It’s a few days before Christmas, and the Ketner Group team is putting final touches on client projects, scheduling last minute holiday shopping-focused interviews for our clients and of course, managing our clients’ NRF activities to ensure they have a successful BIG Show in New York next month.
For Ketner Group, 2016 was a successful but challenging year – such is the life of a PR agency! The team worked hard to consistently secure high-value media placements in national business press, as well as hundreds of articles in retail technology publications for our clients. We also produced dozens of share-worthy content pieces that helped cement our clients’ thought leadership in retail technology and generate qualified sales leads. The team was always on the lookout to provide value to our clients and showcase our expertise in retail technology – whether through good old-fashioned proactive media pitching, providing strategic advice on marketing and PR initiatives or using our connections in retail to, well, just make things happen!
In 2016 we were sad to see a few clients go due to acquisitions and company restructuring, but in true Ketner Group fashion, the entire team responded by stepping up on new business efforts and landing new clients while also continuing to bring exceptional value to existing clients.
Excuse the sappy sentiment, but I truly believe Ketner Group has the best and hardest-working team of not only PR professionals, but genuinely good, kind and fun people. I’ve never been more proud to be a “KG’er”.
Steve Jobs once said, “Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way you do great work is to love what you do.” I celebrated my 14th work anniversary with Ketner Group in November, and what a privilege it has been! Ketner Group means so much to me, and I look forward to working with the team to achieve many more successes in 2017 and beyond.
On behalf of the Ketner Group team, we want to wish each one of you a wonderful holiday, and a prosperous and healthy New Year!
In the past few years, it would seem that the appeal of “traditional” physical retail stores is decreasing. After all, according to the U.S. Department of Commerce, eCommerce grew 14.6% in 2015 with online sales accounting for more than half of total retail sales growth.
Even with this tremendous amount of growth in the online channel, the store is still the heartbeat of retail. But the reality is this: What we as shoppers really want, what we crave, is for our favorite retailers to create new and refreshing reasons for us to visit their physical stores.
Spoiler alert: it’s all about technology with a human touch!
So what, exactly, does this partnership of technology and human touch translate to?
Human touch means assisted selling in the store, in which store associates capture customer preferences and provide more targeted recommendations with the help of mobile devices that contain attribute information for all retail products. The result? Associates can become highly-effective personal “style” advisors when they combine their own knowledge of a product with readily available product information and customer preference indicators.
So too does it translate to relaxed spaces in-store where customers can learn and call on associates if they need or want to. Apple has been a leader in this type of dynamic in-store environment for ages.
Photo provided by: Tech Times
Since then, other retail stores have taken note. For example, London-based department store, Selfridges, has brought that “technology meets human” feel to the store by launching a multi-sensory yoga experience by partnering with East London yoga duo, Yung Club. Smaller scale retailers like STORY have taken the store experience to another level. Their 2000 square foot Manhattan store is part magazine, part store. Every four to eight weeks, it completely reinvents itself from design to merchandise in order to address a new theme, trend or issue.
Human touch in the store becomes especially useful when it partners with technology that pulls together disparate pieces of information. Think Clueless in the real world! Consider the example of a shopper pulling up a digital version of their own closet to see if a top they’ve found at a retail store matches their skirts. Adding that insight to a full product catalogue allows the store associate to purchase that top from another store should their location be out of stock. By connecting all channels with human insight, shoppers can truly find the right product at the right moment. The end result is a delightful and share-worthy shopping experience for the customer.
The Ketner Group team looks forward to hearing more about how human and machines are working together to create relevant, intimate and memorable customer experiences. We’re excited to find out the extent to which the future success of retailers hinges on connecting these two things to build memorable brand experiences. Retailers that effectively blend human touch with technology stand apart from the rest and not only “win,” they kill it.
OK kids, this is a BIG week! It’s the last week to vote for your favorite SXSW 2017 panels. In case you missed the memo or just need a friendly reminder, this Friday, September 2 is the last day for public voting and commenting for the panels you’d like to see as part of the 2017 programming.
