I'm sorry

I ran across a couple of stories online this week that got me thinking about apologies. Not the kind of apologies we share with one another every day, for accidentally bumping into someone or forgetting to return a call, but the kind that are called for when we’ve really messed up.

I’ve blogged before about how important it is for people/companies who’ve done wrong to come out right away and admit to their mistakes – and our old friend Tiger has been doing a fair job of driving (har, har!) that lesson home in recent weeks. But to come out and admit you’ve done something wrong isn’t always enough; especially when someone has been hurt by your mistake, you also need to apologize.

Head over to YouTube and you’ll find apologies galore: from R&B stars alleged to have abused their girlfriends, to media outlets caught misleading their audiences, to governments, trying to acknowledge and atone for the sins of their predecessors. And while we’re on the topic of big-ticket apologies (and sins), we have to mention the Catholic Church’s 1992 apology to astronomer Galileo, for having condemned him for his blasphemy that the Earth revolved around the sun; it may have been 359 years too late, but at least it finally came.

Would you hire a PR guy to defend you in court?

In his public apology for his treatment of girlfriend Rihanna, Chris Brown said he had wanted to apologize sooner, but had been advised against it by his lawyer. In the eyes of the law, an apology can been seen as an admission of guilt; and so lawyers, whose job it is to keep us out of jail, will often advise silence in the face of our own wrongdoing.

Sometimes, it's sad to say, that may be the best way to go; unless you’re willing to go to jail for your transgression, you might be better-served by remaining silent, and taking the scorn of the world (or your own audiences, at least) in exchange for your freedom.

But there are times when lawyers’ advice to remain silent can cost their client more than the settlement they’ll eventually be ordered to pay. Think of it this way: if your apology engenders customer goodwill, the business you’ll be able to continue doing after the crisis could be worth far more than a few million paid in damages and settlements. If your refusal to apologize costs you all your customers, you may save a few million in damages, but your business won't last long.

Now, that may sound cold and calculating, but the fact is that companies (especially publicly-traded ones) have to do what's best for their owners' investment. It just so happens that when it comes to apologies, oftentimes what's morally right and what's "right for the business" are one and the same.

In an interview with The Globe and Mail during its listeriosis crisis in 2008, Maple Leaf Foods’ CEO Michael McCain said “Going through the crisis there are two advisors I’ve paid no attention to. The first are the lawyers, and the second are the accountants.” McCain, as PR and business opinion leaders have attested ever since, handled his company’s response to the crisis almost flawlessly; the approach was anchored by a timely, public, multi-media apology.



As a result of its quick, sincere and customer-focused response (involving far more than the apology, it must be said), Maple Leaf's customer confidence ratings rebounded quickly – a fact which I'm sure relieved its lawyers and accountants.

People can forgive imperfection. They’re less able to forgive arrogance.

If you have anyone in your life who refuses to apologize, even when they clearly know they’re in the wrong, you know it’s infuriating. And it’s no different in a relationship between a client and a business than between two people. If you do something wrong, you need to acknowledge that it was wrong, and apologize for having hurt whomever you hurt. It might’nt fix the problem, but it can help.

There’s a great example of exactly this on Steve Farnsworth’s Digital Marketing Mercenary blog this week: “Searskilledmydog.com: The Anatomy of a Social Media Nightmare Averted – Case Study.” It’s a great read, and shows exactly how an apology can get you back on the road to a healthy relationship.

They're not going to run out of angles...

I've been good about restraining myself on the whole Tiger Woods debacle; frankly, over the last couple of weeks, you could have been blogging day and night on the PR aspects alone, as new allegation followed new revelation over and over again.

There have been thousands of voices by now, I'm sure, singing the same tune: Tiger Woods should have just admitted to whatever he had to admit to, so there'd be nothing left for the media to discover, and then gone away and hid for a while until some other celebrity did something shocking and/or stupid to distract us.

More angles

But Tiger didn't listen, and two weeks later, we're still hearing about it. Every day or two there has been another addition to what is now a "string" of alleged mistresses; in the absence of Tiger's own statement, those women become a focus for the media, who can't resist the opportunity to keep feeding the public appetite for this scandal.

