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.

Are You Engaging Bloggers?

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Did you know there are over 70 million blogs worldwide? Mention on a blog often has greater reach than traditional media for a product, service, or book. A positive review of a product, service, or book on a blog often has a greater consumer impact than millions spent on traditional advertising.

Blog tours are becoming as important as media stories for companies and authors. Set during a period of time, companies and authors are invited to a blog and promote their featured product, book, or service with live questions and interactions, even giveaways. Blog tours allow for consumer engagement and leave a viral footprint long after the event and goes hand in hand with all other promotional activities.

NFL Sponsors: What Role In Crisis Management

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Another day has passed and another NFL player has been arrested with domestic violence charges – Arizona Cardinals running back Jonathan Dwyer. This comes as the NFL is still reeling from the public relations damage of Ray Rice, Adrian Peterson, Greg Hardy, and the admission in court documents that nearly a third of its players could end up with brain damage. The NFL is suffering in the court of public opinion among policymakers and fans. Yet it still does not seem to have a cohesive public relations strategy to deal with these PR nightmares

Many are drawing a stark contrast with how the NFL is dealing with the multitude of public relations crises and the NBA dealt with LA Clippers owner, Donald Sterling after his racist comments went public. Within a period of days, the NBA conducted and completed an investigation and took action – banning Sterling from the NBA for life and forcing the sale the Clippers. NBA Commissioner Adam Silver was front and center as the face of the NBA with the media. The NFL on the other hand has been largely invisible.

Why the difference? The actions of the sponsors. In the case of Sterling, sponsors began pulling sponsorships with the Clippers within 24 hours. So far, only one NFL sponsor has pulled a sponsorship. Radisson Hotels has suspended a sponsorship with the Vikings over the Adrian Peterson case. Otherwise the sponsors have been largely quiet issuing statements acknowledging the seriousness of the issues but expressing confidence with the NFL.

Follow the money is a cardinal rule often on the response to a crisis. With the NBA, the lost of sponsors saw quick and decisive action. In the Paula Deen story last year when sponsors began bailing on her over racial comments, the Food Network cancelled her show. In the case of Duck Dynasty and Phil Robertson, with sponsors standing by Robertson (and fans blew up social media supporting him) after remarks he made in GQ Magazine about race and homosexuals, A&E opted to keep him on the reality television show.

As I mentioned the sponsors with the NFL have not pulled sponsorships. Yet at some point traditional media and social media scrutiny will begin to focus on the sponsors, particularly General Motors, Campbell Soups, and PepsiCo – all three headed by females. Additionally, the fans most outraged at the NFL are females, one of the most coveted demographics of sponsors and the NFL.

Sponsors weighing in will ultimately help lead the NFL out of this public relations disaster. The sponsors should demand nothing less than a change in the corporate culture of the NFL for nothing else will convince fans and policymakers that the NFL’s actions are fundamental and not a mere public relations ploy (although fundamental change will garner positive publicity for the league).

 

What’s Your Soundbite Strategy?

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“We don’t have a strategy yet.”  Those six words may define the Obama presidency more than the Affordable Health Care Act, more than the economy or anything else the President has said or may do and say while in office.  That soundbite reinforced and may have cemented the public perception that has formed that his Administration is rudderless and lacks any strategy on a host of problems.  This was also a case study on how a soundbite or in this social media age, a tweet can define a brand, celebrity, CEO, or politician.

Soundbites and phrases defining a public persona or a brand is nothing new.  Often, a catchy phrase or soundbite cements the exalted image the public already has of the person or brand.  Abraham Lincoln is recalled for his “with malice towards none” phrase that reinforces the perception of strength with gentleness.  Franklin Delano Roosevelt is remembered for his “the only thing we have to fear is fear itself” that led generations to consider him a fearless peacetime and wartime leader.  John F. Kennedy is fondly memorialized for his “Ich bin ein Berliner” that was a testament of his eloquence and fearlessness during the height of the Cold War.  And Ronald Reagan is immortalized with his “Mr. Gorbachev tear down this wall” that reinforced the image of his strength and the West’s triumph in the Cold War.  Even Donald Trump is forever fondly immortalized for his trademark “You’re fired” from the Apprentice.

