On October 23, Boston PR Club members gathered to hear spine-tingling stories from a panel of experts facilitated by moderator Joe Chambers of CK Communications.
Every PR crisis has its “tricks,” but smart PR pros know how to turn them into “treats,” finding insight, integrity, and a plan to keep future frights away.
Below, please see an assortment of tricks and treats discussed by astute Boston-area pros. Happy Halloween!
Finding the Light
- Trick: A client instructs its PR agency to do something that could cost both the brand and the agency their reputations.
- Treat: Adam Ritchie, Founder of Adam Ritchie Brand Direction, told attendees they don’t need to immediately cut and run. As strategic advisers, he said, the PR agency should find a creative alternate approach, counsel the client on its merits and give the client an opportunity to get onboard. This can preserve the reputations, relationships and commitments of everyone involved.
Strong Spokesperson, Strong Story
- Trick: A college’s leaders are accused of covering up sexual assault by faculty members.
- Treat: Ashley McCowen, Co-Founder, Helene + Ashley, immediately recognized the college president’s sincerity in addressing stakeholders, and shining a light on his sincerity was important. Also, McCowen’s priceless media relations work headed off a potentially disastrous Boston Globe story.
Focusing on the Big Picture
- Trick: A chief of police, once lauded by President Obama for a groundbreaking program to help those with opioid addiction, is dismissed from his position following an extramarital affair and sexual assault allegation.
- Treat: In a proactive approach, John Guilfoil, founder, John Guilfoil Public Relations, re-focused the narrative on the lifesaving work the police department advances. Starting in the Boston area in 2015, now in 34 states, Guilfoil reframed the story around the vast impact of this program’s work.
As Halloween draws near, it’s important for public relations professionals to keep their skills sharp and draw on key learnings from these scary stories for future crises.
While there may be fearsome tricks lurking around every corner, PR professionals will always prove that they can rise to the occasion to delight like no other.
This blog was written by Jill Flanagan, PR Club Board Member