So, we hear about who's claiming an affair with him and who's not. We hear analysis of the state of the Woods' marriage and children. We hear conjecture about children conceived as a result of Woods' affairs. We hear about who reportedly hired which powerful celebrity attorney. We hear about mistresses' claims of having taken drugs while with him.

As they say, the media abhors a vacuum: if the story has the public's interest and you refuse to talk, they'll fill in the blanks. Not responding doesn't mean there won't be any stories -- it just means there won't be any stories reflecting your position.

And now, a new angle. Oh, Tiger.

I caught the national Headline News version of this story on TV this morning, which is what prompted me to write this post.

We've now moved past the salacious affair details (even if only until the next mistress is revealed), the marriage breakup conjecture (even if only until his wife is spotted meeting with an attorney), and the corporate sponsors' positions (they can say they're sticking with him all they want, but just watch: eventually, money has to talk...), and we've now moved on to:

Tiger Woods' affairs have prevented little children from going to Disney World.

Yes, you read that right.



This story won't be going away any time soon... unless Tiger does something about it. And even then, it's become so huge that it'll take some time.

Here's a good article on what Tiger should consider doing from here, from ESPN.com; thanks to Jarrett Moffatt for pointing it out to me.

"Media training? Nah, I'll just wing it."

As most PR people, most broadcast journalists, and all our students in Creative Communications know, it takes hard work to look natural in front of a camera (for most people, at least).

On camera, every little tic appears exaggerated. Every hesitation or stumble seems amplified. A frustrated or embarrassed facial expression can overtake any message you're imparting verbally.

And yet... PR people debate with their clients and executives every day, in offices around the world, about the need to practice before going on camera for a media interview. Executives tend to be confident people; but even the greatest of confidence isn't a substitute for some basic techniques that can help you come across well on camera.

"I'll just go on and be myself."

Here is an example of a fellow who may well have felt he could just go on camera, be himself, and win over FOX News viewers. I'd be willing to bet that Jon Christensen, founder of slashgamer.com, uses services like Skype to have videoconference-style conversations online all the time -- and figured that doing an on-camera interview would feel much the same. (His interview begins around the 0:48 mark.)



If that was the case, I'd also be willing to bet he feels differently now.

Practice makes... better

Being on camera can be terrifying the first time. Even if you feel confident, and you know your material like the back of your hand, something can happen when that light goes on that can strike you dumb on the spot.

Professional media training, delivered by a media relations expert, can help. It helps you understand the media's needs so you can better-prepare your messages, making them more likely to be used; it can also help you get more comfortable -- and be more effective -- delivering those messages on camera.

But even if there isn't time to bring in expert training, practice makes better. Have a colleague do mock interviews with you, so you can practice your responses. If you can, use a video camera or even the webcam built into your computer to look at your own body language, so you can identify anything you need to change before you -- and, potentially, millions of others -- see it on the news.



Thanks Dustin for the tip!

Tiger?

Mainstream media and the blogosphere alike have been ablaze over the American Thanksgiving long weekend about Tiger Woods' early Friday morning car accident -- and Woods' stubborn refusal to talk about what happened.

As the media stories go, Woods crashed his vehicle into a fire hydrant 50 feet from his own driveway around 2:30 Friday morning. Depending on which story you read, either he received facial lacerations in the accident, possibly when his wife used a golf club to smash a window to get him out of the vehicle, or he received facial lacerations in an altercation with his wife, which led to the accident.

Woods reportedly had interviews scheduled with the Florida Highway Patrol on both Saturday and Sunday to explain what had happened, but cancelled both interviews -- the second, by having lawyer Mark NeJame turn officers away at his door as they arrived for the meeting.

In PR, as I've discussed before on this blog, there's a standard three-part approach to dealing with embarrasing news:

1- Tell the truth,
2- Tell it first, and
3- Tell it all.

Time and time again, celebrities, politicians and lesser mortals alike have proven that trying to cover something up invariably leads to worse trouble than the initial embarrassment likely would have (if you doubt that, ask South Carolina Governor Mark Sanford if he might've done a better job of dealing with his extra-marital affair earlier this year).

Dealing with an embarrassing issue quickly and completely is like taking off a bandage: there's a sting when you pull if off quickly, but then it's over. If you drag it out, and leave some parts stuck (and needing to be removed at a later time) you're just asking to prolong the agony.

