Crisis Communications – among the most challenging disciplines of corporate Communications … Do you need more experience regarding Crisis Communications, or how to do a better job of tackling it?
In this podcast, Bob Reid, the Director of Brand Reputation for Veritas Communications, illustrates how he brings clarity and counsel to his clients when the often humbling and potentially devastating challenges of a Crisis land on his clients.
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Crisis Communications – among the most challenging disciplines of corporate Communications … Do you need more experience regarding Crisis Communications, or how to do a better job of tackling it?
In this podcast, Bob Reid, the Director of Brand Reputation for Veritas Communications, illustrates how he brings clarity and counsel to his clients when the often humbling and potentially devastating challenges of a Crisis land on his clients.
Visit SPEAKING OF MEDIA on Facebook:
https://www.facebook.com/MediaSpeaking
Join the SPEAKING OF MEDIA COMMUNICATOR'S DISCUSSION GROUP on Facebook
https://www.facebook.com/groups/419214615993269
See Speaking of Media on Instagram:
@speakingofmedia
https://www.instagram.com/speakingofmedia/
And join the conversation on Twitter at:
https://twitter.com/MediaSpeaking
Keith Marnoch is on LinkedIn:
https://www.linkedin.com/in/keith-marnoch/
Intro / extro Music courtesy of :
~~Roa Music~~
▶YouTube
https://www.youtube.com/RoaMusic
▶Spotify
https://open.spotify.com/artist/1ETpo...
▶Soundcloud
https://soundcloud.com/roa_music1031
Crisis communication among the most challenging disciplines of corporate
communications. Is it a topic that you need more experience in or more of an
understanding? Do you have a plan, but not necessarily a process to properly approach a
crisis? Then welcome to part two of our discussion with Bob Reed, the director of brand
management at Vera TOS Communications. This episode is a continuation of our discussion
of Crisis Communications and what communicators need to be thinking about when they
find themselves in a comms crisis.
0:00:32
Speaking of media, the podcast where communicators and the media come together to
consider the world of mass storytelling. I’m Keith Marnoch, former journalist turned
corporate communicator, and I’m hoping that you, as a communicator or someone who
speaks on behalf of your organization, will join me for each episode to learn from industry
experts on both sides of the media microphone. It’s time for the second half of our chat with
Bob, where he delves into how social media has interrupted the crisis response practice,
how to be a polished spokesperson, or as communicators, how we can best prepare
speakers or public figures to respond to media as well as trying to have those people
demonstrate authenticity and openness in their responses. In addition to being a press
secretary and media counselor to former Ontario Premier Mike Harris, Bob currently
contributes to the media discussion. On Toronto’s Newstalk 1010 CFRB radio through his
touchdowns an fumbles feature, a weekly critique of the most obvious communications.
0:01:38
Wins and debacles drawn from the past week’s headlines. It’s also a listener favorite
segment on one of Canada’s most listened to talk radio stations, but right now you get Bob
all to yourself as he breaks down the realities of the crisis communications process through
the eyes of a hired gun from the world of PR. We pick up our conversation with Bob talking
about how an organization needs to acknowledge crisis. Once it is a Kurd and the dangers of
downplaying, rather than tackling a crisis. I want to talk about sort of groupthink and making
yourself feel like within the bounds of our walls.
2 - 0:02:18
We’re feeling pretty good about this and the rest of the world’s getting this wrong. I think
we’re all good with this, and looking around the room and looking for nodding heads and
that can be disastrous in a similar way to throwing gas on the fire as well. But just some
thoughts about. Group think that’s why earlier in this conversation I cited perspective as one
of the one of the essential qualities.
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3 - 0:02:44
Yeah, because if that mindset takes Rutan well this isn’t that big a deal. And we’ve we’ve
done an amazing job in responding to this and and you know, we’ve got such a strong track
record on this. I don’t know why people are even questioning anything. Yeah, that can be
highly, highly dangerous. That’s also a time when outside counsel is helpful as well. You
know it can be exceptionally valuable to gut check with people outside of your regular walls
because they’re not immersed in that environment every day.
