When a crisis hits, most people go either way regarding communications – usually the extremes of either nuclear or they go to ground.

After 15 years of working with businesses and high-profile business leaders in their most challenging times, how they prepare and present themselves to the media (including social media) can significantly impact public perception and the future of their organization. In these moments, the media becomes a powerful tool to communicate with stakeholders, employees, and customers. But navigating these waters requires careful preparation, strategic messaging, and an authentic presence.

You also can’t ignore a crisis – what positive PR you have earned in goodwill helps. Still, the crisis comms process is like a raging fire that you need to metaphorically walk through before you can start to regroup or repair your business reputation.

Here’s our 10-step guide (and essential tips) on how high-profile business leaders can effectively manage media interactions during a crisis – whether it’s a faulty product recall, a significant accident, or a sexual harassment case.

1. Prepare Thoroughly, But Stay Flexible

Preparation is essential for any media appearance, especially during a crisis. Understand the issue inside and out, anticipate difficult questions, and develop clear, concise key messages. However, be prepared to adapt if the conversation takes an unexpected turn. Flexibility allows you to address new developments and maintain control over your messaging.

Key Tips:

• Develop a crisis-specific Q&A document covering all potential questions.
• Practice with a media coach or PR professional to refine your responses.
• Stay updated with the latest developments and adjust your talking points accordingly.

2. Define and Communicate Key Messages

Identify three to five key messages you want to convey during your media appearance. These should focus on acknowledging the crisis, outlining the steps your organization is taking, and reaffirming your commitment to your stakeholders. Reiterate these messages throughout the conversation to ensure they resonate with the audience.

Key Tips:

• Use simple, direct language to make your points clear and memorable.
• Avoid jargon or overly technical terms that may confuse your audience.
• Bridge back to your critical messages if the conversation strays off-topic.

3. Show Empathy and Authenticity

A crisis often involves affected individuals or communities; showing genuine empathy is crucial. Acknowledge the human impact of the situation and express sincere concern. Authenticity builds trust; avoid scripted, robotic responses that can be insincere.

Key Tips:

• Speak from the heart, not just from a script.
• Use phrases like “We understand the impact this has had on…” or “We are committed to making things right by…”
• Avoid defensive or evasive language, which can erode trust and credibility.

4. Maintain Composure Under Pressure

Journalists may ask tough or confrontational questions during a crisis. It’s essential to remain calm and composed. Reacting emotionally or defensively can escalate the situation or create new negative headlines. Practice controlled body language and maintain a steady tone, even when provoked.

Key Tips:

• Take a deep breath before answering challenging questions.
• Use pauses to gather your thoughts rather than rushing to respond.
• Keep your body language open and approachable—avoid crossing arms or looking defensive.

5. Be Transparent, But Strategic

Transparency is crucial, but it must be balanced with strategic messaging. Share verified facts and information but avoid speculating or providing details that could compromise ongoing investigations or legal proceedings. Work closely with your legal and PR teams to determine what can be disclosed.

Key Tips:

• Use phrases like “We are still gathering information on this” or “I cannot comment on specifics, but what I can tell you is…”
• Focus on what you know and avoid guessing or making unsubstantiated claims.
• If you don’t know the answer to a question, it’s okay to say, “I don’t have that information right now, but we will get back to you as soon as possible.”

6. Use Active Listening Techniques

Media appearances are not just about delivering your message but also about listening carefully to the questions asked. Active listening helps you understand the raised concerns, identify underlying themes, and respond more effectively. It also demonstrates respect for the journalist and the audience.

Key Tips:

• Maintain eye contact with the interviewer to show engagement.
• Nod to acknowledge questions or concerns before responding.
• Paraphrase or repeat key elements of a question to confirm understanding.

7. Focus on Solutions, Not Just the Problem

While it’s important to acknowledge the crisis, spend more time talking about the steps your organization is taking to resolve the issue and prevent future occurrences. Highlight your commitment to change, corrective actions, and any positive measures being implemented.

Key Tips:

• Use forward-looking language: “Moving forward, we are committed to…” or “We are implementing new measures to ensure this never happens again.”
• Share concrete examples of actions taken or planned to rebuild trust.
• Emphasize continuous improvement and your organization’s dedication to its values.

