Salesian Missions Hit Hard in Port-au-Prince, Frantically Working to Provide Aid as Humanitarian Workers Become Victims and Among Missing

The Haiti earthquake personally touched Shoestring Creative Group and their client Salesian Missions.

In the wake of the earthquake that devastated Port-au-Prince, Haiti, Salesian Missions is working around the clock to pull together emergency response teams and fundraising efforts to assist in the relief efforts. Among those in need of assistance are Salesians and missionary workers, and at least 200 students are believed to be buried in the rubble of the renowned “National School of Arts and Trades” operated by Salesian Missions.

An emergency response team is headed to Haiti from Dominican Republic via helicopter. Salesian Missions has initially approved $80,000 from its U.S. office for a disaster relief fund for Haiti.

More funds are sought from the public and corporations.

Funds are needed for:

- emergency relief kits for the survivors ($40 will provide a relief kit)

- bottled water

- food

- tents

- clothing

- medical items

- satellite telephone to re-establish communication

Salesian Missions not only operated schools for thousands of students in Port-au-Prince, but services of all kinds for 25,000 of Haiti’s poorest children. Specializing in sheltering, educating and feeding street children, the humanitarian aid organization has its work cut out for it as all children in Port-au-Prince are now street children.

Safe on-line donations can be made At Salesian Missions website.

Media Inquiry Sheet

Since yesterday's post was about how to do an interview, I thought today I'd share something that has helped me keep potential media crisis situations at bay.

In order to be proactive in handing a potential media crisis, you should have a defensive PR strategy and it should start with how to handle incoming media calls.  A media caller who is looking to see if there is any merit to a claim can usually make a determination by the reaction of the first phone call.  By being prepared and creating a procedure you can avoid a media headache.

Create a point of contact to handle media inquiries then create a media inquiry sheet for the staff.  Everyone should follow these simple media instructions (which should be placed somewhere near the phone).

MEDIA INQUIRY SHEET

Instructions for Responding to Media Inquiries that come via phone, email or in-person

(place near telephone)

DON'T ANSWER ANY MEDIA QUESTIONS

DO

1. Get the media caller's name, affiliate and contact information
2. Put all media inquiries through to:  (insert designated point of contact - usually the Communications Director)*
3. If the designated point of contact is not available, please do the following:

• Get the media caller's name, affiliate, contact information and deadline
• Get the nature of the inquiry
• Let them know (insert designated point of contact) will get back to them as soon as possible
• Immediately notify (insert designated point of contact) at (insert cell phone number or email address)

*If the media caller asks for a specific person other than the designated point of contact, or starts to ask you questions, state the organization's policy (example below) and put the inquiry through to the designated point of contact.

Media Policy

It is the policy of (insert organization name) to direct all media inquires through to (insert designated point of contact). You can contact (insert designated point of contact) at (insert direct dial line, cell phone number or email). This individual will help you with your questions.

Designated Point of Contact's Response to Media

If you are the designated point of contact and are caught off guard by a media caller's inquiry or need more time to answer, follow these steps:

• Politely say something like "I'm right in the middle of something, can I get back to you?"
  
• Find out the media caller's deadline and assure you will get back to them in plenty of time
  
• Quickly do an Internet search on your organization to see what, if anything, is being said
• If you find something create some talking points
• Make sure all information on your organization is current
• Research media caller and affiliate
• Contact media caller and answer questions
• Should questioning become in-depth it is alright to tell media caller that you will need to obtain additional information and will get back to them before their deadline 

By putting a few simple media procedures in place, your organization could prevent a potential crisis situation, (as well as a headache that could last many hours, day, or even weeks).

Free Reputation Tracking Tools

The other night at the Reputation Management: Social Media and Public Relations session I mentioned that one of the first steps in reputation management was monitoring the Internet to see what is being said about you.  During the Q&A session, someone asked a question about tracking tools.  Because most of the clients I work with are either non-profits with little or no marketing budgets, or small businesses with limited marketing budgets I tend suggest free tools. 