If you are having trouble deciding which panels to vote for, let your friends at Ketner Group help you out! This year, our clients at DynamicAction and Convey have thrown their hat in the ring to speak on some incredible retail and brand-focused panels. And because we love retail tech so much, we’ve also listed several additional panels from our friends at RetailMeNot, Bazaarvoice and eyeQ. Check out our recommendations below:
In this session, four female thought leaders will discuss how the concept of “fit” has evolved from the early days of ready-to-wear clothing to custom clothes-on-demand. From clothing to cosmetics, we’ll explore how retailers need to keep up with changing styles, sizes and gender identities, the changing role of sales associates and how technology (magic mirrors, virtual reality, mobile apps, body imaging) is changing the way shoppers find the perfect fit – forever!
Rising customer expectations are forcing retailers to build complex carrier networks with disparate experiences and capabilities. How can retailers use data to unify the experience, reduce cart abandonment and boost post-purchase satisfaction? What is necessary to answer customers needs for real-time updates? In this panel, eCommerce leaders will discuss how they are overcoming modern delivery challenges to wow customers.
In this world of consumer oversharing, the line between public and private content is blurry, leaving brands to navigate a murky gray area of what kinds of consumer-generated content can be repurposed for a brand’s needs. How do the boundaries of the law differ from the ethical guidelines set by industry groups, and what can brands do to protect themselves and the consumers they hold so dear?
Brands are living in the age of the consumer, but with smarter insights the age of the savvy marketer is bursting onto the scene. So, how can you harness the power of consumer behavior and data in a way that is discrete, empowering and not….creepy? To remain relevant in the cut-throat world of retail, brands must start to leverage consumer behavior data at scale, and optimize the information overload in new and interesting ways.
Retailers and brands are adopting new technologies to better compete with e-commerce. From responsive signage, to beacons and sensors, store environments are becoming embedded with shopper-aware technologies in response to customers’ demands for easier, more fun, and more engaging shopping experiences. But if these devices are aware of – and responding to – shoppers, does that create new privacy concerns? In this survey of emerging technologies panelists will discuss the privacy implications for shoppers, brands and retailers.
Final 2017 programming will be announced the week of October 17. Click here to check out already announced key note and featured speakers!
It’s hard to believe, but the programming preparation for SXSW Interactive 2017 is already underway. As many of us in the industry already know, the PanelPicker submission process kicked off last week and closes on July 22. Which means if you are working to submit a panel, duo, trio or solo session for next year’s line-up, you have exactly 15 days to finalize your panelists and hit the send button.
Courtesy of Ketner Group
Getting selected to be a part of SXSW’s much coveted Interactive program is no easy task. The competition is fierce and it gets tougher every year when going up against highly sought-after tech speakers in the areas of robotics, virtual reality and machine learning, not to mention President Obama and J.J. Abrams.
Over the past two years, the Ketner Group team has led the charge in getting a few of our clients’ panels selected as SXSW speakers via the PanelPicker process, and in doing so, have learned a few tips and tricks.
For those of you who may not know, the PanelPicker process goes something like this:
It is a “three-step online process” that allows the SXSW community to have a voice in programming. The first step encourages the community to enter proposals for daytime conference programming for all SXSW events; the second step allows the community to browse all of these ideas, leave comments and vote for those they think are the best fit. The third step, not open to the public, is the input of the SXSW staff and advisory boards, which helps ensure that less well-known voices have as much of a chance as being selected to speak at SXSW as individuals with large online followings. The voting breakdown looks like this: Public Votes – 30%, SXSW Advisory Board – 40% and SXSW Staff – 30%.
While one can argue that luck and timing plays a huge part in getting picked for the “cool kids” table at SXSW, there is something to be said for paying close attention to the things that the advisory board and the SXSW staff recommend when putting forth a session to be voted on. According to SXSW, “Fully-proofed, narrowly-focused, forward-thinking ideas that emphasize creativity and innovation will have the best chance of successfully navigating SXSW community voting, staff analysis and Advisory Board feedback.”
Here are a just a few recommendations from the Ketner Group team on organizing a successful panel at SXSW:
It has been our experience that having at least one or two high profile speakers, whether by name or association with their company, coupled with an eye-catching topic that is new and different, is key. Our clients who have been selected for SXSW Interactive programming in recent years have used titles such as the “Future of Cool” and “Ghost Economy,” for their sessions, combined with speakers from Google, Zappos and Brooks Brothers.
Some of the coolest sessions that I’ve been to at SXSW have also included well-known media or industry analysts, such as this session from 2015 titled “Personalization for the People,” featuring Forrester’s lead ecommerce analyst and a reporter from CNBC, in addition to an executive from Sephora.
