When Your Crisis is Because of a Microphone Goof-up

durst movie gerard braudBy Gerard Braud

Robert Durst went to the bathroom with a wireless microphone on. Now he’s facing murder charges. It is an interesting crisis case study.

Yes, he’s faced legal troubles associated with three suspicious murders associated with him. But those were in his past until he agreed to be interviewed for an HBO documentary about… well, the allegations that he murdered three people. During a break during the filming, he wore a wireless microphone into the restroom. The camera, meanwhile, was still rolling.

Since 1994, in every media training class I’ve taught, each participant has been told, “Assume the camera is always rolling and that the microphone is always recording.”

robert durstDurst, while in the restroom, said to himself, while still wearing the film crew’s wireless microphone, “What the hell did I do? I killed them all of course.”

Crews transcribing the videotape found this audio gem and alerted the authorities. It is also a brilliant publicity stunt for HBO to bring this to light as they aired their five-part series on Durst.

Would you ever think that a microphone goof-up could create a crisis that could take over the life of a spokesperson? Durst has been interviewed before. He should have known better.

For all of you who must do interviews with the media, the lesson is to assume the microphone is on and that the camera is rolling and recording at all times. Presidents have been burned by this and news anchors have been burned as well.

Fox News Reporter John Roberts in the scrum of reporters covering the Robert Durst hearing in New Orleans.

Fox News Reporter John Roberts in the scrum of reporters covering the Robert Durst hearing in New Orleans.

While standing outside of Orleans Parish Criminal Court today I was reminded of anchor’s being burned when I saw Fox News reporter John Roberts. His wife Kyra Philips was burned on CNN when she wore her microphone into the bathroom and said some personal things, while President Bush was giving a speech on the one-year anniversary of Hurricane Katrina. The audience heard everything she said.

Rule 1: Only put the microphone on just before the interview starts.

Rule 2: If you whisper anything to anyone while wearing the microphone you can assume the audio technician and the videographer will hear you, among others.

Rule 3: If you have to go to the bathroom, take the microphone off.

Rule 4: As soon as the interview is over, take the microphone off.

When “It Hits the Fan: Effective Communications for Critical Times

By Gerard Braud

The need for crisis communication has never been greater. The need for speed in crisis communications has never been greater.

Williams ExplosionThe reality is that if you experience an incident that the public knows about, you should be communicating to them about it in one hour or less. The biggest problem with this one hour benchmark is that in a world with Facebook, Twitter and YouTube, that is still 59 minutes too long.

Look at this photograph. What do you see? Yes, those are workers running from a fireball as it is still rising. What else do you notice? Yes, when everyone should be moving toward safety someone stopped to snap a picture with a cell phone.

This event eventually claimed two lives and resulted in more than 100 reported injuries.

Williams FB pageWithin minutes of the photo being taken, workers built a complete Facebook page about the event. Meanwhile, the company took nearly three hours to issue the first news release. Other than the time of the event, there was nothing in that statement that was newsworthy or that could not have been written and approved three years before the event. It was boiler plate language. By the time it was released, the media and the public already knew every detail.

When “it” hits the fan in the age of social media, you have the option to control the flow of accurate information by releasing details faster than ever before. If you fail to do this you surrender control of the story to the general public, who may or may not have accurate information.

Granted, human resources needs to communicate with the families of the dead and injured. Granted, lawyers will want to avoid giving ammunition to the plaintiff’s attorney in your statement. Granted, facts need to be gathered by the home office. Granted, state police are acting as the primary spokespeople under a NIMS agreement.

But will you also grant this? The photo on Facebook and the Facebook page are providing more information to the public, the media, and plaintiff’s attorney than the official source is. And NIMS can provide a law officer to discuss evacuations, but a state trooper cannot express the necessary empathy that families need to hear, nor can they communicate the contrition that a community needs to hear.

What should you do? How can you get the upper hand?

Step one is to have an effective crisis communications plan that facilitates the fast gathering of information about any incident, combined with the fast dissemination of the details to key decision makers.

