Trust

A new survey finds the public perceives low-level employees as more trustworthy within most organizations. I find these results interesting as they dovetail with what I’ve seen informally in my public relations work over the years.

If true, this trend has multiple implications for practitioners focused on a number of important roles – community relations, internal communications, media relations, etc. For example, it may be more effective in crisis situations to have a well-trained local employee handle the media questions or meet with the mayor than to jet the big guy out from headquarters. Or, perhaps a service project featuring a group of blue-collar employees may have a more positive impact than a vice president handing over a check while the TV cameras roll.

Deciding who delivers the message can be as important as deciding what the message is.

Does your crisis communications plan include social media?

Last month, research came out indicating that web users increasingly rely on social media to seek help in a disaster. A survey by the Red Cross shows that 74 percent expect response agencies to answer social media calls for help within an hour.
According to the news release, if web users knew of someone else who needed help, 44 percent would ask other people in their social network to contact authorities, 35 percent would post a request for help directly on a response agency’s Facebook page and 28 percent would send a direct Twitter message to responders (couldn’t reach 9-1-1).

Also, 69 percent said that emergency responders should be monitoring social media sites in order to quickly send help. And nearly half believe a response agency is probably already responding to any urgent request they might see.

Does your crisis communications plan include social media for dissemination and response?

One thing that can guide you is our chapter’s upcoming crisis communications professional development seminar next week on October 7. Our speaker will be the leading industry expert, James E. Lukaszewski, ABC, APR, Fellow PRSA.

Here are the topics we’ll cover…

• Crisis-proofing Your Organization – How to Avoid the Crucial Mistakes that Cause Most Responses to Fail (Morning session)
• Getting Your Boss to Listen to You – The Seven Disciplines of the Trusted Strategic Advisor (Luncheon presentation, during our regular chapter monthly luncheon)
• When You Are the Target – Coping With Activists, Antagonists and New Media Attacks (Afternoon session)

Hurry! Registration closes this Friday!
Get details online.
Download the flier
Register for the full day 
Register for the luncheon only

I REALLY Want to Take the Census

By Katie Hornstrom

I’ve been looking forward to filling out my 2010 Census since January. I count it as my civic duty and I want to represent my community, even if it’s just on sheet of paper. However, I’m finding a very large disconnect between the information being promoted at a national level and what is being communicated locally.

We have been bombarded with messages from the U.S. Census Bureau about the importance of the census through the news media, radio spots, billboards, print ads. The Census Bureau has a fantastic website with some great widgets you can download. The director writes a blog, there are interactive forms and tons of wonderfully produced materials like videos from real people.

With all that I’m sad to report, as of Census Day, I have yet to even receive my Census form.

Throughout my experiences with the 2010 Census process, I am constantly reminded of one crucial aspect of our business: if your front line staff, your people on the ground, aren’t communicating correct information then all of your efforts, and your clients money, are wasted. It doesn’t matter how much you spend on advertising, website, promotions, news stories, radio spots, etc. if the nuts and bolts information gets lost.

I have been incredibly disappointed with the entire Census process, particularly communications, as I’ve experienced it.

For example, several weeks ago the Express-News ran a story about how the Census was having a hard time filling jobs.

Yet, several friends and I applied for a part-time Census jobs in February, assured the job training would be available during non-work hours only to be called mid-March on a Wednesday informing us the training was scheduled the following Monday-Friday from 9 a.m. – 4 p.m. How much of our wasted taxpayer dollars could have been saved on at least four applications with just a little correct information? How many others were in the same situation?

My current dilemma is just trying to get a straight answer about where to get the form that never made it to my house (census forms aren’t delivered to p.o. boxes). I’ve checked online, I’ve called different offices, I’ve gotten five different answers from four different people (one woman I spoke with was just guessing and suggesting places for me to go).

I’m someone who wants to fill out my form! Can you imagine the response of somebody who is ambivalent? What if this were your organization? I certainly wouldn’t buy a product if I couldn’t find out where it’s sold!

Texas was recently singled out by Census director Robert Groves chastising us as one of the lagging states in returning their Census forms.

I take exception to his position. While I understand there are some people who just haven’t bothered, many of us might not have been properly reached. While I obviously can’t speak for the whole state, I would like to inform Mr. Groves that numerous citizens here in rural south Texas have yet to even receive their forms and are having a hard time just finding out correct information from his bureau. If you notice, the two biggest lagging states are Texas and Alaska, both with large rural populations. Maybe we’re not the problem, but how we’re being reached is.

This experience is a big reminder to me, to all of us, that maybe instead of chastising or bemoaning our target audience, we look internally to see how we could be doing better a better job getting correct information out through our fellow employees who work directly with our consumers. We can shout all day, but if our front line staff isn’t shouting the same messages, then nobody gets heard. And Mr. Groves, I’m still waiting to answer those 10 questions.

Katie Hornstrom is PRSA San Antonio's Byline Editor and Communications Representative for Medina Valley Electric Co-operative.

No Comment, No Dice: Investigative Reporter Shares Why You Should Confess

The basics of crisis communication are to admit you have a problem, made a mistake, or are overwhelmed by a situation; make any necessary apologies; and take immediate action to fix the problem.

The reporters that uncover these "problems" can often show up on your doorstep at a moments notice, making it easy for some in management, and even PR, to lose their cool.

So, what can be done to make it a little more constructive when bad news descends on an organization?

To find out, we turned our camera onto Brian Collister, a News 4 WOAI investigative reporter in San Antonio, Texas, and asked him to share a few tips for public relations professionals when someone like him comes calling.

Online Videos by Veoh.com

Collister came to the PRSA San Antonio meeting this week to share his insights. My favorite quote that he gave was:

"I know you have a a canned answer, but I don't want your canned answer. I am looking for something more."

He also said that the public relations person is usually the last person he calls in the process - by that point he already has something that he has investigated and is looking for the organization, or person, to give its side of the story.

Though it is in the video, I think that it bears repeating that Collister, and most investigative reporters, see themselves as getting out information to the public that they have the right to know.

His advice, don't get caught up thinking that you are talking to him, but realize that you are talking to the people that you serve. In other words, don't take it personally, use it to connect with those that will affect your organization.

Cross posted at Communication Overtones

tags: Journalism, Crisis+Communication, San+Antonio, Brian+Collister, PRSA, Texas