Just as phrases can celebrate a person for good, they can cement a negative perception that never goes away.  Richard Nixon during the height of Watergate uttered the infamous “I am not a crook” that put in concrete the image of crookedness and sleaze that many had come to feel about Nixon.  Bill Clinton will always be remembered for his “I did not have sex with that woman, Miss Lewinsky.”  Or on the corporate side, there is Bank of America’s CEO Brian Moynihan defending a $5 fee on debit cards by saying, “we have a right to make a profit” that too many defined all that have come to dislike about the banking industry.

In this age of Twitter, a soundbite takes on an even greater meaning.  Not only can an ill-conceived remark reach the public via the media, it is carried to a larger audience through Twitter and other social media platforms.

Often as in the case of President Obama, comments are made without thinking of the long term consequences that the remark may have.  For brands, celebrities, and CEOs, just as with politicians this is important to remember.  Long after a crisis or event has passed the remark made will still be recalled by the public.  Regardless of years of good service, a poorly chosen remark will be remembered more than anything else.  That is why I always tell clients that words matter and think before saying anything because one remark may define you forever.

A Crash Crisis Communications Course For The NFL

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The NFL continues to be battered in the court of public opinion. Last week it was the Ray Rice saga and the “what did NFL Commissioner Roger Goodell know and when did he know it questions.’ This week it is outrage over Minnesota Viking Adrian Peterson who is facing criminal charges for spanking his four-year old son with a wooden stick that left welts. In addition, it is still grappling with bullying in the locker room, players driving drunk and carrying weapons, a lawsuit from concussions, and a drug and steroids policy that some consider outdated.  Add to this Dallas Cowboys’ owner, Jerry Jones being sued for sexual harassment.  And let’s not forget it is addressing how it will deal with its first openly gay player, Michael Sam.

We know that consumers are outraged and advertisers are beginning to distance themselves slightly from the NFL. Radisson Hotels announced that the chain was suspending its sponsorship with the Vikings over the Peterson case. NFL sponsor, Anheuser-Busch announced its displeasure and concern with the NFL. When sponsors start suspending sponsorships and distance the company from the embattled brand, it means the public relations damage is not being contained but is actually growing.

The NFL’s crisis response has been sadly lacking in dealing with the escalating crisis. NFL Commissioner Roger Goodell has been largely invisible since he was interviewed last week on CBS and then allegations surfaced that the NFL knew earlier than had been admitted about the Ray Rice video that showed him punching his now wife Janay. The league announced that former FBI Director Robert Mueller was heading an investigation into the Rice controversy and had made some hires to deal with the issue and public policy. Yet in all of this there has been no public face for the NFL in over a week. All announcements have been made via press release.

So what should the NFL do now to calm the storm?

  1. If Goodell is compromised from talking during the ongoing Mueller investigation have someone else speak on behalf of the NFL, preferably a female officer. The public expects during a crisis, a brand or company to have a public face addressing the media and currently the NFL has none.
  2. Trump the number of senior level female officers within the NFL.       There are at least 17 in senior management in the NFL not even counting affiliated organizations.       Bringing this to the forefront will help dispel the idea that the NFL is anti-female.
  3. Ban Ray Rice from the NFL for life. His actions warrant it and will send a strong message of zero tolerance for domestic violence.
  4. Announce new stringent measures to deal with domestic violence and other issues the NFL is facing.
  5. Reassure sponsors that there are no other bombshells coming out. If there are, the NFL needs to get out in front and announce them before the media reports them, as well as how it is addressing the issues.
  6. Address policymakers and admit mistakes were made and outline what steps have been taken to correct them and ensure such things do not happen again.
  7. Apologize to fans for not upholding the standards and values fans expect of the NFL. This should be done through interviews and advertisements.
  8. Implement any recommendations the Mueller investigation recommends.
  9. Change the corporate culture within the NFL.
  10. Replace Roger Goodell with a new commissioner at the end of the season (unless the Mueller investigation proves that he knew of the Rice tape and lied, then terminate him at once) preferably with a high profile female with a clear mandate to clean up the NFL.

