And the Award Goes to: A Kimball Hughes PR Play on the Oscars for Top PR Fails

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The Academy Awards took place just a few short weeks ago, honoring the biggest movies and artists in cinema. What better time to hand out a few of our own “awards” to the biggest stories in PR of 2023 so far. 

Without further ado, the “awards” go to:

The Hotseat Award: Adidas Yeezy Overstock

In October 2022, Adidas was in the hotseat for taking too long to cut ties with their spokesperson Ye (formally Kanye West) when he made public antisemitic comments on social media. Today, Adidas is left with over a billion dollars in Yeezy merchandise, the brand on which they collaborated with Ye that generated around 10% of Adidas’ annual revenue. In 2023, the company expects to take a significant loss as a result of pulling the merchandise.

Aside from the financial aspects of the ordeal, Adidas is still facing issues as many social media users, activists and more wait to hear what Adidas plans to do with the $1.3 billion of Yeezy overstock. From a crisis communications standpoint, Adidas continues to have a problem. Because their original response received considerable backlash, the brand must tread lightly as they balance their public reputation and their bottom line. Disposing of the merchandise could come off as wasteful, selling the merchandise would still financially benefit Ye due to contractual obligation and donating the merchandise could result in it surfacing in the resale market.

As Adidas executives mull over their options and offers roll in to take the Yeezy merchandise off their hands, the company’s future moves will impact its overall business and investors, collectors, activists and social media users. Communications pros are certainly curious to see what happens next.

There are a few things to learn from Adidas’s missteps. First, act quickly. A crisis communications plan is key to ensure businesses can confidently respond and are prepared with talking points, media training and more. Silence can sometimes be as bad – or worse – than saying the wrong thing and the ongoing speculation regarding what Adidas should do with the overstock merely keeps the crisis top of mind for many. Regardless of their final decision, the brand would do well to remain transparent through the process. When a decision is made, they should be prepared for people to ask tough questions.

The It’s About Time Award: The Academy Finally Gets a Crisis Communications Team

In an exclusive Time interview at the end of February, Bill Kramer, CEO of the Academy of Motion Picture Arts and Sciences, revealed the organization hired a crisis communications team for the first time in its history. The development came after the infamous events of last year’s Oscar Awards Ceremony. As most will easily recall, actor Will Smith slapped comedian and MC Chris Rock on stage. If that wasn’t enough, a separate controversy erupted simultaneously around a campaign that led to Andrea Riseborough winning the Best Actress Academy Award for her role in a small indie film To Leslie. Some argued the promotional campaign to bring the little-known-at-the-time movie to the forefront violated Academy rules related to lobbying members for nominations. The organization had no crisis communications team on hand at the time and the headlines began to mount.

The events demonstrate that even an organization with 70 years of experience broadcasting an award show may not be prepared for everything. Today, a crisis communications plan and designated team is critical for almost any business or organization given how quickly narratives can take on lives of their own and social media can skew perception and sometimes results. Kramer recognizes in his interview with Time that while they cannot prepare for every scenario, having a crisis team and modifiable frameworks in place better positions the Academy to handle whatever comes next.

The Biggest Let Down Award: Google’s Bard Announcement

Modern technology is moving at record pace, especially since OpenAI’s artificial intelligence breakthrough in November 2022 with their large language model product ChatGPT. During the past few months, some of the largest technology companies in the world have quickly developed their own AI tools to compete in the race, including Google. However, in the first demo of their product Google posted to Twitter, viewers were quick to notice and call out the obvious flaws in the tool. Shortly thereafter, Google’s parent company’s shares dropped 7.7%, costing an estimated $100 billion and drawing national media attention in the likes of TIME Magazine, CNN and NPR.  

While it may be tempting for brands to rush to tout their own products when a competitor breaks the internet, it’s important to recognize what is at stake. Consumers are keen for near perfect technology and there are enough players in the AI race for investors to explore other options. A proper launch takes meticulous planning and preparation, which requires time well spent.

