We’ve seen it many times. CEOs speaking out about political or social issues and creating global waves of support and disdain, meanwhile, their company communications teams work quickly and strategically to respond to the staff, media and public reaction. For these company stewards, it is truly a test of their mettle, and whether the professional works for a public or private company, when their senior leadership steps into hot bed issues, both internal and external reputation management takes on an entirely new level of engagement.

Certainly, CEOs asserting their personal and business views is not a new phenomenon. However, add social media to the 24-hour news cycle, and it ups the ante on crisis communications messaging. In this two part discussion, let’s first take a look at a few examples:

• Starbucks – Company CEO, Howard Shultz, has been waging a few battles. From calling on his fellow business leaders to withdraw political campaign support in an attempt to halt Washington gridlock on reducing the deficit, to most recently challenging a Starbucks shareholder to sell their stock if they didn’t support the company position on gay marriage rights, Shultz is direct and authentic in sharing his views.
• Chick-fil-A – Last year’s Chick-fil-A boycott due to company president Dan Cathy’s remarks on unapologetically contributing to anti-gay marriage organizations is one for the history books. The outrage on both sides of the issue was fervent, and to make it worse, the vice president of public relations (a 29-year company veteran) passed away due to a heart attack during the crisis. The company is still declaring its position (January 28, 2013 news release) on its Christian principles, long history of charitable giving and its wish to not “support political or social agendas” in these decisions.
• Westgate Resorts – Timeshare company owner, David Siegel, sent an email to his employees during the 2012 elections, “If any new taxes are levied on me, or my company, as our current president (Obama) plans, I will have no choice but to reduce the size of this company,” he wrote. “Rather than grow this company, I will be forced to cut back. This means fewer jobs, less benefits and certainly less opportunity for everyone.” Though bear in mind, this not the first time Siegel has sent communications to this staff along this similar vein. This is his leadership style.

It’s also important to point out CEOs speaking out is not always received negatively. These executives are pillars of industry and their influence can help forge change for both Wall Street and Main Street. For instance, in 2009, J.W. “Bill” Marriott Jr. defended the tourism industry in a Washington Post op-ed calling for an end to the “toxic rhetoric” by Washington politicians who were piling scorn on travel and corporate meetings after executives of bailed-out AIG were discovered staying at a luxury hotel for company business. The industry cheered, thanking Marriott for his bold voice. The lodging industry was not the enemy, nor were the companies that cancelled their seminars and incentive meetings in fear of public outcry.

So, what is a communications professional to do? Please watch for part two of this topic.

•    1968 Firebird Ridgefield High – Art Fitzpatrick

•    1969 Pontiac GTO, Cortina D’Ampezzo – Art Fitzpatrick

•    1969 Firebird at the Dunes – Art Fitzpatrick

•    Hookin Hard – Tom Fritz

•    Incident at Mile Twenty – Tom Fritz

•    Out Quicker Than a Hiccup – Tom Fritz

•    The Good Lift – Tom Fritz

•    Shell 23 Ferrari – Nicola Wood

•    1950’s Era Ferrari Formula 1 – Tony Sikorski

•    1930’s Duesenberg – Tony Sikorski

•    The New Dodge Viper – Harold Cleworth

•    Indian Motorcycle – Harold Cleworth

•    Classic Chevy – Harold Cleworth

Almost as quickly as the panic had set in, the Associated Press announced that its Twitter account had been hacked and that the tweet was fake. The stock market quickly recovered, but the incident provides an interesting look into the current landscape of social media. There are several great takeaways from a situation like this.

1. People are listening – Often times, when companies invest large amounts of time into social media, it can feel like the impact isn’t worth the time. Sending off a tweet or firing off a status update seems a bit innocuous, but regardless of the size of a brand’s following, it is out there for the world to see. Whether you’re one of the largest press syndicates in the world, or a mom-and-pop operation, people are listening.

1. People are acting – The stock market’s response to the tweet shows that not only are people listening, but they are acting on relevant information as well. When people are connected to important, applicable information, regardless of whether it’s in a news release or a tweet, they’re going to act upon it.