The NFL is facing a new public relations crisis weekly and the damage will continue until it takes some strong steps to address the issues directly. This crisis requires a fundamental change in how the NFL has been operating during the crisis. Sponsors and the public demand no less.

 

 

Book PR 101: Tips For Success

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The book world is seeing an explosion in books coming out each year.  Self-publishing has changed the book world forever.  No longer do a few publishing houses control who gets published and who doesn’t.  More and more people are achieving their dream of being an author. Yet the challenge for authors to stand out is even greater.  There is a greater demand for book publicity than ever before.  Yet for many authors book publicity can be daunting and frightening.  They don’t fully understand it.  Here are some essentials that authors need to know about book publicity for it to work for them.

  1. Publicity does not equal sales.  One of the biggest things I hear when speaking to an author is how many books will I sell based upon an interview.  I tell them over and over again, there is no guarantee of sales.  In today’s world book publicity allows you to reach a target audience and stand out from other authors in your genre.  There is no guarantee that viewers, listeners, or readers will purchase your book based upon an interview or review but the chances of it happening increase.  Many authors have heard about the sales authors have received by appearing on Good Morning America, Ellen, and of course the now defunct Oprah.  Yet there is no guarantee that you will see the sales.  I had one author who did FOX & Friends, Good Morning America and appeared in the New York Times, Wall Street Journal, and USA Today at the same time and did not see a dramatic increase in sales.
  1. A publicity campaign takes time.  Authors spend months and even years in writing their book and pour their heart and soul into it.  A successful book publicity campaign doesn’t happen overnight.  It takes time and dedication.  Most successful authors spend between six months to a year in publicizing their book.  Sadly many authors think they can become a bestseller and get the publicity they need in a matter of days or weeks.  Remember it takes time.
  1. All media is important.  Everyone wants to be on the Today Show, Hannity, Ellen, or The View or in the New York Times, Redbook, or Vanity Fair.  Yet smaller shows or publications are just as important.  First a smaller show allows you to practice your interview skills before you are on national and hone your message.  Even more importantly you never know who might be listening.  I had a client once who had appeared on all the major networks and seen mediocre sales.  Yet he appeared on a small Miami station and sold over $40,000 worth of books because the Vice President of FedEx was listening. Every media opportunity is important.
  1. Remember who you are trying to reach.  Many authors when they are doing an interview forget that they are trying to reach the audience and instead try to make the interviewer like them.  They react as they see the interviewer reacting.  The interviewers interview hundreds of guests a year.  Chances are they will forget the author and the book the next day.  Authors need to remember they are targeting the listeners, the viewers, or the readers not the reporter.
  1. Incorporate your social media component with your publicity campaign.  Social media is important and essential to the success of any book publicity campaign.  Yet many authors fail to utilize it effectively.  They forget to post upcoming interviews or post the interviews after they happen.  They also fail to interact with their followers and sometimes have a message different from that they are doing in their interviews.  Or even worse they post the same thing on Twitter, blog, and Facebook.  People know when something is programmed rather than done by a human.  Always have the three different but conveying the same theme.
  1. Realize you need professional help.  Despite the popularity of self-published books, the industry still has a stigma with some of the media.  The worst thing an author can do is add to the stigma by trying to do their own campaign.  It comes off as amateurish.  Seek out a professional who understands book publicity and the components of a campaign from interviews to media kits to trade shows to speaking engagements.