Take the time to review the sessions that were selected in previous years – SXSW loves featuring new speakers and new, never-seen before topics and data. As well, when recruiting for speakers, try to find candidates that have presented at other industry events – part of the submission process is to upload videos of the proposed speakers doing what they do best, speak! SXSW is looking to fill their programming with engaging folks who will, for lack of better words, put butts in the seats.
Learn all you can from others who have been successful at SXSW, and don’t make the mistakes of others. SXSW is hosting best practices meet ups in multiple cities over the next few weeks – take advantage of these events to learn how to make your proposal stand out. As well, there are plenty of blogs and articles, like ours here, that will give you guidance on what works and what doesn’t. Check out this great article in the Austin American-Statesman that outlines four concepts that make a better panel for SXSW audiences.
If your panel does get selected for SXSW, that’s when the real work begins! Stay tuned for future blogs on how to best prepare your speakers for SXSW and how to successfully promote your panel leading up to the festival. In the meantime, if you need any guidance on submitting a panel for SXSW this year, feel free to contact me at [email protected] and our team would be glad to help!
As PR professionals, our main goal is to drive and secure coverage for our clients. As Ursula the sea witch from Disney’s “The Little Mermaid” says, “It’s what we do. It’s what we live for!”
In our last blog, we talked about the value of the modern press release and the benefits releases generate for PR campaigns. But according to our friends at NonProfitPR.org and as PR folks worldwide know, press releases are not always the best course of action and can often be just a big waste of time and money. See below for examples of when to not go down the press release path:
Announcing an event Many companies, private and public, often use a press release to announce an event such as attendance at a conference or the launch of a propriety event. Even though you’ve taken the time to craft a release and send it to local media, rarely will you see these releases published among general media. Instead, consider listing on a community page or industry calendar. You can also utilize social networking sites such as LinkedIn, Facebook and Twitter to highlight the news of your event and motivate your network into action.
Announcing a great story When you have a great story to tell, look beyond a press release. Whether it’s to highlight a successful implementation with a customer or a longer feature story on a specific topic or trend, writing a release may give you some coverage, but there could be a better way to highlight this news. This is the perfect opportunity to give the scoop to a journalist to write a more in-depth story and publish your news. Not only do you begin to develop great media contacts, you end up with a great story about your organization.
Image courtesy of Creative Commons
Sometimes it’s just not newsworthy Some companies assume they have to send a particular number of press releases each month or year in order to engage in strategic public relations. It’s never a good strategy to send releases simply to fill a quota. Sending the media lots of non-newsworthy releases (awards, speaking opportunities, small product updates, etc.) could cause journalists to stop reading your news altogether. When this happens, even when you have something truly newsworthy, it’s possible you still end up with no news coverage through no fault of your own. It’s much better to objectively analyze the worthiness of your announcement from a reporter’s perspective and then decide if a release is really the way to go.
There are many ways to have your news heard beyond the press release. From utilizing social networking, industry calendar listings and even pitching directly to journalists, picking the right strategy can provide better coverage and more public awareness, all at a more efficient cost.
We’ve all heard (or have perhaps said) in one way or another the expression, “I would love to have been a fly on the wall when….” On more than one occasion, I’ve often found myself wishing I could have been privy to certain conversations that led to decisions being made about this or that. One of the many items on my bucket list, as my friends and co-workers know very well, is to sit in on a Saturday Night Live writer’s meeting and just take in all of the crazy creativity. Ah, to be a fly on the wall at that meeting!
But, as a PR professional, I would also love the ability to travel back in time and have the opportunity to observe and even participate in the meetings that have led to some of the most terrible PR blunders. In recent months, major apparel brands have manufactured and tried to sell items that, for anyone with half a brain, would be received as offensive, tacky and downright unethical. Let’s take a look, shall we?
Just this week, Urban Outfitters came under fire for selling a “vintage” Kent State University sweatshirt that included what appeared to be fake bloodstains – referencing the horrific events that took place at Kent State in 1970. The retailer quickly released an apology and explanation, “…the red stains are discoloration from the original shade of the shirt and the holes are from natural wear and fray.” You’d think Urban Outfitters would have learned their lesson by now, after trying to sell a crop top shirt with the word “depression” written all over it, or the time they tried to sell a t-shirt that said “Eat less” across the front.
