Archive for the ‘Media Relations’ Category
Did you see this reporter’s live shot on media training and social media?
Monday, January 30th, 2012Target and Breastfeeding: How To Turn A PR Problem Into A Positive
Monday, January 2nd, 2012A mom says Target employees humiliated her while she breastfed her baby in the store. To support her, breastfeeding mothers then staged a nationwide “nurse-in” at Target stores. How did the company deal with the nurse-in and media attention? To borrow one of Target’s lines, we “expect more.”
Support Groups: If an advocacy group contacts your company about an event at your business, quickly answer questions. Post comments on their blogs explaining your position. Support groups frequently feel strongest about issues. They pass on concerns to the broader public that may not be paying close attention. Don’t underestimate the power of such groups. Work with them. Be sympathetic. Surprise them and support their concerns when possible. The groups will share the company’s goodwill with the public and explain how the business is turning a problem into a positive. A group describing its mission as “to change the cultural perception of breastfeeding” says it was tough communicating with Target about the breastfeeding incident. The group says someone from Target eventually called back and summarized the call by releasing a statement. Meanwhile advocates pointed to how Whole Foods handled things when facing a breastfeeding incident.
Facebook: Acknowledge the complaints. Stun the planet and ask people to share stories and post pictures. Respond to questions. Embrace your role in the discussion. Welcome shoppers who may usually favor the competition and prove your company is a different type of business. In the Target case, mothers used a Facebook page to organize. As we wrote this, the page included more than 7500 members. The day of the nurse-in, Target posted on its Facebook page “How long do you leave your holiday decorations up?” Some people used the comment section to discuss the breastfeeding issue.
Twitter: Target was more on target on Twitter. We read several examples of Target responding to people on Twitter about breastfeeding. Here are examples of the company’s posts to Twitter:
- We support breastfeeding too. We have a long-standing policy allowing breastfeeding in public areas of our stores.
- We continue to educate our team members on the policy, and ask guests to contact us if they don’t feel comfortable.
- Nursing mothers are welcome to breastfeed in our stores, including in public areas, wherever comfortable.
- We have a long standing policy that allows breastfeeding in our stores and have addressed the Team Member incident.
- We’re happy to support nursing mothers! Please let us know if you encounter any problems.
YouTube: Post a video. Make clear the services your company offers for, in this case, breastfeeding moms. Video puts a face on your company. A video helps you standout while engaging and educating viewers. Video may capture attention more than any press release. Target has a YouTube channel called Target Theater with more than six thousand subscribers. We didn’t see any videos about breastfeeding or the nurse-in. Watch a recent example of a FedEx video responding to a PR problem.
Pressroom: Provide news releases and links about the situation. Give phone, email and social media information for contacts specifically handling the situation. Give a timeline of what happened. Recognize what journalists want to see. Target’s pressroom states the “Target Public Relations team is always interested in hearing about how to serve the media better.” We searched but could not find news releases about the nurse-in and breastfeeding situation.
Media Relations: We read several statements Target released about breastfeeding. We didn’t see a lot of Target spokespeople on air. We saw a Target manager on ABC News saying “Target is a family-oriented company, so if a guest chooses to breastfeed in our store, Target supports it 100%.” Target’s pressroom lists four media contacts. The efforts of those contacts, management and support staff should expand way beyond news releases. Identify managers in geographical regions the company feels comfortable putting on TV. Fly key team members to areas needing help handing media questions. Consider allowing a “pool camera” in each TV market to shoot video of the breastfeeding moms.
A company might win the war of words by drawing up a conservative game plan, taking a few hits and assuming the PR problem will blow over and be forgotten. If you like to do things the way they’ve always been done, feel free to play prevent defense. But PR problems also open opportunities to establish your company as an industry leader while inspiring trust and growing your reputation. Drop the icy and impersonal company language for something thoughtful and sincere and watch the headlines change. Expect more.
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Media Training: How to Handle Tough Interviews Differently Than Ron Paul
Tuesday, December 27th, 2011CNN interviews presidential candidate Ron Paul. Paul begins with quick, short answers and then tells the journalist “Why don’t you go back and see what I said yesterday on CNN?” Paul continues to answer questions and later says “and it’s been going on 20 years that people have pestered me about this. CNN does every single time. When are you going to wear yourself out?”