8. Practice Crisis-Specific Body Language

Non-verbal cues speak volumes during a media appearance. In a crisis, your body language should convey confidence, openness, and calmness. Please consider posture, facial expressions, and gestures to ensure they align with your verbal message.

Key Tips:

• Maintain an upright posture to convey confidence.
• Use controlled hand movements to emphasize points, but avoid excessive gesturing.
• Smile appropriately, especially when conveying empathy or commitment to positive outcomes.

9. Control the Narrative with Facts

Control the narrative by focusing on facts and promptly correcting misinformation or rumors. Be proactive in dispelling myths and presenting accurate information. This builds credibility and demonstrates that your organization is on top of the situation.

Key Tips:

• Have data and evidence ready to support your claims.
• Address misinformation directly: “There have been reports that… however, the facts are…”
• Use authoritative sources (internal experts, customers, external auditors, etc.) to bolster your statements.

10. Follow Up and Stay Visible

A single media appearance is rarely enough to manage a crisis effectively. Plan follow-ups to keep the public and stakeholders informed as the situation evolves. Staying visible and consistent with your messaging will help rebuild trust over time.

Key Tips:

• Offer regular updates via press releases, social media, and internal communications.
• Consider scheduling follow-up interviews or press conferences as new information becomes available.
• Show continued commitment through actions, not just words—ensure that changes are visible and measurable.

Conclusion

In a crisis, how you present to the media can be the difference between escalating the situation or restoring trust. High-profile business leaders should approach media interactions with a clear strategy, empathy, and a commitment to transparency. By preparing thoroughly, delivering consistent messages, and engaging with the media effectively, leaders can turn a crisis into an opportunity for growth and demonstrate resilience and leadership under pressure.

We get you camera ready for a crisis with a strategic focus on the 4 stages of a PR crisis– contact us for crisis media training today.

Want to be famous? Then expect a PR crisis to come calling

Marketers create whitepapers to educate their audience about a particular “hot button” issue backed by a well-articulated methodology. In PR land, the media can use this whitepaper for informed editorial content and to help form the backbone of news or feature stories.

Most business PR campaigns have a formula, and depending on your type of organisation, sharing some of your intelligence via a well-crafted whitepaper remains one of the most persuasive ways to:

1. dive into your target market’s key problem, and
2. quickly provide them with ideas or a solution.

Here is why.

Writing a whitepaper can be a powerful tool for public relations (PR) for 8 major reasons:

1. Establishing Thought Leadership

A well-researched and informative whitepaper can position your company or organisation as a thought leader in your industry. You demonstrate expertise and authority on a particular topic by sharing valuable insights, data, and analysis.

2. Building Credibility and Trust

Whitepapers provide an opportunity to present factual information and evidence-based arguments. This helps build credibility with your audience, who perceive you as knowledgeable and trustworthy.

3. Generating Media Coverage

Whitepapers often attract the attention of journalists, bloggers, podcasters and influencers looking for fresh ideas, expert opinions and newsworthy trends for their content. A compellingly written and well-researched whitepaper that sells a new idea can lead to widespread media coverage, interviews, and quotes in mainstream and industry publications.

4. Educating and Informing Your Audience

Whitepapers are an easy way to quickly educate your target audience about complex issues, emerging trends, or new technologies – and show you as an expert on these areas. This can help them make informed decisions and recognise the value of your products or services. Sales may follow!

5. Lead Generation and Customer Engagement

You can collect valuable contact information from interested parties by offering a whitepaper as a downloadable resource on your website or other digital platforms. This creates an opportunity to engage with potential customers and nurture leads through targeted follow-ups. For our business, giving free templates or whitepapers on getting started with podcasting, for example, has been a great leader generation tool.

6. Supporting Marketing and Sales Efforts

A whitepaper can be valuable in marketing campaigns and sales presentations. It can be used to back up claims, provide detailed explanations, and offer in-depth content that supports your messaging. It shows you are open to sharing your own knowledge and specialized ideas and even leading new perspectives on established discussions.

7. Enhancing Brand Visibility and Reputation

Publishing a whitepaper can increase your brand’s visibility and reputation within your industry. It showcases your commitment to sharing knowledge and contributing to the broader conversation, which can enhance your brand’s image.

