FRESH THINKING:

How not to blunder in public

© Counterintuity 2010

Our most recent success in counseling a client through a communications crisis leaves us feeling qualified to reprimand Toyota on its public relations gaffes. Clearly, hiding in a corner making occasional defensive jabs made little positive impact on public opinion for the carmaker. Companies like Toyota that communicate poorly during crises generally make bad situations worse.

Does your firm have a written crisis communication plan? Most executives believe they can respond to a catastrophe as it happens, and without professional assistance. That’s akin to owning a car without a spare tire and no roadside assistance service.

It is imperative that you have a proactive communication strategy in place for emergency situations. Every business experiences a crisis at some point whether it’s internal or external; small or large. When a crisis occurs, the way a company communicates can spell the difference between disaster and recovery.

We created the following outline to assist our clients in preparing their plans.

Anticipate: Identify what crises are most likely to strike your company. What are the most likely crisis scenarios and whom and how many will it affect? Who will be the company spokesperson in event of emergency?

Audit: Consistently monitor your brand or products on social media and online platforms such as Twitter, Facebook, and blogs. When and how will you respond to negative feedback or backlash? Who is responsible for replying?

Acknowledge: In a crisis, you will be asked to recognize detractors’ feelings and perceptions. Though perhaps incorrect, remember that their perceptions will become their reality. Take your most likely crises, and role-play statements that they as “victims” might make about your company or product. How will your company respond?

Apologize: How will you make a true apology as heartfelt as possible without assuming liability? Will your legal department need to be involved?

Address: How will you disseminate specific information regarding the crisis and the plan of action that is being put into place? Who will be the company spokesperson? Who will be authorized to speak to the media?

Assuage: In the event of crises, how will you compensate those who have been wronged?

Advance: What will the “clean-up” look like internally and externally? What will you need to do to resume normal business operations?

Counterintuity wants to help you be prepared. If you need help drafting your company’s custom crisis communication plan, contact us.

Fantastic food and fitness

A Picanha benefit for the Burbank YMCA

Counterintuity is proud to support our Burbank community. From the Chamber of Commerce to Leadership Burbank to everything in-between, we know how important it is to be good corporate citizens.

We’re pleased that our client Picanha Churrascaria has chosen to celebrate their 10-year anniversary with a benefit for the Burbank YMCA. Please join us. Click here to buy a ticket.

(Click on the image to enlarge)

The public is the only critic whose opinion is worth anything at all.

- Mark Twain

SO HOT:

Google Buzz

Google Buzz. Google's new social networking service allows anyone with a G-Mail account to link up with other members in their e-mail network, but also to post status updates and pictures, and to see immediately what is going on other sites such as Twitter and Flickr. You can post in private or in public, and Google will rate your posts and give stamp of approval to things that generate a good buzz. Warning: Unless you change your privacy settings, Google Buzz will connect you with everyone in your e-mail contact list -- in one woman’s case, her abusive ex-husband.

So NoT:

Peer Pressure

Peer Pressure. According to Edelman’s latest “Trust Barometer,” the number of people who view their friends and peers as credible sources of information about a company dropped by almost half, from 45 percent to 25 percent, since 2008. Edelman’s study suggests social networks that have allowed people to maintain larger circles of casual associates may be diluting the credibility of peer-to-peer networks.

Client Congrats:

Jack Black, Lori Hartwell of RSN and Counterintuity’s Lee Wochner

For one precious January night, movie star Jack Black helped more than 250 teens forget about dialysis and renal disease, and enjoy a rite of passage most kids take for granted – the prom.

Lori Hartwell, founder and president of RSN, created the Renal Teen Prom because she missed her own prom due to chronic kidney disease. “I spent all my teenage years on dialysis,” she said. “Being with hundreds of kids who have gone through something similar makes them happy and creates friendships that last a lifetime.”

Counterintuity was proud to provide the publicity and social media for the Renal Teen Prom. Coverage was widespread, including KTLA, KABC-TV, NPR, Hollywood Reporter, Daily News, Orange County Register, Huntington Beach Independent, San Jose Mercury News, and hundreds of other outlets.