Bringing it Together

Public Relations is the cement that holds together a public organization. It is a device used to restore and rebuild an organization’s or individual’s reputation after negative media attention. It is also able to control relations within an organization, ensuring that there is consistency with its communication. Finally, it can be used to solve problems, assisting organizations in implementing changes within its structure and with what it offers the public. Over the past four months, public relations has proved to be a vital tool to successfully managing several high profile scandals. There have also been several examples of organizations and individuals who have suffered by ignoring the advice of public relations specialists. Though each crisis is unique, and must be handled individually, there are a few key strategies that are useful in surviving a public relations crisis.
First, it is extremely important to be honest with the public. After discovering that a product dispersed by a company is dangerous, that an individual has been conducting illegal activities, or if someone has been caught misleading a group of people, it is important to confess to the accusations. By further lying to the media, the crisis will only continue to worsen, causing a greater lack of trust from the public.
When Edelman was accused of creating a flog, or a fake blog, and passing it off as real, the company was quick to apologize. The flog followed a couple as they traveled across the country, stopping at various Wal-Marts, and explaining how wonderful their experiences were with Wal-Mart employees and products. It was later found that the couple wasn’t even married, they were professional journalists, and were hired by Edelman to promote Wal-Mart, one of its biggest clients. After the story broke, Edelman used various outlets to apologize, professing that it regretted the incident. CEO, Richard Edelman and Steve Rubel both used their blogs to apologize and listed ways in which it would atone for the incident.
In contrast, when Rep. Mark Foley was accused of engaging in inappropriate Internet communication with an under-aged Congressional page, the media was not as kind as it was to Edelman. ABC News broke the story, and reported that top Republicans not only knew about the incident, but did nothing about it, allowing Foley to continue his interaction with the page. Foley was immediately forced to resign; while House Majority Speaker, Dennis Hastert, continued to deny accusations that he had any knowledge of the incidents. Unfortunately for Hastert and the Republican Party, more evidence was reported that up to 10 top Republicans were informed about the incident, and one had even contacted the page’s parents.
It is also just as important for the public relations representative to be honest as the organization it represents. Last month, when popular super couple, Reese Witherspoon and Ryan Philippe separated, LA publicist, Michael Sitrick was hired to handle all media relations. Unfortunately for Sitrick, he only held the job for 24 hours. He fabricated a story and a quote for Philippe and sold it to In Touch Magazine. Philippe immediately fired him, and gave his own interview to People Magazine.
Clearly, honestly is extremely important during a high profile scandal. Though Edelman deceived the public, it quickly turned the situation around to focus on new ethical training classes that Edelman employees would be required to take. On the other hand, Republicans continued to lie, and eventually suffered for it. This situation may have directly effected the election in November, when Republicans lost control of the House and the Senate for the first time in 12 years. Sitrick also exhibited terrible public communication. Though he did not further cause problems for his client, he lost his own credibility by portraying himself as a liar.
As well as honesty, it is important to apologize and take corrective action when a crisis emerges. Only by implementing restorative plans will the public forgive the organization or individual. Over the past four months, there have been several product recalls. First, after over 200 people suffered from E-coli poisoning, the spinach industry was forced to recall all products from the shelves of grocery stores and restaurants. Fortunately for the industry, it recovered. This was due to its quick action. Industry representatives immediately reported the incident to the public, recalled all products, and began searching for the catalyst to the infections. Today, most people are willing to eat spinach again because of this quick and thoughtful action.
Taco Bell also faced a similar problem when 20 people reported becoming sick after eating at the companies New Jersey restaurants. Taco Bell immediately complied with FDA suggestions and voluntarily closed the restaurants in the area. The company even closed one of the restaurants indefinitely after it was concluded that 12 people were sickened after eating there. Taco Bell was successful in gaining trust back from the public. Today, the restaurants are open and continue to be successful across the country.
Hollywood has also learned that it is better to ask for forgiveness than be silent. Last month, Michael Richards, former Seinfeld actor, apologized to Jesse Jackson and Al Sharpton after screaming racial slurs on stage at the Laugh Factory. Danny Devito personally called Barbara Walters to apologize for appearing on the View intoxicated. While on the show, he chose to sit on Rosie O’Donnell’s lap and call President Bush a “numb nut.” Reverend Ted Haggard, pastor of the New Life Church and president of the National Association of Evangelics resigned and publicly apologized for buying crystal meth from and having sexual relations with a male prostitute.
Each of these men engaged in inappropriate actions and were berated by the media. Bloggers spread each of these stories like wildfire, forcing them to quickly take action. Fortunately for Richards and Devito, they benefited from their public communication. Richards reached out to the black community, publicly apologizing for his inappropriate behavior. Devito apologized and had drinking partner and loveable actor, George Clooney to speak in favor of him on the Today Show. Unfortunately for Haggard, due to the nature of his situation, he was forced to resign from his religious posts. Though he has suffered terrible media attention, Haggard has taken full blame for the incident, and has complied with every request from those he worked with. He has seemed so repentant that many followers still wish him to return to the Church.
Finally, it is important to understand that complying with the needs and wants of the public can prevent a crisis. In September, Mark Zuckerberg, creator of the social network Facebook, learned first hand that he shouldn’t assume anything about his consumers. After changing the format of Facebook, disabling many of the privacy features, he was flooded with hate mail, protests, and petitions. He eventually was changed many of the features and posted a note of apology on the home page of the web site. Since the disaster, he has asked for feedback from consumers before making any changes.
Listening to the student body of Gallaudet University, the only deaf university in the country, could have prevented thousands of students blocking entrances to the school and forcing administrators to close for three days. After students were arrested, the incident gained national media attention, and the school was thrown in a terrible public relations disaster. The students believed that administrators did not listen to their needs, after appointing a President that was rejected three times by student and faculty votes. The University has continued to ignore student voices and has since lost credibility and attendance.
Each of these situations demonstrate the importance of public communication. It is clear that during a crisis, it is important to emphasize strategic and clear communication with the media. It is also evident that the media is shifting towards a more interactive media. As discussed in class, more people are increasingly using the Internet to obtain information and news than traditional media. The popularity o the Internet has forced the public relations industry to adapt its strategies to these consumers, who are now able to filter their media choices.
Companies have been doing this in various ways. First, they are becoming prominent figures in the medium. Both Edelman and Joseph Jaffe has bought space in Second Life, benefiting from huge advertising and marketing opportunities. Public relations specialists are also creating blogs where they discuss industry trends and link to other professionals. By doing this, public relations specialists can also monitor the web to discover if there are any negative stories being written about their clients or themselves.
The trend to go digital is one that is establishing how the industry will change in the next few years. By adapting to changes in media, the public relations industry will continue to create successful crisis communication tactics, allowing organizations and individuals to successfully survive high profile scandals.