This past summer, fast fashion retailer Zara decided it would be a good idea to sell a child’s pajama shirt that strongly resembled the uniforms of Jewish people imprisoned during the Holocaust. It gets worse, but stick with me – the shirt was black and white, and featured a six-point star on the chest. In researching this blog, I’ve learned that this was not Zara’s first rodeo into offensive fashion. In 2007, they released a handbag that included four green swastikas, which was apparently overlooked before production.
Beloved shoe brand Adidas created a line of “kicks” in 2012 that featured – I can’t even believe I’m writing this – plastic orange chains that could be wrapped around said shoe-wearer’s ankle. Of course, the shoes were criticized, with good reason, because of their resemblance to shackles worn by slaves. Adidas said publically in response that the designs were not offensive, but just the result of designer Jeremy Scott’s outrageous vision. As we Southerners say (in the sarcastically meant way, and not the way that my sweet mother means it,) “Bless their hearts.”
What I want to know is, who decided these (and countless other examples – I’m looking at you, Abercrombie & Fitch) apparel items were a great idea? We never know what goes on behind closed doors; however, one would think that in these meetings and creative sessions there would have been at least one person that should have said, “Hey guys, this is a really bad idea.” And if that idea made it through the filters of those initial meetings, you would think that someone in the C-suite group would have put a stop to it immediately. And, theoretically, if everyone else in the company decided “said shirt, with said offensive design” was a real winner and would make the company a ton of money, I would hope that a public relations executive would have gotten wind of it before production and done the right thing.
In life, we are all faced with decisions – some of them much easier to make than others. As PR professionals, it is our job to make sure the public-facing aspects of whatever company or person we represent is done so in the best and the most honest and ethical way. Our recommendations are not always the most popular, but they are in the best interest of the company and should be listened to.
While the above-mentioned blunders were likely the result of multiple checks and balances gone wrong, the PR teams certainly fell down on their jobs in the worst way. The worst offenders are those from Zara, Urban Outfitters and Abercrombie & Fitch who let these “mistakes” happen again and again. In my job, when we make a mistake such as including the wrong boilerplate in a press release or quoting the wrong spokesperson, we take steps to make sure that it never happens again. If I were the spokesperson for these retailers, I would do everything in my power to make sure not a single piece of merchandise could be mistaken for a horrific historical event or crime against humanity – never, ever again.
Do what’s right, do what’s ethical and all will be well – I promise.
September is PRSA’s national ethics month. For more information on PRSA’s code of Ethics, click here.
At Ketner Group, we are not ashamed to admit that we get a bit geeky when it comes to new retail stories and technology implementations. It seems like every week there are retailers that have made the move to make mobile or omni-channel technologies part of their business operations, feature stories on retail movers and shakers or ground-breaking research on what consumers want and expect from their favorite retailers and brands.
Here is a quick look at recent and notable retail stories from the past month:
RIS News – “The Five Most Powerful Women in Retail“ Recently reported in RIS News, women increasingly hold the top positions across the retail industry and are influencing society like never before. Forbes’ annual look at the most powerful women in the world is chock full of politicians, philanthropists, media personalities, technologists, and five retailers. The five retailers named to the coveted list were:
Retail Touchopoints – “EBay Urges Users To Change Passwords Following Database Hack” Retail Touchpoints recently reported that E-Commerce giant eBay has confirmed that one of its databases was compromised by a cyberattack between late February and early March 2014. As a result, the company is asking users to change their account passwords as a precaution. he company said there is no evidence of unauthorized access to financial or credit card information, which is stored separately in encrypted formats, according to an announcement on the company blog. There has been no indication of increased fraudulent activity on the eBay site.
Internet Retailer – “China Officially Passes the U.S. in E-Commerce” According to Internet Retailer and reports from China’s Ministry of Commerce, online retail sales in China totaled $296.57 billion in 2013, 13% more than U.S. e-retail sales of $262.51 billion. Official estimates of 2013 online retail sales, Chinese consumers now buy more online than do their U.S. counterparts.
Online retail sales in China in 2013 totaled 1.85 trillion yuan ($296.57 billion) in 2013, representing 41.2% growth from 2012—triple the growth rate of overall retail sales in China, according to the Ministry of Commerce. China’s online shopping total is 13.0% more than 2013 U.S. e-retail sales of $262.51 billion, which grew 16.9% in 2013, according to the U.S. Department of Commerce.
