All posts by Public Relations Made Simple

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About Public Relations Made Simple

David E. Johnson is the CEO and founder of Strategic Vision PR Group. With over 20 years of experience, he is a PR industry leader who specializes in media relations, crisis, communications, branding, and reputation management. He drives client strategy and has been integral in leading the firm forward since its founding in 2001 during the aftermath of 9/11. He has been described as a PR guru extraordinaire and the go to person for crisis communications by the news media. Johnson’s public relations and communications experience developed with experience working for various trade associations and governmental agencies in Florida. In the late 1990s he was employed with one of Atlanta’s top public relations agencies where he oversaw a diverse client portfolio that included accounts in the architectural, legal hospitality, education, non-profit, lifestyle, sports, technology, real estate, and health care professions. With the founding of Strategic Vision PR Group, Johnson developed a niche practice for the firm in book publicity. He works with new and established authors from both the self-publishing and traditional publishing realm. Johnson is regularly sought out by the media for his intricate expertise and knowledge of the public relations industry. He has appeared on CNN, FOX News Channel, FOX Business Network, ESPN, CNBC, CBS This Morning, and the Today Show, as well as in publications such as People, USA Today, Wall Street Journal, Entertainment Weekly, PR Week, PR Daily, E-Commerce Times, Associated Press, Christian Science Monitor, Forbes, Bloomberg Businessweek, Hollywood Life, and serves as a frequent contributor for Commpro.biz, Brilliant Results Magazine, Bulldog Reporter’s Daily Dog, and Alister & Paine. He was named as one of the top 500 Influencers by Campaigns & Elections Magazine for 2013.

PR Strategy For The Beleaguered Airline Industry

Crisis Communications, , , ,

Airline disasters are down in 2014 compared to this time in 2013. But you would never realize this based upon media reports. First there was the hype over the disappearance of Malaysia Airlines MH370. Then the same airline lost another plane two weeks ago – shot down over Ukraine by Russian-backed separatists. Then the FAA banned flights to Israel for a short period after the terrorist group, Hamas, shot rockets near the Tel Aviv airport. Compounding this, just last week there were stories about the crash of an Air Algérie plane with 116 people perishing and a TransAsia Airways turboprop fall in Taiwan. Indeed based upon these stories, many consumers believe that air travel is becoming more dangerous not less. Add to all of this, the general consumer dissatisfaction about the quality of service provided during flights, that many consumers believe is reflected in these hyped about air disasters, and you have an industry desperately in need of public relations.

In developing their public relations strategy, the airline industry needs to be addressing their key stakeholders – consumers, regulators, and employees. While the first thought is to reassure the public, overlooked with airline disasters is that the regulators will come in to assess the industry as a whole and conduct hearings. Let’s not forget also, the fact that this is an election year. Many an ambitious and pontificating politician would love to grill airline executives and develop their own sound bite proof plan for friendly skies. Finally, employees cannot be ignored as many are wondering what will be the response by the industry to these stories.

So what should the airline industry do?

  1. Stress how safe it is to fly. As mentioned in the beginning of the article, air disasters as a whole are down in 2014. The airline industry needs to stress this through a publicity campaign with a series of television commercials stressing the safety of airline travel compared to other modes of transportation, particularly automobiles. In these commercials the industry should mention the advances in technology that have been made that ensure even greater safety when traveling the skies. Some of the new technologies should be highlighted. A newspaper and social media campaign with the same message should be done in conjunction with the television commercials.
  2. Individual airlines must stress their own records of safety. Many airlines have seamless air safety records. These airlines should use this time as an opportunity to highlight their safety record and lack of air mishaps. This can be done through stories of satisfied travelers providing testimonials to information garnered from annual reports.
  3. Be proactive by discussing what additional and new safety precautions the industry and individual airlines are doing in the aftermath of these highly publicized disasters. Too often, an industry waits for regulators and politicians to address a crisis before providing their solutions. This is a time for the airline industry to be a step ahead and discuss how they are going beyond what is legally required with more comprehensive safety measures.
  4. Address employees. Often employees are forgotten in any crisis response and are an afterthought in a public relations campaign. The airlines need to make sure that all employees know what is being done to address consumer concerns about safety and service issues, as well as, what is expected from them.
  5. Recreate the flying experience. Lately, consumers complain that a flight is nothing more than a glorified bus drive in the air. The flying experience has lost its meaning. The complaints about service are mirrored in what the public thinks about airline safety, particularly after the latest air disasters. Airlines must work to create a quality experience for the customer from the moment they step on the plane to the moment they pick up their luggage. By doing this, consumers will believe that the quality of service they receive during a flight is also reflected in how the airline is ensuring safety during the flight.

