Bristol’s First Crisis Communication Challenge
I want to preface this post by saying it has nothing to do with my political leanings, which is something I typically keep personal. Like many others I was surprised at the news this week that 19 year-old Bristol Palin, Sarah Palin’s daughter, has started a PR firm. To little surprise the announcement caused an uproar, notably among PR people who questioned what experience Bristol boasts to be able to offer strategic public relations counsel to companies and organizations. As PR people we know there are a lot of facets to our jobs outside of publicity, including crisis communication, investor relations, special events, tradeshows, messaging architecture, consumer relations and on and on. Some practitioners voiced in both blog comments and through social media that the move actually discredits our profession and the amount of demonstrated experience that goes into being a skilled PR person. Some people simply blew off the move as a savvy tax strategy. Other’s still, a publicity stunt.
Enter Bristol’s first crisis communications challenge – the negative reactions to her own company. Although the story appears to have broken two days ago, it appears we haven’t heard a word from BSMP LLC., other than a fairly cryptic response from her lawyer confirming the company exists. It’s still unclear whether she has created an agency in the “traditional” sense of the word, where she will take on clients and execute plans. The Twitterverse has been abuzz and The Huffington Post’s story has received more than 2,000 comments. I’m sure Bristol’s camp is monitoring “her brand,” but so far they’ve chosen not to respond, which is an atypical strategy from a PR firm.
In my opinion, it’s time to calm the waters with a clear explanation of the intent of the company and the motivation behind a career in public relations. As with any uproar, the more transparent and informative you can be, the less inclined people will be to come to their own conclusions. What do you think? What do you recommend Bristol do in response to all the buzz?
Photo credit: O6scura
Laughable, really.
Perhaps one strategy a desperate brand can use is, “My PR firm is run by Sarah Palin’s daughter!” and their logo could be found on Bristol’s much-visited site.
Joe – you might be on to something.
Partner with someone who knows what they’re doing – ideally someone skilled enough in reputation management that they can pry her out of this mess and into the realm of credibility (tall order). It’s sounding more and more like a tax move since she or anybody from her “agency” haven’t bothered to respond. I hope nobody takes this story seriously enough to discredit the PR profession.
Annie,
I agree with you that it may just be the tax move – but I’m not sure why no one from her camp has answered those questions yet. I feel it’s been unclear. Thanks!
Rachel
Considering that just a few months ago Bristol was trying to get her GED, this is indeed insulting to the entire PR profession, but it also proves how arrogant and stupid the entire Palin family is–they think they can do anything without experience.
Hey, Rachel. I always laugh at stories like this one and then always appreciate how you find the PR angle and ask legit questions we should all consider
.
“As with any uproar, the more transparent and informative you can be, the less inclined people will be to come to their own conclusions.”
Absolutely right. This is one of my favorite points to make with clients about how we have to manage to perception vs the inside reality they may know.
At least Bristol is educating. PR pros said Tiger should talk. He didn’t. And then all 777 women he slept with came out of the woodwork and we knew why. The “no comment” from Bristol makes me think there was little to any thought behind this publicity stunt.
There goes that perception thing again.
Best,
Justin
@JGoldsborough
Thanks Justin! You are spot on about managing perceptions, which isn’t happening here. And that’s the irony if she is in fact starting a PR firm.
I thought that the Huffington Post brought a sufficient explanation to the incorporation by Bristol- financial in nature. For those politically inclined that might think this incorporation is the first step toward a presidential campaign that Palin would suffer through with her inexperienced daughter at the helm lacks credibility. At least it lacks credibility in my eyes- but I don’t buy tabloids.
Reilly,
Thanks for your comment! I actually didn’t feel the question of whether or not she created the LLC for taxes sake, or if she is really starting a PR firm, was completely answered by the story or by Palin’s lawyer. I actually don’t see a tie-in with a political campaign, but there are a lot of unanswered questions. There is a lot of buzz about what exactly is going on, so from a PR perspective, I’m wondering what her strategy is.