The key FREE monitoring tools I suggest are:

• Google Alerts
  
• Google Reader
  
• Twitter Search
  
• Monitoring Blog Comments
  
• Monitoring Twitter Retweets
  

These tools give you the basics 411, but at least you can see when your brand is being mentioned.

If you have money in your budget you could always look into paying monitoring services like:

• Buzzlogic
  
• Radian6
  
• Brand Eye
  
• Reputation Defender
  
• Cision
  

These can give you various measuring tools in different analysis shapes and sizes but there is a price and sometimes a hefty one at that.

Doing some research yesterday I actually came across quite a few more FREE monitoring tools:

• Google News - see what is being said about you in mainstream media
  
• Digg or Reddit - search stories that may have been submitted about your brand
  
• Technorati - tracking social media news
  
• Google Blog Search - see what individuals are blogging about your brand
  
• co.mments - track what comments individuals are leaving about your company on individual's blog posts
  
• blogpulse conversation tracker - tracker who is linking to a blog post about your brand
• blogpulse blog trends - track the growth of specific key words
• del.icio.us - see who is bookmarking a page that mentions your brand
• Flickr - track to see if any photos of your brand is on-line without your knowledge
• Boardtracker - monitor message boards that might include conversations about your brand
• Google trends - see if your brand is one of the keywords most searched for

This may take some dedication and time but, as you can see, there really are quite a bit of FREE reputation tracking tools to help you monitor your brand reputation.

Reputation Management: Social Media & Public Relations For Non-Profits and Small Businesses

Last night I was one of the presenters at the Columbus Social Media Network Reputation Management: Social Media and Public Relations session.

My focus was on non-profits and small businesses.  Because most non-profit organizations and small businesses do not have the budget or luxury of hiring social media experts, they are either opting not to do social media or are trying to dabble in social media themselves.  Either way could create a crisis situation.  Even if you aren't doing social media, others are and I can guarantee they are talking about you.  If you are dabbling, you have probably noticed all the social media options. You might feel overwhelmed, or are not sure where to start.  

To start I would suggest the Five Points of Focus:  Twitter, Facebook, LinkedIn, Blogging and YouTube.

For more information, you can see the entire presentation here.  In order to prevent and handle a social media crisis I've included what I think to be the three most important slides of the presentation:  Being Proactive, Being Reactive, and Taking Action.

If you would like assistance setting up social media for your organization or assistance creating a crisis communication plan columbus imPRessions can help.  Email Michele at michele@columbusimpressions.com.

To Serve or Not To Serve

Recently I was asked to join the board of directors for a  non-profit organization. My proposed board role would be that of co-chair as well as PR chair. Because I have not yet made my decision as to whether or not I will join this board, they will remain nameless.  

Before committing to a board  quite a few things need to be considered.  As I contemplate my decision I'm researching to try and find out as much about the organization as I can.  I thought it might be helpful to pass along some of the thoughts and questions that have entered my mind.

1. What is the non-profit about, who is the staff and current board?  
2. Is the non-profit, staff and board adhering to legal standards and good ethics?
3. Does the organization have a national affiliation?  If so, what are the standards and procedures?  Are there any compliance issues? Conflicts of interest?
4. What are the brand standards?
5. What is the public saying about this organization?
6. Have they ever had a PR crisis situation? If so, how was it handled, what type of damage did it do?
7. What is the organization's budget? Does the board review and approve budget?
8. What is the allocation?  expenses vs. program costs?
9. What are the fundraising goals?
10. What role does the board play in fundraising?
11. Does the organization have a strategic plan?
12. How many board members are there and how many do they intend to obtain?
13. Are there term limits?  If so, how long?
14. Can you take a leave of absence?
15. Can a board member be impeached?
16. Do all board members have voting rights?
17. Do you have board bylaws?
18. Are board members required to make a financial contribution?
19. Are there any board committees?
20. Is there a plan for board recruitment, orientation, development?
21. How often are board meetings?