0:03:07
They’re not Kool-aid drinkers if you will. When it comes to you, know the the corporate line
and the internal mindset and and all of that kind of stuff that that can be very important to
an organization. Culture and and way of thinking and all that. I’m not running it down but. If
you’re so immersed in inside that bubble.
0:03:43
That you’re not accurately seeing how the issue at hand is playing out outside the bubble,
then that’s a real problem,
2 - 0:03:57
and that’s where outside counsel can be so helpful. It really wouldn’t be a crisis if people
weren’t thinking badly of you right? And you have to understand what their perception of
you is. It’s got to be a part of the mix, right? I’m social media. We kind of touched on this a
little bit.
0:04:10
And it’s like I’m going to talk like it’s just started like a couple of weeks ago. But how has
social media really changed the practice of issues management? I often think around having
come from the positions that I’ve worked in, how it affects news cycle, how it affects
perceptions, turning into realities, how it can can influence or force communicators to
overreact. Again, I love the whole idea around perspective and. Context on things, what’s
the?
0:04:46
What’s the biggest problem that social media usually brings? When a file comes your way,
3 - 0:04:54
I love to say the the great thing about social media is it’s given anybody with an Internet
connection the ability to publish or broadcast. The worst thing about social media is it’s
given anybody with an Internet connection, yadda yadda yadda. It’s it’s very. It’s very double
edged that way. And it’s it’s also double edged in terms of the advantages that it offers and
some of the perils that it brings on the advantage side. It’s amazing how in relatively short.
0:05:26
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History. Journalistically, we’ve moved from. Social media, being a brand new thing that
wasn’t necessarily taken at at full face value to now being the equivalent of the press
release. And I can think of multiple organizations that they don’t do press releases to media
anymore when they have something to announce, they tweet it and they link it back to.
Announcement on their on their website or they do it on their blog or they do it via
Instagram? Now today we’ve seen presidential campaigns launched through through social
media.
0:06:10
First, mainstream media will report. Quotes from social media posts. Certainly from Twitter
and also Instagram and anywhere else but without even batting an eye that gets put straight
into reporting. Because it’s it’s verified that it’s that it’s from that source and this individual
who represents this organization made this statement. Boom, it’s in. It’s an error.
0:06:45
It’s in the newspaper the next day, whereas you know before he used to see attributions like
you know in an email so and so said, you know now. Now that’s just a direct quote, the
vehicle has become less and less important and for communicators. It’s it’s an exceptionally
handy tool because you can. You can connect with your audience immediately if you gotta
get something out there in a hurry. You can do it and it will get noticed.
0:07:16
It will get traction. The flip side of it. The negative side I guess is the. The universe of trolls or
whatever you call it because there is no shortage of haters out there for any brand for any
organization. Whether it’s whether it’s specific that people have a hate on for a vendetta
against for some reason, or if it’s just the people who like to take shots at anything that
moves out there, you’re going to get all of those again back to perspective.
0:07:49
You know, sometimes we’ll get calls from from client organizations who have a social media
presence, and they’re like, oh, we’ve got people saying terrible things about us on social
media. What do we do? What do we do? This is an emergency. This is red hot.
0:08:06
It’s like, well, hold on who are they? How many of them are there, and do they have any
reach? Are the posts that they’re making or the tweets or whatever it is? Do they have any
resonance? Are they sparking any discussion or feeding into any discussion, or is it just
somebody with a handful of followers ranting?
0:08:25
And and tagging your brand in and naming your organization. They’re just, you know,
throwing up the window and yelling and screaming about you. And so that perspective is
important, and that’s the first thing that we look at when we get those calls like we think
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something might be blowing up on social media that that could be really bad for us. Well,
first of all, let’s get a sense of, as I say, what? Who is it?
