Crisis Communication for the PR Agency
Like many PR pros, I sat cringing when I watched the debacle of the PR agency promoting a social media book who made the grossly elementary mistake of spam emailing a roster of journalists and bloggers and not even bothering to BCC. But the firm is enduring enough shame at the hands of Twitter and blogosphere, and it isn’t my agenda to humiliate my industry peers no matter how offensive I think the mistake is.
However, I do think this is a great opportunity to talk about crisis communication and relationship repair.
As I watch the situation evolve I’m seeing a turn in the reactions of people. While the initial fury was over the gall of the mass email/BCC, media and PR people alike are now asking why on earth the offenders haven’t spoken up.
If the offenders had spoken up in the first place, I’m pretty certain the situation wouldn’t have escalated quite so severely. Those of us who weren’t aware it was happening might never have known. But the viral nature of the Internet is full speed ahead as we await a response. Right now, silence is about the same as “no comment,” and it’s giving people no choice but to assume they can’t be bothered or even worse, simply don’t care.
At this point, I’d suggest the agency CEO draft a letter of apology to all the reporters and send it out as quickly as possible. I’d continue by suggesting he comment on the blogs of the bloggers and reporters who have covered this, and also contact them directly with a request for a personal conversation to explain and make good. In addition, considering the traction it’s getting on Twitter, I’d take the opportunity to respond there too, as well as reach out the people Tweeting about it.
Like anything else in the world, an apology and speed of responsiveness go a long away in preventing a situation from escalating. What else do you think the offenders could do to make good on this gaffe?
Rachel Kay
photo credit: Daquella Manera
Rachel – You are exactly right: the tide of this whole mess has started to turn, and we are starting to see the change from Web 1.0 reactions (how the hell could they put us all in the same CC field?!) to Web 2.0 (why aren’t they immediately responding to this growing problem?).
Beyond the obvious apologies and responses on Twitter, blogs, the AdAge piece, etc., I would do this if I were in this agency’s same situation (which I honestly hope to never be!): Try to make good with the PR/marketing community by offering to host a free Webinar with a major service outlet (PRNewswire, Cision, etc.) on PROPER blogger/media relations, as well as what to do when things go wrong, if those mistakes were unintentional. Honestly show those in your professional community that you want to learn and prosper from this bad situation you caused, and at the same time, find a way to help others so that hopefully, it never happens again.
Keith Trivitt
@KeithTrivitt
Keith – as always great thoughts. It goes to show how much faster issues escalate in today’s social-media driven age. I think there are a lot of things they can do to salvage their reputations but doing nothing is not one of those. I love your proactive ideas.
Rachel –
Agreed on all fronts. But, more than anything, I want to thank you for the way you’ve chosen to approach this subject. You could’ve mercilessly ripped on this other agency, but you didn’t. In fact, you refrained from even *naming* the agency! And that’s what sets truly professional communicators apart from the rest of the pack.
– Lindsay
Lindsay you and I always agree that attacking peers isn’t the way to promote our industry – we have enough people trying to paint us in a poor light. Let’s use this as an opportunity for learning and improvement!
By the same token, would you refer potential clients of yours who are more suitable to other agencies to this agency?
Ari – I think that’s your blog post, not this one.
But no, I certainly would not recommend anyone to this agency. And for clarity, I have no problem referring companies to other agencies if the account doesn’t make sense for us.
..but if attacking peers is not the solution (your words, not mine), wouldn’t not referring them be an attack?
Ari – I’m replying to myself due to some technical difficulties. No it absolutely wouldn’t be an attack! An attack is an action – not referring them is a non-action. After yesterday’s situation I know there are many more skilled, communication savvy firms out there. Would you recommend someone for a job whose tactics you didn’t agree with?
Great post, Rachel.
One thing on my mind is that like you, many have mentioned the mistake of not bcc-ing. However, aren’t most e-mail lists run on software sophisticated enough that this would never be an issue?
Eric – thanks for commenting! A skilled PR person shouldn’t be using software to generate mass email distributions in my book. A tailored and personal note can’t come that way. I think at the end of the day the giant list was where the problem started.
Rachel: Beautiful! Humility is greatly appreciated these days. If you screw up, say so! People will respect you much more. You bring up some wonderful topics for being a blogging “newbie.” Keep them coming. Don’t know if I said this earlier, but you have a gift for blogging. Get Natalie in on the action too. She’s a smartie.
Thank you Anna! I appreciate your kind words! On a side note, if you ask Miss Natalie about her blog post I’m sure she will tell you she’s been hard at work on it and will have it up any day!
Anna – I couldn’t agree more that being forthcoming and honest are invaluable qualities not just for PR practitioners, but human beings in general. A bit of integrity and care certainly go a long way. And not to worry – a post is in the works.
Rachel, perhaps the agency isn’t monitoring for social media…similar to the Domino’s fiasco. That lesson also taught us that companies have 12 to 24 hours max to respond to a crisis that ignites via social media chatter.
When the company responsible for editing the book has “Digital” in their name, and it’s a guide about “Social Media for Small Business”, it’s a major oversight if you’re not monitoring reactions both positive and negative.
