Trish Skram’s Blog

As a PR person working for a large company (and hospital), the famous PR crisis phrase, “Tell it all, tell it fast and tell the truth” have never really hit home for me yet. I’m lucky so far– I’ve never had to handle a disaster while working in the field (god forbid). I’ve have, however, dealt with minor crises. Truth is, no organization is far from a PR disaster. A company’s brand reputation can be compromised or seriously damaged in a split second. It’s how you manage the crisis and how you disseminate important information that helps save you from a PR nightmare.

I reflect and evaluate national PR disasters all the time. You have to, especially if you’re not experienced. I think to myself: Did they have a documented crisis management plan? Did they review it in advance? How effective did they disseminate information? Did they seem to have a public information officer (PIO) or joint information system (JIS) organized in advance?

Crisis management is so important to my employer and myself that my boss and I became certified in advanced emergency management by the State of Wisconsin in February. If you’re in public relations, studying to be in public relations or have some sort of role in communications for your company, here are a few tips that I learned in training that can help you get started.

Don’t wait. Many organizations only get their crisis plans underway once a disaster has struck. Believe me, it happens more than you think. Instead, brainstorm possible scenarios or types of disasters that could happen, and start planning for them. In fact, it can be a positive process as you bring together key people to share ideas and examine scenarios.

Develop a communications plan. A swarm of media attention may snag you within minutes of news breaking. Also, think about how you will get information out to staff, supporters, investors and customers. I remember my crisis trainer (and firefighter) reiterating to trainees to get our side of the story out to customers and staff as soon as you can (if not first.) Internal communication is just as important as communication to the public. A communications plan involves identifying a spokesperson, developing press statements, setting up phone lines and finding the most appropriate place to hold press conference(s). I’ll write about this topic next week.

Be prepared to speak to the media. Even if you can’t say much because your lawyer is concerned about liability, plan to say what you can as soon as you can. Make sure your messages show concern, compassion, tell the facts and always tell the truth. That doesn’t mean you have to tell everything, but never, never lie.

Provide media training for senior management and spokespersons. Train before a disaster strikes. A lot of crisis management teams make it a regular part of employee training. The key is to do it regularly so that new people are always trained and those that are already trained, don’t become state. Realize that crises come in all forms. This can be anything from a legal dispute to customer dissatisfaction posted on Facebook. Every crisis requires slightly different responses. Brainstorm and prepare for as many as you can.

OK, PR people. I know you have stories or tips on how to handle crisis situations. Join the discussion and add a comment.

Photo courtesy of http://blogs.tribune.com

Technorati Tags: Brand reputation management, crisis public relations, Public Relations Writing, Random "Trish" Thoughts, Tricia Skram

Money has never really been the focal point of why I do what I do. In fact, I just realized a few days ago that money doesn’t matter to me, and I don’t think it ever will. So why do I work? Well, yes, I have to pay the bills some way or another but my work and profession goes well beyond doing a job for money. It’s about passion. That matters. As many of you know, I work in health care public relations and community relations. A big part of my job is spotlighting the experiences our patients, families and employees have, finding accomplishments and recognizing them for the impact they make on the community. The best part of my job is bringing out the good in my company and its community.

But this post isn’t about what I do or how I do it. It’s about having a passion in your work, profession or job. Do you have it? Can you honestly say that you’d do your job for free? Especially in these hard economic times and hearing about how many people hate their jobs, losing them, etc. Do you feel you have ‘that passion’? ‘that optimism’ in your work?

I just finished reading a fabulous book. Maybe you’ve read it, saw it on TV or heard about it—“The Last Lecture,” by Randy Pausch, late professor and speaker at Carnegie Mellon University. It’s a truly inspirational book that I encourage everyone to read. The book was heavy in ‘take-a-ways’ so it’s hard to pinpoint just one. I can say there was a part that stood out to me, how to understand optimism and embrace it. Even though it doesn’t pertain to work passion, it does highlight the importance of optimism. After Randy learned he’d had cancer, he didn’t let it consume or burden his life. Instead, he thought positive and continued to live his life to the fullest. It eventually brought him to new heights. In chapter 57, he says this, “My personal take on optimism is that as a mental state, it can enable you to do tangible things to improve your physical state. If you’re optimistic, your better able to endure brutal chemo, or keep searching for late-breaking medical treatments.” Randy found a true balance between optimism and realism. Even when he knew he couldn’t fight the cancer, his optimism helped him get through each day with a smile. That’s powerful!

I don’t have an uplifting story like Randy’s but I do strive to be as optimistic and passionate about what I do. I’m lucky to have the courage and strength to go after what I believe in and choose a work profession that I have a genuine passion for.

Trish Skram’s advice to a happy, passionate, optimistic work:

#1 Look for the good
If you wait long enough, your clients and co-workers will impress you. Same with situations, events and happenings. This does take patience, especially with the people and or ‘things’ that frustrate and anger you the most, but do know that they will eventually show you their good side. I believe everybody and everything has a good side.

#2 Listen and learn, no matter what
My boyfriend says I’m the best in the world at this. Between you and me, I think he’s just glad I’m there for him and his babbles [I love his rambling, babbling mind]. Honestly though, when you really listen, you absorb so many new things. Make it a personal mission in your line of work to learn one new thing about someone or something⎯it will amaze you how much that one thing can make a lasting, positive impression on you.

#3 Don’t sweat the small stuff
“Great minds discuss ideas; Average minds discuss events; Small minds discuss people.” Eleanor Roosevelt

Life is too short to worry about what everyone else thinks, acts like or does. Don’t be afraid to discuss new ideas at work, express your feelings, bad or good, learn you can’t control everything and understand that everyone has different perspectives and perceptions⎯Really. Don’t let small problems or challenges ruin your day. Don’t worry about it. You’ll be fine.

#4 If you don’t like it, fix it
If you find yourself in a job that truly has no meaning to you or you dread going everyday⎯find out why and fix it. I’ve been there. Again, life’s too short to put so much effort in something not worth the time or energy. Try to find the strength and courage to fix the negative aspects of your job. If that means putting in your two-week notice, great! But if you can’t [because we can’t control everything] go back to #1. I realize that sometimes you can’t just quit. But try to have that passion and optimism if you need to stay. Don’t think of your job as just a paycheck.

So I ask you, do you have passion for what you do? Do you live your life, feeling optimistic and excited to take on a task at work? Would you quit, even if it wasn’t the most popular choice? Now … I don’t claim to love everything about my job. I wouldn’t even say that I do. But I can say that I love having the opportunity to make a difference and follow my dreams. I admire people that actually do, like Randy Pausch has.

Photo courtesy of http://post-gazette.com

Technorati Tags: job, passion for your work, public relations professionals in Wisconsin, Random "Trish" Thoughts, Randy Pausch, Tricia Skram