The initiative, a $33 million bond authorized by school district voters in June of 2018 to convert an abandoned high school campus in Daly City to 100 apartment units for educators, will help the district retain quality employees in a market where median rent prices for one home – $4,150 – have exceeded starting salary rates.

“(Dale) Scott, the school district financial adviser, has spoken with about a dozen districts already that have expressed interest in putting bonds for teacher housing before voters — and not just in pricey locales like the Peninsula,” per the Politico piece. “At a recent California School Boards Association workshop on the topic, Scott asked how many attendees were from beyond the Bay Area, and (Scott) estimates it was one-third to half of the room.”

The story was the result of a communications campaign Fineman PR launched for Dale Scott & Company when Bond Buyer named the housing measure the winner of its Small Issuer Deal of the Year November 2018. In doing so, the measure was placed among six finalists for the Deal of the Year award.

The awards are given each year by the publication to acknowledge innovations in municipal finance benefitting public projects. Previous winners recognized Kaiser Permanente and the San Diego Unified School District for record breaking sales and transactions that prompted industry change.

In all, the campaign promoting the November 2018 nomination generated about 35 million unique impressions for Dale Scott & Company in just under two weeks. Fineman PR provided strategic counsel focused on capturing momentum from the Bond Buyer announcement for a public relations campaign. Efforts aimed at connecting with contacts familiar with the company and reporters focused on local and regional housing issues.

Within days of outreach, Fineman PR played an instrumental role in a 1,000-word feature about the housing measure on the front page of the San Jose Mercury News.  

The piece was critical in securing coverage in Politico. It attracted California Editor Kevin Yamamura, who cited the San Jose publication in his interview requests. The editor interviewed contacts from Dale Scott & Company and the Jefferson Union High School District before citing the measure as a possible answer to issues with teacher retention as the lead to a 2,000-word roundup.

 “The key to convincing voters, (Scott) said, is to emphasize how much affordable housing for teachers can affect the community by retaining good teachers and staff,” per the piece. “High housing prices force many educators to communities far beyond the expensive enclaves, and it’s only a matter of time before long commutes prompt them to seek work elsewhere.”

To support comprehensive outreach campaigns, Fineman PR provides expertise in strategic planning, content development, media relations and training.

The post Politico Highlights Fineman PR Client Impacting Affordable Teacher Housing appeared first on Fineman PR.

This past year at Fineman PR was marked by the onboarding of new and diverse clients and partnerships. Our work included the planning and content development for startup distilleries, driving the continuing rise in popularity for the San Francisco Marathon, expanding our work in the public sector with two leading-edge public agencies, productizing our media training offering, increasing growth in our healthcare practice, and forming significant new alliances.

Strategic Partnership with Hearst Corporation-backed 46Mile

For the last year-and-a-half, Fineman PR has partnered with the Hearst-backed 46Mile, a full-service marketing and advertising agency, to develop integrated campaigns for clients including Meritage Medical Network, Leading Age California, Loch & Union Distilling, and C-5 Children’s School, among others. Our two agencies develop business together, both independently and as a cohesive, integrated communications unit, and there is discussion on new and enhanced ways of working together for greater client solutions. Stay tuned.

Photo courtesy: 46Mile

Public Sector

Fineman PR is working with the San Francisco Department of the Environment on several initiatives that continue to position San Francisco as a global leader of the green movement. Additionally, along with our partner, D&A Communications, we are providing media relations strategy and counsel to the Transbay Joint Powers Authority for the inauguration of the highly anticipated, new Salesforce Transit Center & Salesforce Park. D&A is a top-notch San Francisco public affairs firm specializing in the areas of infrastructure, public health, transportation, environment and community revitalization, and our joint efforts offer clients a powerful combo.

Photo courtesy: Pelli Architects

San Francisco Marathon

The 2017 San Francisco Marathon celebrated its 40^th anniversary. The race sold out at record pace – two months ahead of schedule. We generated a 70 percent increase in media impressions over 2016 with expanded coverage by Bay Area media outlets and in major national media including the New York Times, Bleacher Report and MSN. The San Francisco Marathon was also named by ESPN among the “World’s Best Marathons.”  