Addressing concerns about airline safety now will go a long way to reassure the public and regulators that the skies are indeed safe. Beyond that it will go a long way in bolstering the airline industry’s overall image not only in safety but in service.

CEOs Under Attack? A Lesson in Corporate Communications from GM & Apple

Communications, , , , , ,

First it was Matt Lauer on The Today Show asking General Motors’ CEO Mary Barra if she could handle being a mother and CEO and was she selected as the CEO of General Motors because the company wanted a “maternal presence”. Next it was Apple’s Tim Cook on CNBC, being publicly outed as a gay man. The social media response towards the media was that of outrage and disgust with these incidents. Yet in both incidents the media stood by the interviews.

Why is this? What should corporate communicators learn by this and put into practice in response?

The first question is easy to answer. Despite strides made by women and minorities, the corporate boardroom is still largely dominated by white men whose ages range from the 50s to the 60s. The corporate mindset is to not shake things up and interviews are about the company not about the CEO’s personal life. Likewise despite the transformation in America regarding the LGBT community, the corporate boardroom remains largely untouched in this category. Yet this is changing, as is the concept that a CEO’s personal life is largely not part of a company’s story.

This is no longer true. Consumers are buying the story of a brand and also that of the storyteller – the CEO. Consumers expect not only to know the brand message but also the story of the CEO, President, or Chairman of the Board who communicates the brand message. This means all aspects of a CEO’s life is subject to media scrutiny. Additionally, as this happens those who do not fit the corporate stereotype of old will find they are under greater media interrogation.

Is this fair? No. But it is the nature of our society, with a far more intrusive media operating, 24/7, social media, and citizen journalists with blogs.

Corporate communicators need to understand this changing dynamic and help affect a change in the corporate culture of companies. Corporations need to recognize that society has changed. The fact that a woman can be both a CEO and mother is no different than a male being both a CEO and father. Indeed, in this post recession society, many mothers are now the primary wage winner and the father is the stay at home parent. Corporations need to reflect and understand this dynamic. As they do, the media questions will begin to change. But for this to happen, the companies must reflect in their leadership and their culture the changes that are occurring in society.

Executives need to know that their lives will be examined under a microscope. The best thing to do is address personal issues proactively. Cook’s sexual preference should never have been outed on a national interview but the better course would have been for Cook to address this long before this, very much as football player, Michael Sam addressed his sexuality. Sexuality will continue to attract curiosity until corporate cultures reflect the changes we see in society. For this to happen, corporate communications must work in tandem with the executive leadership in conveying the message and new culture.

Yes, Mary Barra and Tim Cook seemed under attack this past week. Not because of anything they had done as CEOs but rather because they don’t resemble the CEOs of old, just as America doesn’t reflect the nation it was in the 1990s. For others who will resemble Cook and Barra, following in their footsteps, the challenge must be to communicate to the media and consumers that it’s a new culture in the boardroom.

Summer Is A Great Time For Book Promotion

Book Publicity, ,

BookExpo America, North America’s largest tradeshow just ended this past weekend. For many authors this event was the start of their book promotion. The authors are energized from the event. Yet then they ask themselves how they can promote their book during the slow summer time and become discouraged. They shouldn’t. The summer is a great time for book promotion and to get the momentum going for the critical fall months.

