4 Tips for Smart PR Surrounding a National Crisis

In the wake of the Boston Marathon bombing, I was one of the millions glued to news and social media outlets for updates on this senseless event. During the nonstop coverage of my hometown, the press interviewed countless experts on a range of topics. And public relations (PR)/communications pros played a role in connecting reporters to many of these sources.

Conducting PR related to a national crisis requires a heightened degree of awareness, and there can be a significant backlash against PR agencies and brands that come across as insensitive or exploitative during these situations. 

Based on my experience in this area, I’ve highlighted four PR tips to keep in mind:

1) When in Doubt, Don’t:  On the afternoon of 9/11, many Americans were grieving while first responders and law enforcement officials were working frantically to save lives and ensure our safety. And one PR firm north of Boston sent a pitch to local media acknowledging the attack and stressing that a second “crisis” facing Americans was the high cost of college. This is one of many pitches that made international headlines, but for all the wrong reasons (article link). Although this is an extreme example, many companies damage their credibility with misguided PR campaigns that overreach and try to draw parallels that just aren’t there. Conversely, John Hancock (Boston Marathon sponsor) and other Boston-area businesses are taking another approach by quietly pledging funds for area victims.

2) Track the Shift in Coverage Focus:  Monitor how an event is being covered and how the news cycle evolves from first reporting the incident itself, to initial analysis and then a broader examination of a host of related issues. Also use social media chatter as a barometer to better understand if – or how – it makes sense for you to reach out.

3) Start with Your Established Press Contacts:  I represented a cyber security company during 9/11. And when I saw a couple of IT reporters who I worked with regularly write stories again, I reached out to see how they were doing, if their friends and family were safe, etc. I spoke with them live when I could – emails can be misinterpreted and I wanted to make it clear that I wasn’t trolling to get a client included in a story. In many cases, I talked with reporters about the conflicting feelings of covering IT security within the context of 9/11. And during interviews, my clients typically began the briefings by sharing similar hesitations.

4) Remember That Reporters are People too:  These are emotional times for everyone. Recently, I was working with a NY-based reporter on an article when Hurricane Sandy hit the NY/NJ area. After not hearing from him for more than a week, I reached out to see if his family was ok. I didn’t ask him about the article – that wasn’t my goal. It turns out that he lost power and was scrambling to find a temporary place to stay so that he could get back to work. Today, I doubt that he recalls much of our storm conversations but I would have left an indelible impression if I pestered him about an article or story idea when he had much more significant issues to deal with.

Planning your Next Move

The marathon bombing victims continue to be in my thoughts, and I am grateful for the brave first responders, Samaritans, medical teams and law enforcement officials who have performed so heroically. During incidents like these, PR can play a role in helping the media gain clarity and perspective during a time of confusion. But carefully determine if you have meaningful insights before beginning a PR campaign that can have lasting negative consequences. By focusing on the importance of maintaining trusted relationships with reporters, you can easily resist short-term press opportunities that may not help your company in the long run.

(Image used with permission from Ben Spark under a Creative Commons license)

3 Reasons Your B2B Videos Strike Out (and How to Hit Home Runs)

Like many B2B companies, one management consulting firm in Boston started out using video cautiously. The firm spent tens of thousands of dollars and hired multiple vendors to produce a series of case study videos. And then it waited for these case study videos to be found. A few months later, the company developed videos focused on recruiting. These videos were developed in-house without any budget using low-end tools. So, which videos have been more successful?

Based on the number of views, the home-grown recruiting videos are the clear winners. In fact, just three recruiting videos that I developed for the firm account for 31% of the company’s YouTube views, while the three most watched case study videos account for only 7%. This raises an interesting question: why do some videos steadily attract viewers while others don’t catch on? Based on my experience, I point to three keys to creating successful videos:

1) Content:  Substance over Style – How is your story different, and what unique insights do you have to share? Viewers are interested in tangible insights that are deeper than generic points about facing increased competition or wanting to enter new markets. Instead, offer specifics such as unexpected hurdles that you faced when launching a product, how you cleared them and missteps along the way. And what are the quantifiable results? Also think about what your videos should compel viewers to do. At the very least, include company contact information and an easy way for viewers to learn more.

2) Is Your Video Plan In Focus? – Do your video ideas fit into a cohesive marketing plan or are they just one-off activities? At the company, I was responsible for its global recruiting blog and I began developing videos with my personal flip camera because video is critical for reaching 20-something candidates. The firm's recruiting, HR and Gen Y employees that I met with had great ideas for blog content and when candidates would be searching for specific topics based on recruiting cycles in different regions (e.g., the interview process, case interview questions, etc.). Timing is critical.

Also think about your video promotion strategy. In addition to launching the company’s YouTube channel, I also interested the Vault, an influential recruiting site, in including the firm's videos in its content library to reach more candidates.

3) Tell a Story (and Make it Quick) – The passion, enthusiasm and honesty captured in the recruiting videos more than made up for the lack of budget, resources and production shortcomings on my end. I had associate Kevin talk about how he negotiated a transfer from the U.S. to Southeast Asia. Also, a senior consultant shared interview tips as someone who went through the process and now sits in the interviewer’s chair. And Dave provided the recipe to answer a case interview question that compares two breweries. Now I’ll drink to that!

The recruiting videos are also short – typically two minutes or less. Certainly it depends on the topic, but the content needs to be really engaging to keep viewers’ attention longer than that. So rather than an employee covering a range of topics during a long video, I created a series of short videos that each focused on a specific theme.

Producing a Fan Favorite

A good story will engage consumers in any medium. And video has a powerful ability to bring your ideas to life and personalize your company. Think of how video will fit into your marketing program – and will amplify your brand. In some cases, I developed campaigns that included video along with branded reports, PR, social media, etc. to help broadcast a specific theme across multiple channels. And by all means, learn from my early missteps making videos on the cheap. But that’s the subject for another post. 

(Image used with permission from cmun_Project under a Creative Commons license)