8. Creating Shareable Content

Whitepapers can be shared across multiple channels, including social media, email newsletters, and websites. This helps extend their reach and amplifies your message to a broader audience.

If we can help you craft a whitepaper worthy of the PR spotlight, we are ready for it. Contact amber@amberdaines.com.

The PR power of the humble whitepaper

Unless you are on a tech-free break, it is very hard to miss the big global political news of the week. For the first time since President Richard Nixon stood down 50 years ago amid the Watergate scandal, a sitting US President has decided the time is up on his leadership. President Joe Biden had a few events stacked against his ability to successfully lead the Democrats to a second term in office. These include:

1. An assassination attempt on his rival, former President Donald Trump, creating the guise of an “anointed by the Lord” storyline
2. An unfortunate Covid diagnosis a few days later forced self-isolation – hence no public events or campaigning – and perhaps some deeper reflection
3. There were many loud voices on all sides demanding that he was not mentally fit (‘too old’ has been the catch-all wording) to run, let alone win a standard second term as US President against Donald Trump in November 2024.

However, what stood out for me was his style of communication – a written memo on an American Sunday when folks would be running errands, coming home from church, or just doing anything other than watching the news was puzzling. President Biden is a man who knows Washington politics like no other elected official and understands deeply the value of strategic communications and media timing.

Most big announcements, like standing aside as leader of the free world, would be usually delivered by himself behind a lectern or a desk in the Oval Office, televised to the people. Was he hiding because he was not well enough given his Covid recovery, or was it best to craft (with all the careful checks and balances of a media team) a short, fairly innocuous written statement because he was forced to? We may never know the true reasons, but it reminds us all when our leaders need to be able to “front up” and deliver the big news with all the visual and spoken channels we have available – from mainstream TV to varied social media forums like X or YouTube.

Leaders should speak publicly whenever they have big news to be seen as effective. If they issue a statement, it may follow this event, and in several key situations, this remains vital to maintain transparency, provide guidance, and foster trust.

Here are some instances when it is appropriate for a leader to do so:

1. Crisis Situations: During emergencies, natural disasters, or any crisis that affects many people, a leader should provide timely and accurate information, reassurance, and guidance on the steps being taken to address the situation.
2. Major Organizational Changes: When significant changes occur within an organization, such as mergers, acquisitions, layoffs, or restructuring, a leader should communicate the reasons behind the changes, the impact on stakeholders, and the future direction.
3. Achievements and Milestones: Celebrating successes, achievements, and important milestones with a public statement helps to recognize the efforts of those involved and boost morale.
4. Policy Announcements: When new policies or regulations are being introduced, a leader should explain the rationale, benefits, and implications of these changes to ensure clarity and understanding.
5. Public Controversies or Scandals: If there is a controversy or scandal involving the organization or its members, a leader should address the issue transparently, take responsibility if necessary, and outline the steps to rectify the situation.
6. Significant Events or Commemorations: Leaders often issue statements on significant national or global events, commemorations, or observances to express solidarity, remembrance, or the organization’s stance on important issues.
7. Regular updates on the organization’s progress, challenges, and plans help keep stakeholders informed and engaged.
8. Health and Safety Information: During health crises, such as pandemics, leaders should provide regular updates on safety protocols, vaccination efforts, and other relevant information to ensure public safety.
9. Public Relations and Branding: To manage the organization’s image and reputation, leaders may issue statements to address public concerns, correct misinformation, or highlight positive contributions.
10. Moral and Ethical Stances: Leaders may speak out on moral or ethical issues, especially those that align with the organization’s values or mission, to demonstrate leadership and commitment to those principles.

The end game? Ensuring any President, PM, CEO, founder or industry leader’s communication should be clear, honest, and empathetic to effectively connect with the audience and address their concerns.

If we can help you tell your heroic or challenging story, contact us for details on what we do for leaders in crisis.

When we expect our leaders to speak publicly, and they don’t

Bringing some Z-z-za-Zoom to your Zoom Room

It’s four years since the pandemic first shut down the world as we know it, and in 2024, much has essentially gone back to BAU in how we deliver keynotes, panel presentations, and other speaker engagements, many being live (or hybrid) events once more.

Yet the online presentation remains a mainstay, and I deliver once every few weeks – perfect for someone who now resides a few hours away from the Sydney CBD, where much of the conference circuit plays out.