Before a launch, a good PR team can help give business leaders a perspective of how their product, service or announcement may be perceived by media and the public. For example, in Google’s case, a more carefully crafted launch plan might address limitations of AI chatbot technology such as potential product accuracy issues. When things do go wrong, a PR team can help limit any additional damage by assisting with media requests, crafting statements to address the issue and help brands effectively connect with their audience, even when the audience may be losing trust.

And that’s a wrap on this round of awards highlighting some of the biggest stories in public relations so far this year.

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Crisis of Confidence

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In the span of just three months – one at the end of 2022 and two at the beginning of 2023 – the insurance industry has been at the center of significant crises situations that have played out in the media. While the scenarios cover a broad spectrum of what could go wrong, from each situation emanates one key theme – the value in planning ahead for a potential crisis.

In December, State Farm was the focus of an investigative feature story detailing allegations that the insurer discriminates against black homeowners in claims scenarios. With a human, empathetic approach to its response, State Farm struck exactly the right tone in a situation where the story would have proceeded with or without the company’s input. The response, shrouded in what appears to be sincere embarrassment, may ultimately serve State Farm well if the company continues to resolve the matter while owning any mistakes made.

The Norfolk Southern train derailment on Feb. 3, 2023 and the resulting chemical spill dominated most headlines and broadcast news coverage for most of February. As investigations proceed and claims likely exceed Norfolk Southern’s liability coverage, increased scrutiny will fall on railroad insurance generally and risk management practices in the transportation industry more specifically. In time, insurers will face questions about how the U.S. transports sensitive cargo and the safety measures it mandates of its insureds.

And finally, in late February, North Carolina investment firm founder Greg E. Lindberg again generated headlines when he was charged by a federal grand jury in a $2 billion fraud scheme. According to the indictment, Lindberg and others are accused of improperly taking money for personal use from insurance companies controlled by Lindberg. This news follows a 2020 bribery conviction of Lindberg that was overturned on appeal in 2022. Lindberg has since made several combative statements, issued a press release announcing planned actions by his defense team, and otherwise taken actions to ensure his name remains in the headlines, come what may.

And these are just a few of the more recent, audacious headline makers.

As has been said many times before, the insurance industry has a communications problem. And like so many other industries, the crisis communications capabilities of the insurance industry are lacking.

Countless businesses of all sizes are ill-prepared for crisis situations where they must communicate with multiple stakeholders: investors, board members, employees, vendors, the public at large, industry leaders, etc. Most lack a Crisis Communications Plan. And for those who might have a crisis plan of a sort, those plans are often out of date by many years and/or have never been stress tested. In fact, if you quizzed most senior executives at any number of organizations, they would be hard pressed to verify a Crisis Communications Plan exists for their company, and who is assigned to what roles on the designated crisis team.

Crisis Communications Plans give companies and non-profits a road map to follow, designate team members with clearly defined roles, and provide approved language for a range of scenarios that allow for the type of rapid response required in the current media environment. These plans also empower crisis team members with both formal training that helps them to avoid missteps and with the authority to act in the best interests of the organization within certain parameters. Lacking such a plan, most companies find themselves making it up as they go, which is akin to trying to close the barn doors while the horses are mid-stampede from that same barn. The best you can hope for in that scenario is not to be crushed in the experience.

Like insurance itself, a good Crisis Communications Plan is a hedge against disaster. While it will require an initial investment, the savings such plans provide can be incalculable in a true emergency situation. Some crises result in bet-the-business risks that often can only be resolved if the actions taken are deftly communicated. One need only look at recent bank failures – driven by crises of confidence primarily – to understand how vital quick, thoughtful and fact-driven communication can be in the life of any organization.

Sharing a Little Inspiration this Women’s Empowerment Month  

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Last week I spent International Women’s Day with 200 remarkable women in Philadelphia from the legal, marketing, communications, nonprofit and other fields at the inaugural Follow Friday conference aimed at women’s empowerment. Hosted by my friend and chief marketing officer for Legal Internet Solutions, Inc., Robyn Addis, the conference addressed how to rethink gaining entry, focusing on career advancement, managing work-life issues, overcoming fears and challenges, and most importantly, the value in helping each other succeed.  

