As someone who does crisis communication and reputation management consulting, I have been asked by many over the last week - How would you advise Tiger Woods?
Well, it is easy to be an armchair quarterback when you are not in the game. Plus, I've had a week to watch the saga unfold, and at this point I see it as a case study for public vs. private as well as the fuel social communication vehicles give to crisis. I can't honestly say how I'd advise Tiger Woods because I do not know his personal risk tolerance nor do I have all the facts in the saga.
However, here are some basic fundamentals that I think are important when dealing with reputations -- companies or individuals.
1. The more "public" you are, the more your life/business is an open book. For all of us, slips in judgment have consequences, however, celebrities, public officials and companies transgressions will likely play out in public…No matter how much you beg for privacy.
2. Ignoring it won't make it go away. If your mistake has been uncovered or is likely to be uncovered, you might as well come clean, ask for forgiveness and set forth directional change. Letting something fester and ignoring it can cause irreparable damage to your reputation. Having said that, it is also important to understand the audience that controls your reputation…blanket statements aren't always necessary and in some cases cause bigger challenges. Also, timing is everything. Knowing the audiences that control your reputation and timing communication with them are strategic moves.
3. Do any of us really have privacy any more? One would say we have privacy in our own homes but when you turn on the computer, listen to music on your iPod, watch TV; there are such advancements that companies can collect data about you. Heck, there are even surveillance tools for kids in spy kits. Then you take social media tools into account, hardly anything is a secret anymore. So, for anyone, especially the most recognizable sports icon of our time, to believe you can have transgressions and not get caught is extremely naive. If someone is paying attention, you are likely to be busted. Again, it goes back to your risk tolerance…sometimes you feel the risk is worth the reward. My point is to know the rules, don't be naïve.
4. Take care of your family first. For instance, if you have transgressions in a marriage, you have to talk to your spouse first before you can make a statement. In a company, you have to strategize with your "family" before going public with anything. But don't take this point to mean you have to tell everyone in the family before you make your statement….never underestimate that uncles, cousins, lovers and employees are leaks. Strategically plan who you tell and when.
5. Don't underestimate the fire social media can create or the speed at which the flame can be fueled. Would this have had much of a news cycle 5-10 years ago? Would Tiger have had the privacy he requested then? Whether you agree with it or not, reality is that life is going to be this way until laws change or lawsuits alter behavior. Taking this into consideration is crucial when monitoring and protecting your reputation.
Ultimately, it is up to the individual or company to take the advice. It is hard to make these decisions and since Adam and Eve, it has been hard to be accountable for our mistakes. Today, the audiences who expect your accountability are larger and more engaged so you should evaluate your risk tolerance and be strategic in protecting your reputation…privacy may not be a luxury.
Friday, December 4, 2009
Friday, October 23, 2009
Publicity Stunts are Not For Amateurs
As the true story behind Balloon Boy unfolded, the world that had once been terrified for the life of a little boy turned to an angry audience. Some believe that any publicity is good publicity. My take on that is that any publicity can be good for your crisis communications consultant and your lawyers.
Publicity stunts have incredible potential to garner attention for you or your product, however, they must be planned as carefully as any other campaign your company produces with a real eye for risk management. Once you've analyzed the risks, you can determine if the reward is worth it.
From a risk management standpoint, here are 5 things you must answer.
1. How does this fit with your brand? Do you have a heroic brand or an outlaw brand? You really should make sure that publicity stunts match the brand you've developed or are trying to portray.
2. Have you written and vetted the storyline? Sit down and write the storyline of your event then look at it objectively. How will this be perceived by your audience? Get an outside view.
3. What are the laws and restrictions? Are you going to be breaking the law or causing someone to break the law? How does this fit with industry regulations? Get your attorneys on board...I know that's hard sometimes.
4. Are you protecting the public? Are you creating a crowd problem? Are you going to pull resources from fire and police officers that are needed elsewhere?
5. Are you coordinating with all the right agencies and do you have the right permits?
Bonus: Remember the world is small. Something that happens in a small remote community can easily make it worldwide through social media. Make sure when you are in the spotlight that you shine and you are prepared to capitalize on the opportunity. Spotlight fades quickly........
Properly choreographed publicity stunts can bring exposure for your company that raises awareness and equates to ROI. Good luck!
Publicity stunts have incredible potential to garner attention for you or your product, however, they must be planned as carefully as any other campaign your company produces with a real eye for risk management. Once you've analyzed the risks, you can determine if the reward is worth it.
From a risk management standpoint, here are 5 things you must answer.
1. How does this fit with your brand? Do you have a heroic brand or an outlaw brand? You really should make sure that publicity stunts match the brand you've developed or are trying to portray.