Here are my tips for your next online presentation to keep audiences engaged from the waiting room to wrap up.

Prepare the Tech

Your laptop should be at eye height. Use books to elevate it. This will give the impression that you are sitting across from the person or people you are talking to. You don’t want people looking up your nose or across your head to a vast space. The number of media interview crosses, or business webinars I see where speakers look like they just turned the laptop on and hoped for the best is cringeworthy.

Don’t sit too close to the screen. People should be able to see your entire head and down to the edge of your table. This lets you communicate with your hands – something quite natural and helps drive a point home.

Keep a little screen to see what you look like all the time. This will help you notice certain things you can secretly and instantly fix without someone else pointing it out.

Use plain, still backgrounds. Animated or virtual green screen backgrounds take away from your reality, and as we have learned from the memes online with kitten filters, they can be rather tricky to get rid of. Instead, pick a spot or well-lit room with lighting on your face or above you. Natural light is excellent when it works, but a simple clip-on ring light lets you have an even light across your face, even if it’s cloudy outside or in the evening.

Body Language Matters More

All your clients and colleagues know what you look like, and the screen can become a way to look even slicker with great lighting, angles, and a filter.

Do not face the camera directly. Looking directly at the camera can come across as confrontational. Angle yourself to a certain degree – this softens your look and makes you more approachable.

When making a point, turn your nose to face the camera directly, and when making an important point, turn your nose and navel while looking directly at the camera. This will ensure that your point is taken seriously!

Everyone should log in separately on their own laptop in a boardroom group meeting with another company or client. This will ensure everyone knows who is talking, and no one has to shout from across the boardroom table to be heard.

Suppose you are presenting something; alternate between the video option and explaining a critical point and the slides. We never want all the main points on a single slide – share information point by point as you go through the presentation. This will ensure that people don’t read ahead and lose interest.

Practice! There is no escaping this step. Try to sound natural; your expertise will come through that Zoom feed once those nerves get under control. The key is to know you are prepared and rehearsed.

To ramp up your speaker skills, we’d love to help you become more polished and confident faster – see our Business Leadership Presentation Skills programs.

Making your Virtual Performance Mega Memorable

Social media has become essential in public relations (PR), but it’s not everything.

Here are some reasons why:

1. Limited Reach: While social media platforms have billions of users, they don’t reach everyone. Traditional media like TV, radio, and print still have significant audiences that might not be active on social media.
2. Credibility: Traditional or old-school media outlets often carry more credibility and authority than social media. People may be more likely to trust a story they read in a reputable newspaper or see on a well-known TV channel than one they come across on social media.
3. Depth of Engagement: Social media is great for quick updates and interactions, but it often lacks the depth that can be achieved through longer-form content like articles, interviews, or documentaries. The power of longer campaigns is longer results that reach more touch points, say, readers, listeners, and audiences who may not be on social media regularly.
4. Target Audience: Not everyone uses social media platforms. Depending on the target audience, other communication channels might be more effective. For instance, older demographics might still rely heavily on traditional media.
5. Control: On social media, brands have less control over the narrative. Negative comments or feedback can spread quickly and potentially harm a brand’s reputation. In traditional media, there’s more control over the message published or aired.
6. Metrics and Measurement: Social media offers a wealth of data on engagement and reach. Measuring its impact on brand reputation or ROI can be challenging compared to traditional PR efforts.
7. Adaptability: Social media platforms and algorithms change frequently. Keeping up with these changes and adapting strategies can be time-consuming and challenging.
8. Over-reliance: Relying solely on social media can be risky. If a platform goes down, changes its policies, or a PR crisis involving the platform, it can severely impact a brand’s communication strategy. More than one channel type is essential in times of reputational crisis or post-crisis.
9. Personal Touch: Traditional PR methods, like face-to-face meetings, press conferences, or events, offer a more personal touch and can help build stronger relationships with stakeholders. It is the best way to form two-way engagements, too.
10. Cultural and Regional Differences: While social media is global, its usage, norms, and preferences vary significantly across cultures and regions. Traditional PR methods can be tailored more effectively to local nuances. We work with clients in Asia, New Zealand, and the UK, each with varied ways to say, do, and write content that leads to successful PR outcomes.