1. Social media is not unprofessional – There a several schools of thought on this matter, but the fact remains that there are few better ways to get information out quickly and efficiently than to post something via a social media platform. It is now totally acceptable to keep fans, friends and clients updated in this manner. During the hunt for Boston bombing suspect Dzhokhar Tsarnaev, many news stations took to Twitter to provide short updates when an entire story wasn’t warranted. This model is not only becoming more prevalent, but it is also becoming a first-stop for many folks when they want information on a brand, a news story or a new restaurant. Lengthy, well-written and informative articles will always have their place, but tweeting or posting to Facebook is certainly effective as well.

Similar to a loving relationship, a client’s relationship with its audience should be handled with care, attention and open communication. To help your client continue its positive position in the market, here are five “love-filled” recommendations to help your client receive the “TLC” from its target audience.

1. Keep your promises – Nothing upsets a customer more than a company that doesn’t provide reputable services and products it advertises. Recently, the 13^th annual Harris Poll Reputation Quotient released its top 10 most and least reputable companies, which included Amazon and Apple in the top five. These companies are dependable and provide exactly what they advertise – good products and good services.
2. L-I-S-T-E-N – This may sound simple, but listening is crucial to establishing a long term relationship with your client’s audience. If a company listens to feedback, complaints and questions, it’s more likely to deliver exactly what a customer wants and needs, and will better prepare the company to keep its promises.
3. Be honest – Transparency is key. Whether you’re in a relationship with your boyfriend, wife or customer, an honest and open relationship will alleviate any mishaps, arguments or worse – lawsuits.
4. Apologize – Hopefully, after years of arguments, men have this down to a science. Apologizing is essential to keeping a long and happy relationship when you know you’re the one who messed up. If your company is in the wrong, apologize, apologize and apologize again. In Carnival’s recent mishap, the Cruise line not only took responsibility, but refunded its stranded passengers in full, offered them a credit for a future cruise and paid them $500 for their travel back home
5. Be a gift-giver – What customers love more than a company that keeps its word, is a company that gives freebies. Whether you advertise through coupons, giveaways, contests, Groupon or LivingSocial, if your company has the means and funds to do so, offer a giveaway or contest. It excites your customers, you’re able to interact with them on a positive level and keeps them coming back for more.

Following these simple guidelines won’t just help you snag the woman or man of your dreams, it will also help your client snag loyal customers and repeat purchasers.

In the age of social media, messaging can build a business or destroy a reputation in an instant. Sadly, many people overlook the simplest (and first) form of communication – a photograph.

The power of an image is more dominant now than it ever has been. In fact, research reveals that 10 percent of all shots taken since the dawn of photography happened in 2012.

Recently, TIME Magazine organized its top 10 photos of 2012. At TPRM, we were proud that one of our own, Parrish Ruiz de Velasco received accolades for his Texas Twister photograph, which earned him a spot on the top 10 list and some instant fame on TV.

There was a much broader message than winning accolades, though. TIME reported that more people are now communicating through images and photographs.

Social media tools such as Instagram and Pinterest are captivating audiences one photo at a time. And bystanders are becoming “unofficial reporters” using cell phone cameras to capture images and videos of breaking news.

To adapt to the new “now” generation of the rushed, impatient “Millennials”, PR professionals and advertisers must adjust how they deliver their messages. Images are not only required to accompany any text that’s sent to the public or journalists, it’s demanded. Social media accounts, YouTube videos and interactive ads are the new norm.

While good PR professionals understand the command of an image, exceptional PR pros utilize this powerful messaging tool to create an influential connection between clients and their target audience.

As companies look to the future for the next trending advertising and PR tool to get their messages across, the age-old saying still holds true: a picture is worth a thousand words.

Line outside of Chick-Fil-A

A recent story by USA Today over the Chick-fil-A “anti-gay” controversy symbolizes the deep misunderstanding of public relations.  In the piece, the writer said that the fast food company thrived “despite poor PR.”  It seems he, like many others, miss the point of PR.

According to the Public Relations Society of America:

“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

The key words are “their publics.”  Chick-fil-A’s largest concentration of stores is across the south and Midwestern American states.  While there are many in states like California, the majority are in the traditional, “Bible Belt” areas.  Thus, their largest customer base, or “publics” as PRSA likes to call them, share the values espoused by the company’s President Dan Cathy when he said his company supported the biblical definition of the family unit.

The enormous national backlash has been well documented by the press.  But as the USA Today article indicates, the result was not what the media or special interest groups opposing the stance expected: sales went up.