0:08:54
Do they have any followers that people pay attention to them, or they nobody’s? Or they
just cranks? Or are they somebody whose word? Sparks a ton of response,
2 - 0:09:06
comments and forwards and all of that stuff so that that’s one of the first assessments you
gotta make as well. I love the whole idea, how it’s changed, the practice and like you say,
you skip the steps around Attribution and so on when it comes to you know. Up material it’s
taken from social media because I think that organizations do go down that road and a lot of
them, like you say of, basically disposed of the news release and are now telling their own
stories through their own channels. Which is good because their stakeholders and there’s
people who are interested in what’s going on. I expand that a little bit because I’m
wondering if you’re seeing like I’m guessing and have experience that not all crises are have
a particular responsible party. Not just a solo or one.
0:09:54
Often if it’s a big enough story, there’s more than a particular organization that’s in the
spotlight, and sometimes you know the one or two organizations that are maybe in
partnership ones, a bit more obvious than others, even though it causes grief or a sense of
responsibility for others who are closely connected to an organization that’s that’s
experiencing a crisis. Would you agree that it’s never quite as simple and black and white as?
It may may appear in the newspaper in terms of who’s actually sweating over an issue
depends on the circumstance.
3 - 0:10:36
Some some issues are very specific to an individual organization and an individual people
within that individual organization. Others are more sector wide, right? It can be. It can be a
negative. Issue situation that is rippling across an entire sector of businesses, for example.
And so any business that’s in that field.
0:11:00
Could be and probably is. Having to deal with the negative repercussions of this an that’s
that’s a scenario where. The individual companies within that sector need to make some
decisions in terms of do they do. They need to take any ownership for it. Should they? Or do
they not have to?
0:11:30
Because not every bad story, even if it affects the area that you do business in, is one that
you should own or that your brand necessarily has to be. Has to be connected to and you
know, as a former journalist yourself, you you remember these stories, right? There’s an
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issue at play in this area. I’ve gotta find somebody from a company that’s part of that sector
that can give me perspective that can that can speak to this story. So what do you do?
0:12:06
You start making calls, right? You know you call Coke an if Coke doesn’t respond then you
call Pepsi and if they don’t respond then you know you just go down the list of. Those
companies, those businesses in that category until you can find somebody who will give you
what you need for your story from the communications management standpoint, those are
cases where you have the pass or play option. You don’t have to be the poster child for your
industry necessarily. An if it’s a if it’s a negative story, you probably don’t want to be the one
putting your hand up saying, yeah, I’ll give you an interview and talk about this terrible thing
and have my company name attached to it.
0:12:43
When it’s not something that your company owns necessarily, you’re just into it by broader
Association.
2 - 0:12:58
It can be a downside of having good close relationships with sector or beat reporters right
now, and so that’s not necessarily always a case of you saying no comment, but she can be
strategic about how you go about being positioned in a story, and in a very specific way. The
most simple approaches to media. Who else are you talking to in this story can be asked of
reporters trying to get a sense again of context of scope of what’s going on out there, right?
And I would say I always in these kinds of situations. I always suggest if it’s at all about you
and it’s a broad enough story, you need to be getting your own story together.
0:13:36
Whether or not you’re putting your hand up, whether or not you’re finding a you know a
way to not be the focus. Because sometimes in those stories, when there could be many
people who are involved, the people who speak up. It becomes about them, perhaps
unfairly. The other approach there can be and you can correct me on this is to be in contact
with your partners or the affected responsible parties and have a strategy to go out. There is
opportunity in crisis.
0:14:04
There can be ways that you are able to demonstrate what’s going on, not only to correct
perhaps bad perceptions, but to bring a greater, greater focus on what your organization is
doing. So this isn’t about avoiding media, it’s just trying to be strategic about the way that
you. Respond in our representative stories.
3 - 0:14:27
Yeah, and that that example that we were talking about. That’s the time when associations
can be your best friend. You know industry organizations who speak for the industry writ
large so that that is the role for those communicators to speak to the broader issue that is
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bedeviling an entire sector rather than the individual companies involved, necessarily.