First authors need to remember in the 24/7 news cycle and social media driven world, there is no slow time. Newspapers, radio shows, television news, and magazines are all looking for story ideas. And with the summer a slower period of time, the media is more likely to give a look to a story that they might not in the fall and also give it more coverage than in a busy news time. Tie your book into a news story to help brand yourself as an expert. This is an ideal time to do so and can allow you to be branded for even bigger opportunities in the fall.

Regardless of genre a book can be tapped for summer stories of new interests. For example, if you have a cookbook, some ways to position it might be healthy recipes for the summer or tips on how to eat healthy during the summer. If your novel is a mystery, promote your book by offering tips on why mysteries are popular during the summer. Or if you are a romance writer, tie your book into summer romance tips.

If your book is at all related to family or children activities, the summer offers an abundance of media opportunities. Many novels have a theme of family. An angle for this is tips on creating family traditions. Or another angle would be tips on the perfect family reunion (always newsworthy during the summer as many family reunions are held during the summer). If it is a children’s book with activities, you can incorporate it to summer activities for parents and children. Tips on foods, style, activities, and travel are always popular angles throughout the summer.

If your novel is set in an exotic location, a travel article or tips on traveling to this location is a good way to get your name and book some coverage with an article or op-ed. The media loves travel tips. Even a tv segment can be made into this concept.

Parents are always looking for educational ideas for their children during the summer months and this is the ideal time to promote a children’s book. If you have a book on teaching children Chinese, this can be made into an activity for the summer.

Every author wants to be on the Ellen Show or Queen Latifah. August is a great time to reach out to producers at nationally syndicated programs as they begin forming their fall schedule and booking guests.

Finally, for the very reason that summer is considered a slow time – vacations, your book can be branded the perfect summertime read on vacation. Suggest it as preferred reading for the summer vacation.

Authors – summer is not a slow time for book promotion. It is the ideal time to be creative and get a head start before the fall. Summer book promotion can be the best of times if done well.

Paula Deen’s Plight. Another Foot-In-Mouth Moment

Crisis Communications, , ,

Food Network was brought down last summer, in a deposition where she admitted that she had used the ‘n’ word in the past and considered a plantation style event with African-American employees dressed in anti-bellum attire.  What made her crisis more explosive was her feeble attempts at crisis communications culminating with her appearance on the Today Show where she claimed she (Deen)was the victim and didn’t understand why African-Americans might be offended by the ‘n’ word.  Sponsors were quick to show her the exit, with even the Food Network, cancelling her show.

Just a few weeks ago, it appeared she was looking to launch a comeback when it was announced that she had formed a new company, Paula Deen Ventures that received between $75 million to $100 million from Najafi Cos., a private-equity company led by Jahm Najafi, who owns BMG Music Service and the Book-of-the-Month Club.  She was greeted by adoring fans in Miami earlier this week. 

But now in interview with People magazine, she compares herself to NFL prospect Michael Sam who admitted that he is gay.  When discussing how the scandal from last summer has affected her reputation, Deen said, It’s like that black football player who recently came out,” “He said, ‘I just want to be known as a football player. I don’t want to be known as a gay football player.’ I know exactly what he’s saying.”

She also sees a double standard in how some television personalities were able to recover from scandal – Duck Dynasty’s Phil Robertson and fellow celebrity chef, Nigella Lawson –  with little lasting damage to their brands.  She believes she is a victim of the media in that she suffered more damage than did Robertson or Lawson.

So what is Deen doing wrong in her comeback attempt?