Photo courtesy: The San Francisco Marathon

Foster Farms

Our promotional, crisis management and issues management work remained steady for longtime client, West Coast poultry producer Foster Farms. Our team initiated influencer marketer campaigns with fitness and lifestyle bloggers to promote Foster Farms’ Organic turkey products. We were grateful to help support our client’s wildfire relief efforts in Santa Rosa and surrounding Northern California communities as well as in Ventura following the devastating Southern California wildfires.

Our work to promote the company’s partnership with West Coast food banks – and longstanding holiday turkey donations program – resulted in a 69 percent jump in broadcast news coverage over 2016 that helped raise awareness of food insecurity from Seattle to San Diego. Finally, we wrapped up the year at Levi’s Stadium for the Foster Farms Bowl, a game dedicated to fighting hunger, pitting the Purdue Boilermakers against the Arizona Wildcats.

Photo courtesy: Foster Farms

Dunkin’ Donuts

In 2017, we continued work with Dunkin’ Donuts to support the brand’s introduction and expansion in Northern California with new restaurants throughout the region. Last year, we successfully hosted four grand opening celebrations in South San Francisco, Fremont, Santa Cruz, and Hanford, the brand’s first location in the Central Valley.

In each market, we worked with the local business community, government leaders and charities – all hyperlocal – to promote Dunkin’s commitment to the area. In addition, we supported regional promotion of national initiatives, including Free Donut Friday, Freeze the Day with $1K, National Coffee Day, and National Donut Day.

Photo courtesy: Dunkin’ Donuts

HNTB

HNTB, a national infrastructure solutions firm, experienced a year of wins in 2017, both for its projects as well as its leadership team. HNTB Northern California District Leader Darlene Gee was recognized as Woman of the Year by Women’s Transportation Seminar, a non-profit dedicated to advancing women in transportation, and one of its local project managers received coverage as a rising star in the rail industry.

A major project win, the BART Warm Springs/South Fremont Station, received praise across the Bay Area for its innovative design. HNTB was consistently cited among top-tier regional and trade media, including San Francisco Business Times, Progressive Railroading, ENR California, Mass Transit Magazine, Silicon Valley Business Journal and Curbed, for its growing role as an industry thought leader with experts who are shaping the discussion around infrastructure solutions in the Bay Area.

Photo courtesy: HNTB

Wine Practice

Quintessa, was again featured in Wine Spectator’s biennial Napa issue as a must-visit winery. Napa Valley’s Faust celebrated its 13th anniversary vintage by partnering with noted graffiti artist, known only as “Faust,” from New York City. Faust’s limited release 2015 vintage magnum features the tag which graffiti artist Faust uses internationally.

For Materra І Cunat Family Vineyards, Fineman PR planned and executed a successful 10-year-anniversary media event at the winery which showcased the brand’s range of estate merlots. We also conducted several media training sessions for wineries, including Rodney Strong Vineyards.

Additionally, we continued to assist with crisis and issues management preparedness for Wine Institute, the advocate for California wine and more than 1,000 wineries and affiliated businesses.

HealthRIGHT 360

In our third year with HealthRIGHT 360, one of California’s largest community health care providers, we helped mark significant milestones, including a merger with San Francisco-based Women’s Community Clinic and the opening of the organization’s new headquarters and outpatient clinic, the Integrated Care Center. We also created the organization’s first outdoor marketing campaign with the City’s public transit system. Among the year’s big media wins was a national NPR story, a San Francisco Chronicle op-ed, and a New York Times – California Today story. 

Photo courtesy: Drew Altizer Photography

With 2018 underway, the agency is seeing continued growth with new clients and expanded projects for existing clients. We have made several new agency hires, increased our digital and marketing capabilities internally, and look forward to providing the trusted, strategic counsel our clients have come to expect from Fineman PR.

The post Fineman PR State-Of-The-Agency, 2017 appeared first on Fineman PR.

