Three things we can learn from PR mishaps
Lucy Woolfenden
Growth-focused CMO | Taking the guesswork out of scaling tech brands | 20+ yrs launching success stories from Skype to Starling Bank
I often find myself analysing a scandal with my PR hat on. I wonder: how did this happen and what are they going to do next? It’s really interesting to see how a mini-crisis is “handled”.?
This analysis can help us to learn about how to approach PR, how to handle a crisis and how to tell a founder story. Here are three things we can learn from PR mishaps:
1. Reputations are usually built slowly but can be ruined very quickly
You want to be in the right press for the right reasons, which means you need a plan. The PR experts I work with all agree on this: You need a solid message which tells your story. Can you explain your business in 10, 30 and 60 seconds??
Sometimes it just goes wrong no matter how prepared you are. Your comments could be taken out of context or you might just have a bad day. If you are faced with a crisis, the last thing you want to do is respond in panic. Have you prepared a crisis PR plan? It can be as simple as scoping out situations where things could go wrong in your business and how you will respond.?
2. Media training is a valuable investment
Most startup marketing budgets just don’t stretch to a PR agency with a four-figure monthly retainer. I’m a firm advocate of DIY PR and this is a subject we cover in The Scale Up Marketing Accelerator.?
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However… one area you shouldn’t skimp on, is media training.?
Anyone who has had media training (this includes me) will use these skills again and again. Ideally you would source your media training from a journalist - lots of former journalists provide this service (I know a few - get in touch if you would like a recommendation). They will show you how to nail your key messages in an interview, answer difficult questions, direct the conversation, and even how to handle a crisis.?
3. Establish your founder story
I love a product with a story and I especially love a good founder story. By personalising your narrative, your audience will find it easier to connect with you and your brand. They will relate to the situation you were in and therefore understand quickly how the solution can help them.
? The takeaway: A plan, strong messaging, media training and a good founder story are excellent PR foundations.?
What do you think about PR crises? How prepared would you be if it happened to you?
Media and presentation coaching | Facilitation | Corporate narrative development | Interview coaching
2 年This is great, Lucy, and a useful reminder of the value of preparation. Most media coaching clients find that drilling down into the core messaging they’d need to convey about their business in a crisis unearths the good stuff they end up using regularly. And all the data shows that your customers can forgive a mistake, but screwing up how you handle it causes real damage.
Portfolio CMO @ The Scale Up Collective | Brand and product marketing leader with in-house, agency and consumer research experience
2 年Looking forward to our chat next week Pippa Goulden ?? I always come away from your sessions with tons of ideas!
PR expert helping entrepreneurs, founders, SMEs and Start-ups to use PR to grow their business | Let's get you known for what you do | DIY PR membership | Done With You | Done For You.
2 年Yes to this Lucy Woolfenden - it’s something that a lot of businesses don’t get round to and then regret it when it’s too late. Media training and crisis planning are a very good thing to think about! And in my experience if you think you don’t need media training then you’re the most likely candidate that does!