Although the occasion was Women’s History Month, now often now referred to as Women’s Empowerment Month, the speakers demonstrated that these are practical, everyday career and work-life integration issues for women in the workplace that go well beyond any one calendar date. These women inspired the audience with their stories — both professional and personal — of perseverance, resilience and hope.  

Kelly Breslin Enache, CMO for Saul Ewing LLP, kicked off the presentations by explaining that while many of us recognize some aspect of imposter syndrome within ourselves, we have to tap into our professional courage to move forward and succeed. She referenced Tracy Brower, PhD, who recognized that while self-doubt is common in successful women, it is not standing in the way of their success. Women with professional courage choose to move forward despite feelings of self-doubt, fear or readiness. “Courage is when conscience, fear and action come together. It is grit, optimism, perseverance and determination,” Brower said.  

I believe we have to say good-bye to the plague of imposter syndrome and usher in a new era of success for women grounded in professional courage.  

Many women are fighting personal “gremlins,” Elise Holztman, president and founder of The Lawyer’s Edge, told attendees. Not just the gremlins that make us feel we don’t belong at the table or deserving of the professional title we hold, but those that put a wrench into our plans like health crises, family struggles and other personal issues. Some women suggested we give these gremlins a name — and shared the names they put to their gremlins. You would never guess looking at these accomplished women, the multitude of external pressures taking aim to derail their best laid plans of professional progress. But they shared how tapping into the power of each other can help to tackle the challenges before them. They reminded us to create our own personal board of directors to call on for advice, insight and support. 

Speaker Beth Mirzai, a professional opera soprano, addressed the power of using your voice with confidence. She noted how critical it is for women in the workplace to remember that no one is actively rooting against us. We all have advocates cheering for our success. One woman in the room reminded us, to some laughter from crowd, that this is not always the case in the legal profession. That may be true, but overall, I agree we generally want one another to succeed. Particularly, as women, we have to be a force of support for each other.  

During a break-out “fishbowl” session, one woman after another joined the table to share their professional experiences, accomplishments and struggles. Their words made me consider my own occasional feelings of self-doubt as well as family health issues I’ve struggled with that can tighten their grasp when we least expect it with no regard for our professional aspirations.  

I’m fortunate to say I’ve experienced tremendous support from Kimball Hughes Public Relations. Company leaders and colleagues have supported my professional growth and career development as a female leader whether it’s a client win or crisis, a call from the school office, health issues or  the little things in life that challenge us all. In fact, when my son was hospitalized a few years ago I was fearful of missing too much work and asking others to carry my workload. I tried to step down but I was told that was out of the question. Whatever time I needed I could have; I was assured my job would be waiting for me when I was ready because family comes first. A few months later, the agency took on the small nonprofit championing my son’s rare disease – The MOG Project – as a pro-bono client. We supported them with a public relations campaign to bring attention to this orphan disease I had come to know too well.  

Yes, our jobs are important. We all strive to do our best, but family is critical because if you can’t do the important work at home, the professional work becomes exponentially harder. The women at this conference reminded me of this fact. We are all working to succeed in our roles as female professionals, as parents, as spouses, as valued members of our communities and more. By inspiring and supporting one another, we can build each other up and enjoy our successes and those of others while managing what life throws our way. We can be better leaders, better mothers, better members of our community, mentors and role models for future generations by showing professional courage, using our voice, boosting each other up and remembering we are all rooting for each other.  

Get to know Mattison Brooks, Public Relations Manager

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Public relations is all about relationships—the people behind the stories. That’s why we’re offering this blog series all about our team members. This isn’t about our professional accomplishments but who we are as people. We hope you have as much fun reading along as we do interviewing each other.