Taco Bell survives E-coli

It has been reported that another e-coli breakout has effected people in central New Jersey. No, it wasn't spinach or chicken this time; Taco Bell is to blame. The New York Times reported that 39 people in New Jersey were sickened last month after eating at Taco Bell.

Taco Bell, which serves burritos, tacos, and quesadillas voluntarily closed one outlet in South Plainville, New Jersey after 20 people reported being sick. Unfortunately, the FDA did not announce the problem to residents of New Jersey for a few days, allowing others to become infected. This has angered many people who believe the FDA was trying to prevent the reactions that people had to the spinach outbreak earlier in the year.

Head of the Food Policy Institute at the Consumer Federation of America,Carol Tucker Foreman, said, "I don’t know why they didn’t make that immediately known, and I don’t know why they didn’t do rush inspections of every other Taco Bell in the area.” She continued, "They purchase huge amounts of everything from a few suppliers. If you’ve got contaminated anything in one of their restaurants, you’ve got it in many. That’s the nature of fast food.”

The two worst cases involved an 11 year old boy and a five year old girl. Both were hospitalized, and could potentially have permanent kidney damage.

In response, Taco Bell immediately closed outlets where victims had reportedly eaten. As mentioned earlier, one chain was permanently closed. President of the Taco Bell Corporation said, "As soon as we learned of an E.coli issue, we immediately began working with state and county health officials to assist in their investigation.” He continued, "As a precautionary measure, we voluntarily closed one restaurant in Middlesex County, New Jersey, and four in Suffolk County, New York.”

Taco Bell was smart to work with health officials. When they requested testing and the closing of restaurants, Taco Bell responded quickly and offered any assistance that they could. The company also released a statement to the public and the media explaining the situation, telling them that they were doing everything they could to make their restaurants safe again.

This week, the restaurants have reopened, and continue to serve customers, who believe that the company has worked with health officials to guarantee safe food. This demonstrates the success of Taco Bell's crisis management team. They were honest, open, and went public. As a result, people around the country and in New Jersey continue to eat at the restaurants.

