combating bad public relations
DESCRIPTION
Lawrence Riddick put together this presentation for the March Commpose meetup.TRANSCRIPT
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
Tuesday, March 16, 2010
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