There is no denying the impact and potential of social media as an instant, modern, and powerful tool in PR. It should be part of a broader, integrated communications strategy that includes traditional PR methods to ensure a balanced and practical approach.

We would love to know how to amplify fresh ideas in PR for your businesss. Go to SME PR Packages for more details.

Why social media is not everything in PR

Most nonfiction books are expensive business cards. They open doors, and you may sell some for income, but they are not usually about serious income for many new authors. From my self-publishing experience, I know it is an incredible thrill to see your original words and ideas come to life and be born into the literary world. It is also not always the best PR tool.

At last count, I have around two huge bookshelves of business and personal fiction books in my office, most of which are mailed to me by prospective podcast guests or clients. There must be around three books arriving, all crisp and presented with enthusiasm from authors who have spent many months writing, editing, and now promoting their wordsmithing. I read every book that comes to me, and I am always open about why one book will work for my podcast audience and others that are too similar or personal a story for us to showcase in that 30-minute interview format.

While a book with a catchy title or an “of the moment” trend can indirectly contribute to public relations (PR) efforts, it is not inherently a PR tool. Here’s why:

1. What is your purpose? The primary purpose of authoring a new book is typically not PR miles but rather to convey real information, entertain, educate, or persuade readers about a particular topic, story, or viewpoint. Long-term PR, on the other hand, is primarily focused on managing the public image and reputation of a person, organisation, or brand. A book is usually only a slither of that. Be aware of being two-dimensional in your book publicity and suddenly being known for only one aspect of who you are and what you do.
2. Control over Message: In PR campaigns, there is often a need for careful control over messaging, ducking up and around thornier issues, and a sense of your business or image projection. While an author has control over the content of their book, once it’s published, it can be interpreted and reviewed by readers in various ways, some of which may not align with the author’s intended PR message.
3. Limited Reach: While books can have a significant impact, they may not reach as broad of an audience or target specific demographics as effectively as other PR tools such as social media campaigns, press releases, or events. Books require readers to actively seek them out – and buy them, whereas PR efforts can be more directly targeted.
4. Long-term vs. Short-term Impact: PR campaigns often aim for immediate impact and response, whereas the effects of a book may unfold gradually over time as it gains readership and recognition.
5. Measurement and Evaluation: Solid PR campaigns typically have specific metrics for measuring success, such as the sharing of new or positive messages, media mentions, audience engagement, or brand sentiment. It can be challenging to measure the effectiveness of a book as a PR tool in the same way. Book reviews are sometimes overlooked as mates plugging you, or one or two bad ones with, say, a 1-star do tend to derail your PR efforts. That is the court of public opinion.

I love books and admire authors. A book authored by an individual or a group can indirectly contribute to your overall PR efforts and make you a winner. For example, it can enhance your expertise and credibility, establish thought leadership, provide content for new media interviews or speaking engagements, and generate publicity through book launches or related events.

However, it’s essential to recognise that a book is just one component of a broader PR strategy. And it has a shelf life (see what I did there?) – usually a year maximum.

To explore PR for your business, look at our THREE new SME PR Packages.

Why a book is not a PR tool

With clarity, strategy, and timeliness, PR can achieve many extraordinary things – raising awareness of your services and products or people, refining key ideas or messages, or reassuring your stakeholders what is fact and fiction in a crisis.

While public relations (PR) can be an effective tool for enhancing a company’s reputation and visibility, there are certain limitations to what it can achieve for a business:

1. Guaranteed Sales: PR efforts can generate awareness and interest in a product or service but can’t guarantee sales. Ultimately, purchasing decisions depend on various factors, including product quality, pricing, competition, and consumer preferences. Sales are not the same as exposure.
2. Immediate Results: PR is often a long-term strategy that requires consistent effort and patience. It may take time to see tangible results in terms of increased brand recognition or improved reputation. Peaks and lows are expected in any campaign activity.
3. Solve Fundamental Business Issues: PR can help manage and mitigate the impact of adverse events or crises, but it can’t fix underlying issues within a business, such as poor product quality, mismanagement, or financial instability. These problems need to be addressed internally and fostered by the leadership team.
4. Micro-Manage Media Coverage: PR professionals can influence media coverage through strategic pitching and relationship-building, but they can’t control how journalists or media outlets portray a story. Negative coverage or criticism may still occur despite PR efforts.
5. Replace Marketing or Advertising: PR complements marketing and advertising efforts but doesn’t replace them. While PR focuses on building relationships and generating positive publicity through earned media, marketing, and advertising involve direct promotion and persuasion through paid channels.
6. Overcome Lack of Relevance or Interest: PR efforts may struggle to gain traction if a company’s products or services are irrelevant to its target audience or have little interest in the industry. PR is most effective when there is genuine interest and relevance to the audience.
7. Instant Reputation Repair: While PR can help repair a damaged reputation over time, it can’t instantly erase negative perceptions or undo the consequences of past mistakes. Rebuilding trust and credibility requires consistent effort and transparency.
8. Substitute for Authenticity: PR efforts should be aligned with the values and actions of the company. Simply crafting a positive image through PR without backing it up with authentic actions or values may lead to scepticism and distrust from the public.
9. Control Over External Factors: External factors such as economic conditions, market trends, regulatory changes, or unforeseen events can impact a business regardless of its PR efforts. PR can help navigate these challenges but can’t wholly shield a business from their effects.
10. Sustain a Business Plan Forever: PR efforts must be adapted over time to maintain effectiveness. A one-time PR campaign or a burst of media coverage may generate initial attention, but ongoing effort is required to sustain positive momentum and relevance in the public eye.

Does this article give you some mojo to boost your PR plans? For a free PR template, download it here.

What PR can’t do for you or your business

With the news that ‘glossy magazine’ ELLE Australia is returning to print runs again, it seems that sometimes big-time business models like fashion seem to go through cycles and return decades on. (I can barely believe my kids in 90s fashion staples I wore back in the day, like Nike hi-tops and baggy cargoes).

This week, the publishers Are Media unveiled the first issue of the new ELLE Australia magazine, led by Editor Grace O’Neill. The 244-page autumn/winter edition features actor Sophie Wilde on the cover and is aimed towards Gen Z and millennial women. While the digital version remains a core offering, Are Media will publish two editions of ELLE Australia this year: today’s Bright Young Things issue and a spring/summer edition in September. The magazine will expand to four editions in 2025. Is this a sign of the times?

The death of magazines was a big deal for the past two decades as readership consumption and expectations evolved and ESG concerns about paper and resources needed for producing fancy printed publications (and, to be honest, bolstering bottom-line sales revenues) became the death knell for many of my once-time stable reading options.

Yet scarcity is at play here. A magazine in the world seems glamorous again because, like the actual post itself, it is not the mainstream way we do things in 2024. I was keen to understand why this return to what we did for most of the 20^th century was back in vogue. Here goes.

The return of ‘old school’ print magazines to print can be attributed to several factors:

1. Reader Preferences: Despite the digital revolution, many readers still enjoy the tactile experience of flipping through physical pages. Print offers a unique sensory experience that digital formats cannot replicate.
2. Niche Audiences: Certain niche markets prefer print magazines because they provide curated content tailored to specific interests. These readers appreciate print magazines’ in-depth articles, high-quality imagery, and specialized content.
3. Tangible Value: Print magazines have a value that digital content often lacks. Readers perceive print magazines as collectibles or keepsakes and are often willing to pay a premium for them.
4. Digital Fatigue: In an age of constant digital stimulation, many seek respite from screens. Print magazines offer a break from the constant bombardment of digital content and provide a more focused, immersive reading experience.
5. Brand Loyalty: Established magazines with strong brand recognition and loyal readership can successfully leverage their brand equity to maintain a presence in the print market. Readers trust these brands and are willing to continue purchasing their print editions.
6. Advertising Revenue: Print magazines still attract advertising revenue, primarily from luxury brands and companies targeting specific demographics. Advertisers recognize the value of print advertising in reaching engaged, targeted audiences.
7. Digital Integration: Many print magazines now offer digital editions or companion websites, creating a synergistic relationship between print and digital platforms. This allows publishers to reach a broader audience while catering to print enthusiasts.

While digital media continues to dominate the landscape, print magazines have proven resilient, finding ways to adapt and thrive in a changing media landscape. As a one-time newspaper journalist, I love print and am pleased that a new generation will embrace it once more.