  1. She fails to apologize or admit she may have handled the situation poorly. Some degree of contrition is required for a comeback.  The public is often willing to forgive but they must hear an apology.  Deen is unwilling or unable to do this.
  2. Deen continues to appear indifferent at best and insensitive at worst towards racial and sexual preference issues. Last year on the Today Show, she told Matt Lauer she couldn’t understand why anyone might be offended by the ‘n’ word.  Now she compares her ordeal to what Michael Sam is going through.  Sam is facing an uncertain world and reception as he attempts to break into the NFL as an openly gay player.  In many ways he is this generation’s Jackie Robinson.   For Deen to compare herself to Sam is offensive and continues to demonstrate that she doesn’t get it.  The ‘it’ being how she may have offended people.  She shows no empathy and for a brand to be trusted and recover it must show empathy. Indeed her remarks in People were as subtle as one of her recipes.
  3. She continues to appear erratic which led sponsors to dump her last year. Her recent comments reinforce this erratic impression.  Businesses don’t want to be associated with erratic.
  4. She continues to go against her brand identity. Her brand was built as a sweet grandmother.  Instead she comes across as unpredictable, bitter and mean spirited.  She mentions Duck Dynasty’s Phil Robertson, as a brand that survived and says it’s a double standard.  Deen doesn’t understand that Robertson survived, albeit with lower ratings this season, because his remarks were consistent with his and Duck Dynasty’s brand, while hers were not. Robertson was transparent, what you saw is what you got, Paula Deen isn’t transparent and people are confused as to who the real Paula Deen is.
  5. She continues to play the victim as she did when she appeared on the Today Show last summer. That is a cardinal mistake to make.   Playing the victim in a crisis, as well as, appearing insensitive is a recipe for a disaster and a failure.

Paula Deen will never be as strong as she was and this remark reinforces this point.  There will be no Paula Deen comeback like there was for Martha Stewart.  The Paula Deen brand as it was before the deposition came out last summer is finished.   What is ironic is that had she a crisis communications plan in place and followed it effectively; her brand would be as strong if not stronger than what it was.  If ever there was a case study in why crisis communications is needed and what not to do in a crisis, it is Paula Deen.

Chevron’s ‘Pizza’ Apology: A ‘Worst Case’ Crisis Management Scenario

Crisis Communications, , ,

Calvin Coolidge famously said, “you can’t improve upon silence.”  Chevron Corporation should have heeded that advice.  The company made one of the worst apologies ever to residents of Dunkard Township, a rural community in southwestern Pennsylvania after one of the company’s wells exploded with an intense and horrific fire raging for five days afterwards with one well worker dead.  Chevron’s apology was a letter with a free coupon for free pizza and a 2-liter soda.  But residents needed to act on the coupon by May 1, 2014.  The so-called apology has gone viral with outrage pouring out on social media.

Oil companies even under the best of circumstances have a negative public perception.  They are the favorite targets of consumers and politicians alike.  They make large profits (in Chevron’s case $21 billion) and never appear to lower the price of gas at the pumps.  So when a tragedy such as the explosion at Dunkard Township occurs, a crisis communications strategy is difficult and tricky.  Yet in Chevron’s apology, they reinforced every negative image that the public has and worst, double downed when the criticism began.  When the story of the free pizza began going viral, rather than admitting perhaps the free pizza gambit was in poor taste or was not being construed the way it was intended, the company began criticizing residents who felt offended and claimed all the feedback they were receiving was positive.  Beyond that, Chevron clamped down on their social media censoring any criticism that was posted.  The end result is Chevron looks both heartless and ridiculous with their crisis communications response and the brand has taken a hit on social media and consumer trust.  The longer they dig in their heels the worst the outcry will be.

What should Chevron have done?

  1. Send senior executives to be onsite during the crisis to show their concern and put a human face to the company. People expect corporations to have a public face, hiding behind press releases during a crisis diminishes the human element.
  2. Issue a strong heartfelt apology.
  3. Explain by holding a town hall meeting in Dunkard Township and through paid newspaper ads, the rigorous safety precautions they follow in their wells and what steps they are taking to ensure that such tragedies don’t happen again.
  4. Put meaning to their Facebook banner that says “oil companies should support the communities they’re part of. We agree”, by putting money into local events in Dunkard Township and establishing a scholarship in the name of the deceased well worker for high school students.
  5. Use their social media to convey their message and allow consumers to vent.

The best thing that Chevron could do at this moment is admit that the free pizza and soda came across in poor taste, and explain their commitment to Dunkard Township and all communities they are involved in.  They then should hold meetings in the community to explain what happened, apologize, and show the steps they are taking to correct the situation.  If they are unwilling to do that and stick to the free pizza strategy, perhaps make it a lifetime supply of free pizza for the town (of course this last is said in jest but shows how Chevron is having the worst of both worlds – a horrendous crisis communications strategy that is causing brand damage and distrust; as well as becoming a ridiculous punch line).