Now, I don't know if Tiger is even hiding anything -- and if he isn't, the PR response will turn out to have been even worse than if he had been. In the absence of a statement between the accident and Sunday, when he made a brief statement on his own website, the headlines went something like this:

Tiger Woods injured in minor car accident

Was Tiger Woods' car crash related to cheating on his wife?

Questions Swirl Around Tiger Woods's Car Crash

20 questions about Tiger Woods' accident

Tiger Woods' Alleged Mistress Denies Affair

Tiger Woods 911 call released, Woods, refuses to talk to police

For 3rd time, Woods cancels meeting with police

Experts to Tiger Woods: Come Clean

"Come clean" isn't exactly what Woods did in today's website statement:

"As you all know, I had a single-car accident earlier this week, and sustained some injuries. I have some cuts, bruising and right now I'm pretty sore.

This situation is my fault, and it's obviously embarrassing to my family and me. I'm human and I'm not perfect. I will certainly make sure this doesn't happen again.

This is a private matter and I want to keep it that way. Although I understand there is curiosity, the many false, unfounded and malicious rumors that are currently circulating about my family and me are irresponsible.

The only person responsible for the accident is me. My wife, Elin, acted courageously when she saw I was hurt and in trouble. She was the first person to help me. Any other assertion is absolutely false.

This incident has been stressful and very difficult for Elin, our family and me. I appreciate all the concern and well wishes that we have received. But, I would also ask for some understanding that my family and I deserve some privacy no matter how intrusive some people can be."

While I do feel badly for celebrities when they have to deal with difficult personal situations and can't get any peace, the fact is that celebrities knowingly give up some privacy in exchange for the millions they earn from their fans (whether directly through album sales, or indirectly through endorsements). Whether or not we think it's fair, it is what it is. And until Woods comes out with the facts, for the time being, at least, there are many people who'll be delighted to profit by making them up for him.

There's a tough way to handle a situation like this -- which is to get out right away and tell the whole, true story, warts and all, then go away and wait for something else to take over the public's insatiable need for controversy -- and then there's a tougher way.

Tiger's way.

Get tweeting!

PR people should use Twitter.

That's not to say that all PR people should be using Twitter on their clients' behalf: like any other communication tool, it only makes sense to use Twitter for PR purposes if your client's audiences are using Twitter (or are influenced by others who do).

With that said, you have to understand a communication tool to be able to determine whether or how it can help you meet your client's objectives; and with Twitter, like blogging, there's no better way to really understand how it works than to use it.

PR Major Laurie McDougall gets all meta with new media

Twitter is currently estimated to count more than five million users, with a reported 27 million tweets being communicated per day; I'd say the service has achieved significance, at the very least.

Is Twitter a fad?

Maybe. But real public engagement using Web 2.0 tools isn't.

I've heard colleagues in the PR industry say they don't have time for Twitter and Facebook and "all those social networking sites," anticipating that they'll all be yesterday's news in a few years' time.

And for all I know, they may be right. Twitter may be replaced by some newer platform with more functionality to enable efficient online conversations some day; but that's no reason not to take advantage of it until then, or not to understand how online communities work. And it certainly doesn't mean that when Twitter's popularity recedes, we'll all go back to the heavily one-way, mainstream media-driven mass communications model we knew a decade ago. Web 2.0 has fundamentally changed the way we communicate, and Twitter is just one example.

Try it; you (should) like it.

In public relations, we spend a fair amount of time finding ways to get direct feedback and input from our publics (inexpensively, wherever possible).

Twitter gives us direct access to our Twitter-using audiences, allowing us to hear issues, concerns or suggestions straight from them and respond immediately, at minimal incremental cost.

In public relations, we spend a fair amount of time working to persuade mainstream media to relay our messages on our behalf.

Twitter allows us to speak directly to our audiences without any "gatekeeper" filtering what we say.

In public relations, we spend a fair amount of time analyzing our audiences, researching who influences whom, in the hopes of positioning our clients/products/whatever we're selling well in the eyes of those influencers.

Twitter allows our audiences to tell us who influences them.

In public relations, we spend a fair amount of time trying to figure out what's popular, what people are talking about, what people care about, and what people are concerned about.