Publicity is a daunting and challenging proposition for anyone.  For an author unfamiliar with it, publicity can be overwhelming.  To ease on confusion and to ensure success, an author needs to prepare for it like they did when writing their book

Should You Rebrand After A Crisis

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Rebranding can appear like a solution for a company after a crisis. Yet there is no guarantee it will succeed. Simply changing a company’s name or logo doesn’t win back trust. Successful rebranding means changing the corporate culture of the company.

In the 1990s, ValuJet faced safety issues culminating in the crash of Flight 592 in the Florida Everglades. ValuJet equaled air disaster and cutting safety corners. Seeking to recover, ValuJet merged with the smaller Airways Corporation, parent of AirTran. The merged company used the name AirTran, even though ValuJet was the survivor of the merger because the ValuJet name was irreparable. The rebrand succeeded because the company’s message reflected a break in the past and emphasized safe cost-efficient air travel. Consumers believed the message and ValuJet faded from memory

Private security contractor, Blackwater was employed by the U.S. government in Iraq and Afghanistan faced a crisis for the methods it employed that led to the deaths of innocent civilians and refusal to cooperate with Congress. The company underwent two name changes. Yet the rebranding has failed because it did not communicate a new culture or shed its past.

Some say that Malaysia Airlines rebranding (after the tragedies of flights MH370 that has yet to be located and MH17 shot down over Ukraine) making Malaysia Airlines synonymous with disasters and a punchline for comedians. A new name won’t change that perception. Unless the airline overcomes the perception of incompetence and shows that it places safety first, rebranding will fail.

Rebranding is a first step after a disaster. By itself, a new name won’t fix things. Successful rebranding must communicate a fundamental change in the company and its operations taking time.

 

Crisis Communications For The NFL

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The start of the NFL season has been overshadowed by the never-ending Ray Rice saga and the NFL’s public relations handling of the crisis or rather the lack of crisis management it has shown.  Associated Press reported that a law enforcement officer contacted the NFL and stated that the NFL had received the video of Ray Rice punching his then fiancée and now wife, Janay in April and someone at the NFL left a recorded message acknowledging the video.  This is a direct contradiction of what the NFL has repeatedly stated and NFL Commissioner Roger Goodell said during a televised interview.  The NFL is maintaining it knew nothing about the video until Monday but the public does not appear to believe it (although it is hard to believe that if Goodell had seen it back then he would have dealt so leniently with Rice nor fail to realize that it would  surface publicly at some point).  Nor do policymakers who are calling for hearings on how professional sports deals with domestic violence.

The NFL and Rice’s former team, the Baltimore Ravens had already faced a public relations firestorm over a video showing Rice dragging an unconscious Janay out of an elevator in February.  The NFL merely suspended him for two games and the Ravens took no disciplinary action.

Adding to the NFL’s PR woes is the fact that Goodell appeared to leave open the possibility that Rice (whose contract was terminated by the Baltimore Ravens and suspended by the NFL indefinitely) might be able to return to playing.  This is a sharp contrast with Major League Baseball banning legendary player/manager, Pete Rose from baseball for life for gambling and the NBA banning LA Clippers owner, Donald Sterling from basketball for life over racial remarks.

This at a time when the NFL brand is suffering from  scandals with bullying in the locker room, players driving drunk and carrying weapons, a lawsuit from concussions, and a drug and steroids policy that some consider outdated.  Add to this Dallas Cowboys’ owner, Jerry Jones being sued this week for sexual harassment.  And let’s not forget it is grappling on how to deal with the first openly gay player, Michael Sam.

The NFL brand is its luster with the Ray Rice.  What needs to be done in terms of a crisis communications strategy?