Assuming again that. You know? The issue is equally spread.
0:14:56
You know, if it’s if it’s clearly owned by one player, then that’s a different story. But if it’s
something that’s kind of across the sector, then that is the time for an industry Association.
A trade Association of professional Association to be the voice of its members.
2 - 0:15:15
Hey, we’re getting great value here, Bob. These are these are. This is all really great. Great
stuff. Worth every penny you’ve paid for it, Sir. Well, exactly, but one one area that I really
want to hear from you on.
0:15:23
Is that of spokesperson and what communicators need to be thinking about whether they
are the spokesperson or there’s someone who is responsible for preparing someone to be
out for media or other opportunities to speak on behalf of an organization good and bad?
What’s what’s the? What’s the up and down side and want to? Ultimately, you know who
are the best spokespeople?
3 - 0:15:51
The best spokespeople are the ones who understand the rule and understand the mission.
And who understand the importance of message focus but also have the other side of it?
And that’s the. The talent I guess, for lack of a better word to be able to roll with with tough
or unexpected questions or angles and to be able to to respond to them in a way that
returns back to the important messaging that the organization needs to get a cross while at
the same time truly being responsive and transparent and as forthcoming as possible under
the circumstances in the role of communications. Aid communications staff. The people who
prepare the spokesperson.
0:16:40
When I when I worked for the Premier I used to say sometimes that on a good day I was in
the surprise elimination business that the best days were days that when he walked out in
front of the assembled press Gallery and took questions on every issue that was on the boil
at the time regardless of what particular aspect of the government it was, it was in. If
everything that came up with something that we had talked about beforehand, that was a
good day at the office for me that you always lived in fear of the of the left fielder that you
didn’t see coming, not because the Premier I work for or or any executive that I’ve worked
with. Not that they’re not capable of answering questions by themselves, or, you know,
dealing dealing with the unexpected in the moment, not not by a long shot, but it’s always
better. If you’ve had the opportunity to have some discussion ahead of time too. Frame
messages and approaches to to an issue at hand.
0:17:44
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So from a support standpoint, anticipating and helping prepare as much as possible is the
single best way that you can support the spokesperson that you’re working with ensuring
their comfort level so that they have a very clear sense of what it is they need to get a cross
through that opportunity to the audiences they need to reach. What are the important
messages? What are the things they need to watch out for? Are there any real landmines
that if it came up, could potentially make a bad situation worse? And if so, how best to deal
with those?
0:18:24
You can never anticipate everything? As I said earlier, but the more you can kind of war
game out and prepare a spokesperson. So that if they are confronted with something that. If
they weren’t prepared for, it would make their blood run cold and would be Oh my God,
what do I do now? How do I possibly respond to this?
0:18:50
If you’ve been able to fire drill that out beforehand. If this comes up, here’s the 1st place
you’ve got to get to in terms of a response message. Here’s the first idea. That’s imperative
that we get out. And then Secondly, we need to shift the focus a little bit into this area that
is actually positive for us.
0:19:05
Where we do have some progress to report where we do have some. Some good things that
we can point to and move forward from there. If you’ve done that, construct ahead of time,
then when that nasty issue gets raised when that tough question comes up. The
spokesperson’s response internally is not Oh my God, what do I do now? It’s we talked about
this.
0:19:35
OK now I know what I’m supposed to do.
2 - 0:19:39
I know where I’m supposed to take this when I’ve got the floor. I know I’ve already often
heard from people saying that spokespeople need to have a thick skin. I always believe that
the person with the most emotional intelligence was the one that I really wanted to have
out there. Someone who could read the what the real concern, or what the story was that
was building in a in a reporter’s mind that they were trying to get out through their
questions and sort of understand that and give back a reassuring or a reasonable response.
I’ll I always felt like, especially in really high. High, high emotional type situations that those
kind of people in front of the camera were the ones that that I liked having there.
