July 14, 2024 by Mike Manazir – (4-5 minutes)
Public and media relations involve managing the dissemination of information between an organization and the public. This communication process aims to build and maintain a positive Image and foster trust with various stakeholders.
How to Do It Wrong
United Airlines: In 2017, United Airlines faced a massive PR crisis when a passenger was forcibly removed from an overbooked flight. The initial response lacked empathy and failed to take immediate responsibility. CEO Oscar Munoz’s initial statement described the passenger as “disruptive and belligerent,” which further inflamed public outrage. It wasn’t until much later that United issued a sincere apology and took corrective actions. The delayed and defensive responses damaged the airline’s reputation and highlighted the importance of prompt, empathetic communication.
BP: The 2010 Deepwater Horizon oil spill was a catastrophic environmental disaster. BP’s handling of the crisis was a textbook example of poor PR management. Then CEO Tony Hayward’s infamous comment, “I’d like my life back,” was seen as incredibly insensitive to the victims of the disaster. BP’s slow response, lack of transparency, and perceived indifference exacerbated public outrage and damaged the company’s reputation. Effective crisis communication requires empathy, transparency, and timely updates—none of which BP managed effectively during this crisis.
How to Do It Right
Johnson & Johnson: In 1982, Johnson & Johnson faced a crisis when several people died from cyanide-laced Tylenol capsules. The company’s response is widely regarded as a gold standard in crisis management. Johnson & Johnson quickly recalled 31 million bottles of Tylenol, halted production, and launched a public information campaign. CEO James Burke communicated openly with the public, prioritizing consumer safety over profits. This transparent and proactive approach helped restore trust and maintain the company’s reputation.
Starbucks: In 2018, two black men were arrested in a Philadelphia Starbucks while waiting for a friend, prompting accusations of racial bias. Starbucks CEO Kevin Johnson quickly responded by taking responsibility, issuing a public apology, and meeting with the affected individuals. The company closed over 8,000 U.S. stores for a day to conduct racial bias training for its employees.
A Simple Plan for Managing Public and Media Relations
1. Prepare a comprehensive crisis communication plan that includes key messages, spokespersons, and communication channels.
2. Cultivate positive relationships with journalists and media outlets. Regularly provide them with valuable content and updates and be accessible for inquiries.
3. Use social listening tools and media monitoring services to track public sentiment and media coverage.
4. Always communicate transparently and honestly, especially during a crisis. Acknowledge issues, provide regular updates, and share the steps being taken to resolve the situation.
5. Actively engage with your audience on social media platforms. Respond to comments and questions promptly and use these channels to share positive stories and updates.
6. Ensure that your spokespersons are well-trained in media communication. They should be able to deliver key messages effectively and maintain composure under pressure.
7. After any major PR activity or crisis, evaluate the effectiveness of your communication efforts. Gather feedback, analyze outcomes, and adjust your strategies as needed.
Effective management of public and media relations is vital for maintaining a positive reputation in today’s fast-paced, digitally connected world. By learning from both failures and successes, organizations can develop strategies that ensure positive public and media relations. A well-executed PR plan safeguards an organization’s reputation and builds lasting trust.
“It takes 20 years to build a reputation and five minutes to ruin it.
If you think about that, you’ll do things differently.“
-Warren Buffet
Lead from your heart. Lead to Win.
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