1. What got you interested in public relations?

My love of public relations spun off from a combination of my early journalism career, a deep love for American history, and my love of good storytelling. After a short but intense stint covering politics on Capitol Hill at CNN and working local news in a few regional Virginia markets and my hometown in Western Canada, I realized I wanted to do communications differently than I had previously. I learned that I was really excited by taking on the challenges of shaping messaging, crafting narratives, and helping organizations navigate the media world, crisis communications, and engaging the public in mission-focused communications. Working in the non-profit world was an easy jump after graduate school. And that road ultimately led me to here – a new and exciting way to keep telling great stories and engaging clients in new and innovative ways.

2. Tell us about your favorite movie and what appeals most to you about it?

Anyone that knows me knows that this is a multi-hour discussion. However, because I’ve got a word limit, I’ll grudgingly choose one; and that is The Lord of the Rings: The Fellowship of The Ring. This movie never fails to give me chills to this day – and as a young kid, this movie blew my mind. The movie score, the cinematography, the acting, the scale and scope of what was built and created gave life to Tolkien’s masterpiece. I truly believe there’s never been a movie like it… and short of the new Dune movies, there may never be again.

3. What was the last, best book you read and what about it spoke to you?

The last book I read was a guilty pleasure: World War Z by Max Brooks. Totally just an entertaining and thrilling book, written in the form of a pseudo-documentary about a global war against zombies. The movie wasn’t great, but the book is fantastic. The last book that I read that inspired me and spoke to me was probably Washington: A Life by Ron Chernow. The life of George Washington is truly something that people need to read to believe. There’s something very inspiring about a person whose singular commitment to honor and duty shaped the way that we view civic virtue and our system of government to this day. Not without his flaws, the book also does a wonderful job exploring how deeply complicated and conflicted Washington was with his own family, his career, and his view of the revolution he helped fight. How that book and the story of George Washington hasn’t been given a proper treatment or at least translated into an HBO mini-series a-la John Adams or Chernobyl, is beyond me.

4. Tell us about a meaningful hobby or outside of work commitment that is important to you.

I am really into winter sports, which makes living in Florida an interesting place for someone who grew up playing ice hockey and snowboarding. But any time I can manage to get to the mountains I feel completely refreshed. There’s nothing quite like the total peace and quiet at the top of a mountain. It is a great place to clear your head and decompress.

5. Share a fun fact about you.

I am an avid cook and am constantly trying out new recipes for my wife and me. Not all of them are winners, but we’ve stumbled across some absolutely great ones that have become staples in our house. To quote the great classic, Ratatouille: “You must try things that may not work. Anyone can cook; but only the fearless can be great.”

Is it mine? How to share your PR win

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You’re famous! Well, somewhat famous. You were included in a great article in a highly regarded, well-read industry publication, and your thought leadership or interview made the front page. The next steps usually involve raising awareness of the story and sharing it among your colleagues, clients and peers. But can you do more? What if your quote would fit perfectly in an upcoming presentation or marketing material? They’re your words, aren’t they?

The short answer is – it’s complicated.

While they may be your thoughts on the page, an article is usually owned by the publication that published the article. This applies to thought leadership as well. Even if you are the bylined author, most publications own the rights to the submitted content they publish. So, what are the dos and don’ts of sharing content?

The Dos

First, most publications encourage authors and sources to share content they contribute through social media, as long as the post links back to either the original story or the publisher’s social media post about the content. Tagging the article and the publication are considered good practice and drawing attention to a story is a great way to deepen relationships with the media.

When it comes to your website, include a link to the article in your press page. This usually involves posting the title of the piece, the author, and the date it was published along with a hyperlink to the original piece. Generally, as long as you are linking to the content on the publication’s website and not copying content, you are not violating any rules related to intellectual property or copyright.

For marketing purposes, it is also acceptable to include mention of the article and is preferable to the publishers if your mention provides details on where to find the original article. For example, if a brochure discusses how a subject matter expert discussed a topic in a recent Forbes article, that is fair game and preferable to all parties if that mention includes the date that article was published.