Rachel
Assuming Bristol is serious about starting a PR agency — a big assumption, I realize — the handling of her company roll-out should be a red flag for any client. It’s a list of “what not to do” in crisis:
-Don’t let your lawyer be your spokesperson, unless it’s absolutely necessary for legal implications. (In this case, it’s not.)
- Don’t let others take control of the story. Be out in front of it.
- Don’t be caught unprepared. Anticipate potential negative responses and have a plan in place to respond. (Judging by the lack of response, it appears Bristol doesn’t have a solid plan in place to deal with her own negative PR).
I’m sure the list could be continued, but you see my point.
If she can’t handle her own PR, why would a company hire her to handle theirs?
Heather
@prTini
P.S. I’m with Justin. I love how you can take an issue like this and develop a real PR discussion out of it. Nice job, Rachel!
Heather,
Once again – fantastic points. Agree 100 percent. If Bristol really is starting an agency, she should subcontract to you and Justin.
Rachel
I saw this article on twitter.
We should be applauding young people and especially a young single mom for taking a risk to start her own business. She will learn in time just like any other new business owner how to handle herself and her business.
Why are we so hard on her? Is it because those on sites like Huffington Post behave like ten year-olds and Ms Palin is taking an adult approach towards life. I remember when I started my company how I was scared I was and still am.
Why are we picking on this young lady? She is laying the ground work for her business venture. I wish that when I formed my company that it would have generated this much media coverage. She didn’t have to spend a dime to let the world know she created a PR Firm.
In my opinion she is already ahead of the game.
If I like what I see maybe one day I will contact Ms Palin firm and inquire about her services.
We are always saying that this generation is lazy and has no direction yet when someone steps out onto a ledge to try her hands at business we make fun of her.
It makes me wonder who are the experience adults versus who is the young entrepreneur taking on the world.
If Ms Palin could generate this much media coverage for my business then I will hire her today.
Yolando,
Thanks so much for your thoughts. I intended the post to focus on her PR strategy in response to the naysayers, which, if she really has become a PR practitioner, is very unconventional so far (not answering any questions and having her lawyer comment for her).
I didn’t choose to focus my post on whether or not she should own a PR firm, but I will respond to your points. Respectfully, she did not pursue or secure this coverage for herself. She has done nothing to control or influence the messaging that’s been put out there. The coverage came solely because she is the daughter of a highly talked about political figure. I struggle with patting her on the back for a great PR success when she hasn’t actually done anything.
In all fairness, I don’t think people are questioning anyone who takes on the challenge of becoming an entrepreneur. I think people are concerned that she does not have the demonstrated success or experience to counsel organizations and companies on a communication strategy. It’s important to realize that PR isn’t just dialing up the LA Times and asking for a story. It’s about an overarching plan to reach targeted influencers through a number of well-thought out tactics. It’s about research. It’s about messaging structure etc… I’m confident that Bristol Palin has not PRACTICED PR, and simply being in the news because your mother ran for office does not make one qualified to own a PR firm.
An adult approach if she really wants to get into PR would be to go to college and study communication, marketing or similar discipline. Then I’d recommend starting at a reputable PR agency as an intern and working her way up and learning from senior level practitioners.
Our trade, unfortunately, is not one you can just decide to do with no hand’s on learning.
Thanks again for commenting!
Rachel
I am offended as marketing/public relations post- graduate with 5 years of field experience in event planning, research analyzing, crisis communication, investor relations, tradeshows, and consumer relations. It’s so hard to image how someone without so much as press release experience can call themselves a Public Relations Professional.
My challenge has been to clear a path for myself where there was none, leading the way for my siblings and other family members. Bristol Palin cannot be the seen as a “young entrepreneur taking on the world,” I am sorry but she has not done the work. And she continues to show no serious interest or understanding as she lets others control the media coverage her agency has accumulated. All I hope is that she has equipped herself with professionals she can learn from and will continue to search for creditable education and practice in the field.
