Halloween is nigh and ghouls and goblins are on everyone’s minds.
October has seen a variety of new horror fare spook eager audiences in theaters across the country. Smart movie patrons are ahead of the plot and can see what is coming.
As a PR and communications professional, can you do the same?
Here are some ways to keep yourself out of your own personal horror story, scene by scene:
Having missed your exit, you take a small detour to spend the night in an isolated rural home. (“Psycho,” 1960)
As Alfred Hitchcock’s thriller opens, Janet Leigh’s Marion Crane mindlessly detours from the main highway, putting her on the road to ruin.
The lesson: Stay on your path.
Marion’s detour is emblematic of a problem many PR professionals face.
Whenever doing anything—for a client, your organization or your career—remember to stay in your proverbial lane and not venture into the unknown and end in disaster. In the PR industry, it’s typical to try and “spin” a story or develop a creative angle, but it’s important that ultimately you stay on message.
The phone rings and there’s heavy breathing on the line. The call is coming from inside the house! (“Scream,” 1996)
In the opening scene of this horror-comedy, Drew Barrymore’s character Casey Becker answers a phone call at home alone on a rainy night, not knowing the mystery caller was already in the house.
The lesson: Understand your environment.
Anticipate what’s down the line by doing research and measured planning so you can manage expectations. Is a certain reporter likely to cover the topic you’re trying to pitch? Is there a major event in the near future that relates to something your client has to say? Knowing your environment will help you in all sorts of scenarios, whether that’s determining if there might be a psycho killer with a knife hiding in the shadows, or even worse, a client with a unrealistic expectations and a short fuse.
[RELATED: Learn how to properly pitch your stories, boost your visual content muscles, measure your tactics and more.]
The phone lines have been cut, cell signals are blocked and there’s no escape. The doors are all locked. (“Panic Room,” 2002)
In this film, a mother and daughter are locked in the titular room to insulate themselves from intruders who have broken into their home. They never bothered to set up the landline, though, and their cell phones don’t work, leaving them totally incapable of getting the help they need.
The lesson: Know your options.
This might seem obvious for any good crisis communications plan: Always leave yourself (or your client) a way out or backup options. Preparation is crucial. Taking the time to consider worst-case scenarios will pay huge dividends should they ultimately come to pass.
The house burns to the ground. (“House of Usher,” 1960)
In many classic horror stories, including this flick, things get toasty at the end. Whether to end a curse or simply an accident, the blaze leaves characters standing among the ashy remains.
The lesson: Be prepared to start from scratch.
Do you have a plan to start all over again, should the foundation of a communications strategy crumble? Constantly brainstorm new solutions for clients. They might be better ideas—and in the event of a disaster, you might require an alternative way to achieve your goals.
He’s not dead! (“Halloween,” 1978)
In this film’s iconic final scene, Laurie Strode has finally killed deranged killer Michael Myers—or so she thinks. Unbeknownst to her, Myers rises from the floor to make one final attempt on her life.
The lesson: Persistence is essential to success.
When you reach out with a pitch to a media contact and don’t receive a response, it’s essential to follow up as earnestly and persistently as possible. Don’t write anyone off as being not interested until they say so—any missed opportunity is unforgivable.
You were a ghost the entire time. (“The Others,” 2001)
Similar to the plot of “The Sixth Sense,” the hero of the story is revealed to have been the real ghost for the entire movie and the characters you were rooting for are actually the ones causing all of the plot’s problems.
The lesson: You can be your own worst problem.
While working on a project, email or pitch, consider what you’re trying to accomplish. If you’re not sure, then you’re the ghost in the story. Be clear and precise. Above all be honest with yourself to ensure sure you’re not the reason a pitch meets an untimely end.
Matthew Ryan is a communications intern at Scott Circle (@ScottCircle), a full-service communications, conference and event management firm based in Washington, D.C.
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