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!
“Cut!” Stepping in to Re-Shoot
- Trick: A stroller cuts the hand of a TV reporter in the middle of the taping of a segment focused on promoting the stroller.
- Treat: Remaining calm, Adam Ritchie, Founder of Adam Ritchie Brand Direction, set the stage for a reshoot. In the end, the reporter (who was a new mom) said she planned to use the stroller when traveling by subway. What could have been a PR nightmare was avoided by offering a simple pause and reset.
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