The Bottom Line: A Hoggan Blog
Hoggan PR Tip #9: Great Publicists are Great Listeners
The first step in attracting positive media coverage is learning what the media finds interesting and examining your company for elements that fit those criteria.
Keep tabs on the headlines; watch who's covering what and track which stories are gaining momentum. At the same time, dig deep in your company for similar "newsworthy" details.
When you find one and pitch a story, listen to the response.
Follow up on press releases.
You will enjoy much greater success if you study and respond to media interest than if you try desperately to sell your favorite idea.
This is part of an ongoing series of practical public relations tips taken from Jim Hoggan’s book, Do the Right Thing: PR tips for a skeptical public.
See all the tips Jim has posted so far on this page here: Jim Hoggan’s PR Tips Series.
Hoggan PR Tip #8: Transparency 301: Managing Other Sources
It's never a good idea to try to manage the news, especially during a crisis.
But if it's your crisis, you have to take responsibility for the accuracy of information being reporter in the media - no matter the original source.
There is no perfect way to do this, and no way to prevent damaging and erroneous rumours completely, but you should monitor all news outlets, assess the public's reaction to stories, and correct damaging errors immediately.
Be quick to apologize for misinformation even if you are not the source. It will demonstrate your reliability, responsibility, and concern.
This is part of an ongoing series of practical public relations tips taken from Jim Hoggan’s book, Do the Right Thing: PR tips for a skeptical public.
See all the tips Jim has posted so far on this page here: Jim Hoggan’s PR Tips Series.
Hoggan PR Tip #7: Transparency 201: Covering the Basics
In addition to sticky details that might damage your reputation in a crisis, reporters and the public want the basics - the who, what, where, when, why, and sometimes how.
Gather this information quickly so you can answer three basic news questions:
- What happened?
- What are you doing about it?
- How will you make sure it doesn't happen again?
Report what you know. If you don't know something, don't speculate. Admit you don't know, say that you'll try to find out, and tell them when you'll report back.
Reporters will get answers; it's best if they get them from you.
This is part of an ongoing series of practical public relations tips taken from Jim Hoggan’s book, Do the Right Thing: PR tips for a skeptical public.
See all the tips Jim has posted so far on this page here: Jim Hoggan’s PR Tips Series.
Hoggan PR Tip #6: Transparency 101: Rip the Band-Aid Off Quickly
In the face of a public relations crisis, one common (and very human) response is to huddle behind closed doors, circle the wagons, and hope it all blows over.
Resist the urge.
It invites the wrath of reporters and it alienates the public. Although there are exceptions, getting your whole story out, as quickly as possible, is usually the fastest way to get off the front page.
This is part of an ongoing series of practical public relations tips taken from Jim Hoggan’s book, Do the Right Thing: PR tips for a skeptical public.
See all the tips Jim has posted so far on this page here: Jim Hoggan’s PR Tips Series.
Hoggan PR Tip #5: Manage Media Expectations
You will be shocked in crisis by how many reporters there are and by how much time they can absorb in separate, unscheduled but urgent interviews.
If you try to ignore this onslaught, you will find reporters lurking everywhere - pressing employees and even family members for information. If you respond ad hoc, your management team will be so busy dealing with media, they won't be available to solve the crisis.
So, set a regular time for media briefings, enabling reporters to confidently pursue other work in the meantime. Then, be sure you offer something substantive.
Make the wait worthwhile.
This is part of an ongoing series of practical public relations tips taken from Jim Hoggan’s book, Do the Right Thing: PR tips for a skeptical public.
See all the tips Jim has posted so far on this page here: Jim Hoggan’s PR Tips Series.
Hoggan PR Tip #4: Media Bashing: A Short-term Pleasure
It's sometimes tempting to demonize the media, to point out their failings, and, in dramatic cases, to refuse to deal with them.
This is risky.
You should always move decisively to correct inaccurate media reports, and to challenge media bias if it is easily demonstrated. But surveys show that the public appreciates the media's watchdog role. And castigating all media can create hostility where there was none.
It is naive, especially in politics, to think of media members as your friends. It's worse to make them your enemies.
This is part of an ongoing series of practical public relations tips taken from Jim Hoggan’s book, Do the Right Thing: PR tips for a skeptical public.
See all the tips Jim has posted so far on this page here: Jim Hoggan’s PR Tips Series.
Hoggan PR Tip #3: Assume Intelligence, Guard Against Ignorance
Don't be too literal. When you are trying to explain a business challenge to the public, don't overestimate people's awareness of the situation. Assume poeple are unfamiliar with your issue and convey your point of view in a general sense.
Be accurate without allowing yourself to get bogged down in the details.
This is part of an ongoing series of practical public relations tips taken from Jim Hoggan’s book, Do the Right Thing: PR tips for a skeptical public.
See all the tips Jim has posted so far on this page here: Jim Hoggan’s PR Tips Series.
Hoggan PR Tip #2: Keep it Brief
If you talk too much during a media interview, you increase the likelihood of your statements being used out of context or your most important point being lost in the discussion.
Televison and radio news interviews feed on short interview statements: 10 to 15 seconds is about average. Keep your comments short and focused.
This is part of an ongoing series of practical public relations tips taken from Jim Hoggan’s book, Do the Right Thing: PR tips for a skeptical public.
See all the tips Jim has posted so far on this page here: Jim Hoggan’s PR Tips Series.
Hoggan PR Tip #1: There is no "off the record"
Always assume that anything you say when speaking with a reporter is on the record and could end up in print or on the air.
If you feel compelled to go "off-the-record", do so only with a reporter you know and trust and only after you have agreed how your comments are to be used. But always remember, there is no reliable guarantee that off-the-record information won't ultimately be used.
This is part of an ongoing series of practical public relations tips taken from Jim Hoggan’s book, Do the Right Thing: PR tips for a skeptical public.
See all the tips Jim has posted so far on this page here: Jim Hoggan’s PR Tips Series.
Hoggan Recommended Read - In Case of Emergency: what not to do
An article in this Saturday's edition of the New York Times looks at what not to do when your company is dealing with bad publicity.
It is a great read, but it doesn't discuss the real lesson in crisis management. More than anything, crisis management is a character test and you get the reputation you deserve.
So when it comes to a crisis, the best advice is to do the right thing, be seen to be doing the right thing and don't get those two mixed up.