7 Ways to Avoid a PR Nightmare

Julie Talenfeld, President, BoardroomPRBusinesses looking to produce and deliver an effective corporate message and crisis communications response can take a look at the current situation in Washington D.C. to see exactly how it shouldn’t be done.From inconsistent and conflicting messaging, to the problematic use of social media, leaders from the White House to Congress have struggled with their communication, and are creating more questions than answers!No one is exempt from a PR nightmare. The wrong message or tone in a single Facebook post could jeopardize relationships. As a public relations professional, I urge you to consider these tips, strategies - and consequences - before going public with corporate messaging:

• What do you want the public to think? President Trump’s non-traditional approach to messaging has disrupted other initiatives. His tweets, sent seemingly without consulting his communications team, result in chaos, leaving his team struggling to determine what his intended message was.
• Make sure all employees are on the same page. Can your team spread, explain or defend the company message? Is your team prepared to provide any and all answers should someone approach them with questions?
• Be cautious of who you hire. Make sure you have laid down rules for the firm’s expectations as well as consequences for unacceptable behavior. Closely examine prospects’ publicly published comments and make sure their tone and personality are a match before you offer them a position.
• Tarnished histories will come to light. Assume the truth will be revealed. No email server is hack-proof.
• You don’t have to commit to the wrong employee. Don’t let one person ruin the reputation of the entire company. Be prepared to let wildcards go if they are causing self-inflicted damage.
• Train for crises. The best time to prepare for a crisis is before it happens. As PR professionals, it is our responsibility to train executives on what to say and how to deliver messaging. Do you have a media training program? It should review speaking points to be covered - and left unsaid. Also, make sure to establish which executive is authorized to speak with the media. All other employees must refer any inquiries to the media professionals.

Finally, learn. Mistakes happen. Discuss them with the team. Evaluate how to make changes. Be sure to never make the same mistake twice. [author]About the Author: Julie Talenfeld is an award-winning and highly respected marketing communications professional. The firm she founded in 1989, BoardroomPR, today offers media relations, branding, social media strategy and execution, reputation management, crisis communications, litigation communications, strategic planning, marketing and advertising.[/author]