Tag Archives: gil rudawsky

PR Homerun: Turning Lemons into Lemonade

USC Issues Management Win | PR Homerun: Turning Lemons into Lemonade | GroundFloor Media PR AgencyNegative media and social media coverage abounds, but in increasingly rare instances clients can turn potentially bad news into a positive or at least a learning opportunity.

Sometimes all it takes is a bit of creativity and humor to mitigate an issues management headache. Case in point, recently the University of Southern California unveiled a $700 million project in the heart of Los Angeles. Students from rival University of California at Los Angeles were quick to point out that a statue serving as the centerpiece of the development misspelled the name of “William Shakespeare” by leaving out the last “e” in the bard’s name.

The Tweet that followed: “USC. The only place in America that can unveil a statue as the centerpiece of a $700 million project and manage to misspell Shakespeare.”

Not taking the bait and issuing a stodgy response, USC issued the following statement:

“To E, or not to E, that is the question. Over the centuries his surname has been spelled 20 different ways. USC chose an older spelling because of the ancient feel of the statue, even though it is not the most common form.”

And with that response, the Twittersphere has been weighing in on the debates, with scholars pointing out USC might have a point. Even in his last will and testament, Shakespeare spelled his name two ways (both with an “e” and without an “e”). Also, printed programs from 1664, spelled the name without an “e.”

The Washington Post even had fun with the issue, saying visitors to the University of Southern California might be muttering, “What fools these mortals be,” as they stroll past a statue of the legendary queen of Troy and notice William Shakespeare’s name seemingly misspelled at the base. “To USC officials, it’s much ado about nothing.”

(GroundFloor Media’s Gil Rudawsky is a proud graduate of the University of Southern California.)

 

Mid-2017 Crisis Communications Overview

Adidas crisis communications responseHere is a recap of the some of the best crisis communications gaffes, courtesy of PR Daily and Meltwater, that you may not have heard of. Be sure to check out the takeaways at the end.

Shea Moisture
This company featured a series of television commercials that profiled different types of hair types, but unfortunately they showed a limited number of minorities in their ads. They issued an apology: “We really f-ed this one up. Please know that our intention was not – and would never be – to disrespect our community, and as such, we are pulling this piece immediately because it does not represent what we intended to communicate.”

Adidas
In a tone-deaf blunder, Adidas sent an email out Boston Marathon participants with the subject line: “Congrats, you survived the Boston Marathon.” It didn’t take long for them to apologize, and the crisis dissipated.

Juicero
Bloomberg news showed how a $400 Wi-Fi-enabled juicer was basically just a ruse, in a video showing a person producing the same amount of juice as the specialty juicer. Reporters were able to wring 7.5 ounces of juice from the specialty packs in a minute and a half. The machine yielded 8 ounces in about two minutes. The startup this week cut its staff by 25 percent, and it offered customers refunds.

Fyre Festival
Billy McFarland and Ja Rule launched a luxury music festival at a private island in the Bahamas, and tickets ran from $2,500 to $250,000 for “deluxe” packages. Instead of the promised extravagant catering, beach yoga sessions, bikini-clad models and yachts to lounge on, attendees found a “disaster tent city” with scant rations. Instagram photos documented sorrowful bread-and-cheese sandwiches and dreadful accommodations. Social media users had a field day mocking the woes of the well-to-do audience and the downfall of the much-hyped event. A criminal investigation is under way and lawsuits abound. Ja Rule’s response: The whole world knows Fyre’s name now,” he said. “This will pass, guys.”

Takeaways
With any crisis situation, including the ones above, having a response plan beforehand can help, and listening and responding to social media in real-time can help turn the tide. Keep these points in mind:

  • When you mess up, genuinely apologize and share what you’ll do to prevent similar mistakes in the future.
  • When in doubt, talk to your community; they’re the people who already support you.
  • Treat your community with respect and listen to what it has to say. If you’re only interested in the bottom line, it will show.

Media Questions During A Crisis

newsIt’s difficult to prepare for a crisis, particularly one that involves media coverage.

To help prepare, here is a list of the most commonly asked questions by the media to serve as a general guide.

Big? picture, journalists are likely to ask six primary questions in a crisis: who, what, where, when, why, and how. They will relate to five broad topics:

  1. What happened?
  2. What caused it to happen?
  3. What does it mean?
  4. Who is to blame?
  5. What are you doing to ensure it does not happen again?

Of course, only some will apply but this comprehensive list of questions is a good start to prepare you and your team for the next crisis:

77 Questions Commonly Asked by Journalists During a Crisis

Read more after the jump…

Journalism and Growing Trend of Click-Baiting

HBO’s John Oliver takes on the media’s attempts to sell his show’s content through sensational headlines and clickbait.

As media outlets look to grow their shrinking audiences and advertising budgets, they are turning to popular online platforms to share stories and drive engagement.

The New York Times for instance, is setting the bar for how it presents its stories online, by including video, graphics, podcasts and photos. It’s refreshing compared to the tired ink and paper version that fewer and fewer people find on their door steps each morning. But, as some media outlets are looking to truly engage and embrace online platforms, there are others that are simply driving their audiences to digital properties to drive clicks, which they will somehow count as audience growth and sell to advertisers.