Later in the interview, the journalist says “These things are pretty incendiary.” Paul responds “Because of people like you.”
While the journalist continues the discussion, Paul pulls his microphone off his suit jacket. As he continues the process of removing the microphone, he says “Goodbye.”
This exchange between CNN and a presidential candidate is not black and white. The person conducting the interview is to some extent awkward in how she delivers her string of questions. And she continues to question him on the same matter even though Paul feels he’s answered the question then and countless times before.
Paul’s critics may use this interview as more ammunition to question his character. Paul’s supporters may applaud him for toughness and dub CNN the “Clinton News Network.”
You don’t need to run a campaign for president to come across a confrontational interview with the media. Even small business owners thrilled about their upcoming media opportunity may without warning smack into a reporter determined to dig up a serious news story instead of delivering a “fluff piece.”
Be ready. Prepare yourself for any question about your business. Be equipped for any inquiry about your industry that has little or nothing to do with your company. If you find out ahead of time who is interviewing you, Google that person and watch the tone of some of their prior stories.
Maybe the reporter isn’t being reasonable. Maybe the reporter is playing a game of “gotcha!” But stay professional and let reporters sink themselves by appearing unfair and badgering. I once watched a local TV personality drill a local politician with one question after another. The journalist probably assumed viewers saw the questions as an attempt to keep the local politician honest. Most people I talked with thought the journalist went over-the-top, tried too hard to appear tough and frankly looked silly.
Journalists are not always fair. They may ask you the same question 20 times in a different way. You may feel ambushed. You may feel angry. You may think you answered the question 10 years ago. But don’t prematurely take off your microphone. Be the bigger man or woman. Take the high road. Always practice for the worst. Have prepared answers. Have prepared statements if you must answer the question over and over.
Some TV news people use the expression that something makes for “good TV.” Ending an interview before the reporter is ready makes “good TV” for some broadcast journalists. Your behavior, not your business, ends up making the news.
Some viewers may not have heard or been only slightly aware of the questions CNN asked Paul. Taking off your microphone early and appearing aggravated give media (and everyone on YouTube and social media) an excuse to play your performance over and over. Now the question you’re tired of answering is getting even more attention.
As of Monday, more than 96,000 people on YouTube watched Ron Paul’s clip with CNN.
Video and Public Relations: FedEx Delivers When It Absolutely, Positively Had To
Monday, December 26th, 2011YouTube user goobie55 entitled his video “FedEx Guy Throwing My Computer Monitor.” The video shows a man taking a package from the back of a FedEx truck, walking up to a gate, tossing the box over the gate and then walking back to the driver’s side door.
The YouTube user wrote: “Here is a video of my monitor being “delivered”. The sad part is that I was home at the time with the front door wide open. All he would have had to do was ring the bell on the gate. Now I have to return my monitor since it is broken.”
A customer would go through the normal hassle of returning the monitor and having a company replace it. But as of Christmas night, more than 6.6 million people watched the 21-second video. Companies want videos to go viral, but this is not what they have in mind.
Having this happen, with video and during a time of year most people relate to shipping important items, is a dream for any news producer looking to fill their rundowns with stories other than that the airport is once again busy during the holidays.
FedEx delivered more than a statement. It delivered its own YouTube video, which companies often don’t do. The FedEx video, entitled “FedEx Response to Customer Video,” shows a senior vice president. He begins by saying he saw the video and he apologizes. He appears genuinely upset and angry by what happened. He tries to address what happened to the employee and says the company will learn from this. His best line is “every single package is precious cargo to you, our customers.” The senior vice president wore a tie but no jacket, which makes him look professional but not like a stuffy executive many Americans love to hate. The video response was less than two minutes … short and, to me, sincere.
If you read some of the comments under stories about this incident, you’ll realize no amount of apology will satisfy everyone. But FedEx’s goal is to limit the damage from a public relations point of view. We can nitpick FedEx’s effort to say it’s sorry, but it delivered when so many other companies would have ducked back into the delivery truck and passed a lame, jargon-laden statement through a slightly cracked window. FedEx put a face on its apology. I’ve always believed most Americans are willing to forgive big mistakes as long as someone sincerely says “I’m sorry.” And FedEx understood it’s more powerful to do it with video.
