Setting Up Lights For Video Shoot At Aereospace Facility

May 24th, 2013

Keith sets up lights at an aerospace facility while Nick waits for the video shoot to begin.

setting-up-lights-for-video-shoot

iPR: Apple’s Tax Controversy Offers Fruitful Lessons For Businesses

May 23rd, 2013

Call it iPR. Apple faced accusations the company took clever offshore steps to avoid paying billions in taxes. Apple took smart steps before and during congressional testimony to prevent the story from turning too sour.

  • The Economist reported Apple released ahead of time a copy of testimony the company’s top person planned to give to a congressional subcommittee. Lesson:  During a crisis, deliver at a minimum the impression of transparency.
  • The Economist reported Apple pointed out it pays billions in taxes in America and may be the country’s biggest corporate taxpayer. Lesson:  Show you are meeting your responsibilities, making contributions and taking steps far beyond others, suggesting the spotlight should shine elsewhere.
  • We’ve heard no one assert Apple broke tax law. The New York Times reported Apple’s Timothy Cook testified the company pays “all the taxes we owe — every single dollar.” Lesson:  The best approach is to sometimes address the bottom line. You played by the rules of the game.
  • The Times reported some members of Congress described how they love Apple products. Lesson:  Call attention to the positive impact your business provided people. Your company changed lives or made them better.
  • The Times quoted Cook as saying, “The tax system handicaps American corporations in relation to our foreign competitors who don’t have such constraints on the free movement of capital.” Lesson:  We confront challenges. The playing field is not always level. We are still succeeding. Our success is your success. Gain sympathy instead of scorn.
  • Apple is proud to be an American company. Lesson:  Emphasize ties to your country, state, city or community. We’re on the same team. Let’s be proud of that and work together on improvements.
  • Apple talked about the tax system. Lesson:  Refocus the conversation on the system. You are not the problem. You want to be part of the solution. Don’t hate the player. Hate the game.

Anyone reading comments from readers realizes Apple did not win over everyone. Some readers believe the company is not fulfilling its responsibility and argue businesses are often the ones hiring lobbyists that help define the rules currently in place. Some readers wrote words such as “exploit,” “greed” and “fair share” and pointed out making cool products is not the real issue at hand.

But The Times pointed out how some senators originally critical of Apple struck a more upbeat tone during the hearing. Headlines included “In Disarming Testimony, Apple Chief Eases Tax Tensions” and “Torches and Pitchforks for I.R.S. but Cheers for Apple.”

iPR can end up slicing stories differently than predicted.

Media Relations: Should You Pitch Unrelated Ideas During Days Of Big Breaking News?

May 21st, 2013
water-main-break

Closely monitoring breaking news on a regular basis is an important way to find opportunities for you or your clients to serve as an expert for the media during timely events. But days of breaking news might also be times to delay your pitches.

For example, we are not pitching stories to the mainstream media while outlets cover the events in Oklahoma. From an emotional perspective, we personally feel uncomfortable trying to sell the virtues of our story ideas at a time when the events of much higher importance are occurring in our country. From a practical perspective, we understand the media are focusing much of their attention on Oklahoma and slots for evergreen stories that could air at later dates are few and far between. Many of the journalists I worked with were not particularly excellent during days of breaking news of filing away unrelated stories for another day.

These scenarios are not typically black-and-white. Other media including those online with a specific focus likely welcome new ideas at any time. If your story idea is tied to a scheduled event you cannot postpone, you may have no choice but to pitch the story now despite the less than ideal circumstances. And some in the media may point out that even during big days of breaking news, they seek some unrelated ideas to ensure their coverage isn’t solely focused on one topic. But in reality, my experience indicates the spots and time slots you’re fighting for are reduced dramatically. And the space and airtime your idea receives may be reduced substantially.

The bottom line is breaking news is both a barometer for when to pitch ideas and when to wait for a better day.

Shooting Video At Aerospace Facility

May 20th, 2013

We woke up at 4:45am and drove 88 miles round trip for this shoot. We grabbed Starbucks on the way back.

shooting-video

Public Relations: Amy’s Baking Company Reminds Us It’s Business, Not Personal

May 19th, 2013

We were listening to the radio when a disc jockey began discussing Amy’s Baking Company, a Scottsdale restaurant that cooked up tons of attention after a very controversial TV appearance. The disc jockey explained she would interview someone from the restaurant later in the day. A caller told her on air that one of the biggest lessons people could learn from the situation is not to take criticism personally. The disc jockey responded by explaining such a task is easier said than done. She then repeated this point of view and argued not taking criticism personally is difficult when people are so harsh yet don’t even know you.

