Reputation

To some outsiders, PR means little else but dealing with crisis. While PR pros know this is not so, sometimes it can seem that way. And a surge of crisis work is coming from a… Continued

We’re living in a time of company callouts. Companies are speaking more frequently on social and political issues because some customers want to purchase from, and partner with, businesses that take stands. Yet one wrong move and social media will blast a company for statements perceived as clueless or hypocritical.

Veteran sports PR pro Arthur Solomon believes Olympics sponsors are vulnerable. In response, they should prepare PR plans that position them as tolerant of peaceful protests.

It seems inevitable that prices for raw materials, labor and other fees will rise as the pandemic recedes. Consumers usually bear the pain of such price increases. Companies can either hide the fact that consumer/customer prices will rise or discuss it openly. There are a few ways communicators can try to ease the pain in these unpleasant situations.

Recent attacks have become bolder and more sophisticated and include invasions of government agencies, healthcare providers, schools and organizations of all types and sizes, including the likes of Twitter and Microsoft and the National Basketball Association. But while most attacks are against large, well-known brands, small business also is a big target for bad actors. The ransomware attack on one of the United States’ largest fuel pipelines is an all-too-frequent reminder that more needs doing. Now.

This month’s Crisis Averted shows how a terrific campaign for a lucrative product can go awry quickly. The story touches on a bevy of things: crisis readiness, immediate and more measured reaction to crisis, #MeToo, cancel culture, media, social media, tremendous irony and a large cast of characters.

The market’s volatility makes it more important to have PR in at the earliest stages of products and campaigns. When a misstep can result in a public backlash, getting PR’s input at the outset of product development and message creation is tantamount to having an insurance policy.

Although Musk incorrectly claimed to be the first SNL host with Asperger’s Syndrome, a behavioral disorder that falls on the “high-functioning” spectrum of autism, the billionaire’s disclosure lent an unexpected moment of vulnerability to his SNL debut.

It’s good news that the business community continues to elevate the importance of PR and marketing. On the other hand, this recognition can bring unintended consequences. An example is the suit Massachusetts brought against Publicis Health for its alleged role in helping Purdue Pharma sell opioids.

While TV shows and novels tend to focus on the glamorous side of PR, it’s important to remember that in reality communication also is necessary to raise awareness of topics some may find uncomfortable.