The biggest mistake brands and corporations make during a crisis is their response to the crisis.  Often it is because they have no basic crisis communication strategy in place and are caught scrambling with the story not being the crisis so much as the flawed crisis response.  The end result is a loss of confidence and loyalty in the brand that often takes years to rebuild.  Companies should look at Chevron on what not to do in a crisis.

Paula Deen’s Comeback Strategy

Crisis Communications, , , ,

Americans loves comeback stories.  They love to see a celebrity, a politician or a business leader reach great heights and then fall only to rise again.  Think of Richard Nixon, Martha Stewart, Robert Downey, Jr., and even Drew Barrymore.  Now Paula Deen seeks to join the list fallen celebrities to make a comeback.  She recently formed a new company, Paula Deen Ventures that received between $75 million to $100 million from Najafi Cos., a private-equity company led by Jahm Najafi, who owns BMG Music Service and the Book-of-the-Month Club.  Yet she should remember, for every comeback, there is a Michael Richards, Jimmy the Greek, Michael Vick, or even Tiger Woods, who either see their career destroyed or never recover all of their previous star luster.

Paula Deen’s fall from grace is well chronicled.  In a deposition over a now dismissed lawsuit by a former employee, Deen admitted that she has used the ‘n’ word in the past and had considered a plantation style event with African-American employees dressed in anti-bellum attire.  Other employees stepped forward to make similar allegations. What made her situation worse was her ham-handed attempts at crisis communications culminating with her appearance on the Today Show where she appeared to be saying she was the victim and didn’t understand why African-Americans might be offended by the ‘n’ word.  Sponsors were quick to show her the exit, with even the Food Network who had put Deen on the map, cancelling her show.  Since then, she has taken a low profile and still retains a strong fan base.  The question is can she comeback as strong or stronger than she was before?

Simply put, Paula Deen will never be back as strong as she was prior to her scandal.  Any scandal involving a child, an animal, or race is one that a person never recovers fully from (just ask PeeWee Herman and Michael Vick).  Beyond that, she hasn’t shown sponsors that she fully understands what she did wrong – not dealing with the issue in a professional way and her brand identity as the sweet grandmother was destroyed permanently with all but her loyal fan base.

As mentioned Deen’s crisis communications efforts were abysmal.  What she should have done even before the deposition was to do an interview explaining what was going to come out and explain this was said years ago, is not who she is, and was only coming out now as part of a lawsuit, allowing herself to be in front of the story and shape the narrative.  Failing that, a heartfelt apology to anyone she may have offended and a strong denunciation of racism and use of the ‘n’ word was in order.  She missed all of those opportunities and even now has yet to fully offer a strong apology or show she understands why people are offended by the ‘n’ word.  She continues to play the victim.  This continues to send a signal to sponsors that she doesn’t understand the gravity of her words or race issues, will continue to be erratic in business dealings, and will have limited appeal to millenials (a coveted demographic which she had limited appeal to even before this and was yet another reason the Food Network cut ties with her).  While some sponsors will sign her up, the deals will never be as big as they were prior to the scandal.

The Paula Deen brand was based upon a perception of a sweet kind Southern matron with a savvy business brain.  The revelations that she had used the ‘n’ word and her failed attempts at crisis communications shattered that brand image.  She came across as erratic, as being out of touch, and in some instances mean spirited.  Contrast this with the recent controversy over Phil Robertson of Duck Dynasty and his remarks regarding homosexuals, fans and sponsors weren’t shocked despite the media firestorm as his comments (regardless of your opinion of them) were consistent with his brand and while standing by the remarks he apologized to those who were offended.  Unlike Robertson, Deen’s brand has suffered permanent damage because her words and subsequent actions were inconsistent with the brand she had built over the years.