The Don’ts

The general rule is once content is submitted to a publication, they own it – even if they are your own words. While linking to the original article is not different than any other social media post, taking written content and posting it without a link or credit is generally a violation of the publication’s intellectual property. At the very least, it is a great way to burn a bridge with a valued media contact and their publication.

This applies to more than just website content. Marketing materials and other communications should not include unattributed quotes, segments or articles. A bylined article should also be considered the property of the publication once it has been submitted for publishing. Many publications will have language to this effect in the legal notices on their website or even request that you sign an author’s agreement before publication.

A Rule of Thumb

Many publications may be interested in giving special permission to use their content as long as they are given the proper credit. There can be a grey area here, but as a rule of thumb, when it comes to who owns the content, regardless of who wrote it, assume it belongs to the publication.  

Breaking Through the Noise: SEO for Public Relations

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Have you ever wondered what really gets a brand on the front page of Google? For brands today, search engines are paramount to any successful marketing or public relations effort. Search Engine Optimization (SEO) employs a series of tactics to increase a brand’s visibility and ranking on search engines such as Google, Microsoft Bing, Facebook and Amazon, and it is one of the fundamental considerations of any marketing or public relations strategy.

SEO, however, doesn’t need to be a heavy lift. While there are a myriad of algorithmic factors that impact a brand’s search engine ranking, a few essential ranking factors allow brands to optimize their public relations efforts. Let’s look at how brands can leverage simple shifts in their content development process to improve their rankings and climb the search engine ladder.  

  • Links: Links are critical in SEO because they tell the computer when people are visiting content. When creating content, consider linking back to relevant owned content such as blog posts on a similar topic, resource pages or other pages on your website that relate to the topic. Additionally, ensure there is a link to the website homepage placed in the post as a link (https://www.kimballpr.com/) rather than rich anchor text. It may be tempting to load up content with links, but this can be counterproductive. Brands should try to stick to three or four links at most. Doing otherwise may run the risk of triggering a spam or bot flag, which will ultimately hurt the brand’s SEO value.
  • Keywords: Brands can leverage the search engine habits of their audiences to help better target their content. Generally speaking, every audience has specific search engine habits, or keywords they look for, that can help brands identify what language to use in their content. Once a brand has identified what those keywords are they should strategically use those words throughout their article/blog/website, etc. These keywords will help the search engines identify what the content is about and send it toward the right audience. Brands should research what keywords will help them reach their audience, what they care about and what they are turning to search engines for, and use those keywords in the body, headline, URL and wherever else they naturally fit within the content. Similar to the note above about links, brands should avoid using too many keywords or “keyword stuffing” to avoid being flagged as spam.
  • Headlines: Keywords are not the only way brands can leverage the language of their content to raise their SEO rank and better target their audiences. When creating a headline for a piece of content, whether it be a blog, article or otherwise, brands should consider using strategic language. The headline is the first part of a piece of content a potential audience member sees and is vital in grabbing the attention of readers. With that in mind, brands should consider using pithy language, paired with targeted keywords to catch the eyes of readers. For example, using listed titles such as “top 3 reasons to use social media,” or pointing out an issue the content can help solve such as, “inflation is high: social media marketing can help,” will help catch the eye of the reader and entice them to engage with content.
  • Break Up Content: The format of the body of the content can be used to climb the SEO ladder as well. Once the headline captures the attention of the reader, the content of the article needs to keep their attention. There are strategic ways that brands can format their content to best engage readers. As mentioned above, placing keywords throughout the piece will help. It is also important to make the content attainable. Using straightforward, easy to read and plain language will help consumers understand what they are reading. The average individual in the U.S. reads at a 7th grade level, so keeping content at that level will help keep the reader engaged. In an increasingly digital age where attention spans are shorter, breaking up the content is key. Numbered or bulleted lists are the easiest way to format content in an attainable way. If content is not listable, shorter paragraphs will help readers feel as though they can consume and understand the content, whereas longer, meandering paragraphs will feel more daunting.