In recent conversations with our agency’s clients, more food and beverage communicators are embracing artificial intelligence technology, specialized influencer marketing and increasingly sophisticated social media content to increase brand authenticity and improve the overall consumer experience.

Artificial Intelligence? Wine Not?

For many food and beverage artisans, the environment in which a product is grown or made is a vital part of the overall product experience. Quintessa is a renowned 280-acre wine estate in Rutherford, one of Napa Valley’s most distinctive properties, with five soil types, hills, valleys, a lake and a river. The diverse estate inspires the impressive wines for which it is known.

“At Quintessa, our strongest asset and differentiator is the world-class estate from which we source our wine,” said Leslie Sullivan, DWS, Napa Estates Director of Huneeus Vintners, who manages communications for Quintessa.

“For those consumers and trade who are able to visit the estate, we are able to build ambassadors; however, our reach is limited. As a result, we’ve begun to better utilize technology to connect with our consumers and trade. For instance, we’ve used video, drone footage, 360 video and virtual reality to allow our consumers and trade to engage with our property. While nothing compares to the full sensory experience of enjoying a glass of Quintessa at the estate, we are able to better express and share what Quintessa is all about.”

Photos courtesy of Quintessa Instagram

Community, Convenience, Quality

With a 68-year heritage and nearly 12,000 locations worldwide, Dunkin’ Donuts continues to evolve while keeping its focus on fast, friendly service and community involvement.

According to Public Relations Senior Manager, Justin Drake, Dunkin’ Donuts maintains its focus on fast, friendly service while delivering innovations that today’s consumer expects from sophisticated food brands:

“As Dunkin’ Donuts continues to grow and evolve, remaining authentic to the core of our brand is very important. Dunkin’ Donuts was founded as a brand offering high-quality coffee and baked goods to our guests, all served with fast, friendly service and at a great value, and we remain true to this mission to this day.”

“We’ve expanded our coffee and espresso menu in recent years to include options like Cold Brew, Rainforest Alliance Certified Dark Roast Coffee, and Macchiatos. These menu additions remain true to our 68-year heritage as a coffee company, while also staying on trend in terms of what customers are looking for today from a coffee brand. We’ve launched On-the-Go Mobile Ordering for DD Perks members through the Dunkin’ Donuts mobile app, where guests can place their order in advance and then speed past the line in-store to pick-up their order. This innovation remains true to our mission of offering fast service and unparalleled convenience to our guests.”

Photos courtesy of Dunkin’ Donuts Instagram

Community giving is a core value for Dunkin’ Donuts that empowers franchisees around the world to give back and strengthen their own communities:

Continued Drake, “At Dunkin’, we feel fortunate that our restaurants are part of the fabric of so many communities and neighborhoods around the globe, and our franchisees value the role they can play in strengthening their communities. Our franchisees donate millions of dollars annually to local non-profits. Additionally, our organization collectively supports our national foundation, The Joy in Childhood Foundation, which is dedicated to bringing joy to sick and hungry children.”

Consumers Seek, Expect Info Online

For family-owned poultry producer Foster Farms, a robust social media presence is required to address the questions and provide the reassurance that consumers actively seek.

“Increasingly consumers are asking more and more questions about where their food comes from and how it is made,” said Ira Brill, Foster Farms’ Director of Communications. “Our commitment to product quality is at the heart of authenticity, and Foster Farms is one of the west’s true authentic brands — having been founded in 1939 on the values of locally grown, and continuing as a family owned company today — has continuously evolved to include digital and social media tools to enhance our consumer engagement and contribute substantively to consumer conversation. From engaging influencer programs, to enticing recipes and social media content, Foster Farms aims to be a part of the discussion at every touchpoint.”

Photos courtesy of Foster Farms Instagram

Building Authenticity with Influencers

Social marketing strategists at Collectively understand how deeply consumer brands and consumers value authenticity.

“Influencer marketing works best when creators are empowered to make decisions about how best to present a brand story to their audiences,” said Natalie Silverstein, Collectively Vice President of Brand, Marketing and Culture.