2. Have you written and vetted the storyline? Sit down and write the storyline of your event then look at it objectively. How will this be perceived by your audience? Get an outside view.
3. What are the laws and restrictions? Are you going to be breaking the law or causing someone to break the law? How does this fit with industry regulations? Get your attorneys on board...I know that's hard sometimes.
4. Are you protecting the public? Are you creating a crowd problem? Are you going to pull resources from fire and police officers that are needed elsewhere?
5. Are you coordinating with all the right agencies and do you have the right permits?
Bonus: Remember the world is small. Something that happens in a small remote community can easily make it worldwide through social media. Make sure when you are in the spotlight that you shine and you are prepared to capitalize on the opportunity. Spotlight fades quickly........
Properly choreographed publicity stunts can bring exposure for your company that raises awareness and equates to ROI. Good luck!
Monday, October 19, 2009
Is Public Relations Dead?
I recently had someone tell me that public relations was dead because traditional media was dead. Well, I took exception to both definitive conclusions but it did make me think. It made me think so hard that I decided to go to BlogWorld to see for myself what was REALLY happening in social media. What I learned was refreshing, reaffirming and even invigorating. The conclusion: public relations is alive and well.....at least the way I've always thought of my chosen profession.
More than 10 years ago, I was doing a training for staff at the organization where I led public relations, marketing and communications, and I started the training with this definition of PR:
Public Relations is the management function of identifying, establishing and maintaining mutually beneficial relationships between an organization and the publics of whom its success or failure depends.
Public Relations is channeled through many vehicles, strategies and messages but ultimately it is about acting and communicating in a way that builds value and trust with your audiences.
This is my version of the definition taken from my college textbook - Effective Public Relations by Cutlip, Center and Broom (1985 - 6th Edition). And this has been the foundation of how I have done public relations for more than 20 years.
What I learned at BlogWorld was a total reaffirmation of how I see social media. It's not a replacement of PR, it is quiet ultimately PR in its truest form. Major corporations see this as well, as every social media exec I heard speak at BlogWorld had a public relations background. Social Media makes identifying, establishing and maintaining relationships with your audiences much easier. Your focus groups are within reach, you can immediately test reactions, you can hear what they like and don't like, and you can truly connect like the corner store used to. You can build a community for your business in a way you have never been able to do before. Social media also levels the field for companies in many ways, so small and mid-size business can utilize social media to compete. For consumers, social media is a voice, a powerful voice.
Social Media likely has a place in your company. As Chris Brogan, author of Trust Agents, said in his keynote at BlogWorld, social media is really "human business" as it is the nervous system of any organization. So, I know you are thinking of doing social media or you are already "playing" with social media, but where do you go next? I suggest you visit with a good PR person - one who believes in PR the way I define above. Don't worry, there are a lot of us out there.
Here are 5 points you'll want to remember:
1.Listen...Where is your audience? What are they saying? What is the pain point? How can you help them? What are they saying about your competitors? What are they saying about you?
2. Define a plan for integrating your online and offline marketing, communications and relationship-building strategies and initiatives.
3. In order to make time for social media (it does take time and resources), let go of those things that aren't working.
4. Use the right tools for you and the community you are hoping to build. For example: If your audience isn't on Twitter, don't start with Twitter?
5. Remember you are creating a relationship. In the beginning, it is not about you, what you have to sell or your brand. It's about those in your community.
One of my favorite lines from BlogWorld came from Brogan when he suggested that people at the conference refrain from being Business Card Ninja's. He suggested that in building relationships you shake someone's hand, get to know them and learn ways (by listening and engaging) of how you can help them. Remember this rings true whether in a face to face community or a social community.
Good Luck!
More than 10 years ago, I was doing a training for staff at the organization where I led public relations, marketing and communications, and I started the training with this definition of PR:
Public Relations is the management function of identifying, establishing and maintaining mutually beneficial relationships between an organization and the publics of whom its success or failure depends.
Public Relations is channeled through many vehicles, strategies and messages but ultimately it is about acting and communicating in a way that builds value and trust with your audiences.
This is my version of the definition taken from my college textbook - Effective Public Relations by Cutlip, Center and Broom (1985 - 6th Edition). And this has been the foundation of how I have done public relations for more than 20 years.
