When tragedy strikes, the public’s initial feelings are sadness, anger and bewilderment.
After the initial shock wears off, these feelings remain, but another joins them: the desire for answers. We turn on our TVs, read articles and seek expert commentaries. It is a natural response—as well as an essential role of communicators.
Under normal circumstances, if the news reflected a topic related to clients, PR pros would be all over it—pitching experts for commentary and inserting client news. However, when the news is something as devastating as a mass shooting or death of a public figure, offering one’s client for commentary becomes trickier.
I worked for at the U.S. Department of Education under Secretary Margaret Spellings at the time of the Virginia Tech Massacre and represented clients that are experts on substance abuse and suicides, so I learned firsthand that there is a right and wrong way to approach tragedy.
Above all, we on the PR side must provide reporters and producers with something valuable. During a tragedy, responsibility falls on journalists to examine every angle. If you represent a client that can provide crucial insights, you should pitch. Remember, news media members will actively be looking for sources, too—we all have a responsibility to play amidst tragic events.
During the first few hours of days of a tragedy, hard news takes precedence, as media cover the “who,” “what,” “where” and “when” of an incident. After this, news outlets shift focus and attempt to answer the “why.” Now that we consume news digitally, in-depth stories concerning motivation and larger cultural issues rise to the surface even earlier.
Each situation is different--and good judgement is essential. Use these tips as a guide to proper PR behavior in times of tragedy:
1. Be respectful and sensitive.
It might make sense to honor a quiet time frame where you are not actively pitching or promoting—particularly to reporters or people directly affected by the tragedy.
In instances where pitching is appropriate, use good judgment and display human decency along with a respect for the situation.
2. Don’t sell.
This is no time to push a product or service, but rather to offer expertise or insight that will help reporters and bring a fresh perspective or helpful comfort to the public.
It’s about helping news outlets report information, not helping your client gain notoriety.
3. Do your due diligence.
Make sure you've read and understand all the information surrounding a current event before reaching out.
4. Don’t spam your email list.
Instead, handpick and subsequently contact only the most appropriate contacts. “Blast emails,” under the best circumstances (a press release, for instance,) look disingenuous—but under the worst circumstances, it’s simply crass.
When tragedy strikes, do not sit on your hands and wait. Those who will fault you for providing valuable resources in times of tribulation have never done what we do.
Don’t fear a backlash; if you truly provide constructive resources that will shine through and reporters (along with their readers) will be grateful.
Trey Ditto is the chief executive of Ditto, a PR firm in Brooklyn, New York.
(Image via)
from PR Daily News Feed http://ift.tt/2955NTk
No comments:
Post a Comment