“Creators are truly the experts in understanding what resonates with the people they’re in dialogue with every day. Authenticity shines through when an influencer actually believes in the product and has integrated it into their content in a way that feels almost effortless.”

Photos courtesy of Collectively Instagram

“For our food and beverage clients, we’re bringing opportunities to a wider set of creators beyond the more expected food and cooking influencers — lifestyle, health and wellness, parenting, photography, and more.”

Silverstein agrees authenticity is a higher priority now for food and beverage brands: “‘Authenticity’ has been the most-used buzzword of the industry for quite some time, and it continues to be a key goal for most brands. We believe this is a direct result of the broader cultural transformation around trust in institutions and other traditional gatekeepers of information.”

The post As Food Goes Global and High Tech, U.S. Brands Boost Authenticity appeared first on Fineman PR.

Even experienced communicators can get rattled when the phones are ringing off the hook – from the media, regulators and other government authorities, customers, the general public, employees and the board. Not to mention the fires breaking out on Twitter, Facebook and Instagram. Response time has shrunk from 48 hours to 48 minutes to what feels like 48 seconds.

Memorize PANTCHEK to get your priorities in order so you won’t flail and fail in public. Here’s an easy visual story to help you get started.

• Public welfare is the first priority
• Assemble the facts. Once they are verified, Announce All bad news at once
• No blame, No speculation, No repetition of negative charges or questions
• Tell your side of the story or Take responsibility
• Care and Concern for those affected – express it sincerely and right at the outset
• High-level organization spokesperson – let the public see the crisis has top-level attention
• Ensure that it will not happen again with a solid plan that will generate confidence
• Keep a separate plan for moving daily business ahead

View our crisis checklist here.

Michael Fineman is president of Fineman PR, a San Francisco public relations firm that specializes in crisis communications, brand PR and multicultural communications. Contact him here. 

The post Video: Get your ship together in a crisis appeared first on Fineman PR.

To attract and motivate the best professionals, hospitality employers should craft internal messaging to be inclusive and considerate of all ethnicities.

Celebrate diversity

Having formal written materials that clearly state the importance the company places on a culturally inclusive work environment can establish the organization as one that values all employees’ backgrounds. But this communication should not be limited to written materials provided to employees. Top leadership and managers at all levels should also speak and act in ways that ensure that everyone feels like an integral part of the organization.

During the 2012 Great Place to Work® Conference, Clarence Otis Jr., the CEO of Darden Restaurants, parent of LongHorn Steakhouse and Olive Garden, said, “We strongly believe that understanding and embracing our differences enables us to be stronger individuals and a better team. Our spirit of inclusiveness is woven into our strong culture and we believe that gives us a competitive advantage.” He then explained the importance not just of fostering a diverse team but also creating an inclusive work environment where all employees feel valued.

Understand cultural nuances

While it might seem easier to lump together groups that seem similar (e.g., Asian, Latino) when developing communications plans, it is more helpful to acknowledge the values of distinct ethnicities. For example, while Mexican employees might wish to observe the Day of the Dead, it is not a holiday for their Honduran or Guatemalan colleagues. Being considerate of each group’s traditions and the days they might wish to spend with loved ones helps companies promote goodwill.

Align philanthropic efforts with employees’ interests

Companies should demonstrate their commitment to the community by getting involved with local nonprofit organizations or implementing their own community initiatives – for example a scholarship program for employees’ dependents.

At Kimpton Hotels and Restaurants employees can apply for $1,500 in tuition reimbursement. They can also participate in Kimpton University, whose courses include English as a second language and diversity and inclusion training, both of which help foster a more diverse workforce. The company has also designated November as Kimpton Cares Month, during which each hotel or restaurant chooses a local charity to which donate or volunteer. Allowing employees to have a say on which organizations the company partners with in the community can go a long way in showing employees that their input matters.