What’s ultimately very shocking – and yes, a little disturbing for our own profession – is how she is handling her own PR crisis, oddly enough, about her PR firm: by doing absolutely nothing. What does this say to her potential clients and/or employees? And what confidence does this instill in them that she is competent and in control of her business and her clients’ business/reputation/brand?
Obviously, not very much. The fact remains, as PR professionals, whose jobs are largely to manage the reputations of brands and companies, if we can’t do that for ourselves and know how to answer all of the tough questions about our own goals, aspirations and business endeavors, how will we (or Bristol, in this case) ever manage to do so for our clients or even convince that we can? Not a good sign or first step for this business …
@KeithTrivitt
Bristol Palin’s lack of a strategic PR plan for her own company demonstrates her (lack of ) ability as a PR person within the first two days of this announcement. Granted, not all PR people would be the best publicists for themselves, but in this situation you had better have a plan right off the bat about how you are going to disprove any skeptics.
Her first error was having her LAWYER confirm the announcement instead of Bristol perhaps holding a press conference, launching the firm formally or at least confirming the announcement herself.
The only reason I could possibly imagine Bristol would feel inclined to launch her own PR firm is because she assumes that any potential client will automatically gain publicity just by working with BSPM, LLC. Does anyone even know what sector of PR she is trying to work in?
Oh the Palin’s….I’m done.
Stacey,
Thanks for commenting. Yes, she should have had a plan in place and she has enough experience with the press to anticipate the response and be ready for it. It’ll be interesting to see if we hear anything moving forward.
Rachel
I think she DOES have a strategic plan, and it goes something like this:
1 – Announce that you’re in business as a PR professional
2 – Get PR professionals to use your announcement to say that you/your firm discredits their profession
3 – Let the profession define itself without you in the dialogue, saying that your definition of PR is different than what it really is
4 – Jump into the fray after some time has elapsed and say “by PR I meant ‘event management, like holding glamorama fests at swanky clubs and selling vodka and getting @aplusk to show up’”
5 – Get clients from among those who think “Sarah Palin’s daughter can help us create buzz.”
Maybe she’s a little bit smarter than we think.
Dave- I can always count on you for the fun (yet often true) commentary! Thank you!
Rachel
Rachel,
Your post is thought-provoking (as usual) but I had to to comment when I read one of your replies to a comment:
“It’s important to realize that PR isn’t just dialing up the LA Times and asking for a story. It’s about an overarching plan to reach targeted influencers through a number of well-thought out tactics. It’s about research. It’s about messaging structure etc…”
I wish more people understood the deeper definition of public relations that goes well beyond publicity, including some who call themselves PR professionals. I am glad you get it, practice it and preach it. Keep up the good work.
Kristie,
Thanks so much for your thoughts. Agreed it’s always a challenge to communicate the breadth of what a true practitioner is responsible for. Having gone through the APR process I’m sure you have that understanding and expertise more than most. At the end of the day, clients will be able to see the difference (thank goodness!)
Rachel
I will play devil’s advocate. First of all, I agree it is insulting for someone to assume that a PR agency is an easy company to start. However, I will add that anyone “living” a presidential campaign from the inside would have some real life PR experience to add. With that said, I truly hope if the company is legit that she plans to hire some experienced (in a traditional sense) employees. I would not want to be one of those employees though. If I ever chose to go back to work for someone else I would want to learn FROM them not guide them. If I’m going to guide I chose to guide myself and keep the profits.
I’d say it’s just a tax move. She’ll be using her high profile to be a public face for some organizations, and she’ll be paid for it. That’s about it.
To say she’ll be doing any sort of public relations is laughable. But “laughable” fits in with much that her family does.
Hi Rachel. Bristol Palin’s first client is an abstinence foundation. In the area of teenage sex and its consequences, she’s clearly very qualified as a spokesperson and poster child. She’s also no doubt able to open some doors thanks to her fame and her mother’s. I can see why she’d leverage these life experiences.
However, instead of starting a business, she would be better off focusing on completing a university education and qualifying herself for something more in life. The abstinence gig only works while she’s young. And it’s not just a matter of opening doors; it’s what you can accomplish once you’re in the room that counts in the long run.