So what can Paula Deen hope to achieve with the funding for Paula Deen Ventures?  She has a strong dedicated fan base.  With Paula Deen Ventures she can strengthen her ties with that base.  She will be able to engage her core base more than ever and will win some endorsements.  She may even make some new fans.  But Paula Deen will never be fully back as strong as she once was.  No matter how loyal her fan base is and no matter how much they buy and how much funding she receives, the Deen brand will never be what it was.

The tragedy of the fall of Paula Deen is it could have been avoided.  Sponsors and the public (not just her fans) are forgiving.  Had she had a proper crisis communications strategy she might have emerged stronger than ever.  Now Paula Deen Ventures is defending a diminished brand in a weaker position than anyone could have dreamed.

A-Rod’s PR Nightmare: The Suspension Saga Losers

Crisis Communications, , , , ,

An arbitrator ruled over the weekend that Alex Rodriguez (A-Rod) should be suspended for 162 games (a full season) for his involvement with Biogenesis, the South Florida anti-aging clinic that according to Major League Baseball supplied Rodriguez with banned drugs. While this was less than the 211 game that was meted out to Rodriguez last summer, the arbitrator agreed with all of Major League Baseball’s findings against Rodriguez. Rodriguez and his legal team have vowed to continue the fight and seek an injunction to prevent the suspension as Rodriguez’s federal lawsuit against Major League Baseball and Baseball Commissioner Bud Selig continues its way through the legal system (his team also added the Major League Baseball Players Union to the federal suit) and stated that A-Rod will attend spring training. In the lawsuit, Rodriguez claims that Selig and Major League Baseball pursued him with “vigilante justice” as part of a “witch hunt” designed to smear his character.  The lawsuit also lists allegations —that Major League Baseball investigators engaged in unethical and even criminal behavior during the year-long investigation into Rodriguez and Biogenesis; and that Major League paid Bosch for his testimony against Rodriguez. Finally in this weekend of A-Rod drama, Major League Baseball Chief Operating Officer Rob Manfred and Biogenesis founder Tony Bosch appeared on 60 Minutes this weekend to make their case against Rodriguez public. The question is can anyone win the public relations war or will this harm everyone?

  1. Alex Rodriguez was in the twilight of his career even before this drama, yet despite this had the PR persona of still being one of the sport’s elite players. This PR persona is now totally destroyed with the suspension. His career with the Yankees is probably over. Attending spring training if the courts do not issue an injunction will further tarnish his image (and also make a mockery of the whole sport). Sponsors will look at this suspension as final evidence that he is tainted goods and will run from him. His record will now always have an asterisk next to his name and he will never be considered among the greats of the game such Babe Ruth, Lou Gehrig, Willie Mays, and Hank Aaron.

Some team no matter what will probably want him in 2015 if he wants to play and fans will go to see him for a while because of the tabloid aspect. He has denied repeatedly that he took any banned drugs while with the Yankees, so having crossed the Rubicon so dramatically, he can’t now admit he did and apologize. Such an admission would further damage his already stained reputation. Yes, Americans love second acts but at this point in his career he is headed toward a guest spot on Celebrity Apprentice rather than the World Series. His persona of sports stardom is over unless….he wins the lawsuit.

This means battling it out with a series of interviews, press conferences, and speeches arguing his side to influence public opinion while the lawyers battle. Winning the lawsuit would be total vindication for Rodriguez. Such a victory would damage baseball perhaps irreparably. Already some fans while agreeing with the suspension don’t like how Major League Baseball has handled aspects of the situation.

