Fineman PR out of San Francisco has published its top ten list of PR blunders for 2009. I did some analysis of some of the items on the list at emergencymgmt.com, but I just read this interview with Fineman PR head Michael Fineman and his advice is definitely worth passing on.
Here are a couple of gems: “Social media and the whole online space have changed the dynamics of communications. In our society today, you have to understand that anything you say on the record can go out millions instantly. You can’t underestimate the power of that—and you have to understand that you need your own communications to help offset any negativity you experience on the Internet.”
On the importance of Googling: Fineman says that, too often, “The only way people look for your business is by Googling you. If they come up with negative links, it’s not good.” This is the exact reason, Fineman says, that “organizations have to tell their story well on the Web.”
What’s the biggest mistake in social media use in crises?
“Slow response time. In the case of Dominoes, for example, you can’t allow a video that ugly to go on for two days without responding. Ultimately, Dominoes eventually handled it effectively. But the images they allowed to run online for two days without any response did a lot of damage. They underestimated the power and impact of YouTube.”
The only area I disagreed with Fineman was in his reference to having a webmaster as part of your crisis team. The webmasters for the most part come from IT and respond only to IT managers. For the most part in my experience they do not have the sense of urgency, the chain of command, or the mentality to truly be part of a crisis response team that has minutes to respond, not weeks. Communication technologies are very available today to give non-tech savvy communicators the full power of the internet, including managing content instantly, distribution of content in multiple modes, managing interactions and inquiries, and monitoring everything out there in traditional and social media. Communicators should demand nothing less because it is essential to meet the demands that Fineman so eloquently expresses.