Step two is to have a “First Critical Statement” document in your crisis communications plan. The First Critical Statement is a fill-in-the-blank document that can be modified in five minutes and then posted to your corporate website, emailed to all employees, emailed to all media, read to the media at a news conference if needed, and also used as a link on your corporate social media sites.

(Get a free sample and use the coupon code CRISISCOMPLAN)

Step three is to write a library of pre-written news releases with a more in depth system of fill-in-the-blank and multiple-choice options. Such news releases can be written on a clear sunny day, months or years before you will ever need to use them. The goal of the document is to answer every question you might be asked about a specific incident – ranging from fires and explosions, to workplace violence, to executive misbehavior. The pre-written nature of the release allows your leaders and legal teams to proofread the templates and pre-approve them. This saves time on the day of your incident. Usually, the pre-written document can be edited within ten minutes and approved nearly as fast. Once it is ready to use, it can be your script for a news conference, a post to your corporate website, an e-mail to all media and employees, plus a link on social media.

Check your calendar: It’s 2015. Check your computer and smartphone: Social media amplifies everything the public sees or thinks. Check your decision-making: It is time for you to have a modernized fast moving crisis communications plan.

The bottom line is that your reputation and revenue depend upon it.

Media Interview Training Tips from Jimmy Kimmel and the Oscars

By Gerard Braud

Media interviews are jimmykimmeloften composed of opinion questions. Jimmy Kimmel Live provides us with today’s timely media interview perspectives, with interviews about the Oscars. As you watch and laugh at this, read on to the crisis communications tip at the end of this article.

Reports are infamous for asking leading questions. In media training classes, each potential spokesperson should be cautioned about not taking the bait when a reporter asks a leading question. In other words, when a premise is injected by the reporter, expert media training should teach the spokesperson to have the freedom to reject the premise.

Jimmy Kimmel live does a great gag called Lie Witness News, in which a fake reporter conducts what are known as “man on the street interviews.”

The Academy Awards is one of the most hyped events of the year. There’s a lot of pressure to have an informed opinion about the movies that are nominated. So, Kimmel sent a camera onto Hollywood Boulevard to ask people what they thought about some nominated movies and moments he made up.

What these people do is something you don’t want to do. They take the bait.

Be aware of another lesson that falls under the crisis communications category.

When your organization experiences a crisis, reporters will go looking for quotes and sound bites. If your company and your spokesperson fail to provide a fast sound bite or quote, the media will conduct man on the street interviews. These man on the street interviews are with uninformed individuals who have not had media training and are willing to take the bait to enjoy 15 seconds of fame.

Jimmy Kimmel creates some great laughs with his gag. If this happens to you in real life it is no laughing matter.

Selecting the Right Spokesperson: Should it be Multiple People?

DSC_0114Who should be your media spokesperson? In this series of blogs, we have reviewed the argument for the CEO serving as the spokesperson and the PR person serving as the media spokesperson.

Consider option 3: Should a Variety of People Should Serve as Your Media Spokespeople?

A subject matter expert, with proper media training, can be a great spokesperson. In fact, an expert in the subject is often the most credible with the media and the audience.

Numerous people should be media trained as spokespeople, with each ready to go when called upon.

In a crisis, the PR person should speak during the first hour of the crisis, as explained in our previous article. By the end of the second hour of the crisis, a subject matter expert should serve as the spokesperson. If needed, the subject matter expert can remain the spokesperson if the crisis is ongoing. The final news briefing of the day may be the best time to feature the CEO as spokesperson, as explained in our previous article.

Think of your spokesperson selection process the way sports teams operate. You have stars and strong people on the bench, ready to step in as needed.

Media training helps identify your star players and secondary players. Most of all, never let anyone speak without intense training. Media play hardball. Don’t send out an untrained person with little league skills.

