Category Archives: Crisis Communications

Bill Cosby at a Reputation (and Career) Crossroads

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Bill Cosby has long been an American icon. His popularity has known no bounds. From I Spy to Fat Albert to Jello commercials to the iconic Cosby Show he has been an American favorite. The Cosby Show was so popular that it earned him the title of ‘America’s Dad’ and in polls of favorite television dads, his character of Dr. Heathcliff “Cliff” Huxtable was usually number one. NBC who had carried the Cosby Show that had made the network number one in the 1990s was planning on a new show with Cosby in 2015 with hopes of bringing back the ratings gold. It seemed as if Bill Cosby and his success would know no bounds.

That was then. Now Cosby is facing the greatest public relations and career challenge in his life. He has gone from ‘America’s Dad’ to a dirty old man in the minds of many. Allegations of sexual assault (even perhaps rape) that have been hovering around Cosby for years but never really drew media scrutiny became a front-page news in the last several days. Comedian Hannibal Buress went viral with a routine that basically called Cosby (who has preached family values among African-Americans) as a hypocrite and alleging that he was a rapist. Next an Arizona woman came forward and alleged that Cosby had drugged and raped her and other women in the 1980s and 1990s and the media long ignored them.

The Cosby crisis communications response has added fuel to the fire. It has been one of complete silence. No denials of the allegations. Just silence. Television appearances Cosby had have been cancelled. On an NPR interview when the host asked Cosby about the allegations, there was dead silence as Cosby would not respond. The silence has just added to the media firestorm. No doubt some of the silence has been urged by his attorneys (all of this has been a textbook example of what not do during a public relations crisis). But until these allegations are addressed, the media circus will just intensify, especially as we enter the holidays (just ask Tiger Woods about a PR crisis during the holiday period).

So what should Cosby do?

If the allegations are baseless:

  1. Hold a press conference and firmly and forcefully denounce the allegations. Answer all questions the media throws at him, letting them know that this will be last time he ever addresses the issue.
  2. Move on with his normal activities.

If the allegations are true:

  1. Address the allegations, apologizing to the women and his fans.
  2. Announce that he is seeking help for his root problems that caused such behavior.
  3. Complete media blackout during his treatment.
  4. Hold a media interview with a high profile female journalist answering everything and ask for forgiveness.
  5. Become active in educational programs that use him as an example of sexual assault and rape. He could be a source of inspiration and education.
  6. Realize that his reputation will never be what it once was.

There is no understating that Bill Cosby is at a crossroads in his career. He has to address the swirling media firestorm, sooner rather then later. If he doesn’t he will be the media’s Thanksgiving dinner and our holiday news for weeks to come. He will also be an abject lesson of what not to do during a public relations crisis.

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).

 

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.

 

 

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.

PR Strategy For The Beleaguered Airline Industry

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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.

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

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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

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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.