  1. Major League Baseball is under attack with Rodriguez and his lawsuit. Many fans even those who don’t like Rodriguez didn’t like the 60 Minutes interview and felt it was overkill. Major League Baseball doesn’t need further interviews like that especially with Bosch. Major League Baseball needs to argue more persuasively that this suspension along with those of other players last season shows the strides that it has made and continue to make against illegal drug use in its sport and that Rodriguez’s suspension proves that nobody is above the rules no matter how famous a player. Finally they need to demonstrate how Rodriguez is attempting to harm the sport that gave him fame and success by his past conduct and attempting to make a mockery of the system to avoid his just suspension. Should any of Rodriguez’s claims in the lawsuit have merit, Major League Baseball needs to address them and clean house. At this juncture with Rodriguez in a position to inflict injury to the sport, Major League Baseball needs to be as clean as a hound’s tooth in an echo Dwight Eisenhower in 1952. So…

If the accusations have any ounce of merit action:

  1. Selig needs to resign once.  He has already announced that he is stepping aside after the 2014 season.  Far better for baseball that he resign at once rather than allow this lawsuit cloud everything else including the 2014 season.
  2. Bring in a special investigator to investigate all of the allegations and fire anyone who is found to have acted unethically or criminally.
  3. If any payments were made to Anthony Bosch admit it and explain why.
  4. Replace Selig with a high profile personality who has creditability with the public, even if not a great understanding of baseball.  Condoleezza Rice, Mitt Romney, Bill Bradley, or Rudy Giuliani all come to mind.  Remember the first Commissioner of Baseball, Judge Kennesaw Mountain Landis wasn’t brought on board for his knowledge of the game but rather his reputation and judicial mindset.
  5. Reaffirm the anti-drug policy.

At this point, the Alex Rodriguez saga has the potential to harm and possibly destroy not just his public persona but also that of Major League Baseball as it plays out. At the best it makes a mockery of the sport and the system, at the worst it puts Major League Baseball back to an image that it had with the infamous Black Sox Scandal if not handled well.

SeaWorld Crisis Management: The Textbook Case of What NOT To Do

Crisis Communications, , , , ,

In today’s world a crisis plays out as much on social media, as it does through traditional media.  Brands and companies need a strategy for both.  Yet many never fully consider the social media aspect.  The ongoing crisis for SeaWorld is a case in point.  They have mishandled both their traditional and social media response with no end to the crisis in sight.

SeaWorld’s crisis began with the airing of the film, Blackfish on CNN.  Blackfish exposed practices at the aquatic park, including an exposé about whales in captivity and the orca-related death of trainer Dawn Brancheau in 2010.  SeaWorld’s response to the film was to lash out at it before it actually aired by sending a critique to film critics.  Company executives had also refused to be interviewed for the film.  This was a wrong way to deal with the brewing crisis as it created more attention for the film. 

Next began the online protests in reaction to what the film depicted with Facebook pages being established calling for a boycott of the sea park until SeaWorld changed its policies.  Posters on SeaWorld’s Facebook page who expressed concern or disapproval of SeaWorld’s policies saw their posts deleted.  SeaWorld wouldn’t even address their concerns.  Rather as part of their crisis communications response they began highlighting the good work they have done for animal rescues (which was never disputed).  Consumers who saw their posts deleted were outraged causing further social media commentary of the story.  Social media allows corporations and brands to directly engage consumers during a crisis.  Allowing consumers to voice their opinion as long as it is civil allows consumers to be engaged and often helps level off anger.  Explaining a company’s position on social media is critical.  Ignoring the crisis and the consumer comments or in this case deleting them, keeps the flames going, as SeaWorld found out.

Consumers began contacting musical acts that were scheduled to perform SeaWorld’s “Bands, Brew & BBQ” series, one of the park’s biggest events.  Social media petitions began with one getting over 12,000 members urging the acts to cancel.  The musicians took notice.  Barenaked Ladies, Heart, Willie Nelson and others cancelled their scheduled appearances.  Singer Joan Jett asked the park to stop using her song “I Love Rock ‘n Roll” during its “Shamu Rocks”.  SeaWorld’s response was to criticize the musical acts, attack the people using social media to protest their policies and state that park attendance was being affected.  Yet they refused to engage consumers or deal with the issues raised in Blackfish through traditional media.

Next a California school class cancelled a field trip to SeaWorld because of concerns over the issues raised in Blackfish.  SeaWorld responded by saying this was an isolated incident and disparaging the class.  Students from across the country took to YouTube calling for SeaWorld to change its policies and again SeaWorld remained silent.