Train your CEO. Train your PR expert. Train multiple subject matter experts. The number of experts you train is based on the type of organization you represent. A hospital, for example, could have multiple doctors from multiple fields, as well as one or two nurses. An electric company could train multiple supervisors and line workers, as well as someone who is an energy conservation expert.

The key to effective media training is to help these subject matter experts learn to put their daily jargon aside and learn to speak at a level that a sixth grader could understand. This is especially true for persons with an analytical mind, who have a propensity to focus on tiny, technical details, rather than focusing on the big pictures.

Who will be your media spokesperson?

About the author: Gerard Braud, CSP, Fellow IEC (Jared Bro) is a media training and crisis communications plan expert. He has helped organizations on 5 continents. Braud is the author of Don’t Talk to the Media Until… 29 Secrets You Need to Know Before You Open Your Mouth to a Reporter. www.braudcommunications.com

Crisis Communication & Media Hide and Seek: The ExxonMobil Torrance Refinery Explosion

By Gerard Braud

Where is the ExxonMobil news release for the ExxonMobil Torrance Refinery explosion? An explosion is a crisis, which requires expert crisis communications. The media would expect information on the corporate news release page. Media want it fast and easy to find.

But look what you find on the ExxonMobil news release page – A fluff release about a summer jobs program.

ExxonMobile-#1-No ReleaseReally ExxonMobil?

Oil may have come from the age of the dinosaurs, but public relations in 2015 shouldn’t be prehistoric in nature.

Is ExxonMobil playing hide and seek with their news release?

At the bottom of the ExxonMobil page I found three social media links. I clicked on Twitter and found a statement that I’ve written about before – the dreaded and preposterous, “Our top priority statement.” The Tweet says, “Our top priority is the safety of our employees, contractors and neighbors in Torrance.” Obviously it isn’t your top priority, otherwise you would not have had an explosion with four people sent to the hospital, right?

ExxonMobil-Twitter-TopPriority

Come on PR people: Enough with the bad clichés that you can’t defend. My top priority is to get public relations people to stop saying, “Our top priority.”

The link on Twitter sends me to this news release page, which did not appear in my initial search. Note the time stamp on the hidden news release – 10 a.m. ET on February 19, 2015. Now note the first sentence of the news release – it indicates the explosion happened at 8:50 a.m. PST on February 18, 2015. If there is an earlier release, it is hidden from me.ExxonMobil-2-release

I have to question, why does it take nearly a day for a news release to be posted? This is absurd. This is 2015 and we live in the age of Twitter. No corporation should go more than one hour before a news release is posted. And don’t blame it on your lawyers or your executives. An expert public relations leader must learn to deal with lawyers and executives before a crisis so that your crisis communications can move with haste and professionalism. Your crisis communication plan should be filled with pre-written and pre-approved news releases. Geez!

Even on Twitter on the day of the explosion there is no ExxonMobil Twitter post related to the explosion, yet citizens are posting images and details about the crisis trending on #torranceexplosion.
ExxonMobil-Twitter-Feb18

Now let us examine the news release as ExxonMobil plays hide the facts and details. Compare the ExxonMobil release that mentions an “incident,” to the headlines on Google, which uses words such as “explosion” and a host of descriptors such as “rips though refinery,” “rocked by large explosion,” etc.

 

ExxonMobil-Google

 

While ExxonMobil uses clichés such as “top priority” and “incident,” the NBC Los Angeles website describes, “Crushed cars, mangled metal, flames and a health warning.” Their lead says, “Hours after an explosion ripped through a Torrance refinery, residents for miles around continue to grapple with ash, a gas odor and concerns over poor air quality…”

Something tells me this was more than an “incident.”

 

ExxonMobil-NBC

In a crisis, it is important for official sources to provide official information. It is also important to control SEO. From a control perspective, the corporation should be controlling the flow of accurate information, rather than surrendering to the rumors and opinions for the public.

In the 2014 Fortune 500 list, ExxonMobil is listed as second. Some might wonder if their PR is second rate.

So what do you think about how ExxonMobil manages its crisis communications?