Keep lines of communication open

To create an inclusive work environment it’s crucial that managers see internal communications as a two-way street. At Wyndham Worldwide, 74 percent of employees felt there was clear and transparent communication in the company, and 80 percent said their managers are approachable and easy to talk with. The hotel incorporates employee enrichment programs which include extensive training sessions for newly promoted employees as well as classroom and online learning for members of their teams.

As language barriers may make some service industry employees of color hesitant to speak out about concerns, it’s important for companies to ask employees which methods of communication work best for them and adopt the most requested ones. Employers should also consider preparing communications materials in other languages to ensure that all workers understand them.

In more general terms, a proactive communications program will not only provide a return on day-to-day operations but will also become an asset of the organization in times of crisis. Labor disputes, for example, can often affect employee morale, losses in business and damage the company’s reputation. To avoid these potential challenges, management teams can take an active role in communicating with their employees and create long term positive relationships.

The post Helping a multicultural workforce feel valued appeared first on Fineman PR.

But this new media shift did not come out of a vacuum. Emerging professionals need a strong foundation in the fundamentals of PR. Clients expect it and need this journalistic lens for their messages 1) to have multilateral impact and 2) to remain effective in conveying their brands in an ever-changing media landscape.

Fineman PR practices a unique and highly focused approach to public relations that I dubbed “Brand PR,” which informs the framework of everything we do. Indulging in some agency history for a moment: In the early years of Fineman PR, there was a widely trending idea among marketers about everything Brand: brand advertising, brand identity, brand marketing, package branding and so on. However, there was a category void; no one at that time was talking about how public relations could effectively help a brand stand apart.  I coined the term Brand PR and introduced it to the communications industry in order to, well, brand this intuitive approach which bridged market/consumer research and brand positioning to effective media relations.  It was an exciting time; I went around the country – visiting potential clients, speaking at various forums, and publishing a newsletter to present my interpretation of how public relations could be an effective marketing option to win consumer trust and brand loyalty.

Today, Brand PR is a common professional communications concept and one that Fineman PR still specializes in. Throughout the years, I have been asked many times…what is Brand PR?

Brand PR takes category ownership of a message and value and provides authenticity, editorially and experientially. Its practice captures the brand’s distinctiveness and appeal, encapsulating the need it fills and what’s memorable; Brand PR defines the WOW.

At its core, Brand PR is the projection of a solid image – the basis on which we can apply new tools and techniques to have success.  It is about parlaying an organization’s primary messages with a compelling story, emphasizing attributes that engage consumers and creating an “experience” with the brand. It is based on a set of values – what the brand’s “trustmark” adds to the product. Brand PR helps to make the brand promise so viscerally meaningful – in language, stories and messages – that other factors (price, for example) lose relevance.

While the core of our signature approach remains the same, the nuances have changed to adapt and evolved to meet the needs of today’s marketers.

With tactics aimed at integrating the brand into conversations about consumer trends and issues, our work is aimed at  making the product a part of the rhetoric for any discussion of the need the brand fills. Of course, the storytelling and contributing tactics must be compelling, provocative, entertaining or, generally, communicated with visible activities and thought leadership.

Why else would anyone pay attention?

The post Branding “Brand PR” appeared first on Fineman PR.

On Sunday, LeBron James, two-time NBA champion, four-time Most Valuable Player and aspiring hero of Cleveland, missed seven of 11 free throws, including two critical misses with 4.2 seconds left in overtime, as Houston, with title hopes and an MVP candidate of its own, held on to win 105-103 in overtime.

After the game, James took responsibility. “I failed my teammates,” he said. But he went further to post a photo of himself on Instagram, sadly looking into a mirror with a raw, revealing message:

“Looking in the mirror tonight after a tough lost of my part like You’re your biggest challenge, competition, drive, obstacle, motivation, etc so it’s nothing u haven’t seen before! Back in the lab tomorrow to continue the drive to striving to be the Greatest I’ve ever seen! #StriveForGreatness”

Enter the Internet. Trolls had a field day, mocking LeBron’s mirror-selfie (here and here). Media ate it up, fanning comparisons to “Saturday Night Live” character Stuart Smalley and fueling the LeBron vs. Michael Jordan debate.

