A Holiday List You Want to Avoid

Imagine your big, embarrassing secret is being broadcast on YouTube for the world to see. Or maybe you’re facing a messy company fiasco or simply a classic foot-in-mouth move. Any one of them can damage a company’s or person's reputation, sometimes beyond recovery. On that note, here is Shelton & Caudle's annual Top Ten Public Relations Nightmares List for 2007:

#10 The Toy Recall: What took so long for the toy industry to make an official statement-- and start testing toys?

#9 JetBlue: From PR 101: Never say never. After leaving passengers stranded in a plane for hours and saying it would ”never” happen again, it happened two weeks later.

#8 Duane "Dog" Chapman: He forgot the age-old adage: The microphone is always on. And so, apparently, is your son’s recorder.

#7 San Francisco Oil Spill: “It’s only 140 gallons,” said the shipping company. It was actually 58,000 gallons.

#6 Senator Larry Craig: I did it, but it wasn’t that. I’m not gay. I didn’t do it. I’m not gay. Well, I didn’t mean to do it. I’m still not gay.

#5 Britney Spears: Pick a week and your own favorite embarrassment.

#4 Michael Vick: $20 million or a black and white suit. Which would you prefer?

#3 Hillary Clinton/John McCain: A planted question and overlooking a little name calling. Neither of these cases involved an “excellent question.”

#2 Los Angeles County Jail System/Paris Hilton: “I don’t feel so good.” “Well, okay, then, you’d better go home.” Huh?

#1 FEMA Fakes a Press Conference: Was it good for you?

Even after 20+ years in crisis communication training and crisis counsel, it still stuns me that we can easily come up with a list of 10 lulus at the end of each year. In fact, there are many more that didn’t make the list. It’s like shooting fish in a barrel. Each one makes you shake your head and say, “What were they thinking?”

So, as we close out 2007 and wait to see what can possibly happen in 2008, ask yourself these questions:

• Could these nightmares have been contained or fixed?


• If it is an individual who commits the blunder, should he/she or a representative make a statement?


• Should I or my company have a crisis-communication plan?

All it takes is a little planning ahead and some "what-if" training. Otherwise, we might find YOU on next year’s list!

All I Want for Christmas is a Crisis Communication Plan

Looking for that perfect holiday gift for a key executive or top-level manager? Look no further. Why not give that special person a well-thought-out crisis communication plan?

While a company always anticipates and hopes for smooth operations, there is always a need to plan for the possibility of an unanticipated incident that would require some level of emergency response. A comprehensive crisis communication program that meshes with an operational crisis response serves as a general company-wide plan in the event of a crisis with any project.

The purpose of the plan is to protect the reputation of your company and to demonstrate the company’s commitment to providing information, as well as quick, definitive operational response in a crisis. The plan also sets forth guidelines for how to communicate quickly, accurately and consistently with audiences of interest to the company, including the news media.

Any effective plan should include:

• General Guidelines for Dealing with the Media
• Specific Guidelines for Dealing with the Media in a Crisis
• List of Key Audiences/Individuals
• Communication Tree
• Assignment of Members of the Crisis Communication Team and Duties for Each
• Crisis Worksheet for Gathering Information in an Organized Fashion
• Fill-in-the-blank Form for Drafting Response Statements
• Crisis Communication Checklist
• Media Call Tracking Form
• Command Center Checklist
• Background Information on the Facility and Company
• Contact Information for Key Media

Crisis communication training should acquaint key members of your company’s crisis team with the basics of effective interaction with the media, as well as how to respond to a company-specific crisis scenario. On-camera practice and message development should be essential parts of a crisis communication training session.

All organizations should require such training for top level executive and managers. It’s the sort of thing you hope you never need, probably won’t -- but are glad you did if you do.

A thorough crisis communication plan is an extremely thoughtful executive holiday gift!

Talking Turkey

Thanksgiving is a time of giving thanks, usually over a meal with your family. It is a time when all gathered can share experiences during the past year that have caused them to feel grateful. However, sometimes the conversation can become a real turkey.

For some of us, Thanksgiving can mean mashed potatoes, gravy, pumpkin pie and four excruciating hours with the family. Here are some ideas for keeping the conversation going or changing direction, if it becomes inappropriate for the entire table:

• Invite friends to join you. Outsiders tend to keep family members on their best behavior.
• Invite everyone to talk about a memorable Thanksgiving. That “lost in the snowstorm” saga may seem hilarious after a few years.
• Take a quick look at the news that morning. Find a fun and frivolous or ‘feel good’ story to comment on at the table. “Kitten Comes Home After 20 Years” would be a good choice.
• For a change, actually listen to somebody you usually tune out -- and ask questions. Besides surprising the person, you might be able to head him (or her) in a direction that turns out to be entertaining.
• Most of all, do whatever it takes to be pleasant. And remember it’s your mother’s job to criticize.

Putting a little communication planning under your belt -- before it gets too tight – can keep this holiday an appetizing occasion!

Nice To Meet You...But Don't Touch Me

With all the news about staph infections, lack of hand washing and the upcoming flu season, I have noticed more and more people starting to avoid shaking hands, even in business settings. The no-shake policy seems to be spreading, even in my communication seminars.

“I think I’m coming down with something” is still what most people say. In fact, it is so universally used, it may well be on its way to replacing “Nice to meet you” as this no-contact practice spreads. However, if you are willing to be a little daring, it is possible to be much more creative.

How else might you keep from shaking hands but not offend? Of course, putting your arm in a sling could be a bit much, but taking the initiative is essential. You definitely want to act quickly, before the other person can stick that hand out. I suggest you try one of these approaches to avoid that unnerving skin-to-skin contact. First say, “Please forgive me for not shaking your hand.” Then follow up with one of these:

• “I just washed my hands, and they’re not quite dry.” This also allows you to offer a gentle reminder about the importance of frequent hand washing.


• “I put gas in my car this morning, and I haven’t had a chance to wash my hands.” This one is more convincing if you actually do smell like gasoline.


• “I’m performing with the symphony tonight, and I’m being extra careful with my hands today.” Make sure there really is a symphony performance and that you really can play an instrument, in case you get follow-up questions...or requests for tickets.


• “I never shake hands because I sweat profusely.” Not pretty, but it will do the trick.


• “Last night, I was showing my son how those karate guys break a board. I guess I did it wrong, because the feeling hasn’t returned to my hand yet.” Extra points for being such a great family person on this one.


• “I know it’s odd, but I find people remember my name more often if I don’t shake their hand.” If you say this, they definitely won’t forget you.


• “I’ve adopted the Japanese custom of exchanging business cards instead of shaking hands. It’s much more civilized, I think.” Say this with a slight bow, while you offer your business cards, holding it out with both hands.


• Or, if you’re in a city with mass transit, just adopt the approach New Yorkers have used for years, says Judy Haveson, vice president and general manager of the New York office of Vollmer Public Relations. “I just got off the subway. Do you have any hand sanitizer?” No further explanation will be needed.

What if you get caught looking at an extended hand you just can’t ignore? People have been shaking hands for thousands of years. It’s an engrained part of our human interaction. Go ahead and shake. Just make sure to keep your own bottle of sanitizer at hand, so to speak.