Retail Customer Experience – “Target Forms New Digital Advisory Council” Recently reported in Retail Customer Experience, Target Corp. announced it has formed a Digital Advisory Council. According to the company, the panel of technology industry leaders will help guide Target’s omnichannel strategies and push Target to innovate faster, and discover new ways to leverage technology to enhance the guest experience, both online and in stores. The council includes experts with varied tech backgrounds, and is comprised of:
Ajay Agarwal, managing director of Bain Capital Ventures;
Amy Chang, CEO/co-founder of Accompani; formerly led Google Analytics;
Roger Liew, CTO of Orbitz Worldwide; and
Sam Yagan, CEO of the Match Group and CEO/founder of OkCupid.
Mobile Marketing Magazine – Forrester Predicts $114bn of US Mobile Purchases During 2014 According to a recent Forrester report and reported in Mobile Marketing magazine, Purchases made on smartphones and tablets in the US will hit $114bn (£68bn) in 2014, according to a report from Forrester. Despite the lower number of regular tablet users than smartphone owners in the US – currently around 100m and 200m respectively – Forrester expects two-thirds of this revenue, $76bn, to come from tablets due to their larger screens and form factors better suited for shopping. It’s worth noting that mobile users making purchases on their devices are still in the minority – 38 per cent of smartphone owners and 31 per cent of tablet owners in 2014. However, those figures are expected to rise to 55 per cent and 61 per cent, respectively, pushing total mCommerce revenues in the US to $293bn.
Stay tuned next week for updates on the top news stories from the upcoming IRCE show. The Ketner Group team will be in Chicago for the annual event! If you are there, give us a shout @ [email protected].
As with any relationship, there are good ones and bad ones. Good relationships usually include natural chemistry, excellent communication and mutual efforts from both parties. The bad relationships, well, don’t have any of those factors and usually end in tears, broken hearts and bitter feelings.
In the PR agency and client world, a good relationship between an account manager/executive at the agency and the director/manager of marketing at the client company can result in a wildly successful ongoing PR program. For more than 15 years, I’ve worked on the agency side of the equation and have had the privilege to work with so many talented and intelligent people along the way who have inspired me and taught me a thing or two about being a good PR and marketing professional. I’ve also had the distinct opportunity to work with some who, let’s just say, have been responsible for adding a few layers of toughness to my inherently sensitive soul.
Working in a PR agency teaches you to work and adapt to all different types of personalities and preferences, and it is ok for the agency to do what needs to be done to keep the client happy, within reason. But it is so critical for the in-house marketing or PR contact at a client company to keep in mind that their relationship with the agency is also a two-way street. It is, well, just like a relationship – and both parties need to do their part for the greater good of the company, not just for the individual.
I’ve come up with a list of four key best practices that in-house contacts should keep in mind when working with and successfully managing an outside PR or marketing agency:
Define Your Goals. At the beginning of any agency relationship, it is important to have clearly defined goals for the marketing and/or PR program. This could mean setting up high-level goals such as increasing thought-leadership through content-based marketing or raising the company profile to help increase the sales pipeline. Goals, or KPIs, can also be more detailed-oriented such as placing 2 bylined articles per quarter and securing 8 original articles per quarter. A set of clearly defined goals, whether macro or micro, is the basis of a good PR program and can set a positive tone for the agency/client relationship. Without goals, the agency has nothing to work towards; no direction, and they may be spending their time on activities that do not align with the overall marketing goals of a company, wasting everyone’s time and budget.
Make Them Feel Part of the Team. In my experience, the best run accounts are those that make the agency feel like a seamless extension of the company marketing team. Many in-house contacts tend to think of the agency as just the agency, or even worse, just another vendor. By making your agency feel like they are a part of YOUR team, they will likely be more inspired to put forward their best work for your company. For example, the in-house company contact could include the agency in regular marketing email updates or team meetings, when appropriate. This allows the agency to be privy to the most up-to-date information about new customers, partners or technologies – helping them to create more newsworthy press releases and press pitches. The in-house company contact could also include the agency in marketing team celebrations. After all, the agency was likely a part of that success, too. Hiring an agency is not a small decision for a company, it is an investment of precious marketing dollars and the marketing director’s time to get the agency team ramped up on the company’s messaging and technology offerings. Make the most out of your agency investment and think of them as part of the team.