Lowe’s: Let’s Build Some Better Public Relations Together
Monday, December 12th, 2011Lowe’s nailed itself into a corner. The company stopped advertising on a show called “All-American Muslim.” The show airs on TLC. According to TLC’s website, the show “takes a look at life in Dearborn, Michigan–home to the largest mosque in the United States–through the lens of five Muslim American families.” The L.A. Times says a group called Florida Family Association pressured Lowe’s into pulling the ads. The group’s website says its goal is “improving America’s moral environment” and educating people “on what they can do to defend, protect and promote traditional, biblical values.” Their website says “All-American Muslim is propaganda that riskily hides the Islamic agenda. 65 companies pull off the show. Please send your email to recent advertisers.”
After pulling its advertising, a California senator talked about boycotting Lowe’s. He asked the “chain to apologize to American Muslims for ‘bigoted, shameful’ actions” and wrote a letter to Lowe’s CEO.
On Monday night, Russell Simmons and Mia Farrow joined the discussion on Twitter debating Lowe’s decision. Someone Tweeted that a friend cancelled a big flooring order. Someone called the marketing folks at Lowe’s “complete idiots.” Another asked “whose ur PR person?” A Texas man whose Twitter bio says “Just an angry man with internet access” wrote “heaven forbid a company does what it wants with its own advertising money!” Lowe’s Tweeted “Please see our Facebook page for an updated statement on our recent advertising.”
We went to Lowe’s Facebook page. Its profile picture states “It’s the season of joy.” The page’s debate wasn’t so joyous. On Facebook, Lowe’s released the following statement. As of Monday night, it received more than 7,800 comments.
“It appears that we managed to step into a hotly contested debate with strong views from virtually every angle and perspective – social, political and otherwise – and we’ve managed to make some people very unhappy. We are sincerely sorry. We have a strong commitment to diversity and inclusion, across our workforce and our customers, and we’re proud of that longstanding commitment. Lowe’s has received a significant amount of communication on this program, from every perspective possible. Individuals and groups have strong political and societal views on this topic, and this program became a lighting rod for many of those views. As a result we did pull our advertising on this program. We believe it is best to respectfully defer to communities, individuals and groups to discuss and consider such issues of importance. We strongly support and respect the right of our customers, the community at large, and our employees to have different views. If we have made anyone question that commitment, we apologize. Thank you for allowing us to further explain our position.”
We have some questions:
- What types of discussions took place at Lowe’s before deciding whether or not to advertise during “All-American Muslim?”
- Has anyone at Lowe’s regularly watched the show to draw their own conclusions?
- Did critics of the show catch Lowe’s off guard?
- If Florida Family Association played a key role in Lowe’s decision, did the company thoroughly research the group?
- Did Lowe’s understand pulling its ads would build even a bigger backlash? Did it care?
- Does Lowe’s have confidence the same people at the company that got them into this mess can get them out?
- Does Lowe’s make decisions such as these based on potential financial ramifications or do their decisions reflect the company’s core values?
These questions can apply to any company big or small. How do you think Lowe’s could have improved its handling of this? Do you think this debate goes beyond public relations and is simply an issue of right and wrong?
Public Relations for Apple Juice
Thursday, December 8th, 2011
My mom and I debate many topics. Social security is a recent one. I didn’t expect apple juice boxes in her refrigerator to appear next on the agenda.
After recently researching the safety of cell phone towers, I was not prepared to recharge so soon for another topic of trepidation. Then Dad informed me about the Consumer Reports article raising concerns about apple juice.
I try to approach such stories with skepticism. Similar to Monsters Inc., some media energize themselves with a good scare based on a study from a European institute of higher education no one previously heard of. For example, my former TV station assigned me so many stories about germs, I could release a trilogy on DVD with bonus features to spare. My story about “money germs” made my former colleagues laugh instead of scared, but several TV stations across the country aired my report with a straight face.