As you can see, I have many questions.  But joining a board is not something to take lightly.  I want to make sure I am aligning myself with an organization I can believe in and one I can help. After all, this decision can affect my time, resources, talents, money, and reputation.  

I'm still not 100% sure of what I'm going to do.  Should I decide yes, then you'll be one of the first to know.

Social Media and Crisis Communication

Time to revise your crisis communication plans to include the effects of social media.  Because of social media channels like Facebook, YouTube and Twitter, word (both positive and negative) spreads faster than ever.  Just ask the latest victim, Dominos Pizza.

So what can you do to keep your brand ahead of the 140 character or viral video storm?

1. Figure out who the source of the social attack is, where it's coming from, and how widespread it is.
   
2. Create an honest response as soon as possible.  Just like traditional crisis communication get it out quick even if it is to say you are looking into the situation and will get back with more information soon.
3. Don't make a broad statement.  Make your statement on the social media channel(s) in which it came from.  That way you are not creating more attention to others who may not have heard.
4. Keep your tone upbeat and professional and show your company cares about fixing the situation.

The playing field is just a little different but the same quick crisis communication tips for traditional media apply to social media:

• Get it right - communicate correct information
  
• Get it quick - communicate promptly to key audience
  
• Get it out - communicate your positive key messages
  
• Get it over with - resolve situation as quickly as possible

In Dominos case, they've taken action and have responded very fast.  They have a strong brand, a good product and should be fine.

Crisis Communication Quick Guide

Today I promised some tips on crisis communication.  In my past life I created a crisis communication plan that either helped stop a crisis before it happened, or helped keep me organized and on task if we did have to deal with an issue.  

Below is a ten step "quick" process that might help if you find yourself in a communication crisis situation:

1. Involve the Communications Department as soon as crisis situation become evident.
   
2. Gather facts and evaluation situation.
3. Assemble crisis team* (crisis team is a handful a key leaders all with responsibilities when handling crisis situation).
4. Create message, tone, strategy and plan, and assign one spokesperson - direct every inquiry to the designated spokesperson.  No one else should talk to the media.
5. Communicate situation and initial facts to staff, board and supporters.
6. Prepare media briefing - solidify where to hold briefing, draft opening statement, prepare answers to anticipated questions and decide on topics that will NOT be discussed, draft press release.
7. Hold media briefing with spokesperson.
8. Monitor situation.
9. Keep open communication with staff, board and supporters.
10. Update media as needed.

Also important to remember these four tips:

1. Get it right - communicate correct information and never speculate.
2. Get it quick - communicate promptly to your staff, board, supporters and media
3. Get it out - communicate organization's messages at all times.
4. Get it over with - resolve the situation as quickly as possible.

Most importantly, stay calm.  Keep the media updated.  It's better for them to hear the information from you (good or bad) rather than from someone else.

Peanut Butter Mess

The peanut butter scare has spoiled a staple in American comfort food.  Because of the tainted peanut butter at the Peanut Corp. of America in Georgia sales have dropped 23%, a number of schools across the country have stopped offering PB&J sandwiches, and pantries in households everywhere no longer stock creamy or chunky jars on their shelves.

Cause and Effect Can Have a Real Affect

Because of this serious action, makers and sellers of peanut butter from organic brands to commercial brands like Skippy, Jif and Peter Pan have had to become very reactionary.  In order to boost consumer confidence and defuse the situation, all makers had to put a crisis communication plan in place.  

Creating key messaging, maker web sites offer immediate statements reassuring the public that they do not use ingredients from the tainted company and that their product is safe to consume. Today, I even heard a new commercial for Jif where they immediately used messaging to put the viewers mind at rest letting them know their peanut butter is safe.  They had to use advertising dollars that either weren't planned or planned for something else.