While James may not have anticipated how quickly and pervasively he’d be roasted on social, he can turn that frown upside down because his brand will grow as a result. Here are the top five reasons James’ sad mirror photo will not damage – and could actually boost – his brand.

1. LeBron spoke the truth.  

No one is questioning whether or not James was being genuine. Just look at the typos – any PR staffer would have caught those. If he had tried looking upset when he wasn’t or played off the letdown as if it wasn’t important to him, he’d be criticized for being phony or too self-absorbed. Trust is earned, in large part, by being truthful. James was clearly being truthful in a painful situation, which will bring him closer to his fans.

2. He was transparent.

The greatest athletes have larger-than-life brands that can lose a tremendous amount of value if they offend others. Many big-time athletes – and the brands they represent – closely guard their innermost thoughts and feelings. They tend to avoid controversial issues. Not James. He has been outspoken on civil rights and has weighed in many times on collective bargaining issues. After James’ bad day on the court, he opened up in a telling way, letting us into his thoughts and the mind of a champion. Sure, he was lampooned for a couple of days, but in the long run, James seemed to understand that transparency can differentiate him from other all-time greats.

3. LeBron knew his audience.

James was not trying to win over die-hard fans of rival teams (say hello, Boston) or convert basketball-haters. There will always be critics and people with conflicting interests. James was reaching out to his fans. By opening a window to his soul, he was also letting others who might root for him one day see his brand, unvarnished. Communicate with the people who will listen to you.

4. This is part of a bigger story.

James has 20 games left in the regular season and the playoffs to overcome this embarrassing moment. As Sports Illustrated’s “Chosen One,” he has been building his reputation and brand since he was a teenager. His fans will continue supporting him. Businesses should take note of the importance of reputation building. It will keep you afloat when – not if – you have a bad day.

5. He tapped into sympathy.

In the aftermath of “The Decision,” hardly anyone outside of Miami would view James as a sympathetic figure but, since his return to Cleveland, getting mocked for displaying his raw feelings evokes sympathy. He’s revealing pain and hurt, emotions everyone can identify with. The most compelling messages are often driven by emotion.

LeBron James’ bad day on the Internet will be a blip in the larger story of his career and legacy – one that millions in the U.S. and around the world continue to tune into. Ultimately, his brand gains trust. All brands should sit up and take notice. It’s the long game that counts.

The post LeBron’s Sad Mirror Photo Instructive for Businesses appeared first on Fineman PR.

We were honored with a Public Relations Society of America (PRSA) Silver Anvil Award and with another national award from PR Daily for work performed on behalf of our longstanding client Foster Farms. This year will be our 17^th year in client service for this great consumer brand.

We conducted new client work in 2014 for American Humane Association, the country’s first national humane organization and the only one dedicated to protecting children and animals; Dale Scott & Company, California’s leading K-14 financial advisor; FRSTeam, fabric restoration experts who specialize in restoring clothing and textiles damaged by smoke, fire, water and mold; the Progressive Insurance San Francisco Boat Show, a National Marine Manufacturers Association event; and Athletic Heart of San Francisco, a sports cardiology clinic founded by board-certified internist, cardiologist and interventional cardiologist Dr. Michel Accad.

In addition, our wine practice thrived and is now representing several premium Napa and Sonoma wineries: Quintessa, Lynmar Estate, Truchard Vineyards, Faust, and Roadhouse. Yes, our Wine Wednesdays here at the agency received a major upgrade.

For Annabelle Candy Company, Fineman PR managed a social media program that dramatically increased consumer engagement and online visibility.

Another energizing and highly successful program was the agency’s work for Jumping Fences which produces the San Francisco Marathon and Berkeley Half Marathon. With the added feature publicity earned from our effort, the Marathon and Half Marathon registered the best participation to date and drew national attention (ESPN, Today Show) for regional events.