Communicate. This should go without saying, because we are all in the business to communicate, but marketing directors and managers tend to get pulled into so many different directions that it is easy for the agency to be an afterthought when things get busy. Consistent and up-to-date communication with the agency is a key factor to a successful PR and marketing program – this could be in the form of weekly or bi-weekly PR calls. Keep the agency appraised of anything that might help them do their jobs better, and everyone succeeds. Don’t shut out the agency when important events are occurring in your company, either. A client that I worked with years ago failed to inform us that they were being acquired, and I found out via a reporter who called me to get a comment. I was completely blindsided and pretended that I knew about the acquisition and that I would get back to him with a comment. The client said they didn’t want to tell us beforehand because they were told to keep it quiet until the announcement was official. The better strategy would have been to notify us in advance, so we could have a prepared statement ready when the press came knocking, instead of being like a deer caught in the headlights.
Kindness and Honesty Goes a Long Way. This best practice has my “mothering” instincts written all over it, but I truly believe in the old adage that you can catch more flies with honey than vinegar. Don’t forget that the agency account team members are people just like you, and deserve to be treated with respect and professionalism. Be kind to them. Recognize them if they are responsible for a media hit that results in a customer win for you. Do not ever take full credit for something that an agency was responsible for. Why? Because it is the right thing to do, that’s why. The best clients I’ve had are those that have treated me with respect, kindness and honesty. Throwing an agency under the bus can only come back to bite that person on the butt and burn bridges. My best advice, do the right thing, always. The best clients are those who inspire us to do great things.
What are you tips for best managing a PR/marketing agency? We’d love to hear your opinions!
photo credit: PR Pret-A-Porter, Crisi Management: Titanic Case post
Over the past several months, my Netflix account and I have been BFF’s. After listening to my colleagues go on and on about all of the great television series I’ve missed out on over the past, oh, eight years, I decided it was my mission to become more cultured in my television viewing, and ditch shows like American Idol and Dancing with the Stars. I started with AMC’s Mad Men, then made my way through NBC’s Friday Night Lights – television at its best in my opinion.
Most recently, I’ve started watching ABC’s Scandal and AMC’s The Walking Dead and realize that both shows have a common central theme – crisis management on steroids! Both shows deal with crises in very different ways – obviously taking down zombies is much different than taking down a dirty politician in Washington D.C. But, the chosen profession for the main characters in each show very clearly includes “crisis management” in their job description. Olivia Pope on Scandal is a political “fixer” which means she is a lawyer/PR specialist who handles the problems of the rich and powerful in Washington D.C. Rick Grimes on The Walking Dead is a local sheriff in small town Georgia, leading a rag tag group of survivors in a post-apocalyptic world and constantly tries to figure out how not to get overrun by herds of hungry zombies.
But, in the real world, crisis management involves more than a highly paid TV writing team and good actors. You need to have a plan. If you don’t have a crisis management plan solidified for your organization, there are plenty of resources available online for professionals in all industries. For PR executives, I suggest taking a look at the blog “10 Steps to Managing a PR Crisis” written by Marc Cowlin of Meltwater News.
Marc’s blog includes his playbook of crisis communication best practices that he’s learned over time. His tips for a seamless PR crisis include:
Take a deep breath. When a PR crisis comes about the first thing you need to do is: nothing. Stop, close your eyes and take five slow deep breaths. We make better decisions when we are calm and in control than we do when we are panicked.
Circle the wagons. Take a few minutes to get in touch with all customer facing employees (other PR team members, the social media team, customer service, etc.) Brief them on what happened, the steps you will follow to react to the issue, initial instructions on how/if they should communicate externally, expected timeline for reaction and how they can help.
Investigate what happened. Now that you’re calm and everyone’s informed, you need toget the full story. Use your connections in the organization to determine exactly what happened. You need to know the entire story from an internal perspective, and how your customers perceive the incident externally.
Understand business impact. Is this PR crisis having an immediate impact on business? Will it have a future impact on the business? Before you react, it’s important to know how your decisions will impact the business, revenue and your brand reputation.
LISTEN UP! Use your PR and social media monitoring tools to take the pulse on the reaction of the media and your community. This step will tell you if the crisis has made it to the attention of your customers or media yet. From there your goal is to gauge the significance of the PR crisis: just how big is this issue?