0:20:15
I know that you’ll be a proponent of media training, but let’s say somebody doesn’t get that
far and there are thrust into the spotlight is there is there sort of a? A magic time or some
phrase you might put into somebody’s head what’s the thing? What’s the one thing that a
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spokesperson really needs to have in their mind before they walk out on stage or in front of
those microphones and you’re in your view to really be successful?
3 - 0:20:44
What’s your message? What is the important message or messages that you need to get a
cross through this interaction? Who’s an connected to? That is who’s the audience that
you’re really trying to speak to? You know you’re not talking to a TV camera, you’re talking
to specific people who are watching TV at the other end of it. Who are they and what do
they need to hear you saying zero job one is is no the message and have that internalised
have a clear sense of of what is the North Star here? What’s the? What’s the path that I need
to be on?
0:21:20
And that really sets the guardrails for spokesperson, even if that’s the only sort of brief they
have going in. If they know what it is, they need to get across, not what the script is or what
the lines are. We don’t work that way, right. It’s what’s the message, what’s the, What’s the
important information that you need to articulate in a way that it’s going to resonate with
the audience that needs to hear that? And also if once you have that sense once you know.
0:21:52
What the path is? Then, by extension, you also know. What questions are trying to pull you
off of that? And try and take you in a different direction from the one that you need to be
heading in, and that’s that. Is the taffy pull with with media, particularly in contentious
situations, right?
0:22:14
They they want to knock people off their speaking points. They want to knock people off
message so that they can be satisfied that the message that they are being given is in fact
that Ruth Ann is in fact the you know the facts, the facts of the matter.
2 - 0:22:34
Yeah, people. Reporters aren’t necessarily, you know, some. You know different people
come in, come at it from different points of view. But I love that idea that they’re not trying
to trick you. They’re trying to they’re trying to understand whether or not a you know what
you’re talking about and whether or not it holds water.
3 - 0:22:51
Yeah, they’re they’re testing you their testing you to verify that what you’re telling them is
the real deal and not just a talk track that somebody’s put into their brain, right? What you
know, what really is going on here? What really are the facts of the matter? What is the
authentic information that that people need to know? Because it’s their job to carry that
two people so you know you’ve gotta satisfy them, that you’re giving them the straight
goods that they’re being given the straight goods.
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0:23:17
So that they can credibly then turn around and report that to their audiences. And you
know, in good reporting, you will hear references to, you know, when challenged on what
they were putting forward, they responded by again, confirming and reiterating and
demonstrating, offering proof, demonstrating that what they were saying is,
2 - 0:23:48
is the real deal. I could go on for hours with you Bob. Great perspectives on on what we’re
talking about here and great great insights for people who are listening along. And I really,
really appreciate it. And I would love to have you back as this this cast shouldn’t that’s it or
anything like that. Series progresses stay on message. Keith, who try to stick to the positives
here really, really appreciate your time, Bob.
0:24:12
Just one more quick one. Maybe an you know we talk a lot about this. The ever evolving the
ever changing landscape of media, media relations. What kinds of trends are you seeing out
there? Are there things that are popping up now more than they have in the past?
0:24:24
Are there things that you know people who are in this kind of line of work need to be
looking out for? Or they just need to be, you know, doubling down on being prepared and,
3 - 0:24:38
well, what I see is a continuation of what we’ve all seen. For for quite a number of years
now, sadly, and that’s the continued erosion of traditional mainstream media, the relentless
downsizing of media organizations and newsrooms, and I think that’s a that’s a detriment to
society. Overall, because an effective, intelligent, informed and journalistic response
journalistically, responsible media is one of the foundations of our society. Not to say that,
you know we’re all going to hell in a handbasket because the newspapers aren’t as aren’t as
big as as they used to be, but we’ve seen the damage that the fake news echo chambers can
generate and perpetuate. And and the negative effects that that can have, so I’m dismayed
by the decline of. Traditional, respected high journalistic standard media.
