help—word-of-mouth referrals are the Holy Grail of marketing so ask attendees to tell their social media friends and followers that they are attending your event.
Read more about these great tips from Constant Contact here.
Why do some messages stick and others die?
That’s a question that has been plaguing PR and marketing professionals since the dawn of both professions. It’s not uncommon to spend hours or days or even months crafting the perfect messaging (in your or your organization’s opinion of course) just to have it fall on deaf ears. As communicators, we really only have one goal: make our messages stick. Made to Stick by Chip and Dan Heath teaches the key components of a sticky message.
Last minute event PR — 6 easy tactics
It’s not always possible to get a head start on publicizing an event. Obviously, the earlier you can start promoting, the better your chances of securing media coverage. But in absence of a long lead time, how do you promote an event to help ensure its success? Aside from your standard news releases, here are six immediate response PR tactics that can help:
1. Media online calendars. Many radio, television and newspaper Web sites have a “Community Calendar” section on which you can post event information. These are free and provide instant updates to the community.
2. Web site. Post a news release to your organization’s News section immediately including who, what, where, when, how, cost and RSVP information.
3. Blog. Create an event blog, using Tumblr or other blog program, specifically for the event. Register a domain (www.ecohhouseparty.com) for example, just for the blog.
4. Email signature. Add a byline about your event to your email signature, with a hot link to your blog.
5. Telephone on-hold message. Include information about your event on your organization’s on-hold message.
6. Yard signs. Staked yard signs, such as those used for political campaigns, are a cost-effective way to get the word out to drive-by traffic. Give them to your board, employees and organization members.
Use social media to promote your event
Once you’ve set the time and place of your event, you can post a “Save the Date” notice on your social media networks to announce your event and get the information on calendars. Set up a free event blog that you can link to, or include a link to your Web site’s events calendar with complete details.
Having a Web site (or blog) isn’t a requirement, but it will help you promote all the details of your event and give visitors background information on your cause and mission. You can encourage more attendees by making it easy for them to register and even buy tickets online. There are several free shopping carts that can be added to your blog or Web site to enable you to take secure payments. Google Checkout is a good one to try.
A few easy ways to grow your email list
Now more than ever it’s important to have a current database of people who are interested in your business. With very little effort, you can easily encourage new connections for your email marketing list.
Give your list a new life with a focused promotional “push”: put a link to your newsletter archive in your email signature, display information in your office lobby, add an automated mention to the bottom of your invoices and statements, and encourage your staff to collect names and email addresses. Hold a contest to see who can compile the most new sign-ups. Gather names and email addresses at your special events.
10 ways to “create” news
Clients often tell me they don’t have any news to share with the world. Sometimes they don’t understand what’s considered “newsworthy.” Every organization has news to share with the rest of the world. Take a look at this list and you’ll probably find your own opportunities for news releases.
1. New management staff
2. Relocation
3. New service or product now available
4. Company anniversary
5. Special event such as open house, client appreciation party
6. Awards or honors received
7. Merger with another company; acquisition of another company
8. Milestone such as 10,000th client or $1M raised for non-profit
9. Activity in conjunction with a national holiday or observance (such as free pizza for nurses during National Nurses Week or free hearing test during National Hearing & Speech Month.)
10. Board appointments
Communicating during a crisis: 5 things to remember
In their book Effective Public Relations, Scott M. Cutlip, Allen H. Center and Glen M. Broom write that “Immediate crises—the most dreaded type—happen so suddenly and unexpectedly that there is little or no time for research and planning.” Those words have really hit home during the past two weeks following the massive oil spill off the Louisiana coast that is slowly making its way toward our beautiful Gulf Coast beaches. Fortunately, the windstream has slowed down the spill’s progress and given us time to communicate. Here are some tips on communicating during a crisis:
1. Identify a spokesperson for your organization. Ensure that all employees know to direct any media inquiries to the appointed person. It should be someone in a position of authority who can clearly communicate on behalf of the organization.
2. Be honest and transparent. Don’t evade media questions. If you don’t know the answer, say so.
3. Respond quickly to all media requests. I always say it’s better to answer a hard question than have the reporter ask someone else. You can control your own responses but you can’t control the other guy’s.
4. Communicate from “the inside out.” That is, identify every group of people who are affected by your information and communicate with those who are most impacted first.
5. Keep your employees updated at all times. They are your first line of information and if they are kept in the loop, they can help to get the right message out more quickly.
Most importantly, have a crisis communication plan in place for your company, update it at least annually and ensure that everyone in the organization is familiar with it.
6 principles from ‘20’s still valid today
Arthur W. Page became vice president of AT&T in 1927. He believed that it was a company’s performance, not its publicity, that was the basis for public approval. Page’s six principles of public relations also supported his contention that a company’s true character is portrayed by its employees. The principles he practiced can still help companies today gain and maintain public approval:
1. Tell the truth. Let the public know what’s happening and provide an accurate picture of its character, ideals and practices.
2. Prove it with action. Public perception of an organizatoin is determined 90% by doing and 10% by talking.
3. Listen to the customer. Understand what the public wants and needs. Keep top decision makers and employees informed about public reaction to products, policies and practices.
4. Manage for tomorrow. Anticipate public reaction and eliminate practices that will create difficulties. Generate goodwill.
5. Conduct PR as if the whole company depends on it. No corporate strategy should be implemented without considering its impact on the public.
6. Remain calm, patient, and good-humored. When a crisis arises, remember that cool heads communicate best.
Sources: Membership Directory, The Arthur W. Page Society, New York, and Public Relations Strategies and Tactics, seventh edition
About
PR and marketing have been the focus of my career for the past 30 years. As an ad agency client during the early years, I got to experience a birds-eye view of agencies and the experience wasn't always a good one. When Ideaworks opened in 1995, we were determined to break the mold, and after 15 years, more than 300 awards and hundreds of client referrals, I think we're starting to get there.
—Caron Sjoberg, APR, CPRC