Was this a savvy, pre-mediated PR stunt?  No, it seems like a candid, personal statement of values made off the cuff by a corporate executive.  As the Chick-fil-A PR team scrambled to respond to a landslide of media requests, they seemed surprised by the comments.

Most likely Chick-fil-A wishes that the negative stories were never printed.  But as things settled down, the media storm wasn’t nearly as devastating to the company as many had predicted.  Why?  Because this key constituency felt that the media was attacking not just Chick-fil-A, but also them.  Instead of losing, Chick-fil-A was able to strengthen its bond with its core audience through the adversity.  Now that is good PR.

With the NFL season well underway, teams across the league are furiously trying to copy the New England Patriots’ formula for last year’s Super Bowl run. While Bill Belichick’s team didn’t win the championship, New England’s ability to stay one step ahead of rivals opened eyes to the importance of utility players.

The Patriots re-invented the tight end position in the 2011-2012 season. Instead of having players who could only catch passes or block, the team used hybrid “utility” tight ends who could be moved into a variety of spots and do much more. The result? They outsmarted the competition all the way to the championship game.

How does that lesson apply to business? Let’s answer that with a question of our own: Is your marketing team made up of utility players who can do many things?

Over the past few years, traditional PR and marketing roles have merged. Savvy companies retain firms with teams who can write, pitch, conceptualize and do on-line media.

Gone are the days when an account executive interacted with a client, relayed the information to a specialized writer, media relations person or creative person for execution. Now an account executive can do it all. They tap expertise within the organization to help them “move the ball”, but their versatility gives them the ability to score faster and move nimbly.

Social media, events, TV ads, online videos and publicity are all different skills needed to connect with customers. Telling a compelling story, regardless of the method, is the critical competency. PR/marketing firms understand that it’s the “utility player” who can help clients win today.

One of my favorite movies of all time, as girly as it may be, is “How to Lose a Guy in 10 Days.” Actress Kate Hudson stars in the role as a successful magazine writer who “spun” a story to get a result most women don’t want – to get dumped. Like most PR professionals, we can clearly relate to the story, because we don’t ever want to take the risk of “getting dumped” by our clients.

It seems lately, however, more PR professionals are getting the boot because of their social media antics. For example, a PR pro recently took to the social sphere to post a not-so-politically-correct opinion on his client’s account. We’ve all made mistakes in our careers, but which ones are forgivable and which ones will have your clients saying:

Here are a few quick ways you can “lose it” and lose out:

• Reacting (instead of acting) to a situation – It’s been said time and time again, “think before you speak.” But in the case of social media, think before you WRITE. When a customer’s harsh words or a fan’s rant boils your blood, don’t jump the gun and say the first thing that pops into your head. Take a deep breathe, put a plan together, review the company’s messaging, ask team members for their thoughts, etc. Such as the case of the Kansas City Chiefs Twitter account replying to a fan to ‘get a clue’, you don’t want to make a lasting comment just because one follower was momentarily upset.

• Expressing your opinions via your clients accounts – Whether you do it on purpose (which we would hope not) or do it on accident, expressing your personal views and opinions is by all means NOT acceptable. Your client’s customers don’t care who you’re voting for, what cool event you’re going to see, and in the case of Chrysler, why you feel Detroit has the worst drivers on the planet. If you’re the main contact for your client’s Twitter / Facebook page, always check that you are on the correct account before you post. You may think it’s a silly reminder, but people have been fired over these “oops” moments.

• Ignoring your surroundings – Many PR professionals forget that social media accounts aren’t solely for brand marketing and posting information about the company alone. It’s more than that. You must interact with fans and followers on an emotional level, follow the day’s topics and facilitate conversation, but more importantly be on top of breaking news. Hours after the tragic shooting in Aurora, Colorado, the National Rifle Association tweeted a harmless good morning to its followers, but weren’t very careful on its phrasing of the greeting.

• Always thinking you’re right – It’s human nature to make mistakes, but the worst thing you can do is not learn from them. Or worse, not correct it. If you made a mistake, own up to it and apologize whether it’s to your boss, client or the millions of fans on the company’s Facebook / Twitter accounts. As in the case of Celeb Boutique, after its international PR team blindly posted about a trending topic (that just so happened to be about the Aurora shootings), the company immediately owned up to the mistake and apologized.