The NFL

  1. If Roger Goodell lied about when the NFL became aware of the Rice video, he must be removed as Commissioner at once along with anyone else who was aware of its existence. Goodell’s replacement under such a scenario must be someone above reproach in the public eye; empowered with a mandate to clean-up the sport like Major League Baseball Commissioner Kennesaw Mountain Landis did for baseball after the scandalous 1919 World Series
  2. Barring that revelation, Goodell, the public face of the NFL, needs to speak to the media, reiterate that the NFL had no knowledge of the tape, announce what steps are being taken to investigate the allegation (appointing former FBI Director Robert Mueller to head the NFL’s investigation was a good PR move), stress the NFL’s zero tolerance for domestic abuse, and apologize for failing to address and take stronger action when the Rice scandal first began, admitting the NFL made a mistake in how the situation was first addressed.
  3. Ban Rice from football for life. Failing to do so will only give credence to belief that once this scandal blows over, Rice will show up playing for another team.
  4. Announce a special committee that includes owners, players, domestic abuse specialists, and academics to review and strengthen NFL guidelines on dealing with domestic abuse and sexual abuse in the NFL.
  5. Require mandatory classes on domestic violence and sensitivity training for all players and NFL personnel.
  6. Begin a collaboration with organizations involved in dealing with domestic violence and victims of domestic violence, and contribute financially to such organizations, as well as making players available as media spokespersons.
  7. Respond to Congressional inquiries with all the facts that become available and avoid trying to evade responsibility.
  8. Begin an outreach for female fans.
  9. Highlight the NFL’s involvement in communities and other feel good stories that reflect the real NFL.
  10. Outline a vision for the NFL’s future.

The NFL owners

  1. Announce their confidence and support for Goodell. Anything else would be read by the media as a sign that they were preparing to let him go and also be unfair to the Commissioner (unless it is proven he lied).
  2. Announce steps they are taking within their teams to discourage player misconduct and punish it when it happens.
  3. Reach out to fans by thanking them for their support and lowering ticket prices to increase attendance and maintain fan loyalty.
  4. Announce team efforts’ beyond what the NFL is doing in confronting the various issues facing professional football.
  5. Begin planning for a post Goodell era after the season, allowing him a graceful exit. He must ultimately be replaced because he has lost the confidence of the public and policymakers who view him either as a liar or incompetent and uncaring; and he will not be able to fully recover.
  6. Replace Goodell with a high profile personality considered beyond reproach such as a Mitt Romney, Condoleezza Rice Rudy Giuliani or even Hillary Clinton.

Finally, the Baltimore Ravens, Rice’s former team have been overlooked in this PR crisis.  The team has been praised for terminating Rice’s contract.  But soon, scrutiny will return to the Ravens and how the team originally addressed the situation and if personnel knew of the second video.  Remember when the first video surfaced, the team took no disciplinary action at the time.  Indeed, Ravens head coach, John Harbaugh said of Rice at the time “he is one heck of a guy,” and the Ravens tweeted “Janay Rice says she deeply regrets the role that she played the night of the incident.”  Basically the team sided with the abuser over the victim.

The Ravens

  1. Announce an independent investigation to see if anyone with the team knew about these actions earlier or may have even helped cover up some of this story early on and that appropriate punishments will be meted out to any guilty parties.
  2. Work with domestic abuse advocates in Baltimore in creating greater awareness of domestic violence through an active community relations program.
  3. Make players available as spokespersons against domestic violence.
  4. Require mandatory sensitivity training and education on domestic violence for all team personnel.
  5. Run advertisements apologizing to fans for their failure to take earlier action against Rice and restate their commitment against domestic violence.
  6. Make significant contributions to domestic violence organizations.

The Ray Rice situation and the ongoing PR crisis for the NFL emphasizes the need for being proactive and having a crisis communications plan ready.  It is a case study not only for professional sports but businesses as well on how to deal with a crisis.

Ray Rice: NFL In Need Of Crisis Communications

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Hoping to defuse a growing public relations crisis, the Baltimore Ravens announced that the team was terminating the contract of three-time all-Pro running back, Ray Rice and the NFL announced that it was suspending him indefinitely following the release of a video showing him punching his then fiancée, now wife, Janay in February.  While this is both the right thing to do and proper way to handle a public relations crisis of such magnitude, it won’t be enough for the NFL or the Ravens.