All of this reminded me of my days in my past job.  Even though we were in Ohio, if something happened in another part of the country that was in any way comparable to our organization, we would feel the effects and needed to diminish the situation is quickly as possible.  Because of that uncontrollable threat, I created a crisis communication plan to handle any possible scenario - one we created or one that was handed to us because of the actions of someone else.

Crisis communication plans are so important.  I'm sure the peanut butter makers can attest to that.  These plans help keep you organized at a time when everything else around you is not so organized.  

Tomorrow I will post some crisis communication ideas to help you in a possible time of need. Until then, I'm going to make myself a peanut butter and jelly sandwich because Jif reassured me that everything is just fine (and delicious) with their product.

PepsiMax Controversial Ads

Not quite sure what Pepsi is trying to do with its new print ad campaign created by BBDO Dusseldorf, but WOW!  I have to admit, I'm taken aback by these ads and I consider myself to be pretty open to all types of advertising.  

Not too sure about the one calorie character committing suicide though. And people thought the Motrin baby commercial was bad. I'd much rather take that one over the PepsiMax ad any day. We won't post the photos but you can read the article and see the ads here.

Let us know your thoughts - did PepsiMax take this campaign a bit too far?

From the remarks on various message boards I think Pepsi might need to do some damage control on this one.  Maybe a little crisis communication. Although if they wanted people talking they sure got their wish.

I say bring back the head bobbing "What is Love" commercial - yes it works best for TV but at this point, I think it would work better in print than the new direction they are going.

When Franchise Branding Becomes a Crisis Situation

Today, Papa John's corporate had to apologize for the Lebron James t-shirt stunt. . . .


''The decision to do this was made by a local Washington, D.C., Papa John's operator without approval of Papa John's corporate,'' the company said in a statement. ''Nonetheless, we believe this was in poor taste and sincerely apologize to Cavalier fans and LeBron James.''

If a franchised outlet degrades the franchise mark or brand name it can hurt the entire company. Looks like Papa John's is feeling this hurt, at least in Ohio.

Looking at the Papa John's Pizza franchise page the operational structure is spelled out. Teams of experts are there to provide resources, and marketing strategies are in place beginning with the corporate level all the way to the regional level.

The Regional Marketing Directors provide support and assistance to franchisees in marketing plan development, assist with local store marketing efforts, evaluate and analyze marketing effectiveness and, in general, are a resource for franchisees for all marketing and advertising needs. They work closely with co-ops to help align regional marketing efforts with our national plan. They also assist with media planning, purchasing, and analysis.

Makes you wonder who decided to disregard corporate policy and do their own thing. Brand structure is very important and it must be followed. This lack of respect for the policy has become a crisis situation for Papa John's corporate. Now instead of being proactive, Papa John's corporate needs to be reactive. They are handling the situation with class and are doing what they can to save their brand. If handled properly this will soon become tomorrow's news. But for now, I'm sure someone in the D.C. regional area is feeling the heat.

Regional offices can all learn from this Papa John's case study. Brand strategies, standards and rules are made to protect not only the brand, but you too.

Papa John's and Damage Control

Cleveland Cavaliers star player Lebron James was the target of a marketing maneuver gone bad. Papa John's Pizza took part in the creation of a t-shirt that included Lebron's number, the word "Crybaby" and the Papa John's logo. Washington Wizard fans wore, waved or taunted the Cavs with the shirts.

Although, the stunt didn't work since the Wizards were beat moving the Cavs forward in the play-offs! Another reason the shirts didn't work is because Cavs fans are angry and are boycotting the pizza chain.

To apologize, Papa John's will sell Cleveland residents a large, one-topping pizza for 23 cents on Thursday. The 23 is an homage to James' jersey number. The company also will donate $10,000 to the Cavaliers Youth Fund.

Too little too late? Did this stunt damage the Papa John's brand image? Not sure who made the t-shirt call, but I bet Papa John's corporate in Louisville, Kentucky isn't too happy!