The latest blow has been an online poll that the Orlando Business Journal posted an online poll asking if reader’s if their opinion of SeaWorld had been affected by the controversy.  Fifty-four percent of voters who voted no, were traced back to a SeaWorld ip address (note don’t try to rig a newspaper poll and use your ip address, the paper may become suspicious).  The result more bad press and ongoing social media controversy.

SeaWorld is becoming the textbook case of what not to do in a crisis.  Social media as much as traditional media drives narratives.  Ignoring the consumer and not engaging them on social media doesn’t make the crisis go away, rather it keeps it alive.  Now more than ever, when developing a crisis communications plan, the social media element must be incorporated into the plan.

Duck Dynasty Patriarch’s Media Firestorm: A Lesson in Crisis Management

Crisis Communications, Uncategorized, , , , ,

Duck Dynasty star and patriarch, Phil Robertson (Duck Commander) is the subject of a media firestorm over comments he made about homosexuals in GQ Magazine. In his interview, Robertson uses lewd imagery to discuss why he doesn’t understand homosexuality, which he goes on to call it a sin and compare homosexuality to bestiality based upon his Christian beliefs. GLADD vehemently denounced Robertson’s comments as some of the vilest ever directed towards homosexuals. While the controversy has been focused on the remarks he made about homosexuals, he also made controversial comments about African Americans, saying the cotton farm workers he knew in Louisiana were “happy” with their jobs. A&E, the network that carries Duck Dynasty announced that it was suspending Robertson indefinitely over his remarks. This in turn has led to a massive reaction against A&E and in favor of Robertson. Social media is burning up with tweets and Facebook posts defending Robertson. Sarah Palin, Louisiana Governor Bobby Jindal, and even Geraldo Rivera have come to his defense. So can the Duck Dynasty brand survive? How has Robertson handled his crisis communications efforts?

The answer to the first question is obvious. Of course the Duck Dynasty brand will survive and will actually flourish as a result of this controversy. Some will say, Paula Deen was caught admitting using the ‘n’ word over twenty years ago and her brand has been damaged severely, why the difference. The difference is that Deen’s brand was built around her persona of being a sweet grandmotherly personality her use of the ‘n’ word didn’t go with that image and her crisis communications efforts were abysmal.

Robertson and the Duck Dynasty brand have never pretended to be politically correct. Part of their appeal and brand identity has been built around their authenticity and saying what is on their mind. Even more so much of their appeal has been their strong Christian faith that appeals to a large number of their fans. In that aspect, Robertson’s remarks and his explanation reinforce that branding. Fans of Duck Dynasty fit into a more conservative outlook and are apt to agree with Robertson. Beyond that many of the shows fans will sympathize with Robertson believing that it was his first amendment right to say what he believes. Overall, the Duck Dynasty brand has strengthened their ties with their existing fans.

Beyond that, people who have never watched Duck Dynasty will probably tune into the show to find out what all the controversy is about that the media is reporting. Not all of these new viewers will stay but some will and become Duck Dynasty fans. So overall the brand comes out ahead earning itself millions in free publicity.

Robertson’s crisis communications efforts have been good so far. He released a brief statement that reaffirmed his Christian belief while stating he would never disrespect anyone. Beyond that he has been quiet and done no embarrassing YouTube videos apologizing nor attacked either his critics or A&E. His cast members (as would be expected since they are family members) are all supportive of him. His fans are vocal on social media and are petitioning A&E to drop his suspension. He has prominent supporters who appeal to his brand’s demographics supporting him. Next he needs to do a media interview with Oprah or perhaps Barbara Walters and address the issue and then continue his silence.

Despite the media firestorm, the Duck Dynasty brand and Phil Robertson are probably stronger as a result of this controversy. Robertson played to his authenticity branding that appeals to his fans and reinforced that appeal. His crisis response has avoided the pitfall that we often see in which the crisis response becomes the story (see Paula Deen and Lululemon). This is living proof that in the 24/7 media cycle and social media world that we live in, at times a crisis can be the best thing to happen to a brand.