Mosaico, our multicultural communications subsidiary, had its most successful year since the agency began working in multicultural communications in 2005. The success was the result of new work from Mission Economic Development Agency, a community-based social service agency in San Francisco’s Mission District; Tango, a leading mobile messaging service with more than 250 million registered members around the world; Pacific Companies, a developer of affordable housing with a large new project needing visibility and awareness in Southern California, and a large food-related company, the work for which is still top secret. Mosaico grew from three staff members in 2013 to seven this past year.

We also built on our foundation of crisis communications expertise by deftly assisting several brands and organizations to prepare, manage and recover from a number of crises, including product recalls, workplace demonstrations, legal challenges and activist campaigns. The best news for many of our clients was, appropriately, no news at all.

And, not least, we moved in April to beautiful new offices near San Francisco’s historic Union Square. Our building is a San Francisco gem, built in 1908, with large bay windows, classical architecture and understated elegance. We almost doubled our size in space from our previous address with energizing spaces for creative brainstorming, “war room” strategy sessions and client workstations.

We are urging all our clients and friends to come by and see first-hand how Fineman PR is evolving.

Cheers!

The post 2014 Agency Year in Review; Biggest Year in Agency History appeared first on Fineman PR.

But whether you’re Bill Cosby, Sony, General Motors, the law enforcement sector dealing with racial tensions, or an embattled collegiate sports institution, very rarely do inconvenient blemishes up and disappear. In fact, it’s far more likely that interest will build as a cacophony of interest groups, activists and talking heads begin to weigh in. Meticulously crafted scenario plans and tabletop drills, contingency planning, spokesperson training are crucial, but, when sparks pop, even the most intensive preparation may not be enough to effectively navigate an unwieldy crisis wildfire over the long haul.  Below, an updated guide to managing crisis with an eye for the new reality.

Hope for a mile, but train for a marathon

It would be nice if we could satisfy shareholders with the reassurance, “Today’s headlines are tomorrow’s old news. ”But the lifecycle of your crisis will likely extend beyond a 24-hour or 72-hour news cycle. In depth broadcast news coverage, legal developments or competitor advances may revisit your issue at the most inconvenient or startling time: when you think the crisis is over. Be prepared for ongoing interest and have a messaging strategy for the long term. Emphasize progress and demonstrate resolution and closure. Manage internal expectations accordingly.

Be consistent

Major crises are rarely convenient or short lived.  Decades-old conflicts or sensitive documents from the past can rear their ugly heads far beyond the initial trigger. Consistent, thoughtful communications over time should serve as the steady drumbeat of your organization’s progress and commitment throughout the crisis. Messaging should anticipate challenging developments and allow for an honest approach that upholds the company’s strategy and operational commitment. Avoid overstating claims. Stay true to your organization’s narrative and your messaging theme. Keep the conversation focused and keep your audiences well informed. Don’t necessarily shy away from repeating yourself.

Who is the messenger?

The most effective company spokesperson may not always be the President or CEO. While the official spokesperson is of course highly relevant and powerful for official or urgent communications, other voices may be critical to your audiences. Customers and regulators may be more compelled by the technical expertise and unbiased perspective of outside advisors. Consumers and employees may be more trusting of their peers through social media commentary than the company itself. Keep an active ear to the ground to determine which messengers are most effective. Don’t forget to acknowledge brand ambassadors defending your company when the time is right.

Be mindful of your timing

Communications is naturally the chief priority of professional communicators. But there will be times during a crisis that a company’s operations may not allow you to meet every media deadline on time. Do not allow the media or any other single audience to dictate your crisis management. Communications approvals may be trumped by other priorities including legal or operations that may put a wrench into the best conceived crisis plan. Be aware of, and attentive to, the fast-moving pieces throughout your operation. Aim for cohesive communications that avoids extending the news cycle. Collaborate and know what the left hand is doing.

It’s all about that base (line)

During a crisis, your monitoring team may be your most powerful behind-the-scenes tool. Create a baseline of awareness of the issue at hand and track developments over time. Intensive monitoring will help reassure your team of actual impact and identify opportunities for messaging refinement. Learn how to anticipate the lifecycle of each story. Compare each peak of news coverage to assess actual impact (How has media interest changed over time? Geographic coverage? Which media have been most likely to include your core messages and who might be a key messenger for future conversations?)