Leveraging Original Content

Of course, in order to incorporate the tactics listed above and climb the SEO ladder, an organization needs somewhere to place links, keywords and important information. This is where original content comes in. Original content can be anything from a blog or infographic on an organization’s website to an interview or thought leadership article printed under the byline of an organization’s subject matter expert (SME) in a reputable publication.

These types of original content can be broken into two categories: owned and earned. Owned content is content that an organization owns. They come up with the concept, have complete control of what goes into the content and put it on their website. Blog posts, infographics and more fall under the purview of owned content and allow organizations more control over what goes into the content regarding links and keywords. Earned content or earned media is content that an organization, or public relations agency partner, secures in a reputable publication, whether it be an industry trade publication or national business publication. Interviews and thought leadership articles fall under this definition. A good public relations partner will have established relationships with many of the editors of industry trade and national business publications and can help secure opportunities for interviews or articles in these publications. While owned content gives an organization more control over the content, earned content often gets more visibility, is often perceived as less biased and can help build or expand an organization’s reputation.

Regardless of whether the organization builds its content library in-house or through an agency partner, leveraging original content is the best way to incorporate SEO tactics into a brand’s content to boost their reputation on search engines.

SEO is a necessity for modern brands to exist in the age of the internet. When approaching the wide world of search engines, it is important to remember to play the long game as success is not achieved overnight. With a plan in place, brands can build up an online presence alongside a few strategic SEO practices that can help bring them to the forefront of search engine results over time.

Why Lack of a Crisis Communications Plan Should Terrify You

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Crises come in many forms.

They could present as one (or more) negative online reviews of your business. Others manifest through the court system in the guise of lawsuits or other law enforcement actions involving executives, employees or clients/customers. Customer complaints, employee disputes or soured relations with the local community or other stakeholders can constitute critical crises situations. Still others might involve negative press coverage or complaints on social media. The worst crises involve issues of life and death.

In Crisis, You’re Surrounded. Sometimes Literally.

Try to imagine having your workplace or for senior leadership, your home, surrounded by numerous news vans for hours or even days; harassing your workers, customers, and neighbors relentlessly to secure comments about whatever negative issue has befallen your organization. Now try to imagine keeping to a business-as-usual schedule as the world puts you under an intense microscope.

You don’t have to be a crisis expert to recognize when your organization is mired in one. In 1964, U.S. Supreme Court Justice Potter Stewart described how he determined if something was obscene by famously saying, “I know it when I see it.” The same standard applies for leaders in determining if a crisis exists and how seriously it threatens the organization.

In more than 15 years of crisis communications management, I’ve seen all the above scenarios and quite a few more. Most of the organizations involved were wholly unprepared and found themselves, at best, struggling to manage.

Yes, they had lawyers. In nearly every case, the lawyers were excellent. But lawyers concern themselves with minimizing liability; their concern is rarely public opinion. And public opinion, frankly, will make or break a business’s bottom line or crush a non-profit’s fundraising capabilities, not to mention create reputational damage that can linger for years.

The Scariest Role Playing Ever

I like to pose the following to senior leaders, and while some may find these scenarios alarmist or extreme, they happened. My colleagues and I have managed them. Nearly every case was a bet-the-business situation and in each, the client lacked a crisis plan. This meant the best that could be done was to try to get their version of events out in front.

Imagine getting a text message or email that briefly outlines one of the following scenarios:

  • Your CFO has been arrested, is in custody and there will be a mug shot and perp walk in front of waiting press outside the police or district attorney’s office within the hour.
  • One of your workers has been killed on the job, either in a work-related accident or active shooter incident, and numerous local and national media are asking for a statement immediately.
  • Your CEO has been unexpectedly terminated or has died. The press are seeking an interview with whomever will take over, and the board of directors has called an emergency meeting expecting you to lay out how you will manage this situation.
  • Protesters have surrounded your business with signs and megaphones that are paralyzing your operations and drawing the attention of media regarding alleged poor worker conditions, or health code violations or claims that non-union labor was employed in a recent or ongoing renovation.
  • One of your leading donors has been arrested on charges of financial fraud and the media are reaching out asking if you will return the substantial funds provided to help compensate the donor’s alleged victims.
  • You have been accused of sexual harassment, law enforcement are at your door or on their way to interview you and the press have learned of this and are surrounding your workplace or home right now.