On one hand, she is correct. Most businesses can probably share stories of when their blood began to boil due to ungrateful clients. And when we have posted blogs questioning conventional wisdom, readers posted harsh comments that, among other things, unfairly attacked our education, experience, and professionalism.

Amy’s Baking Company raises numerous angles to discuss. But for the purposes of this blog, the lesson is that even if customers slap you verbally, business owners must take the high road. Explain you understand their concerns. Thank them for their feedback. Promise to get back to them with a response if you need time to think it over and cool off. Apologize when appropriate. And if a client is unreasonable on a recurring basis, fire them. But you shouldn’t respond in the same unprofessional way you may have been criticized. Otherwise, you’re asking for a recipe of trouble that will boil over into areas you never saw coming.

Obama Takes Key Public Relations Steps In Tug Of War

May 17th, 2013
tug-of-war

The political tug of war between the Obama administration and Republicans has returned to its insane level of rhetoric that we remember prior to the November elections.

Some Republicans argue the administration misled the public about Benghazi to help ensure a victory in November. Some Democrats argue Republicans are making something out of nothing to tarnish Obama and Hillary Clinton’s potential presidential run in 2016.

Republicans want to know who knew what about the IRS. The administration also criticizes the IRS but points out the president does not run the agency.

And both sides of the aisle express unhappiness with subpoenas related to the Associated Press.

Some of the media seem to be complicit in a reality game show atmosphere, working side-by-side with politicians on whom can deliver the most sensational sound bites. These “scandals” raise some important discussions, but good grief. If only some politicians would work to solve our everyday problems with the same zeal that they try to call hearings and speak craziness into microphones.

For a moment, take off your political team’s bloodied uniform and acknowledge some of what’s really happening: In general, the administration wants to downplay any links to these issues as much as possible. On the other hand, some Republicans want to make these issues seem as dreadful as possible and portray the government as a stalker peaking through your bedroom window at night. Call it high stakes marketing far beyond the traditional press release. If some of these microphone huggers really wanted the truth, they would wait for their hearings to finish fleshing out the facts before demanding justice with their scary words.

The media are already analyzing how these current issues might impact Obama’s legacy without acknowledging our tug of war may likely have moved on to something new in six months. But Obama is taking some important steps for crisis communications:

  • He showed concern about the IRS issue by saying, “Americans have a right to be angry about it, and I’m angry about it.”
  • He took action by accepting the resignation of the top person of the IRS.
  • The White House released e-mails related to Benghazi.
  • He brought back legislation to help legally protect journalists.
  • He answered questions at a news conference.
  • He for the most part keeps his composure.
  • He asked Congress to help improve security at American embassies.

I’m not saying he’s right. I’m saying those are some of the moves you make when opponents say you’re wrong.

Of course, others might share examples pointing out the administration put itself in this PR mess in the first place. Fair enough. But these latest steps help the president reach his larger goal of refocusing attention to his agenda. He is building a dam against gushing water. But some water will always leak through. His critics also have public relations firms armed with strategies. Even if Obama registered tomorrow as a Republican and shouted “pretty please with a cherry on top,” critics know to share phrases such as:

  • “We demand more information.”
  • “We reject the apologies as insufficient.”
  • “This is politics at its worst.”
  • “He is not going far enough.”
  • “We are determined to get answers.”

So the tug of war continues with almost everyone landing in the mud. Some politicians hope to score points. The media hopes to improve ratings. Too much of the public is desperate for details that prove that the opposing party is truly the scum of the Earth.

And I, of course, write a blog, tired of grown-ups who can’t solve problems or controversies without acting like the sky is falling and it’s the other guy’s entire fault.

11 Reasons I Don’t Miss Traveling As A TV Reporter

May 16th, 2013
travel

Finding magazines in a hotel drawer that were published years earlier

Sleeping on the floor of a satellite truck

Finding someone else’s hair in the hotel’s bed sheets

Sleeping in a news vehicle because a co-worker in your room snores loudly

Realizing a small town has no good restaurants

Seeing that the same person who checked you in also cleans your room

Doing morning live shots hours after doing live shots for the night shift

Arguing in the lobby with the hotel clerk after she was rude to your wife on the phone

Not having access to a shower

Wearing a goofy hat on air because you did not shower

Sleeping in the station vehicle next to a co-worker who covers her head with a blanket because she is afraid of what lurks outside

5 PR Lessons From Alaska Airlines On Landing Smoothly

May 15th, 2013
victoria-british-columbia-2

I took this picture prior to landing in Victoria, British Columbia, where I spoke at a conference to businesses about handling the media. A problem forced us to deplane our initial flight from Seattle to Victoria. Alaska Airlines/Horizon Air took several steps to propel this negative into a positive.