• Using hashtags for anything – Hashtags can be a tricky Twitter tool for many PR professionals. They can invite fellow Twitter-users to start up a conversation with you about the latest services and products your company offers, or they can be a big waste of time if you don’t research what’s trending and how to appropriately use them. In the case of McDonald’s hashtag woes, the company originally started a hashtag to share heart-warming stories about people’s experiences at the fast food chain. It quickly went south when people expressed their own horror stories.

Whether you’re new to the PR world or a veteran, you can avoid these traps and pitfalls of the social media world and keep your client happy and impressed. And remember, if you have doubt, always get a second opinion!

Video has changed our social and economic behavior in so many fundamental ways that it almost seems trite to talk about its impact.  From politics to pop culture, the use of video to convey personal magnetism can turn “common Joes” into rock stars and unknowns into presidents.

Here are two excellent current examples of this phenomenon:

1)      Barry Weiss of Storage Wars was a little known “used goods broker” until a stint on Discovery Channel’s “Storage Wars” turned this human dynamo into a wise-cracking reality TV star with people lining up for his autograph.  Personable and sarcastically hilarious, his humor is now viewed worldwide.

2)      Mitt Romney vs. Barak Obama

Obama’s rise from an unknown Illinois senator to the US presidency was a combination of savvy campaigning and good timing.  His ability to project personal charisma on TV, online and in commercials made him a landslide winner.

Romney is reportedly smart, engaging, kind and personable, but his charms do not come across on camera.  His lack of magnetism has thus far failed to energize his own party, making his bid to take the White House difficult in this video age.

Does this mean that organizations lacking a charismatic leader should just throw in the towel?  Should the Republicans give up on the presidency? Absolutely not.

Smart marketing people recognize that when executives have a shortfall in personal magnetism on camera, they go to “plan B”.  Instead of using people on screen who are stiff and wooden, incorporate a popular lieutenant or a fictional character.  Promote a personality who engages, enthralls and energizes.  “Create” your own rock star.  If not, you might be looking in from the outside.

In today’s niche business world, it’s not uncommon for one PR agency to represent multiple companies from the same market. For example, in the auto industry you may not only represent an auto manufacturer, but a NASCAR race team, an aftermarkets parts business or even a charity that’s sponsored by a car company.

Every good PR professional knows how to give each client the proper attention they deserve while in the comfort of their agency’s office. But what happens when multiple clients from one industry attend the same event year-after-year, such as SEMA, the Goodwood Revival or the Pebble Beach Concours d’Elegance, and expect the special one-on-one time you give them each day? It’s no easy task.

Here are a few key tips to keep in mind when managing your clients, their business associates and yourself during an event.

• First and foremost, create an action plan for you and members of your team attending the event. Divide up the main points of contact for each client so they feel like they are getting that special one-on-one time they need.

• Organize a check list for each client at least one month prior to the event. This time allows your team to review interview opportunities, clear up scheduling conflicts and add any special opportunities that might get journalists’ blood pumping.

• Pitch, pitch and pitch again. Make sure journalists take this time to kill two birds with one stone and interview multiple clients of yours while they are all in one location.

• Balance the interview schedule with an excel sheet that is routinely updated. And allow a 30 minute time block between each interview in case questions run long or you have to travel a bit to get to your next interview / client. It’s always better to be too early than too late.

• Track your numbers. Journalist numbers, client numbers, colleague numbers. You should have everyone’s contact information in your phone, on an excel sheet and within the outlook invitation. This missed step could cause you a huge headache on-site.

• Draft a media booklet recap for EACH client – and bring extra copies. This media booklet will be you and your client’s best friend. Be sure to include on each sheet:
  • Journalist name
  • Media outlet with background information
  • Schedule and location of interview
  • Key talking points to address during the discussion

  (Smart tip: when scheduling interviews make sure your client has a hard copy and digital copy, i.e. an outlook invitation with the details. Your client will be able to access his / her schedule on-site or at the hotel.)

• Travel light and arrive early. It’s always a good idea to get the lay of the land (in comfortable shoes) before clients or journalists show up. Being “in-the-know” allows you to be your client’s “go-to” gal or guy.

• Schedule a time to meet with each of your clients – separately. Prior to any event, it’s always a good idea to meet with each of your clients and discuss the media booklet, answer any questions or concerns and provide a tour of the event grounds.

And lastly, the best advice one can give is to breathe. No matter how much you’ve prepared, there will always be hiccups and scheduling errors. Whether you are by yourself or with a team member, be confident in your multi-tasking skills and impress that client!