If you were involved in any of the above scenarios and you looked out your window, you would likely see a parade of news vans pulling up while your cell phone and email exploded with all manner of stakeholders asking questions. What would you do in the first 5 minutes? The first 10 minutes? The first hour? Most importantly, what would your plan be to manage the situation?

Calling the lawyers is a given, but they won’t manage the press.

Dozens of Questions at Once

What’s the process one follows to draft a statement the lawyers can live with that will also help the organization to try to stop the bleeding? Who will write that statement? How will they vet it? Does someone from the organization read the statement to the press? Is it emailed? What if the press keep asking questions? Do you do an interview, and if so, with which outlet? What are the pros and cons of doing an interview? Is the person to be interviewed media trained? Who is in charge of ongoing messaging? Who has to sign off on the messaging?

So many questions will emerge. Unfortunately, answers will be needed for most of those questions within the first hour or two. Otherwise, the situation can easily devolve to the point where it becomes nearly impossible to manage all the moving pieces.

Now, is every situation so extreme? No. A few bad reviews of your restaurant won’t prompt a media blitz. But, you’d better have a timely plan to message to your existing and prospective customers before reservations start canceling. However, every crisis scenario — from minor to major — requires timely communications, and that’s a challenge at best when there’s no plan and each passing hour might be damaging the organization.

If what I’ve shared raised an eyebrow or you actually tried to answer some of the above and struggled to clearly answer my questions even a little, then you are not prepared for a crisis. And you absolutely need to be.

Start By Asking for Help

Crisis communications planning, like life insurance, is something no one really wants to use. But to protect the people and things you care about you need both.

If you’re curious about what you might need in a crisis communications plan or what the process might look like for your organization to create one, get in touch with me.

Our agency offers free crisis communications planning consultation — which, of course, is different from crisis communications management. We do that too.  But if you’re planning for 2023 and beyond for your organization, consider putting the development of a crisis communications plan at the top of your priority list. Because when a crisis comes, and one will, not only will you know it when you see it, you’ll wish you had a robust and tested plan to address it.

Get to know Liz Rubino, Media Relations Coordinator

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Public relations is all about relationships—the people behind the stories. That’s why we’re offering this blog series all about our team members. This isn’t about our professional accomplishments but who we are as people. We hope you have as much fun reading along as we do interviewing each other.

1. What got you interested in public relations?

I started out my career after graduating from college as a radiologic technologist. After my first child was born, I was a stay-at-home mom to my four children for many years. Our good friends across the street had six kids and they were friends with our kids. In 2007, Gary (the founder of Kimball Hughes PR and our good friend across the street), asked me if I would like to come and work for him. So here I am, 15 years later working in public relations.

2. Tell us about your favorite movie and what appeals most to you about it?

I have always liked movies that Robin Williams has been in and the variety of characters he has played. One of my favorite movies is Mrs. Doubtfire. He is a father who loves his kids and does just about anything to make sure he is a part of their lives each day. Although everything changes within the structure of the family, they were able to come together, compromise and still be a family, just in a different way.

3. What was the last, best book you read and what about it spoke to you?

I like to read mysteries and one author I enjoy is Agatha Christie. Murder on the Orient Express is one of my favorites that takes place on a train that has had to stop due to heavy snow. One of the main characters is detective Hercule Poirot, who appeared in many of Christie’s novels. He  is precise with his methods he uses to solve crimes and not shy in letting everyone know.

4. Tell us about a meaningful hobby or “outside of work” commitment that is important to you?

Becoming a mom has been one of the best parts of my life and now I am a grandmother for the first time. My 2-year-old grandson always puts a smile on my face. He has a great personality and is quite the character. I look forward to spending time with him each week.