And if you compound that by hiring a PR agency that doesn’t monitor the digital space when your book is about that very area… there are just so many things that are being handled wrong that I don’t think any of the parties involved can use the excuse “we weren’t monitoring”.
You’re right. The lack of response just doesn’t make sense.
Christina – You are probably right, although at this point they would have to be living in a cave to not have heard anything. In addition, they received ample direct emails about it. But we most certainly agree we should be watching our clients – but we can’t forget ourselves! Thanks for commenting!
Absolutely well-stated. We couldn’t agree with you more. We admire your tactfulness in addressing our “peer’s” elementary sins, and the fact that you didn’t jump on the lynching session in old-black & white-Frankenstein-movie fashion. Kudos!
Ken – I think we agree pointing each other’s gaffes out is not the way to advance our industry – it just makes us appear disorganized and not aligned on a common goal. I also take Karma very seriously.
Rachel, I’m one of those people who was oblivious to the situation until about an hour ago. I saw a few people tweet about it, which then lead me to read the blog posts you link to here.
I’m with Lindsay on this: I’m glad you chose to comment on this situation from a different perspective. There is a learning opportunity in all of this.
Rule #1 when it comes to crisis communication (especially in this Web 2.0 world) should be “If you’re not quick, you’re not relevant.” Because this firm has not yet (to my knowledge) responded, the situation continues to escalate. Even if they respond now, odds are their apology won’t be heard by the majority of those who were exposed to the blunder.
I’m surprised a PR agency would handle their own crisis in such a poor manner, but it should be a lesson for all companies going forward: Ignoring a crisis situation won’t make it go away. Instead, it’s better to deal with it quickly. Instead of turning a “deaf ear” to the conversation, participate in it. A simple apology would go a long way …
Heather (@prtini)
Well done, Rachel. A measured approach that makes sense. There seems to be a bit of confusion in the Twitter-verse in terms of how this spamming event happened. Regardless, the PR firm involved should have been responding on all fronts and apologizing as soon as it became aware of the issue. On a related note, I have been in tech PR/communications for 25 years and I personally have never spammed a list of editors/analysts/bloggers, etc. with a pitch or a release. I just don’t understand why anyone in this business ever does such a think.
Rachel,
Your comments and point of view are dead on. If someone at Brody stepped up and apologized immediately, took the blame or reacted this wouldn’t be “news” and it wouldn’t be spreading like wildfire. They are a public relations firm – rule #1 if you don’t respond to an error quickly, someone will … and it won’t be pretty.
Reading some of the media responses to this “mistake” bought be back to being 22 and a recent college graduate eager to make my way in the world of PR. At the time a reporter (who shall remain nameless) said to me that a PR person is as low as a used car salesman – you can’t trust them cause they all had their own hidden agenda. I was so annoyed I set out to prove that reporter wrong, and have done a good job thus far, building solid relationships and securing great coverage.
However, today I feel Brody emulated that reporters thoughts and feelings and in turn it gives all “PR people” a bad name.
As always great insight on your part!
- Kristen
Agreed. In general, people–as individuals and as a group–are understanding once they are given an explanation. A simple “wow, we messed up and here’s how we’ll fix it in the future” will often suffice, provided that it’s genuine and not a major, major issue.
This reminds me of the “United Breaks Guitars” debacle. United came up with one cheesy line and tweeted it over and over again. Meanwhile, video responses sprung up on YouTube and the internet was rolling with laughter at the airline giant. A better response: the United CEO does a YouTube video which opens with him watching the end of “United Breaks Guitars.” He makes a direct statement about rules being in place to protect customers of large corporations from arbitrary employee action. He then acknowledges they sometimes fail, and invites the maker of the video as well as any other United customer who feels slighted to report their case to a special phone number and/or email address.
It’s no fun to kick a guy (or company) while he’s down. So just admitting a mistake and pledging to move on is always the best course of action.
/ end rant
Phone call? Blog posting or vlog posting or anything that puts a voice or a face with the mea culpa?
Or has there been a mea culpa?
Your approach, Rachel, is, as usual, a really good one — tell it all, tell it early, tell it honestly. That’s the best crisis communications plan. You tend to get more forgiveness that way, too.
Great points Rachel! I can’t stress enough how “no comment” or not responding isn’t even an option anymore. News/media need to “feed the beast” with information and if they don’t get what they are looking for, they will point it out or (this is the exception, but I’ve seen it done) make it up. How would we view this were we a potential client of this firm? If they can’t handle their own crises, how will they handle mine? Thanks for the post!
Rachel,
I have learned much from you and from others like Debbie Weil, Frank Strong, Chris Lake, Al Krueger, etc. I made the mistake of not approaching each person individually and then compounding it with email mistakes. I hope everyone who received multiple emails from me will accept my apology. This incident has given me insights on more appropriate ways of communicating.
Beth Brody
Beth,
Thanks so much for the comment. I think most of us PR folks can agree that it’s one thing to help our clients develop communication but when it comes to our own, sometimes it doesn’t come as easily!
Best wishes,
Rachel