How to Select the Right Spokesperson? Should it be the PR person?

CrisisDrillGerardBraudWho should be your media spokesperson in a crisis?

In a recent blog, we reviewed Argument #1: The CEO Should Always Be the Spokesperson.

Now we can review Argument #2: When Should the PR Person Be the Spokesperson?

The public relations person is an excellent choice as a spokesperson in the first hour of the crisis when media might be just arriving. But your PR guy or gal doesn’t need to be the spokesperson throughout an entire crisis, nor would I suggest they be your only long term spokesperson.

The best argument for using your public relations expert in the early hours of a crisis is because other members of the crisis management team are likely responding to and managing the crisis. Also, those other experts will rely on the PR team to provide them with the words, talking points, and key messages that need to be communicated.

In most cases, your public relations person has a natural gift for words, both spoken and written. These are usually natural gifts that other members of the crisis management team do not have. Usually the C-Suite is heavy on analytical thinkers who are better with numbers, facts, and figures than with words.

If you weigh your options and look at the variables, the senior member of your public relations team is a perfect first choice, especially when a spokesperson is needed in the first hour of the crisis.

Also, always make sure a PR person is on the crisis management team. Additionally, they should serve as leader of the crisis communications team.

Many companies are slow to communicate in a crisis because:

1) they wait until they know everything before they say anything

2) they are waiting for the CEO or a senior manager to free up long enough to speak

My best recommendation is that you should speak within the first hour of a crisis, even when only a few facts are known. You can tell the media what you know now and add more details later. A “First Critical Statement” is the document that I use in every crisis communications plan I write. It should be in your crisis communications plan also. To download your free copy of my First Critical Statement, use the coupon code CRISISCOMPLAN when you select the item from my shopping cart.

When few facts are known, it allows the PR person to:

1) Acknowledge the crisis

2) Provide basic facts

3) Say something quotable, while promising more information at a future briefing

Our previous blog about speaking with one voice and relying on the CEO explains my belief that multiple spokespeople can speak on behalf of the company and SHOULD speak with one voice.

In our next blog on this topic, I’ll give you a third option as you decide how best to select the right spokesperson for your company.

By Gerard Braud

Selecting the Right Spokesperson: Should it be the CEO?

crisisdrillgerardbraud2In public relations, media training and crisis communications training, there are many debates about who should be your spokesperson for media interviews.

Many companies want to use their CEO as the only spokesperson based on the belief that it allows the company to speak with one voice.

Do you agree with that or disagree? I think this has always been a flawed assumption and here is why…

It is always appropriate for the CEO to be the spokesperson for media interviews about good news. This would be true for good financial news, corporate expansions, and for charitable donations.

The other time when the CEO should be your spokesperson is when condolences and empathy need to be expressed. This would be true in certain crisis communications when there has been a loss of life, serious injuries, or flawed corporate decisions that have an adverse impact on customers or the community. In these cases, the CEO should become the face of the organization’s compassion. Even then, the CEO as a spokesperson might come several hours into the crisis. In the first hour, when a statement needs to be made, the CEO is often busy with other issues. That is just one more reason to have multiple spokespeople who have been media trained.

A CEO who wants to be the only spokesperson is destined for failure. In a crisis, the CEO should be:

1) Managing the crisis

2) Managing the business operations

This is especially true in the first hours of a crisis when information is just becoming available.

Also, if a CEO misspeaks early in a crisis, it destroys his or her credibility and undermines the reputation of the organization. Whereas, if anyone else misspeaks early in the crisis, the CEO can step in to clarify the facts and becomes the hero figure.

The worst time for the CEO to be the spokesperson is for a minor crisis. Having the CEO as your spokesperson for something small adds greater emphasis to the crisis.

In our next two blog entries, we will give you options as to who should be the spokesperson in a minor crisis.

Speaking with one voice is a noble pursuit, but through good media training numerous people can be taught to speak with the same message and in essence with “one voice.” That one voice doesn’t have to come from a single mouth or spokesperson.