Twitter gives us insights into all of those things, without costing us a penny in research.

In public relations, like just about everywhere, budgets are shrinking, and professionals are having to find ways to do more with less. Lucky PR departments can afford to send one staff member to one professional development conference per year.

Through re-tweets and links, Twitter gives us quick access to a tremendous amount of free professional development from some of the thought leaders in public relations today.

Now, I am not suggesting that Twitter is public relations cure-all: far from it. Twitter (as it exists today, at least) is far too general, too "high-level" - in fact, too unfiltered to be useful on its own as a valid tool for PR research. It's not perfect, and not all our audiences use it; but it's a start.

Twitter does give us a sense of how the winds of public opinion are blowing (among social media users, at least); it also gives us an opportunity to speak directly to our audiences - at any time of day, any day of the week, and as often as we choose. Just as importantly, it gives us a platform from which to hear about issues our audiences may have with us, and an opportunity to address them.

This technology is all about... people?

When it comes down to it, Twitter is just another way for human beings to communicate with one another, whether from one computer lab here at Red River College to another, or around the world.

It's a tool that facilitates relations between publics.

I think that, regardless of the potential for Twitter to be replaced by something even better at some point down the road, the time for PR professionals who aren't getting familiar with it to do so is now. Mashable.com, a leading source of information on all things social media, offers a great Twitter guidebook that can help any beginner get acquainted with the platform.

And if they don't, I have 20 smart PR Majors fixing to graduate this spring who'll be well-equipped to help build communication strategies for a new media world!

If you'd like to follow my tweets on Twitter, you can find them under @Lockstep.

The road to mayhem is paved with good intentions

Message to Scott Niedermayer: it was a valiant attempt at a nice gesture.



He gets full PR points, even if someone had to go home with a black eye.

Say please!

One of the many things I love about PR is the way it can undergo sea-changes on the surface, without ever changing the fundamentals at its heart.

Public relations is about making connections with audiences, and building actual relationships. That doesn't mean finding the best soapbox from which to deliver loud speeches about your own qualities; it's about listening as well as talking, finding out what your audiences need and want, and then tailoring your offerings accordingly.

I tell my students to think of good PR like a marriage; extolling your own virtues will only help you for so long if you refuse to pick up your socks. It's an actual give-and-take, not just the illusion of one.

A decade ago, there was a translator in the middle of most PR "marriages." PR practitioners spent much of their time strategizing how to get through the "gatekeepers;" or, the people who stood between an organization and its audiences (most often, the mainstream media). The "gatekeepers" decided who the people got to listen to, and organizations' (and their PR folks') own abilities to reach their audiences directly were relatively limited, especially when those audiences were geographically diverse.

Today, the web 2.0 world has given PR and its clients the ability to talk to our own audiences. Platforms like Facebook, Twitter. YouTube and blogs, which allow organizations to interact directly with the people who make up their audiences (with and without everyone else listening in), give us unprecedented reach -- and a PR model much more faithful to the fundamentals of relationship-building than what we've been seeing since the rise of mainstream media in the 20th century.

Today's PR: just like Grandma's?

No... but kinda, yes.

While technology makes us more efficient at finding, understanding, and reaching our audiences, and the tools and techniques of our profession are undergoing enormous change, the fundamentals of good PR remain constant.

Be honest.
Be nice.
Be fair.
Be thoughtful.
Listen.
Anticipate others' needs and try to address them.
Make it easy for people to have a relationship with you.

In a discussion about persuasive brochures in the PR major class this week, Sarah Lund shared the fact that her mother had once completed a 40-minute opinion research survey which she had planned not to complete, once she noticed that the survey brochure said "please" when it asked for her participation.

She wasn't going to, and then she did. Just because the copy said "please."

Now, while Sarah's Mum may not be part of the Twitter generation, I'd bet that her instincts are shared by members of all demographics. While the more selfish among us might not be persuaded by one word to give up a chunk of valuable time, most do respond positively to simple respect and consideration.

Twenty-first century technology gives us powerful tools to help us build relationships with our audiences, but people are still people. The technology and tools have changed; the fundamentals of enduring relationships have not.

With all the potential of 21st century technology at our fingertips, it's worth remembering that manners can be powerful persuaders.