Despite serving up skepticism, I took the logical approach to apple juice-gate: Don’t drink it! Then came the debate about the apple juice boxes in mom’s fridge. So I decided to actually do my own research. I Googled “apple juice” and read articles questioning the study and language indicating, as usual, the need for more scientific evidence.
I clicked on Mott’s website. The home page includes a clearly marked, green section “Get the facts about apple juice safety.” I didn’t need to click on a maze of links to learn the company’s position on the controversy. The green box took me to information which appeared to directly address the Consumer Reports story. Mott’s wrote with a tone indicating why families might be confused and concerned.
I keep reading about apple juice and I’m still not sure what to believe. And despite Mott’s home page approach, some consumers will always assume big business is feeding them a line. But, for us, the golden apple of public relations is acknowledging the problem, sympathizing and addressing it … and doing so without publishing the information on page 89 of a website, in a corner that requires supernatural vision. I’m not sure what to do with the apple juice boxes in the fridge, but companies can’t let the debate stir on without them getting in the mix.
Our Client’s Appearance on Fox10′s Morning Show
Thursday, December 1st, 2011Media Relations: Is Bridging A Jedi Mind Trick?
Sunday, November 6th, 2011
During interviews, people often didn’t answer my questions directly. Some people tried to engage in “bridging.” The technique refers to when a reporter asks a question and someone tries to redirect the conversation to a key talking point without actually answering the question.
As a reporter, I didn’t like bridging. I considered bridging someone’s attempt to trick me into not giving a real answer to my question. I often repeated the question over and over until the interview turned awkward. Sometimes I simply said, “You’re not answering the question.” I saw nothing wrong with someone instead preparing ahead of time for my hard questions and speaking honestly, even if speaking honestly meant explaining why you couldn’t answer a question. Now I’m a media trainer. People want me to teach them bridging.
Someone Tweeted politicians are excellent at bridging. They often end with a beautifully crafted answer that has little connection to the question. But I replied to the Tweet, “If politicians bridge well during debates, why do many people appear to complain politicians are full of BS during debates?”
I wore makeup as a TV reporter and someone once advised me makeup is best when others can’t tell you’re wearing it. Does bridging really work if reporters, viewers, readers and listeners all realize you’re full of it and avoiding the question?
I’m confident bridging rarely worked on me. My ego prevented me from letting someone get away with it. But I bet bridging often works for several reasons. Some reporters are lazy and won’t strike back with a follow-up question. Some reporters don’t care and prefer to eat lunch than continue the interview. Some reporters, believe it or not, don’t like face-to-face confrontations and prefer to avoid awkward and contentious interviews. In each of these examples, reporters often include the person’s key message in their story. Playing bridge worked.
Some viewers, readers and listeners let themselves be bridged. Imagine the viewer in love with a political candidate. A reporter asks a tough question and the candidate bridges to a well-crafted, unrelated answer. The viewer is a big supporter of the candidate and will sooner criticize the media for an unfair question than admit the candidate danced around the issue.
So to make a long story short, bridging works because people let it work. Yes, some bridgers are smoother and slicker than others. But the real success of bridging lies with the listener.
Consider the Jedi mind trick in Star Wars. Jedis could control some people’s minds. But when Luke tried to apply his Jedi mind trick on Jabba the Hutt, Jabba laughed at the attempt. Jabba is not an attractive creature, but I relate to him on this issue. I laughed inside at people who tried to use bridging as a Jedi mind trick on me. But Luke and his mentor Obi-Wan continued using the force because most of the time it worked, especially on storm troopers.
Honestly, I wanted to write about Star Wars all along. So if your question was about media training, I bridged to what I really want to talk about. The real question is will you let me get away with it?
Media Relations: Do You Agree With These Thoughts About Local News?
Thursday, October 20th, 2011
I wrote a blog “Media Relations: Why you shouldn’t dump the local news.” It focused on how one of my former colleagues at Fox reminded me how local TV broadcasts still deliver value despite all their faults. More people may have responded to that blog than any other I’ve recently written. The media, often enclosed in a bubble of conference room meetings, should hear opinions about the news from people other than their friends or co-workers. PR pros should listen to the same opinions to ensure they are properly pitching to their clients the benefits of popping up on TV. The blog inspired some of the following responses:
Business owner: “Keith, I’m probably not the average person but here is my reasoning. When I watch the news, what do I see that 1) I can actually do anything about or 2) has any real impact on me or my business. I commute about 1-2 hours a day and listen to self improvement audios or books (something that will actually impact me for the better). … I don’t have anything against news departments in general. I just choose not to fill my mind with negative information. I hope that distinction is helpful … I have stopped watching it on an intentional basis (still catch it when others are watching). I found the hyperbole and hysteria about the littlest things to be so depressing that I needed to eliminate that influence in my life. Been much happier without it.”