If you want to discuss how to better engage with all types of media to build your PR profile online and off, please contact amber@amberdaines.com.

Everything old is new again in media land

Anyone who has worked with journalists long enough knows that building solid connections is one of the best ways to secure earned media for your clients or yourself. It would be naïve to think that is the end of the story; if it was, I doubt I’d have a business!

Relationships of all kinds need nurturing and maintenance and can be challenging, to be blunt. Media relationships are no different but are sometimes not just about how much your business has done or how great your angle or idea is (to you). The notion that every media release or offering a reporter an exclusive PR pitch will land you a story is something we hear a lot.

Early on, I leveled with my clients and said we could never guarantee or pay for coverage. “Chequebook journalism” is the old-fashioned way to refer to stories that are paid placements or ones in which the talent gets remuneration for giving an interview, often following a high-profile scandal or life-changing event. Not things we do at Bespoke Co.

Media relations can go sour for various reasons, and the consequences can damage an individual’s or organisation’s reputation. Here are some common scenarios and factors that can contribute to adverse outcomes in media relations:

Poor Crisis Management

In times of crisis, how an individual or organisation responds to media inquiries and communicates with the public can significantly impact its reputation. Poor crisis management, such as delayed responses or inadequate information, can lead to negative media coverage.

Miscommunication or Inaccurate Information

Providing incorrect or misleading information to the media can result in a loss of trust. Journalists and the public expect accuracy and transparency, and any deviation from this can harm an entity’s credibility.

Lack of Accessibility

Avoiding media inquiries or being unresponsive can create an impression of secrecy or evasiveness. Organisations need to be accessible and responsive to the media to maintain open lines of communication.

Ineffective Spokesperson

Having a woefully unprepared or inexperienced spokesperson can lead to misrepresentation or miscommunication. A spokesperson should be well-trained, articulate, and capable of conveying the organisation’s message effectively and with humanity.

Ignoring Social Media

In the age of social media, ignoring or mishandling online communication can exacerbate negative publicity. Failure to address issues on platforms like Twitter or Facebook can allow misinformation to spread unchecked.

Conflict with Journalists

Engaging in conflicts with journalists, whether publicly or behind the scenes, can create a hostile relationship that may lead to biased reporting or negative coverage.

Overly Defensive Stance

Being overly defensive or dismissive in response to criticism can backfire. It’s essential to address concerns constructively and demonstrate a willingness to address issues rather than deflect blame.

Legal Battles

Engaging in lengthy legal battles with the media can draw negative attention and may be perceived as an attempt to suppress information. Legal actions should be carefully considered to avoid further damaging public relations. Defamation suits are famously unsuccessful in Australia.

Ethical Lapses

Engaging in unethical practices or scandals can lead to a severe media backlash. Maintaining high ethical standards is crucial to safeguarding reputation.

Lack of Consistent Messaging

Inconsistencies in messaging across different media channels or within an organization can create confusion and erode trust. Consistency in communication is critical to building credibility.

When media relations go wrong, individuals and organizations need to assess the situation, take responsibility for any mistakes, and work to rebuild trust through transparent and effective communication. Seeking professional guidance in handling media relations and crisis communication can be beneficial in navigating challenging situations.

To reboot your 2024 PR plans or get media relations back on track, please email amber@amberdaines.com or book a no-obligation Zoom:  https://calendly.com/amberdaines-327/30min

When media relations go bad

Many realise that purely online conversations are fraught at the best of times. Things can become overblown, unheard, misrepresented, and read or heard differently in the style or tone of words and language used by the writer and receiver alike. It is handy and here to stay, so I am not waxing lyrical that we return to the days of regular town hall meetings or large-scale speaker events for the sake of it (those remain highly impactful and fab, though when done right).

Over the Aussie summer break, I was tuning into lots of holiday mode moments – backyard BBQs with friends, long walks, lazy starts, reading light nonfiction, and a tonne of driving adventures, which means podcast listening for me. The AI world is new to some; not many of our clients have integrated tech such as generative AI into their customer service, sales tools, and internal communications channels for the past ten-plus years.

One podcast that stood out for me was about ethics and AI – that has to be a big topic for 2024.

We know that in PR land, AI has become an “indispensable tool for many PR professionals.” It is not perfect, though.