Remember BP’s CEO Tony Hayward, who uttered, “I want my life back.” That line caused him to be fired as CEO.

Media Training Tip: Ebola Crisis Communications Interviews

EBOLA webinar Gerard BraudThe Ebola crisis has spawn a rash of spokespeople saying things to the media that should have never been said. If you are the public relations person responsible for writing statements and news releases for your hospital, company or spokesperson, this blog is for you. If you are the media trainer preparing the spokespeople, this blog is for you. If you are the spokesperson… yep, this blog is for you.

Behold exhibit # 1: A news release statement from October 15, 2015, as a second nurse at Texas Health Presbyterian Hospital becomes ill from Ebola.

The hospital released a statement saying, “Patient and employee safety is our greatest priority and we take compliance very serious.”

YOU CAN’T SAY THAT! Really, you cannot defend that statement PR team from Texas Health Presbyterian Hospital.

Here’s why: If it were true, two nurses would not have Ebola. Do you follow my thinking? Two nurses have Ebola because safety was obviously not the greatest priority and obviously compliance was not taken seriously.

Every time I teach media training or do a conference presentation, my advice to PR people and CEOs is to run every statement through the cynic filter. I just demonstrated my cynicism… and trust me, I’m a huge cynic. If you filter your statement past me, will you get a positive reaction or a negative reaction? That my friends, is the cynic filter.

My apologies to the PR team if this was not your words, but the words of your lawyers or PR firm or agency. But as a public relations professional, your job is to shout “No” when a B.S. statement like that is written or proposed.

Back in August, when the Ebola story broke regarding Emory University Hospital, CDC Director Dr. Thomas Frieden made bold statements about Ebola not spreading in the U.S. He was wrong.

Dr-Anthony-FauciDr. Anthony Fauci, with the National Institute of Health, in an interview on the Today Show this week, on October 11, 2014, said, “We’re not going to see an outbreak” of Ebola in the U.S. He even references Dallas as an example of proper containment of the virus, which as we all now know, is wrong.

Once again, if you are a spokesman, you can’t say that. You can’t defend that statement. You cannot guarantee it so you should not say it in an interview.

If you are the person providing media training for the spokesperson, you cannot allow the spokesperson to say something like that. You have to be so intense in the media training class that you push the student to the point of failure in the training class, pick them up, fix them, and don’t release them from role playing until they are perfect. Media training should be designed to let a spokesperson fail in private so they don’t fail on national TV, or any interview.

Close isn’t good enough. A crisis this serious demands the best communications possible. There is no margin for error in interviews just like there is no margin for error in containing a serious disease.

Would you like to know the magic words that will set you free? Insert the word, “goal” and throw away the words, “committed” and “top priority.” My top priority is to get people to stop saying top priority and committed.”

Instead of saying, “Patient and employee safety is our greatest priority and we take compliance very serious,” a better option is to say, “Our goal is to protect the safety and health of every patient and every employee.” (Yes, I intentionally used “every” twice.)

My statement is one that can be defended because it is stated as “a goal.” It is forward looking and aspirational, while not definitive, such as, ““Patient and employee safety is our greatest priority and we take compliance very serious.”

If you are responsible for writing statements that get re-written with tired clichés by your lawyers or CEO, your job, as a public relations professional, is to push back. If you write these type of clichés because you were taught to do this or have heard these clichés so many times that you think this is the way it should be done, please stop.

If you are responsible for media training your spokesman, you must not be afraid to push back when the student doesn’t perform well. As the trainer, you must not be intimidated, especially if you are training your boss, or in the case of a hospital, a powerful doctor.

We have an Ebola crisis on our hands. Are you making it better or worse with your statCrisis communication workshop gerard braudements?

We’ll talk about these issues and more this Friday in a special webinar about Ebola. Register here.

If you need help with your Ebola key messages, contact me for assistance writing bullet proof key messages. And if you need help media training your spokespeople, I’m happy to help. Call me at 985-624-9976.

– By Gerard Braud