How to Survive a High-Profile Scandal

In lieu of recent celebrity scandals- Danny Devito, Mel Gibson, and Britney- ABC News has featured and "do" and "do not" guide to surviving a high-profile scandal. In the feature, "How To Survive a High-Profile Scandal: Some Rebound and Some Risk Ruin," Michael Sands, publicist for Michael Jackson and Kevin Federline, lists four simple steps to surviving a scandal.

1. Come clean as early as possible.
2. A simple apology isn't enough.
3. A tactical apology works wonders.
4. Personality goes a long way.
5. Talent goes a long way.

As with any scandal- corporate or private- any PR practitioner would advise you to stick to the truth. Being caught in a lie only digs the grave deeper, making the public and the media more skeptical to any future actions. I blogged about Mark Foley's mistake earlier this year. When he was caught sending inappropriate e-mails to an underage Congressional page, he lied, and now he's out.

Sometimes, you have to prove that you are sorry, by reaching out to the right audience. Mel Gibson and Michael Richards both did this after their recent scandals. After screaming racial slurs on stage, Richards appeared on Jesse Jackson's NPR broadcast and reached out to Al Sharpton. He was targeting his apology, and allowing his attackers to ask the right questions. This is more effective than simply sending out a generic press release.

Finally, sometimes, if the celebrity has the right look or charisma, the public will be more accepting of his or her apology. Hugh Grant was forgiven for cheating on Liz Hurley with a prostitute and Martha Stewart received fan mail while in prison for insider trading. This really isn't surprising. Their talent and personality are the reason for their celebrity status in the first place. They already know how to make people like them.

Though some scandals are more serious than others- Bill Clinton will forever be linked to Monica Lewinski and people will always link Michael Jackson with sexual abuse- these are simple steps to ensuring successful survival of a high-profile scandal.

Another celebrity apologizes for bad behavior

It is Danny Devito's turn to apologize for bad behavior this week. ABC News reports that Devito's publicist has called Barbara Walters to apologize "for anything that could be construed as unfortunate" during his appearance on the "View."

Devito, who was clearly still intoxicated on the "View," admitted that he had been partying all night with George Clooney. The actor continued to bash President Bush, calling him "numbnuts," and sat on Rosie O'Donnell's lap.

During a Matt Lauer interview, George Clooney was asked about his behavior with Devito. Clooney said that they had been doing shots in a restaurant, and got a little too drunk. He didn't condone Devito's actions, but said that his actions seemed harmless.

I think that Devito did the right thing in personally callling Walters to apologize. He is obviously embarassed, but fortunately for him, his actions just reflected badly on his behavior that day, not him as an actor, or his new movie. Having George Clooney, a respected actor, defend his actions and joke about the night is also a good way to smooth things over. The incident obviously shouldn't have happened, but I think it has been handled as well as it could be.

Is Kramer a racist?

Remember that wacky, happy go lucky neighbor from Seinfeld? Well, apparently, that guy that we all love is a racist. Michael Richards, better known as Kramer from the hit show Seinfeld, appeared on Jesse Jackson's syndicated radio show to apologize for racists remarks he made on stage at the Laugh Factory last week.

Richards explained that while he was performing, he lashed out at two African American hecklers, spitting out hateful racial slurs. He even went as far as saying, "that's what happened when you interrupt the white man." Since the incident, Richards has been on several talk shows, explaining that he really wasn't racist, and had never before used such language.

Immediately after the incident, Richards appeared on the David Letterman show saying, "For me to be at a comedy club and flip out and say this crap, I‘m deeply, deeply sorry." He also hired Howard Rubenstein, a publicists with strong ties to the black community to get himself out of this mess.

It seems like Richards is doing the right thing to get out of this PR mess. He's hired the publicist, apologized, and reached out to the black community by contacting both Al Sharpton and Jesse Jackson. But is anyone else feeling a little deja vu? Well, you should. When Mel Gibson recently aplogized for being anti-semantic, he also appeared on Letterman. Then, he reached out to the community by aplogizing to the Anti-Defamation League.

It is a sticky situation to be in. Anything a high profile celebrity does or says is scrutinized under the public's eye, especially if it's negative. Unfortunately, there's no way to completely fix the situation. There are always going to be people that will remember the hateful or offensive words, and no amount of apologizing can fix it. I think Richards is doing the right thing by reaching out to the community and apologizing to the right people. Like Mel Gibson, he now has to wait out the media scrutiny to see if his apology was really worth anything.

