I’ve made friends with a Nigerian prince. Wahoo! I’m gonna be rich!
Tags: PR apologies, public statement, sponsorship, Tiger Woods
Of course, if I had just acted like a complete idiot following a fight with my spouse over how I’ve been a complete idiot, I’d be a little embarrassed to speak in public too. But here’s how the public statement could have read on the day following his incident:
As you know, I had a car accident last night. My wife and I had a disagreement and, like most families, we have some things to work out in private. My behaviour was irresponsible and I truly apologize to my fans, whom I may have disappointed.
End of story. But that didn’t happen, and yes I’m sure he was busy working things out in private with his wife. But unlike many others, the dad in this family lives a very public life, makes multiple millions from sponsorships and a popular sport with huge purses. If you live out loud, you have to expect your fans to be listening at all times.
It must be difficult to be a “golden boy” as it were. A notable child prodigy, professional in his teens, and living the life of highly competitive athletics. Heck, this guy made golf cool! Has Tiger Woods had a chance to conduct a private life? Unfortunately, as with other child stars, the public thinks they own him. And in a way, his sponsors do own him. Luckily, they’ve stood behind him. But they also know he will bring them millions of dollars in sales, and that’s a PR story for another day.
If there is a next time, Tiger, tell your own tale so the gossip columns don’t start inventing it for you.
Tags: Apologizing, PR apologies, Public Relations
Apologizing has come out of the lawyer’s office and into the PR advisors. Thank goodness! At last, spokesperson’s can talk like human beings instead of having to face critics who think they don’t care.
That said, if you are going to apologize, you better mean it. Here’s my two cents:
The apology should come from the most senior person available. Your customers and investors don’t want to hear from a PR person – they want the president. If the CEO or president are unavailable, they apology should come from the next in line who has responsibility for the organization.
The apology must be sincere, and from the heart. If the president is too nervous or not a good speaker, it isn’t the end of the world. I’d prefer to hear from a nervous sincere president than a polished salesperson. Better yet, coach your C-Suite before apologies are ever needed. An empty apology will be detected very easily.
The spokesperson should acknowledge the error that was made. Whether it was distasteful matter in the media or an accident at a work site, sincere acknowledgment of the issue lets stakeholders know that you take the issue seriously. “It appears that the accident was a matter of human error as the tool that fell to the sidewalk from the 3rd floor should have been tethered.”
Let the public or your stakeholders know that you will act responsibly to ensure the incident isn’t repeated. Make a commitment to resolve the issue. For example, new measures or training will be put in place, corrective or punitive actions will be taken, a thorough investigation will take place.
Your job isn’t done. Follow up with the spokesperson to ensure the actions are taking place, then report back to your stakeholders.
An apology is only as good as the sincere action that follows it.
Around the world, we are experiencing a major shift in how we gather, distribute and receive our news. It’s funny, in a non ha-ha way, that I’ve had at least a dozen journalists from as near as my hometown to as far as Los Angeles and New York ask me what I think the future holds for news media. Those on the inside are just as lost as many are on the outside.
I was thinking this morning that it’s a bit like the other effects we are seeing in the world economy. You know, where giant monopolies took over certain sectors, and everyone bought stocks expecting to make millions, but then the mortgage crisis happened and lots of companies (and people) lost their shirts. Sounds familiar to us in media and PR, not just for the news value. When corporate monopolies bought up all the media, news also became about making money, not about passionate storytelling or finding the great little nuggets that make towns into communities.
I live in Victoria, the capital city of British Columbia. Our two commercial television stations are both at risk of closing, one in fact signs off the air on Monday. Many of our radio stations have been sold to off-island interests. Our daily newspaper, the Times Colonist, features regular articles from the National Post, the Vancouver Sun, or The Province. Financially, that makes sense as they are all owned by Canwest. Except, and this is a big except, people stop reading papers with less local coverage, ad sales drop and good reporters are unable to work on local stories they are passionate about. The Times Colonist has already dropped its Monday edition, and I can’t help but wonder if the skinny little Tuesday paper will be next. And let’s face it, if it doesn’t make financial sense for Canwest to retain CHEK television, maybe we’re an audience that could be served by their Vancouver station. RIP local voices.
Of course, that’s about the business of news. Those with passion – the journalists, editors, news directors, filmmakers – are the ones with the most to lose. Or are they? There are some very savvy entrepreneurs who are going straight to the audience.
For all the naysayers who say citizen journalism isn’t credible, think again. Take Salim Jiwa. An award-winning journalist with The Province, Jiwa took his buy-out this year and founded http://www.vancouverite.com, an online news site that covers both local and international news. While not exactly citizen journalism, www.vancouverite.com also isn’t a big online news aggregator like CNN or MSN. Jiwa has reciprocal arrangements with other news organizations to build his inventory of stories and takes leads from citizen journalists.
What does this mean for the public? Better access to reliable news, where and when you want it and the ability to interact instantly with those who report it.
What does it mean for those of us in public relations? We will see, but I leave you with this thought: If the story you are pitching isn’t newsworthy, you shouldn’t be pitching it in the first place.