Transparency is not just about you being transparent

In this age of transparency, you must anticipate the transparency of other organizations to their shareholders. That includes the possibility of sensitive information being provided to media by activist groups or insiders sharing leaked materials by email, blogs or websites. Transparency is not a one-way street.  Be prepared and assume that sensitive materials will be made public. Don’t hide or hope this away; use the information to refine your messaging.

Do not wish away a crisis or activist

Prepare to engage and disarm your critics, but do so on your own terms and timing. Avoid debate and aim for demonstrating shared values (to the extent possible). Look to your shareholders and customers as well as research to determine what matters most to your critical audiences. Are there opportunities to show alignment? The longer the conflict, the louder the cry for action. 

Be wary of quick fixes, spin and other magical forces

It is tempting to become persuaded by quick fix solutions when you feel under siege. Keep your team focused on the long term success and the bigger picture.  Keep your confidence in the organization and steer past loud distractions. Align with credible resources who truly understand your unique business and industry challenges, who can guide your team to the next level of excellence.

Author

Lorna Bush is the senior vice president of San-Francisco based Fineman PR, a nationally renowned agency for its “substance not spin” approach to high profile crisis communications and issues management services. The agency has guided clients in a range of industries from education to real estate development to transportation, engineering and consumer food/beverage/services, a full range of crisis situations (including actual wildfire disasters).

The post Navigating a crisis when it doesn’t just “go away” appeared first on Fineman PR.

To do this, brands need look no further than to the past: political cartoons have been telling complex and powerful stories visually for hundreds of years.

Here are four lessons from political cartoons that any brand can adopt to strengthen its content.

Lesson 1) Keep it simple.

This cartoon was created by Benjamin Franklin in 1754 to urge New England colonists to support what would become the American Revolution. The image has remained an American icon for over 200 years. Franklin took a difficult, complicated and emotional political decision and broke it down into three words and a snake. The image, originally seen in newspapers, soon adorned battle flags and helped define the narrative of that conflict.

Lesson 2) Tap into emotion – it’s more powerful than a complex message.   

This classic cartoon was created by Herb Block of the Washington Post just days after the passage of the 1965 Voting Rights Act. The cartoon illustrates a profound moment in American history where legislation and a social movement overturned generations of disenfranchisement. The image is striking and resonant. With minimal text, the reader truly feels the success of the Civil Rights Movement, the strength and perseverance of African-Americans, and the power of democracy. In mere moments, the reader can absorb the message the author is sending.

Lesson 3) Topical content reaches a broader audience – connect with current events, trends and issues.

This cartoon, published a little over a week after the 2014 General Election, hits on a topical theme – voter disapproval of Congress. The statement could have been made at almost any time in recent memory, but coming so soon after the mid-term election had proven such mass disapproval, as well as comically tying voter disapproval with recent automotive recalls, the cartoon ensures that its message will strike a chord with readers. Any opportunity to put your message into a broader context only improves the chance your audience will connect with your brand.

Lesson 4) Be relevant … and appropriate. 

This cartoon was created by Dave Granlund to reverently mark the anniversary of the December 7, 1941, attack on Pearl Harbor. The image is of a wreath of stars, similar to the wreaths and flowers that survivors and others annually throw into the waters of Pearl Harbor. As with the other examples, its text is short, its image is powerful, it comes at the correct time and it is relevant to its American audience.

Contrast the image above with a somewhat similar image in dubious taste tweeted by SpaghettiOs on December 7, 2013. While the food company’s intention may have been the same as Granlund’s, its irreverent image was inappropriate to a fault.

Telling your story visually is a great way to get noticed in the crowded Internet marketplace. And while new social platforms and trends continually change how we communicate online, it’s worth looking back at cartooning to see how a simple image, delivered in just the right way, can be a powerful communication tool.

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