Consultant: “Local newscasts have improved and expanded lately. The competition is healthy improvement for local news fans.”
Former TV news photographer and current business owner: “I stopped watching local news long ago even though I used to help produce it on a daily basis. I get 100% of my news (local, regional & national) now via iPhone apps or the web. Part of that revolves around various tools in place now that weren’t there in months/years past; part of that is my own time-crunch (who watches the news at 5pm or 6pm anyway?); and part of it is local TV news isn’t produced for what I believe to be the demographic I fit within. Regardless of the amount of time given to the reporters that still want to deliver issues-based news, it’s buried in the B block or after weather when most folks turn off the TV.”
Marketing and Resource Development Manager: “I think it is still important! I watch the news on a daily basis (I also read the “actual” newspaper every day.). I have the news on in the morning while I am getting ready for work and typically watch it at night before bed. I also use Twitter and Facebook to get news, but for weather and other local “happenings,” I like local TV.”
What are your thoughts about local news?
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Social Media: Is Twitter Scooping Live TV?
Thursday, October 13th, 2011
I rarely listen carefully to traffic reports on TV or on the radio. This is not a reflection on traffic reporters. I’ve met some very nice traffic reporters in person and via social media. But I often assume the road is clear by the time I hear a traffic report on the air. I came to this conclusion after often hearing about big back-ups to then encounter only a fast-moving freeway. One exception is when state department of transportation cameras catch long lines of vehicles and brake lights and news stations broadcast those pictures live.
Social media changes traffic reporting. A Channel 3 reporter here in the Phoenix area Tweeted about a dust storm and a huge, interstate pile-up. Friends of mine driving into town were headed directly toward the dust storm and the pile-up. I quickly called my friends, clicked on Google Maps and re-routed them. I then replied to the reporter with two Tweets.
“Thank you. I just re-routed friends around the area due to your Tweet.”
“I’m on Google Maps now directing them to 79. Thank you. RT @(reporter) @keithyaskin great! ADOT recommending route 79…sounds awful.”
My friends later called back. After successfully taking a road around the closed highway, they now headed into Phoenix and worried about the dust storm. Were they about to drive into it? Should they pull over? At that moment, I noticed a Channel 15 TV anchor Tweeted about the storm.
“We will keep you updated on this dust storm and the injuries all afternoon. #GetHomeSafe #ABC15 @ 3, 4, 5, and 6pm!”
I wasn’t waiting for the top of the hour. Turning on the TV didn’t cross my mind. I asked her for information now … in real time.
“@(TVanchor) What direction is the dust storm headed?”
She Tweeted back with information. I called my friends and explained they were OK to keep driving into town.
My Tweets later led to a Twitter conversation about using social media and Google Maps to help people with directions compared to the day of unfolding paper maps, stopping at gas stations and finding pay phones.
I haven’t even mentioned yet how reporters also Tweeted pictures of the dust storm. How social media has changed the way I receive and react to news! Producers use to send me to a scene to go “live” because that’s what separated TV from print: We were immediate. What is more immediate than reporting live from the scene? Social media often is. Social media doesn’t wait for a crew to drive to a scene, raise the mast, tune in a live shot and then wait for the station to put a reporter on the air.
I’m not saying turn the channel in terms of where you digest your news. I know people who DVR the evening news and still enjoy the feel of a newspaper in their hands. But journalists and especially newsroom managers can’t consider social media a footnote, a sideshow or simply a spot to post links to last night’s news. Otherwise those managers will place themselves in a position they dread: playing catch-up. And sometimes their newscasts will be playing catch-up to their own reporters, who Tweeted the information long before the clock ticked to the top of the hour.