Decide on corporate position and messaging. Armed with the full story, an understanding of the business impact, and a complete picture of the reaction so far, you will have a clear idea of the position your company should take. From there you can write up a quick messaging platform and get buy in from your executive team.
Make decisions on channels of distribution. Based on your corporate positioning and overall messaging, you need to determine the channel/s that best deliver them to your audience. These days there are many channels to consider: you can post on your corporate blog, through social media, in a press release, directly to the media, or a combination. When making this decision, keep in mind the basic differences in each channel. Every situation will be different, and you’ll need to use the info you’ve gathered so far to decide on the best distribution.
Get the word out. You’ve done your homework, gotten the buy-in on messaging, and have decided on distribution channels. It’s now time to get your message out to the channels you’ve chosen.
Monitor reaction and react as needed. With your message out in the world, you need to circle back with your public facing teams. Is your PR crisis still a crisis? What happens next will ultimately depend on the reaction of the media, your community and in social media. There are no hard and fast rules and you’ll need to make the call in real time.
Learn from the process. Everything you learn will help your company understand how to avoid future crisis and will help you to efficiently managing your next crisis. Take what you’ve learned and apply it to the next time you have a fire to extinguish.
As PR professionals, it is our job to be prepared to help guide our clients and teams through a crisis quickly. According to Brian Ellis, owner and executive vice president at PadillaCRT, the first 48 hours of any crisis are crunch time. “If you are not ahead of the crisis by that timeframe, it’s likely it will run you over,” says Ellis.
On the flip side, with any given crisis, there is always opportunity. John F. Kennedy once said, “When written in Chinese, the word ‘crisis’ is composed of two characters. One represents danger and the other represents opportunity.”
Here’s hoping that the “danger” part of your crisis doesn’t include zombies!
“Jiminy Cricket at the Magic Kingdom / Disney World by JeffChristiansen, on Flickr”
Let’s face it, gang, PR ethics is – at the very root – knowing what is right and what is wrong. It is a motto that we all must live by, whether you are in public relations or not. Every day when I drop my daughter off at school, without fail, I tell her these three things:
I love you.
Be a good friend today.
Do the right thing.
Doing the right thing can be tough, though. Just ask Johnny Manziel and the communications team at Texas A&M. It’s rather obvious that we (the public) do not know the whole story, nor will we probably ever know for sure if Johnny Football took that money for signing autographs. But it’s highly likely that (he did) and that the athletic department insiders at Texas A&M know the truth. But because of pressure from the University and the looming kick-off to the 2013 football season set with high expectations for the SEC Aggies and their Heisman trophy-winning quarterback – things were, let’s just say…”taken care of” and Johnny Manziel was benched for only half of a football game. All of this justified because, well, that’s just the way college football works. Who cares if it was slightly unethical and against the rules?
When the pressure is high to succeed, sometimes PR ethics can be chucked out the window. But that doesn’t make it right. As PR professionals, our ethics are what build our reputations – with clients, media and analysts. At Ketner Group, we pride ourselves on being honest and transparent to our clients as well as to the media and industry analysts that we work with on a daily basis. As Michael Herman, APR Fellow with the PRSA said at the recent Southeast Region Conference, “Tell the truth, always. That way you don’t have to worry about what you said. How you treat people matters.”
September is Ethics Month at PRSA and is a time for members and non-members alike to think about what ethics means to them, both on a personal level as well as within their own organizations and the clients they represent. Check out the line-up of activities that PRSA has planned to help inform and educate us about PR issues in our industry.
For those of you in Austin, make sure to register for the September luncheon where you’ll be treated to a terrific line-up of speakers who will lead a discussion on PR ethics in the digital age with plenty of “tips and tricks” on how to use social media responsibly.
Martin Luther King, Jr. once said, “The time is always right to do what is right.” I love this quote for many reasons, but it does have a relatable message for those of us in PR. If you feel like what you are doing is wrong, then it probably is wrong. If your gut tells you that the “communications decision” you are about to make is wrong, listen to your gut – it’ll never steer you wrong.
If you are still not sure what the right decision is, download the PRSA Ethics mobile app to set you straight. It’s like a mini PR ethics book in your back pocket or purse.
And if you are still not sure what to do, well, I would encourage you to listen to the words from the song “Let Your Conscience Be Your Guide” from the classic Disney movie, Pinocchio. Those songwriters MUST have known someone in PR!
Austin
