Over the last 18 months, events affecting Toyota and BP have dealt catastrophic blows to the reputations of these two mighty companies. Poor PR efforts and, more noticeably, disastrous media handling contributed significantly the severity of their respective crises.
But the trials and tribulations of these global conglomerates seem far away from the dreamy spires of Cambridge, the tranquil Fens or the placid waters of the Cam.
Yet, as the successful companies of this region ever expand their markets, providing vital products and services increasingly impinging on the lives of millions, be they pharmaceuticals through to computer chips, the likelihood and impact of intense media storms in similar circumstances increases.
Of course, not on the same scale – there are few Deepwater Horizons across the Fens – but potentially devastating nonetheless. The poor media handling of a recall of vital computer components embedded in a critical system or medicines due questionable research can sink a small business providing these products. This is the volatile and dangerous nature of the information environment in the 21st century. Referring the media to the marketing department just won’t cut it. Unfortunately, anecdotal research of Cambridgeshire-based companies has revealed that predominantly communication issues are referred to … the marketing department.
The demands of such crises require people – real people not just twitter handles or blog aliases – to stand up and explain, inform, justify, defend and educate, and to do it quickly. Not doing so merely adds fuel to the fire and doing it badly lobs a grenade in after that fuel.
The notion that ‘the spokesperson will deal with it’ or ‘that’s something for marketing’ is sheer folly, as has been shown time and time again. Management, at the very least, need to be fully engaged in the media process and prepared, if necessary, to engage directly with the media. Further, if in crisis, a media interview can be a brutal event, both personally and for the organization. By not preparing anyone for such, any HR department can be seen as neglecting its duty in training its staff for their duties and responsibilities.
But why bother? Is it really worthwhile getting worked up about this? Two counter arguments are often expressed by small and medium enterprises. One: surely it’s all about social, new, digital media nowadays, not the good old-fashioned spokesperson in front of a camera. Two: we’re not BP. The national and international media will never focus on us; we’re just too small and therefore off their radar.
This is flawed logic. Regarding social media – all that tweeting, blogging, websites and the like – the marketing departments are increasingly getting involved in that, and rightly so. But in crisis, it is about people, not so much technology. People want someone, not something, to reassure them. Besides, it is that very technology which is paradoxically enabling the personal interface. The traditional media interview, once destined for the six o’clock news and maybe the ten o’clock slot but then forgotten about, now readily enters the internet echo-chamber, to be viewed and, more importantly, critiqued and commented upon, over and over again online on YouTube or BBC iPlayer, across the world, with interest fuelled by a torrent of Tweets and blogposts. New social media has made the skills of the traditional spokesperson even more important.
On the second point, technology now allows the ‘harvesting’ of ever more low level news by the larger media outlets, making the tactical issue a strategic problem very quickly. That technology has also enabled the citizen journalist. Further, the coalition government is rightly forging ahead with ideas for digital Britain, including major policies in opening up local media and, not least, local television. Technology is ensuring that, when it comes to even a minor crisis, there will be no way of hiding it, the potential of exacerbating it and the possibility of rapidly widening coverage of it.
Just as successful companies will invest huge amounts of effort in market research, R&D, branding, advertising and marketing, the lean and mean, the aggressive winners in the marketplace do not skimp on crisis communications and media relations. This involves having key personnel, not just the spokespersons, prepared and able to handle the media. If it comes to a battle for reputation, it will most likely be fought in the glare of the camera, and the arsenal must be ready, otherwise getting into the ring with experienced journalists will be a painful and damaging experience. It also necessitates comprehensive crisis communications planning beforehand.
Of course, not all organizations will find themselves in the media spotlight (although the potential is always there) and may not consider media training a high priority – a reasonable judgement call. But many, many companies can quickly be under the microscope and media engagement can rapidly become very critical to the future fortunes of a company, especially during a crisis. The speed at which this can happen can be breathtaking and by this time it may be too late to consider training. Those caught in such a media storm can then reflect on the fact that hindsight is a wonderful thing.
So, the bottom line? While it may take years to build a good reputation, it can be shattered in hours through the media, and relying solely on the marketing department or, if you’re lucky, a spokesperson to save the day on their lonesome or wielding unprepared and untrained senior staff and subject matter experts in front of the camera, is plain asking for trouble. Just ask Tony Hayward.