  1. After deplaning, someone on an overhead speaker announced we should stay near our gate for updated information on a new flight. Lesson for businesses:  When customers have problems, always keep them updated even if you have little to report. Otherwise customers may wonder if you forgot about them or aren’t working to solve the problem. As a TV reporter, I tried to keep sources regularly updated on the progress of an investigation.
  2. The airline found a second plane for us, if I recall correctly, within an hour. When the airline at first announced we needed to deplane, I saw passengers immediately pick up their cell phone to make calls. Some passengers may have posted status updates on social media. In fact for fun, the person I was traveling with asked me to return to my reporting days and provide a fake live shot for his iPhone on this “developing story.” But when we boarded the second plane, he mentioned he never experienced an airline finding a second plane so quickly. Other passengers may have shared similar, positive thoughts on cell phones or on social media. Lesson for businesses:  If you caused a problem for a customer, the best way to win back the customer’s trust is going above and beyond to find a fast solution.
  3. After boarding the second plane, a flight attendant showed some personality on the overhead speaker when apologizing for the delay or acknowledging how the experience was not ideal. Lesson for businesses:  When something goes wrong, don’t simply feed customers facts and information as if you’re a robot. Show some concern and compassion. Be human.
  4. After we boarded the plane, a flight attendant announced the crew would be serving us free beer or wine due to the delay. The announcement put people in a good mood. Lesson for businesses:  When your business has a problem, offer something extra:  a discount, a coupon, a gift card. Free stuff helps people forgive problems.
  5. After we landed in Victoria, another flight attendant repeated the apology for the delay. Lesson for businesses:  You probably can’t say you’re sorry enough. People can accept mistakes or unforeseen problems. But they often can’t accept those who don’t say I’m sorry. Saying you’re sorry pays off in a big way.

10 Questions To Protect Privacy When Shooting Video

May 14th, 2013
crisis-response-network-2013-04-26-at-13-14-29

In this picture, I’m shooting video for Crisis Response Network of Southern Arizona. One of our important responsibilities was to build an engaging video without unintentionally identifying anyone turning to the center for help due to a crisis. Businesses and organizations are full of private and proprietary information they wouldn’t want the public to see. Ask yourself these questions:

  1. Can viewers identify people in the background who are not part of the video?
  2. Can viewers read information on computer screens in the video?
  3. Can viewers read paperwork on desks or hanging on walls?
  4. Is it OK for viewers to recognize other employees in the background who are not the main focus of the video?
  5. Does audio of employees at their desks or on the phone include any information (names, numbers, addresses) that would identify people or organizations?
  6. Does any of the video show telephones that might display caller id and someone’s telephone number?
  7. Does the video show any license plate numbers?
  8. Does any “file” video inadvertently link outside organizations to this video?
  9. Does the video show any areas of the facility that the organization would not want the public to see?
  10. Did you ask someone to double check the video in case you missed any of the above concerns?

Media Training In British Columbia: 14 Questions For Businesses Before Bracing For Breaking News

May 13th, 2013
victoria-british-columbia

In Victoria, British Columbia, safety expert Steven Adelman and I visit the Parliament Buildings. I later spoke about the media at the International Association of Venue Managers regional conference. One of the first issues I discussed with the audience was bracing for breaking news. I explained how I once covered an accidental shooting at a gun show. That story raises the following questions for business owners to consider before news breaks:

  1. If news breaks at your business and you’re not there, how quickly can someone contact you even on weekends? The accidental gun show shooting happened on a Saturday.
  2. Where will the media park their vehicles? We parked our vehicles wherever we could find a space. Would you corral the media into a specific location?
  3. How will the general feelings of your staff or clientele toward the media impact how you handle reporters? Most people I met at the gun show were suspicious of the media. However, some were more accommodating toward me because I worked at a Fox TV station.
  4. Will you or someone on your behalf answer questions from the media about the breaking news?
  5. How would you handle questions about information you don’t have or are not ready to give out?
  6. Will you be able to answer questions in plain English without sounding like a stiff spokesman obviously choosing every word carefully?
  7. Will you use the phrase “no comment”?
  8. Will you present yourself and deliver your words calmly or get caught up in the adrenaline of the moment?
  9. Will what clothes you wear matter? Should you dress like an executive or roll up your sleeves like someone hard at work gathering information? Will you wear jeans if news breaks on the weekends?
  10. How will you handle social media?
  11. How will you handle reporters who want to walk onto private property and interview witnesses and bystanders? The accidental shooting happened at a convention center. Do you clearly understand which areas are public and which are private? What authority do you have in this situation?
  12. How will you handle photographers who want to walk onto private property to shoot video related to the breaking news?
  13. How will you handle media who request to enter your business to shoot video inside related to the breaking news?
  14. Do you need media training or to put together a plan for your staff to prepare for any of these possibilities?