5. Share a fun fact about you.

I moved to Florida after I got married and my husband signed me up for scuba diving classes without my knowledge. I was very nervous about taking the classes, but I ended up enjoying the lessons and being best in class on my test. I only got to go diving four times, but each time I enjoyed the experience and the beauty under the water.  

Thought Leadership: Why It Matters 

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Thought leadership is vital to amplifying a business leader’s voice and staking their claim as an expert in their field. And if you think it can’t be a priority, consider: 

  • SEO benefits:  What drives the internet – and search engine algorithms – is new, original content. The SEO impact thought leadership offers professionals and their organizations is huge. Thought leaders should link relevant, high traffic articles within their pieces to support their research and help drive viewership. Additionally, thought leaders can link their pieces via social media to drive traffic from their network.
  • Position yourself as a leader: Many executives and organization leaders underestimate the value their experience and thinking can be to others. By sharing insights, opinions and advice, you can position yourself as someone customers, clients and other industry insiders turn to for guidance, all while enhancing your brand or market presence. 
  • Promote events: Thought leadership offers a unique tactic to promote your event, showcase the expertise of leaders at your event and position yourself in front of people who are or should be attending. For example, some of the following thought leadership pieces from the Insurance Industry Charitable Foundation (IICF) ahead of their Inclusion in Insurance Regional Forums this month in Insurance Journal and Risk & Insurance helped support those events while also advancing the reputations and insights of the authors, their companies and IICF while contributing to the furthering of key issues within the insurance industry. 

Our clients often benefit from thought leadership because furthering their reputation and recognition in their industries or marketplaces is mission critical. Also, when done well, thought leadership really works. Leaders across all industries have extensive experiences and insights to offer. Packaging that expertise into well-thought out, easy to absorb content, allows business leaders to maximize their exposure and drive organizational goals.  

Making The Most Out of Your Media List

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An accurate, well-considered media list is the backbone of any effective media relations strategy. It may seem like a list of countless emails equates to countless opportunities, but quantity does not equal quality. After a communications team has developed their pitch and a plan, consideration of these tips is critical when building or refining that most prized piece of public relations life, the media list:

  • Know your audience: As a team becomes more connected to a project or client, they may have big aspirations when it comes to target publications. It is good to have a few “reach” publications, but only if it fits with the direction of the story and the goals of the initiative. Consider the power of local newspapers and broadcast stations in relevant locations or online blogs with direct reach to your target audience. In the world of B2B media, often a well-earned trade media placement can be worth several splashy, front-page headlines in reaching your target audience. It may take a little more research, but careful refinement of your media list will allow for exposure in areas where it matters most.
  • Know who speaks to your audience: The PR professional who pitches journalists they haven’t researched is the PR professional who often falls short. Research your topic and those who cover it. Reporters have beats or priority topics they look for. For example, a publication may have a finance reporter, a business reporter and a real estate reporter. All three might have some crossover, but there is a clear topic of interest each focuses on. Engaging with the correct reporters will increase your chance of success, helps cultivate a well-informed relationship for future efforts and cuts down on wasted time and effort.
  • Stay on track: With so many resources available to access contact information, many of us have fallen victim to the research rabbit hole. Establishing a plan with an identified audience will guide the research. Share your list with colleagues and ask them to help you stress test it to ensure it will be the foundation of a meaningful outreach effort.   
  • Keep it updated: After the initial outreach, there is a good chance some messages will bounce back. Newsrooms change with increasing frequency and often commercial databases do not have the most up to date information. Make sure the bounced back emails are replaced with viable options at that outlet. It’s important to also find out where the original journalist you tried to reach moved on to. He or she may still be a good fit for your story. Finally, you can, and should, update your list based on the feedback and responses you receive.

Building a quality media list allows communications professionals to focus on the real reason the list is being made in the first place: Engaging with the media. Cultivating a well-researched, targeted list will help drive your story and reach your audience, positioning your client or company where it will make an important difference.