0:25:40
I don’t bemoan the rise of alternatives. There are some bright spots in terms of the
alternatives and new media sites. There’s tremendous specialization out there, and it’s it’s
really quite insightful for me for some of the clients that I work on that in their sector. The
most important media audiences are those specialty websites that follow their business and
do a really good job in reporting on a highly specialized basis to a highly engaged audience
that really cares about their business. That’s that’s actually a quite positive development in a
lot of ways as well, so I’m getting used to the the changes and how dramatically different it
is from.
0:26:32
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When you and I started our education and our careers in journalism, and I’m hopeful that it
will ultimately shake out to a point where people do go back to. And I think it’s happening
already. I think we’ve I think we’ve hit the we’ve hit the bottom and are coming back up in
terms of people starting to be a lot more careful than they’ve been in more recent times. In
questioning sources of things that they see. You know on online and in their social media
feeds, oh, I saw a story that said this.
0:27:13
Did you see that? Yeah I did. Did you check the source? Did you see where that story
originated? Was there any credibility to it?
0:27:22
More and more people are taking that very important step. We didn’t used to have to do it
because in the olden days the only media that we were able to receive from were highly
kredible by nature because they just. Didn’t exist otherwise and couldn’t exist otherwise, so
we didn’t have to do it before. We all have, I think, a collective responsibility before we go.
Sharing, reposting, forwarding, even talking to our friends.
0:27:51
About this latest, I can’t believe this, you know, this is amazing. This is this is terrible. This is
whatever you know, groundbreaking that I saw online somewhere.
2 - 0:28:08
We all have an obligation to verify the sources and just to make sure that we’re dealing with
credible information here. Love that perspective and I think we both would agree having
long since left the media microphones on our side to come the other side. It’s really difficult
to be successful with media relations without respecting those on the other side of the
table. I feel like that that’s necessary. Space where you’ve got to arrive, especially in serious
issues or stories where there’s a lot of context. A lot of understanding that has to go on
dealing with stories that require research that require understanding you know, greater
themes. I always find that you have to at least look for the credibility and those who are
covering you and try to build on that.
0:28:50
And the professionalism that can exist between those who do the connection between
organisations in the media or other voices. You need to be professional in what you do and
more often than not. That brings up the professionalism and those that you’re dealing with
ABS absolutely do you just encapsulated the key value of effective media relations and good
media relations.
3 - 0:29:23
And it starts with. It starts with mutual respect and being able to work together, and
understanding that both sides of the equation both parties, they have a job to do an their
professional in the work that they do,
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2 - 0:29:36
and in the way they approach their work. Bob, thanks so much for taking the time to share
your views and in your commentary and your insights on media relations and crisis
communication. Love to have you back on the show. There’s so many other topics that I’d
love to delve into with you. You know, not the least of which would be network television in
the states. What that’s meant for the president there?
0:30:02
But how the president has spawned so many questions and so many so much rethinking of
what media is and how it affects people and so on. And any any number of other topics.
Would love to get you back on on the program when we get the chance. But thank you so
very much for taking the time to be on this particular episode. And again we look forward to
talking to you again at some point in the future.
0:30:25
It’s been great case. I’ve really enjoyed the.
1 - 0:30:33
The conversation myself, thank you and so our thanks go out to Bob Reed for another great
episode where he revealed the mindset of a communicator, especially in the time of crisis.
An what you can be thinking about as a communicator when identifying and planning for
crisis now rather than being surprised and caught in a negative media storm with no defined
place to start dealing with your issue. You can find the online link to Bob’s Weekly
iHeartRadio segment touchdowns and fumbles in this episode’s show notes. For now, thanks
for connecting. Speaking of Media is available on all podcast platforms, including Google and
Apple Podcasts, Spotify, Stitcher and TuneIn Radio.
0:31:10
However, you find the show. I hope you will listen like comment and subscribe to the cast as
this will help us expand the show’s reach and attract quality content. Also consider joining
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Keith Maroccan through other episodes.
0:31:39
I look forward to our next time together when we will