Why isn’t it enough?  Because during the summer when a hotel video surfaced showing Rice dragging Janay unconscious out of an elevator, both the NFL and Ravens basically failed to take any action at what was obviously domestic violence.  The NFL gave Rice a two game suspension (remember Pete Rose was banned for life from Major League Baseball for gambling and Donald Sterling was banned for life from the NBA for racist statements). 

And the Ravens?  The team took no disciplinary action at the time.  Indeed, Ravens head coach, John Harbaugh said of Rice at the time “he is one heck of a guy,” and the Ravens tweeted “Janay Rice says she deeply regrets the role that she played the night of the incident.”  Basically the team sided with the abuser over the victim.

 

All of this comes at a time when the NFL brand is suffering from  bullying in the locker room, players driving drunk and carrying weapons, a lawsuit over brain injuries from concussions in the game, and a drug and steroids policy that some consider outdated.  Even today’s actions may not be enough to convince some that the Ravens and the NFL understand domestic violence.

So what should they do from a public relations standpoint?

The NFL

  1. Ban Ray Rice from the game for life. This will send a strong and clear message that the NFL has zero tolerance for domestic violence.
  2. Require classes on domestic violence and sensitivity training for all players and NFL personnel.
  3. Work with organizations involved in dealing with domestic violence and victims of domestic violence, and contribute financially to such organizations.
  4. Have NFL players become spokespersons denouncing domestic violence.
  5. NFL Commissioner Roger Goodell should speak to the media, apologize for not taking a stronger stand earlier and meting out a stiffer punishment to Rice when the story first broke several months ago, and explain what steps the NFL has taken and will be taking.
  6. Work with owners in strict enforcement of the new NFL code of conduct.

The Ravens

  1. Apologize for not taking disciplinary action earlier with Rice.
  2. Announce a formal internal investigation to see if anyone knew about these actions earlier or may have even helped cover up some of this story early on.
  3. Work with domestic abuse advocates in Baltimore in creating greater awareness of domestic violence through an active community relations program.
  4. Make players available as spokespersons against domestic violence.
  5. Require mandatory sensitivity training and education on domestic violence.
  6. Run advertisements apologizing to fans for their failure to take earlier action against Rice and restate their commitment against domestic violence.
  7. Make significant contributions to domestic violence organizations.

 The Ray Rice story is deplorable.  It is without a shadow of a doubt a failure of leadership when the first story broke and a major public relations debacle for the Ravens and the NFL.  It is also an opportunity for both to repair their public image and brand identity if now handled correctly in their communications and actions.

CeeLo Green’s Twitter Firestorm: A Crisis Communications Plan

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More and more we are seeing the power of social media.  A tweet can set off a thousand retweets and skyrocket a new company or brand off the charts.  It can also destroy and derail a career as the Grammy winning singer/rapper, CeeLo Green, best known as one of the original judges of NBC’s “The Voice” found out recently.

CeeLo had been accused of sexual battery in 2012 by a woman.  The Los Angeles Police Department investigated the allegations and after a yearlong investigation, the Los Angeles District Attorney’s Office determined there was insufficient evidence to prosecute him on the allegations.  However stemming from the investigation, CeeLo pleaded guilty to a felony charge of furnishing a controlled substance.  He received three years’ probation and community service.

That should have been the end of the story.  Yet it wasn’t and a Twitter-caused firestorm erupted when CeeLo tweeted several comments about his case, particularly on the subject of rape.

Among his tweets were: “People who have really been raped REMEMBER!!!”; “When someone brakes on a home there is broken glass where is your plausible proof that anyone was raped.”; and “If someone is passed out they’re not even WITH you consciously! so WITH Implies consent,”

There was immediate and justified outrage to his reprehensible tweets from fans and in both traditional and social media.  TBS that had aired his reality television show announced that they were cancelling “The Good Life”.  Green issued an apology and deleted his Twitter account.

Yet much damage has been done to his reputation.  Can he recover?  Perhaps.