What I learned at BlogWorld was a total reaffirmation of how I see social media. It's not a replacement of PR, it is quiet ultimately PR in its truest form. Major corporations see this as well, as every social media exec I heard speak at BlogWorld had a public relations background. Social Media makes identifying, establishing and maintaining relationships with your audiences much easier. Your focus groups are within reach, you can immediately test reactions, you can hear what they like and don't like, and you can truly connect like the corner store used to. You can build a community for your business in a way you have never been able to do before. Social media also levels the field for companies in many ways, so small and mid-size business can utilize social media to compete. For consumers, social media is a voice, a powerful voice.
Social Media likely has a place in your company. As Chris Brogan, author of Trust Agents, said in his keynote at BlogWorld, social media is really "human business" as it is the nervous system of any organization. So, I know you are thinking of doing social media or you are already "playing" with social media, but where do you go next? I suggest you visit with a good PR person - one who believes in PR the way I define above. Don't worry, there are a lot of us out there.
Here are 5 points you'll want to remember:
1.Listen...Where is your audience? What are they saying? What is the pain point? How can you help them? What are they saying about your competitors? What are they saying about you?
2. Define a plan for integrating your online and offline marketing, communications and relationship-building strategies and initiatives.
3. In order to make time for social media (it does take time and resources), let go of those things that aren't working.
4. Use the right tools for you and the community you are hoping to build. For example: If your audience isn't on Twitter, don't start with Twitter?
5. Remember you are creating a relationship. In the beginning, it is not about you, what you have to sell or your brand. It's about those in your community.
One of my favorite lines from BlogWorld came from Brogan when he suggested that people at the conference refrain from being Business Card Ninja's. He suggested that in building relationships you shake someone's hand, get to know them and learn ways (by listening and engaging) of how you can help them. Remember this rings true whether in a face to face community or a social community.
Good Luck!
Wednesday, September 30, 2009
Share Your Expertise Challenge™
This month Caver Public Relations has been celebrating our 5th Anniversary. During the month, we have been reflecting on our success and planning for the future. There is a lot to celebrate as it's been a pretty good five years of building foundation and developing relationships with our clients. As we focus toward the future, we are very excited about our business, our partnerships and our clients.
To celebrate, we are kicking off the inaugural Share Your Expertise Challenge™. For the month of October, we have challenged ourselves, our clients and our partners to share expertise for building business. Over the last five years, we have been inspired by the thought leadership and expertise of our clients. Though we all know that sharing our knowledge and expertise is good for business, we often see that experts find it difficult to take the time or focus for outcomes. If you are already pretty good at sharing your expertise, we challenge you to pause, refresh and think about your thought leadership goals. It's a good time to make sure you are truly achieving your goals and that they are tied to business objectives. For those of us who are having a hard time getting started or developing consistency, we're asking you to take the month to implement a new habit.
Schedule time. Don't break the appointment with yourself, but also be realistic about the time you actually have to commit.
Create a list. This is a list of expert topics you'd like to share and noted resources you'd like to reference or highlight.
Pick Your Vehicle(s). What comes natural? Speaking? Writing? One-on-One?
Set a Goal. What do you want to accomplish from the challenge? What is personal success? What is business success? How does this fit into your other communications and thought leadership goals?
Spread the Word. Tell people what you are doing. Encourage others to join you in the quest.
It is only fair that if we ask you to take the challenge, we share with you our goals. My personal goal is to blog at least once a week. Provide a newcomers experience dialogue on Twitter from BlogWorld, October 15-17 and present a Social Communication Bootcamp for Executives seminar in late October.
Thanks for taking the Share Your Expertise Challenge. Please let us know how it is going and share your results!
To celebrate, we are kicking off the inaugural Share Your Expertise Challenge™. For the month of October, we have challenged ourselves, our clients and our partners to share expertise for building business. Over the last five years, we have been inspired by the thought leadership and expertise of our clients. Though we all know that sharing our knowledge and expertise is good for business, we often see that experts find it difficult to take the time or focus for outcomes. If you are already pretty good at sharing your expertise, we challenge you to pause, refresh and think about your thought leadership goals. It's a good time to make sure you are truly achieving your goals and that they are tied to business objectives. For those of us who are having a hard time getting started or developing consistency, we're asking you to take the month to implement a new habit.
- Tweet
- Blog
- Write an expert article
- Mentor
- Donate your expertise to charity
- Speak
- Read and comment on an existing Blog
Schedule time. Don't break the appointment with yourself, but also be realistic about the time you actually have to commit.
Create a list. This is a list of expert topics you'd like to share and noted resources you'd like to reference or highlight.
Pick Your Vehicle(s). What comes natural? Speaking? Writing? One-on-One?
Set a Goal. What do you want to accomplish from the challenge? What is personal success? What is business success? How does this fit into your other communications and thought leadership goals?
Spread the Word. Tell people what you are doing. Encourage others to join you in the quest.