PR Flackes in Cyberworld

The Residents of 400 Dreamland Sims voted to ban PR and marketing firms. The reason for this ban? Apparenlty, leading public relations firm, Ogilvy Public Relations Worldwide posted on the digitalmedia wire an article entitled, "A Gallery of Virtual "Firsts' from Second Life." (since the controversy involving the article, it has been renamed, but you can still get the jist if you read it) In the article, the company labels a few companies that have just entered Second Life as "firsts" in the virtual world, such as concerts, clothing stores, and businesses. Joseph Jaffe's new company, crayon, has also stated that it is the "first business launched in Second Life."

These claims have been pretty upsetting to residents of Second Life who have been attending concerts, selling clothes, and interacting with buisnesses for years, and say that this is a way for big businesses to pat themselves on the back for joining the virtual bandwagon.

In response, residents of Dreamland voted.

[18:28] Second Life: Some PR agencies and RL companies have abused SL and made claims in RL media of being first to do things many SL residents have done long before them ("1st radio station in SL", "1st fashion brand", "1st tabloid").

SHOULD WE BAN THEM FROM DREAMLAND?
Group Dreamland Citizens Proposal PASSED!

Anshe Chung, owner and developer of real estate on the Dreamland continent has issued a press release on the subject, which laid out rules for future business residents of Dreamland. It says that, "Organisations and their avatars will be warned after a violation has been determined by a jury of residents. A ban will be issued if no adequate retraction and public apology is made by the offending party. In case of repeat offenses or especially severe violations a ban may be issued without prior warning."

It seems that while businesses are trying to integrate into the virtual world, they may be forgetting that they need to adapt to the new media. This sounds like a case of trying to teach an old cat new tricks. I guess we will see what happens.

PR agencies join Second Life

It seems that PR and marketing agencies are jumping on the Second Life bandwagon.

Joseph Jaffe, author of the popular blog, Jaffe Juice, has created the first New Marketing company, and plans to use the virtual world as its primary base of operations. The company, crayon, will use blogs, podcasts, Rss and wikis, virtual worlds, gaming, mobile, and non-paid media digitial solutions, instead of traditional advertising and public relations functions.

Edelman, a global PR agency, has also teamed with electric sheep to form a contest within Second Life. The contest is as follows...

"Second Life Business Plan Contest- to enable opportunities for those who have great ideas, but lack the resources to get them off the ground. As a repeat entrepreneur, I know the benefit a strong investing community brings to startup activity, and we’re trying to bring some of that economic oil to the cogs of the Second Life economic engine. The winner will get 6 months access to an island and L$350,000, plus strategic help from Edelman and The Electric Sheep Company."

Since you can argue that the world has gone digital, it makes sense that marketing agencies would try to benefit from Second Life. Joseph Jaffe has the right idea. Standard advertising and PR isn't going to cut it in the future. People just don't use media the way they used to. They self-censor their material and go to sources that will fit their needs specifically. Companies need to adapt their plans as their audience moves towards this digital life. (or else, there is no way they will be reached.)

Spin Doctoring At Its Best

I usually stay away from celebrity gossip, but this week, I came across something that screamed bad PR. Yesterday, popular actor, Ryan Phillipe hired and fired a popular LA publicist after one day. Phillipe, hired Michael Sitrick to help with media questions about his recent split with Reese Witherspoon. The couple who had been married for seven years and had two children together, announced their separation and eventually divorce last week.

By hiring Sitrick, Phillipe was most likely trying to avoid the media suicide that usually comes with a celebrity divorce. (He was probably having nightmares about the recent Brad and Jen fiasco.) Unfortunately, Phillipe chose a publicist who apparently doesn't know anything about good PR. Sitrick's company fabricated a story, saying it was an exclusive interview with Phillipe and sold it to InTouch magazine. In the story, Phillipe was quoted as saying, "I'm not jealous of her (Witherspoon), that's so far from the truth. She's someone who's very talented and works hard. I've done well, too-that was never an issue." He was also quoted as saying, "This is the hardest time of my life -- I miss my family."

Phillipe fired Sitrick within hours of the story coming out. Page Six of the NY Post reported on teh story, saying that not only was the quote fake, but the "exclusive interview" that InTouch received had already been promised to People magazine.

Sitrick clearly ignored both the rules of PR and his client. He lied, he cheated, and made promises he couldn't keep to People magazine and his client. He's also been called a flacke and a spin doctor. Representatives from InTouch are upset, Phillipe is livid, and People magazine is upset that they were promised an "exclusive" and never received it.

Instead of making the transition into single life easier for Phillipe, Sitrick has aggrandanized the situation, speaking poorly to the whole industry. Hopefully, Phillipe will hire a new agent, who is more concerned with his client than the money he can get for "exclusive interviews."

-Liz