For PR and communications professionals, our role is becoming more essential – and challenging. Sure, we’ve traditionally served as liaisons between the media and clients, but we are now bridging a quickly widening and more contentious divide. War has been declared: on media, on fake news, on press briefings, on magazine cover authenticity, on facts. And, there are more questions than ever for all involved, from journalists and media executives, to corporate spokespersons and political strategists, as well as public relations counselors:

What are the facts? Who can we trust? Where is the backup? What is the actual impact? Who is listening/reading/watching/reacting/posting? What next?

But before we rush out for emergency disaster kits and tackle each other for the last loaf of bread at the gas station, let’s get a grip. There may not be quick resolutions to the conflict at the national level. But, there are still core certainties to how we do business as PR professionals. Our approach still has a strong bearing on how our organizations and clients are perceived and positioned in the public eye. While techniques and vehicles for communications may be changing, and while tones may be shifting nationally, our professional rules of engagement remain rooted in good faith and good sense:

7 Core Rules of Engagement for PR Professionals:

1. Prioritize Substance and Strategy:

Don’t cave to the pressures of instant news or a 24/7 content cycle. Keep messages informed, backed by the facts, and guided by a long term strategy.

2. Be Credible and Stick to the Facts

Assume that any message or sound bite will be fact checked in real time and plan accordingly. Provide media backup and third party resources for facts or figures. Validate the credibility of any contributing sources.

3. Correct Misinformation Quickly

Humans make mistakes. Most (reasonable) people will correct them. If news coverage or public discussion requires correction, pursue it in a timely, reasonable and politely persistent manner.

4. Save the Flame Wars and Theatrics for the Other Guy

Your credibility (and your client’s) is worth more than a fleeting moment of instant stardom. Resist the temptation to throw a verbal punch for the sake of short term attention or emotional gratification. If you do choose a brazen approach, be armed with the facts and prepare for ensuing attention. Don’t shrink from the spotlight you’ve created.

5. Manage Expectations for Media Engagement, Set the Tone

It’s easy (and dangerous) to assume that your audience shares your understanding of the desired outcome for media relations. Give clients and journalists a clear understanding of the context for your engagement and discuss in advance how the process will work to avoid potentially, derailing surprises.

6. Engage Creatively

Social media content drives news and personal engagement. Period.  While traditional media dukes this one out, new media and social content are driving messages home on a personal level for most Americans. Use creative content development to your advantage, and target your audience and message for higher impact.

7. Embrace Diplomacy

It’s easy to engulf ourselves in heated debate, especially when traditional rules of public engagement seem to have gone extinct.  Keep your personal and political assumptions at bay. Set aside conspiracy theories for your personal fans. Journalists, clients, detractors and allies will listen far more intently to a calm, objective tone than a projectile verbal assault.

Now, to diplomatically resolve who devours that last loaf of bread…

The post Put the Popcorn Away, Today’s Media War Means Good PR Matters appeared first on Fineman PR.

Sudden cardiac arrest is a leading cause of death, yet many CPR-trained bystanders forget what to do and panic when they could be providing life-saving support. Having a plan in place is the first step in preparing for a crisis, but it’s worthless if you don’t use it.

See 10 issues you need to address to help ensure your crisis response safeguards your organization’s reputation on O’Dwyer’s.

The post Unseen risk: troubleshooting a crisis plan appeared first on Fineman PR.

Expecting someone to read between the lines often leaves room for interpretation – err misinterpretation – especially in a time-sensitive, crisis situation. Make it quick. Rip off the Band-Aid. Deliver the news clearly, concisely and with confidence to avoid leading a client or employee down the wrong – or less direct – path.

Roundabout: We want more news coverage that will differentiate us from our competition.

Straight: These three markets are our top priorities right now and we want to enhance our     business profile in those areas to attract new customers.

Straight: The reporter is on a tight deadline. If you’d like to be included in the story, please     provide a response by 3 p.m.

Straight: The picketers are showing up in an hour. They will likely be featured on the evening     news, but you can help balance the story by providing management’s point of view.

Straight: Because of the nature of this event and the implications for the industry, we expect     news coverage of this issue online, in print, TV and on radio. The typical life cycle of this type of     crisis is about 3 to 4 days if there is no new information. You’ll want to get the facts out soon and     be consistent.

Straight: Based on our previous experience and the current climate, this situation will likely play     out over several weeks’ time and could negatively impact your stock prices/your brand.

Straight: (Pulling employee aside) Detail orientation is important and we have noticed your work     has typos. Here is a recent example. Please proof your work carefully before submitting for final     review.

Straight: If you accomplish A, B and C, you will be promoted by Sept. 15.

– Remind your listener that you are on their side and that you have their (their company’s) best       interests at heart.
– Present the facts in a straight forward manner that still shows tact.
– Outline potential risks/scenarios but also potential outcomes.
– Prepare for an initial defensive response, especially when delivering tough news.
– Come armed with answers, options and potential solutions.

You know you are not a Straight Talker if you:

– Sugar coat it. Always.
– Are candid but don’t have the substance to back it up.
– Ramble on and on and on and take five paragraphs (or five minutes) to get to the     point.
– Don’t tell the whole story.
– Come away from the conversation unsure of whether your listener understood you.

I’ll take straight talk any day … except, of course, if you tell me my new jeans make my butt look fat. Then you can sugar coat it.

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