From a crisis communications standpoint there several things that need to be done (and it must be done sincerely).

  1. Issue a new strong and forceful apology, taking full responsibility for his tweets, apologizing to everyone he offended, particularly rape victims, and acknowledging the enormity of rape and its impact.
  2. Sit down for a hard-hitting interview discussing what he did, why he tweeted what he did, apologizing sincerely, and discussing how this can be used as a learning experience.
  3. Step back and go silent.
  4. Take sensitivity training.
  5. Become involved without publicizing it with rape help organizations such as RAINN.
  6. After a period of six months or so emerge from a media blackout.
  7. Let others tell of how he has changed and helped spread the message.

Will this strategy entirely rehabilitate Ceelo’s image?  No but it will help him to survive if done sincerely.  This is also a cautionary tale of the power of social media that once you post something, it can never be entirely deleted and a social media firestorm will lead to a traditional media disaster.

Communication Lessons Business Leaders can Learn From History

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Business leaders need to be strong communicators.  Today’s consumer and media expect the CEO, President, or Chairman of the Board of a company to be the company’s spokesperson.  Businesses have several audiences – the public, employees, the media, and often investors.  Being able to communicate to these audiences can be a challenge.  Yet there are some lessons from key leaders that today’s business leaders can draw upon.

  1. Be yourself. Often business leaders seem tense or rehearsed when speaking to the media or attempting to reassure investors and consumers.  Employees often say CEOs appear stiff and not natural when speaking to them.  That is because they often feel that they have to act a certain role and not just be themselves.  They should copy Margaret Thatcher who believed that being yourself was essential to good communications.  In the 1970s and 1980s, British politicians spent more time in thinking about how to speak to their political base rather than the nation as a whole.  Thatcher was the exception.  She said she knew who she was and would not change who she was or what she was saying, what was good to say in London was the same to say in Birmingham, she claimed. We all know the how well that worked for the Iron Lady.
  2. Use anecdotes. One of the largest complaints that many have about business leaders as communicators is that they speak in a language that many can’t relate too.  Consumers complain that it’s all about stock prices and bottom lines.  Those are important but so is talking in terms that people can relate to – be it a consumer or employee.  The mastery of Abraham Lincoln was in the use of anecdotes that his audiences could relate to and that reinforced his central points.
  3. Brevity can command more attention. A major mistake with many corporate leaders is they often go on with their presentations and interviews when less would be better.  Calvin Coolidge isn’t noted for being a great communicator.  His claim to fame is for being ‘Silent Cal’, the president who barely spoke and when he did was brief in his remarks.  Yet Coolidge commanded widespread attention when he did speak and got a greater response than Presidents who in the past had spoken for hours on end often losing their audiences.  Likewise, Lincoln, one of the greatest communicators realized brevity often conveyed meaning far greater than a 2 hour speech.  His masterful Gettysburg Address was less than 3 minutes but still echoes.
  4. Have no more than 3 major points that you are trying to communicate. Very often business leaders are attempting to get numerous points across in a speech or interview and the result is the audience can’t remember what the key points of the message were.  Franklin Roosevelt, John Kennedy, and Ronald Reagan are all considered some of the greatest communicators to serve as President in the twentieth century and believed you should never have more than three major points to convey in a speech or interview.  All three practiced that on the campaign trail and then in the Oval Office.  Business leaders should focus on no more than three major points in presentations.
  5. Be able to poke fun at yourself. Business leaders often find themselves criticized to their face during media interviews or have an embarrassing prediction brought up.  Too often the business leader becomes defensive or angry.  That is the wrong impression to give.  Be able to laugh at yourself and poke fun at yourself.  People respond to that human quality.  It was part of the success for such diverse personalities as Lincoln, Eisenhower, Reagan, and Lincoln.  The absence of it was why a Carter and Nixon failed in communications.

Successful communications is essential in business.  Taking a page out of successful communications strategies of leaders should be a no-brainer for corporate communications.