A PR Crisis Manager
Digest
Chris Thomas, a PR crisis manager, reveals the demanding nature of his profession, often involving late-night calls and high-pressure situations. He recounts his experience working with the Elizabeth Smart family during their daughter's abduction, highlighting the intense media frenzy and the importance of quick, accurate communication. Thomas emphasizes the need to address issues head-on, avoid the phrase "no comment," and prioritize understanding various audiences beyond just the media. He also shares insights on the challenges of managing expectations and the importance of proactive communication to prevent crises from escalating. The episode concludes with a reflection on the emotional toll of working in crisis PR and the dedication of professionals who choose to navigate these difficult situations.
Outlines
Introduction: A PR Crisis at a Franchise Restaurant
This Chapter introduces the episode by discussing a PR crisis that occurred at a franchise restaurant where a non-English speaking employee was fired in a demeaning manner. The video of the incident went viral, leading to boycotts and protests. Chris Thomas, a PR crisis manager, is called in to help the company navigate this situation.
The First Conversation: Data Breach at a Regional Bank
This Chapter delves into the initial conversation Chris has with a client facing a data breach. He emphasizes the importance of information-gathering and understanding the various audiences involved, including the media, customers, and employees. Chris highlights the challenges of working with lawyers who prioritize legal concerns over public perception.
A Non-Profit's Crisis: Bus Driver Arrested
This Chapter recounts a situation where Chris was called in to help a non-profit organization whose bus driver was arrested for serious charges. He emphasizes the importance of quick action, accurate communication, and understanding the sensitivities of the organization's stakeholders, including parents of intellectually disabled adults and state legislators.
Survey Results and Episode Highlights
This Chapter briefly shares highlights from a listener survey, including the most popular podcasts and episodes of "What It's Like To Be." It then transitions back to the interview with Chris Thomas.
The Elizabeth Smart Case: Navigating Media Frenzy
This Chapter focuses on Chris's experience working with the Elizabeth Smart family during her abduction. He describes the intense media scrutiny, the challenges of managing information flow, and the importance of a united front. Chris recounts the emotional impact of the case and the importance of his role in helping the family navigate the media storm.
Keywords
PR Crisis Management
PR Crisis Management is a specialized field that focuses on helping individuals and organizations navigate public relations crises. It involves strategic communication, reputation management, and crisis response planning. PR crisis managers work to mitigate damage, restore public trust, and protect the reputation of their clients.
Elizabeth Smart
Elizabeth Smart is an American activist and author who was abducted from her home in Salt Lake City, Utah, in 2002 at the age of 14. Her abduction sparked a nationwide search and became an international news story. After nine months, she was found alive and returned to her family. Smart has since become a vocal advocate for victims of sexual assault and human trafficking.
Data Breach
A data breach is a security incident where sensitive information, such as personal data, financial records, or intellectual property, is accessed or stolen without authorization. Data breaches can have significant consequences for individuals and organizations, including financial losses, reputational damage, and legal liabilities.
No Comment
In PR and crisis communication, "no comment" is often considered a poor response to media inquiries. It can be perceived as evasive, suspicious, and can escalate a situation. It's generally advisable to provide some form of statement, even if it's limited, to demonstrate transparency and control the narrative.
Intrepid
Intrepid is a public relations firm based in Utah, founded and led by Chris Thomas. The firm specializes in crisis communication, reputation management, and strategic public relations.
Unexpected
Unexpected is a memoir written by Chris Thomas, detailing his experience working with the Elizabeth Smart family during her abduction and the challenges of navigating the media frenzy. The book provides insights into the world of crisis PR and the emotional toll it can take.
Media Scrutiny
Media scrutiny refers to the intense attention and scrutiny that individuals or organizations receive from the media, often during a crisis or controversial event. It can involve numerous interviews, press conferences, and constant reporting, which can be overwhelming and stressful.
Audience Segmentation
Audience segmentation is a marketing and communication strategy that involves dividing a target audience into smaller groups based on shared characteristics, such as demographics, interests, or behaviors. This allows for more targeted and effective communication.
Proactive Communication
Proactive communication refers to taking a proactive approach to communication, anticipating potential issues, and addressing them before they escalate into crises. It involves building relationships with stakeholders, being transparent, and providing regular updates.
Crisis Response Planning
Crisis response planning is a process that involves developing a plan to address potential crises. It includes identifying potential risks, developing communication strategies, and establishing procedures for responding to incidents. Effective crisis response planning can help organizations mitigate damage and protect their reputation.
Q&A
What are some of the key takeaways from Chris Thomas's experience working with the Elizabeth Smart family?
Chris emphasizes the importance of quick, accurate communication, understanding various audiences, and maintaining a united front during a crisis. He also highlights the emotional toll of working in such high-pressure situations.
Why is "no comment" considered a poor response in crisis communication?
It can be perceived as evasive and suspicious, potentially escalating the situation. It's generally better to provide some form of statement, even if limited, to demonstrate transparency and control the narrative.
How does Chris approach the initial conversation with a client facing a crisis?
He prioritizes information-gathering, understanding the various audiences involved, and working with legal counsel to determine what can be communicated publicly.
What are some of the challenges Chris faces when working with lawyers in crisis situations?
Lawyers often prioritize legal concerns over public perception, leading to negotiation and compromise to find a balance between legal protection and effective communication.
What are some of the mistakes that young people in the field of crisis communication often make?
They often focus solely on the media as the primary audience, neglecting other important stakeholders. They may also overcommunicate, making the situation bigger than it needs to be.
What are some of the key qualities needed to be successful in crisis PR?
Flexibility, empathy, assertiveness, the ability to think quickly and adapt, and a tolerance for high-pressure situations are all essential.
How does Chris describe the emotional toll of working in crisis PR?
He acknowledges the exhaustion and stress, but also the adrenaline rush and the satisfaction of helping people navigate difficult situations.
What is Chris's perspective on the role of the media in crisis situations?
He sees the media as the "prosecution" in a court of law, while he acts as the "defense attorney." He believes in working with the media to ensure accurate and responsible reporting.
What is Chris's advice for organizations facing a crisis?
Be proactive, address issues head-on, avoid the phrase "no comment," and prioritize understanding various audiences beyond just the media.
What is the most important lesson Chris has learned from his experience in crisis PR?
The importance of proactive communication and addressing issues before they escalate into major crises.
Show Notes
Taking late-night phone calls from panicked clients, dueling with company lawyers over what to disclose, and rushing to preempt unfavorable stories with Chris Thomas, a PR crisis manager. What was it like to manage the media frenzy surrounding the Elizabeth Smart case? And what's the worst possible answer to a journalist's question?
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