It is only fair that if we ask you to take the challenge, we share with you our goals. My personal goal is to blog at least once a week. Provide a newcomers experience dialogue on Twitter from BlogWorld, October 15-17 and present a Social Communication Bootcamp for Executives seminar in late October.
Thanks for taking the Share Your Expertise Challenge. Please let us know how it is going and share your results!
Monday, September 28, 2009
What's New About You?
Recently on Twitter, I Retweeted @AlexGoodall with a quote from Thoreau, "How vain it is to sit down to write when you have not stood up to live."
The Thoreau quote greatly exemplifies why I suggest you go through the initial three phases outlined in previous posts. You truly need to have developed an expertise and lead before you will be a successful thought leader. And in most cases, I find leaders have been so busy leading that the initial phases give clarity and insight to what you want to be known for and how you want to help others.
So far in our thought leadership preparation process, you have determined your commitment level or that of your company, you have taken time to do a real self evaluation of your assets and you have begun to develop or fine-tune your skills. Now we are ready to get down to thought leadership.
So, what's your platform? Generally when you develop a thought leadership platform, you are focusing on a niche area of which you can stand out. You need to determine exactly what you stand for and what you don't? Are you going to be preaching to the choir where leadership is all that is needed or are you going to have to evangelize for a while. Are you focused mostly B2B or are you consumer focused? We find it helpful to develop a thought leadership platform vision statement and checklist to provide ongoing focus.
Here are some questions that I discuss with my clients:
The Thoreau quote greatly exemplifies why I suggest you go through the initial three phases outlined in previous posts. You truly need to have developed an expertise and lead before you will be a successful thought leader. And in most cases, I find leaders have been so busy leading that the initial phases give clarity and insight to what you want to be known for and how you want to help others.
So far in our thought leadership preparation process, you have determined your commitment level or that of your company, you have taken time to do a real self evaluation of your assets and you have begun to develop or fine-tune your skills. Now we are ready to get down to thought leadership.
So, what's your platform? Generally when you develop a thought leadership platform, you are focusing on a niche area of which you can stand out. You need to determine exactly what you stand for and what you don't? Are you going to be preaching to the choir where leadership is all that is needed or are you going to have to evangelize for a while. Are you focused mostly B2B or are you consumer focused? We find it helpful to develop a thought leadership platform vision statement and checklist to provide ongoing focus.
Here are some questions that I discuss with my clients:
- Can you take a stand? What is it? What are the limits?
- What do you have to say that is different?
- How do you stand out from the competition?
- Who else is saying what you are saying?
- How much are you willing to share with others?
- Do you have an outside view to give you perspective?
- How will you continue to have fresh incite and stay a thought leaders?
Tuesday, June 2, 2009
Develop Your Fame
To this point, you have determined that you are committed to thought leadership for yourself or your company and you have done a thorough evaluation of your potential for success as a thought leader. To continue our series for preparing yourself for thought leadership, we come to step 3 - develop your fame.
Think of this as building your resume for thought leadership. Do you have the credentials and experience to be recognized as a thought leader or are you just another vendor who wants to speak at the breakfast. Here are essentials for developing your resume.
So, is your thought leadership resume full? Are you a regular writer and have spoken at the convention of your peers for each of the last three years? Or is your resume blank? If your resume is blank, this was probably identified in your evaluation stage. Now you need to get to work. Building this resume is what makes the difference between introducing the speaker and being the speaker.
Think of this as building your resume for thought leadership. Do you have the credentials and experience to be recognized as a thought leader or are you just another vendor who wants to speak at the breakfast. Here are essentials for developing your resume.
- What are your credentials for leadership on this topic?
- Who recognizes you as a leader?
- Are you already published?
- Where have you already spoken?
- What kind of training do you need?
- What kinds of tools do you need?
So, is your thought leadership resume full? Are you a regular writer and have spoken at the convention of your peers for each of the last three years? Or is your resume blank? If your resume is blank, this was probably identified in your evaluation stage. Now you need to get to work. Building this resume is what makes the difference between introducing the speaker and being the speaker.
Friday, May 22, 2009
Evaluation
Okay...you have determined that you are committed to thought leadership. So what's next?
We suggest evaluation is the next step. In this step, you are trying to determine if you are a leader or just have thought. Everyone has an opinion but that doesn't make them a thought leader. You may be an expert but not a thought leader - yes, there is a difference (referenced in earlier post). You may have great insight but no interest in sharing it with others (competitors), or you're just not ever going to write or speak in public. You may have such advanced thought that no one is ready to listen. Here are some questions to examine in the evaluation stage of thought-leadership preparation:
The evaluation step is so important to the success of a thought-leadership campaign that we suggest you go through it with an outside source - a pr consultant, a business coach, a trusted business peer. Because you are either likely to be too critical of your abilities or not entirely realistic to the value that you have to offer. An outside, honest point a view will help make this process a success.