This trend is called clickbait, content whose main purpose is to attract attention and encourage visitors to click on a link to a particular web page or to comment, with the goal of growing audiences and digital revenue. It has nothing to do with journalism, although it can be cloaked as such.

Read more after the jump…

Respond to a Social Media Crisis #LikeABoss

twitterThis year created a library full of social media crisis communication case studies, both what to do and what not to do.

Heading into 2017, we advise all of our clients to refresh their social media crisis communication plans given the rapid growth and updates with social communication channels. To help get started, here are a few basic points that should be part of a plan:

Read more after the jump…

GroundFloor Media Expert Weighs In On Grubhub Controversy

grub_hub_crisis_comms_prThe chief executive of Grubhub, an online and mobile food ordering company, learned a lesson last week  after he sent out a companywide email that implied that employees should resign if they supported President-elect Donald Trump.

The backlash was immediate and sustained. CEO Matt Maloney quickly moved to clarify his comments, but he damage was done. There were calls for a boycott and media pounced on the executive.

Responding to questions from a Ragan’s PR Daily reporter about the issue, GroundFloor Media’s Vice President Gil Rudawsky said that he began advising clients to update their policies concerning making public political statements earlier this year, and re-emphasized this in the weeks leading up to the election.

“Public comments, even from personal accounts, can be—and often are—misconstrued as being representative of their company’s views,” Rudawsky told Ragan’s. “As a best practice, it is not appropriate for executives to make decidedly one-sided political comments or to push their views on employees.”

And regarding Maloney’s missive to his staff, Rudawsky offered this lesson:

“We remind our clients that while free speech is right, just because you can make political mandates doesn’t mean you should.”

Read the entire Ragan article.

Reprise: What You Say Can and Will Be Used Against You

bhribahcqaax1h9Given the non-stop media chatter about leaked or hacked emails and recorded conversations, here is an updated blog post from several years ago with tips on how to keep yourself or your company out of the media cycle.

The scrappy Aspen Daily News has one of the best mottos in the business: “If You Don’t Want It Printed, Don’t Let It Happen.”

In the world of communications, we have a similar motto that we share with clients who are facing a pending crisis or are in the midst of one: “Anything You Say, Write, Email, Skype or iChat Can Be Used Against You.” It’s not as jocular as the News’ motto. But it just happens to be the truth in our increasingly litigious and curious world.

Clients can face all types of situations that are sensitive, controversial and deal with legal issues. While the lawyer’s role is to protect clients from and defend them during litigation, crisis communicators are focused on managing, protecting and — if needed — rebuilding the client’s reputation. They work closely with companies on strategy, messaging, stakeholder communications and media relations before, during and after a crisis.

Read more after the jump…

The Shrinking Denver Media Landscape

crumpled-newspaperThe shrinking Denver media just got even smaller. Last week, the Denver Post announced that 20 journalists took buyouts, and it was followed by an unknown number of additional layoffs.

This brings the total number of newspaper reporters working for Denver’s only metropolitan daily to less than 100. In perspective, 10 years ago, there were an estimated 400 journalists working for either the Post or the now-closed Rocky Mountain News.

Without getting into the critical role the media plays in our community, here are a couple points to consider as we work on behalf of our clients to navigate the Denver media landscape:

Build relationships: It will be nearly impossible to catch the attention of a journalist, let alone build ongoing relationships with the new crop of reporters. Just think, there are 90 journalists, half of which work behind the scenes, covering a metro area with 2 million people.

Strong pitches:  Getting a client’s news in the newspaper will be even more of a challenge, and only the best pitches will succeed. Strong news hooks and trends remain important. Read more after the jump…

Crisis Management and Responding to the Media

GroundFloor Media Crisis ResponseA communications crisis can take many forms — they can be internal, external, online or in the media.

Having an established crisis plan always helps, even if it is generic and has basic strategies and messages. For crisis events that involve the media, here are some tips to follow that may keep the media from further inflating the issue.

During a crisis, be prepared to provide the media:

  • Information in a timely manner. Prevent information vacuums where speculation and rumor can grow and have a serious impact on the situation. Proactively let them know when to expect updates.
  • Facts, sources and relevant materials. Have easy-to-read, continuously updated materials, printed or online, with information.
  • Readily available points of contact. Identify people who can speak with the media directly and/or provide 24-hour contact information. Remember, the media generally does not work regular 8 to 5 hours.

Find out more about Crisis Management and how GroundFloor Media’s Rapid Response team can help your company prepared and respond.

In A Crisis, Make Friends With Legal Counsel

crisis and legal representationDuring a crisis, it is important to engage legal counsel early in the process both for strategy and to preserve attorney-client privilege.

Many crises start out as legal issues or will lead to legal issues, and it is important to protect your strategy and communications from the other side. Here are a couple of quick tips to help, but remember that everything you say in an email or write down is likely discoverable.

Quick Legal Checklist

  • Include legal counsel in strategy calls
  • Include legal counsel in all 
correspondence, particularly when developing strategy and content documents
  • Get sign-off on strategy and communications from legal counsel
  • Get regular updates from the legal team on case developments, particularly on upcoming legal events that may garner media coverage

Read more after the jump…