combating bad public relations

Combating Bad PRCommpose AZ

Tuesday, March 16, 2010

Hopeful outcomes...

✤ That this writing exercise helps you want to learn more about Public Relations, it obviously entails more than combating bad press.

✤ Encourage discussion amongst the group on how to write for PR and that PR professionals within the group can share their expertise.

Tuesday, March 16, 2010

Exercise

Tuesday, March 16, 2010

Write a Public Response

✤ Acting as a communication person for each of the following brand’s, write an initial response to the press question:

Do you feel that your brand was damaged? What are you doing to fix the problem?

2 min. each

Tuesday, March 16, 2010

Bad Press: Faulty Acceleration

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Bad Press: Infidelity

Tuesday, March 16, 2010

Bad Press: Player Integrity and Violence

Tuesday, March 16, 2010

Bad Press: Dealing with the canceling of Conan O’Brien as host of The Tonight SHow

Tuesday, March 16, 2010

Example of a good response?

✤ Asked if she felt the brand was damaged:

“We are in the initial phases of this. We have experienced a strong consumer loyalty and trust for a long time so it remains to be seen what the impact of this will be, and we will certainly be measuring it. But we don’t have a comment on it at this time because we are still assessing the depth and breadth of the event itself.”

Celeste Migliore, national manager for business and field communications - Toyota Motor Sales USA

Taken from Advertising Age, February 1, 2010

- Billion-dollar battle ahead for Toyota to rebound from recall

Tuesday, March 16, 2010

Common Mistakes in Combating Bad PR:

Here are a couple mistakes that brands make:

✤ 1. They take too long to respond to what’s being said.

✤ 2. Make vague statements that prolong the inevitable truth.

What do you think?

Tuesday, March 16, 2010

What can we do as Commposer’s?

✤ Consult client’s to review all the facts, but respond quickly.

✤ Write in the best interest of your clients but maintain integrity.

✤ Be descriptive to how your client is solving the problem and write in a tone thats forgiving.

✤ Don’t tell the reader how to feel or what to decide. The reader’s feeling and decision is their choice.

Tuesday, March 16, 2010

Discussion

Tuesday, March 16, 2010