How we use AI to supercharge content capabilities can be fun and powerful. However, the spotlight on AI has shifted from the tools themselves to the users in the industry. To keep up with technology, agencies and businesses ensure their employees have the right skill sets and are up to speed with the technology. Some experts agree that AI won’t replace people; individuals with AI skills and understanding will replace those without.

This new phase in the PR and communications industry also strongly focuses on the ethical usage of AI tools. Professionals emphasise the potential reputational and regulatory risks stemming from inappropriate AI use. Thus, a deep understanding of using these tools responsibly and ethically is paramount. Expectations include the establishment of legal and regulatory frameworks supporting ethical AI usage.

One tool that is not a PR AI solution but is around human engagement has me intrigued. It surely can never replace the human experience of conversation with context and advice that is always ethical, right?

To those new to its purpose, Replika is an AI-powered chatbot designed to engage in conversation with users, providing emotional support and companionship. Luka developed it, a company focused on conversational AI. Here’s a general overview of how Replika works:

1. Natural Language Processing (NLP): Replika uses natural language processing to understand and interpret user input. This allows it to comprehend the context of a conversation and generate appropriate responses.
2. Machine Learning (ML): Replika continuously employs machine learning algorithms to improve its conversational abilities. It learns from the data it receives, adapting its responses based on user interactions and feedback.
3. User Interaction and Training: Users engage in conversations with Replika, and through these interactions, the AI learns about the user’s preferences, emotions, and conversational style. Over time, the chatbot aims to develop a personalized and evolving understanding of the user.
4. Emotional Support: One of Replika’s key features is its ability to provide emotional support. It is designed to engage in empathetic conversations, offering users a virtual companion to understand and respond to their feelings.
5. Conversation History and Memory: Replika retains information from past conversations to maintain context and continuity. This allows it to recall and build upon previous discussions, creating a more personalized and coherent conversational experience.
6. User Feedback Loop: Replika encourages users to provide feedback on their responses. Positive and negative feedback helps the system improve and refine its understanding and generate more relevant and context-aware replies.
7. Subscription Models and Premium Features: Replika offers a free version with basic functionalities, but it also has a subscription-based model with premium features for users who want an enhanced experience. Premium features may include faster learning, improved responses, and additional customization options.

It’s important to note that while Replika can provide a supportive and engaging conversation, it is not a substitute for professional mental health services. If users are dealing with serious mental health issues, they should seek assistance from qualified professionals.

While Replika is designed to provide emotional support and companionship through conversation, specific concerns and potential risks are associated with using AI chatbots like Replika. Users need to be aware of these potential issues:

1. Lack of Professional Expertise: Replika is no substitute for professional mental health services. While it can offer empathetic conversations, it lacks the training and expertise of mental health professionals who can provide appropriate guidance and support for individuals dealing with serious mental health issues.
2. Potential for Misleading Advice: The AI in Replika generates responses based on patterns learned from data, but it may not always provide accurate or suitable advice. Users should be cautious about relying on the chatbot for guidance in critical situations.
3. Data Privacy Concerns: Conversations with Replika may involve sharing personal and sensitive information. Users should be aware of the platform’s data privacy policies and consider the potential risks associated with sharing personal details with an AI system.
4. Unintended Emotional Impact: The AI’s ability to generate empathetic responses doesn’t mean it fully understands human emotions. Depending on the user’s mental state, the chatbot’s responses could have unintended emotional consequences. Users must elevate interactions with real people for severe emotional support, especially in a crisis.
5. Addictive Nature: Some users may find the conversations with Replika to be addictive, potentially leading to over-reliance on the chatbot for emotional support instead of seeking help from friends, family, or professionals.
6. Inability to Replace Human Connections: While Replika aims to simulate human-like conversations, it cannot replace the depth and complexity of human interactions. Relying solely on AI for companionship may hinder the development of meaningful relationships with real people.

As PR experts, we must be mindful of what we let into our daily practice. Users must approach AI chatbots like Replika with a balanced perspective, understanding their limitations and recognizing when it’s appropriate to seek human support, especially for significant mental health concerns. Additionally, users should be cautious about sharing sensitive information and be mindful of the potential risks associated with interacting with AI systems.

Let us know what AI tools are in your wheelhouse this year.