We suggest evaluation is the next step. In this step, you are trying to determine if you are a leader or just have thought. Everyone has an opinion but that doesn't make them a thought leader. You may be an expert but not a thought leader - yes, there is a difference (referenced in earlier post). You may have great insight but no interest in sharing it with others (competitors), or you're just not ever going to write or speak in public. You may have such advanced thought that no one is ready to listen. Here are some questions to examine in the evaluation stage of thought-leadership preparation:
- What makes you a leader? In what subject(s)?
- What makes your thoughts provoking/different?
- Are you published?
- Are you a speaker?
- Do your peers listen to you?
- If you were a teacher, what would you teach the world (your audience) to do better?
- What do you like to do best?
- Have you been honored in this topic?
The evaluation step is so important to the success of a thought-leadership campaign that we suggest you go through it with an outside source - a pr consultant, a business coach, a trusted business peer. Because you are either likely to be too critical of your abilities or not entirely realistic to the value that you have to offer. An outside, honest point a view will help make this process a success.
Tuesday, May 5, 2009
Commitment
So you think thought leadership is right for your company or for your organization leadership? Now what do you do?
Well let's see just how committed you are and can be to the process. Here are a few questions to ask yourself:
• How much time and budget do you have to spend on thought leadership?
• What are your goals around thought leadership?
• What will constitute success?
• Who will manage and organize the process?
Evaluating commitment is key to preparing yourself for thought leadership. If you don't have the time and can't make time to write or speak or blog, then how much commitment do you have to this type of campaign. If you don't have budget or resources to travel for speaking engagements or have white papers written, then how much of a commitment can you make to thought leadership? And you must have goals to measure success. Does thought leadership need to elevate your presence in the industry? Is the process meant to generate leads? Is thought leadership a brand exercise?
Though simple questions, establishing your commitment level and goals will determine your success probability from the beginning before you waste time or money on developing a thought leadership campaign.
Well let's see just how committed you are and can be to the process. Here are a few questions to ask yourself:
• How much time and budget do you have to spend on thought leadership?
• What are your goals around thought leadership?
• What will constitute success?
• Who will manage and organize the process?
Evaluating commitment is key to preparing yourself for thought leadership. If you don't have the time and can't make time to write or speak or blog, then how much commitment do you have to this type of campaign. If you don't have budget or resources to travel for speaking engagements or have white papers written, then how much of a commitment can you make to thought leadership? And you must have goals to measure success. Does thought leadership need to elevate your presence in the industry? Is the process meant to generate leads? Is thought leadership a brand exercise?
Though simple questions, establishing your commitment level and goals will determine your success probability from the beginning before you waste time or money on developing a thought leadership campaign.
Wednesday, March 11, 2009
Thought Leadership
Are you a thought leader or an expert?
Some would say that the two are interchangeable. Many experts are thought leaders but thought leaders aren't always experts. A formal definition of thought leadership is helpful to start: A person, company or organization that is recognized among their peers, customers and constituents for innovative ideas, industry leadership and insight.
Thought leadership should drive agendas, engagement, business success and brand initiatives as a public relations strategy. Thought leaders take a stand, shape opinion and provide a voice above the crowd with a unique point of view.
In developing thought-leadership campaigns for our clients, we have developed a 5-step process to prepare yourself for thought leadership.
1. Commitment
2. Evaluation
3. Develop your Fame
4. What's new about You
5. Delivery focus
In most cases, we find that clients want to start with Step 5...Where can I speak? When can I start a blog? As with all communications strategies, thought leadership requires planning to be successful.
Some would say that the two are interchangeable. Many experts are thought leaders but thought leaders aren't always experts. A formal definition of thought leadership is helpful to start: A person, company or organization that is recognized among their peers, customers and constituents for innovative ideas, industry leadership and insight.
Thought leadership should drive agendas, engagement, business success and brand initiatives as a public relations strategy. Thought leaders take a stand, shape opinion and provide a voice above the crowd with a unique point of view.
In developing thought-leadership campaigns for our clients, we have developed a 5-step process to prepare yourself for thought leadership.
1. Commitment
2. Evaluation
3. Develop your Fame
4. What's new about You
5. Delivery focus
In most cases, we find that clients want to start with Step 5...Where can I speak? When can I start a blog? As with all communications strategies, thought leadership requires planning to be successful.
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