Why is Crisis Communication so important for every business?  It's all about protecting the brand.  Warner Bros. and Christian Dior took bold steps in firing two big money-makers, but they really didn't have a choice.  In the case of Dior, there can be no excuse for the anti-Semitic remarks made by famed designer John Galliano.  True, a few of his fellow designers say they abhor the words, but sympathize with the man.  The public, I believe, has a different take and could easily boycott Dior. Oscar-winner Natalie Portman, the new face of a Dior perfume, certainly didn't mince words in her condemnation of Galliano.  Fresh on the heels of her win, Portman has a big platform.  

And could anyone blame Warner Bros. for saying enough is enough from Charlie Sheen?  Who knows what is going on in his mind, but the minds at Warner Bros. have to think about the bigger picture.  While Sheen keeps talking to any reporter who will listen, and tweeting to his heart's content; I believe the public will grow weary of his behavior.  His TV character had charm; real life is another matter.  

When companies face this kind of scrutiny in the public eye, every statement executives issue has the potential to make matters worse.  Behind the scenes many scenarios are being run and risks accessed.  How will the brand be affected if we do "A" instead of "B", or opt to wait it out and hope a bigger story comes along and knocks our troubles off the radar???  

Your company may not be a heavy weight, but you'll feel like the weight of the world is on your shoulders when a crisis hits and the media latches on to the story and won't let go.  The first statement, media interview or news conference is key to maintaining or restoring your firm's reputation.  It really does pay to have your executives trained in Crisis Communication long before a crisis hits.  

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Taco Bell is no shrinking violet.  It was faced with a communication crisis this week amid allegations that its beef tacos are not that beefy.  Instead of panicking, they strategized and took their message directly to news and taco consumers.

In a brilliant move, they disclosed their secret recipe on the Taco Bell web site.  They did not apologize for mixing spices, fillers and water with 88% beef.  The president conveyed the company message in a YouTube video.  

Traditional media was used as well.  Network television interviews were done and full page ads were placed in newspapers. The lawsuit hasn't gone away, but from a PR standpoint, the company has leveled the playing field.  

Every corporate communication crisis is unique. But, industries would do well to take a look at Taco Bell's approach.  While it is too early to tell if sales will fall; I predict this will fade quickly.  It definitely is not as creepy as Wendy's predicament when a woman made false allegations of finding a finger in her chili. It takes time to erase that image from one's mind.
The Taco Bell team used a smart analogy in its messaging; the way Taco Bell prepares its beef is no different than what most of us do at home when we make chili.  That is a simple message consumers should relate to.

Protecting your brand is vital no matter how large or small you company is.  If the first time you think about Crisis Communication is when you are facing a real crisis, you are in trouble.  

Need a crisis communication plan, on-site drill, or executive training?

It's been an ugly election season.  In California we have been bombarded with one negative campaign ad after another. From Meg Whitman's "housekeeper gate" to Jerry Brown's "she's a whore" controversy, voters are left wondering if anyone is telling the truth.  To be sure every major candidate has had some media training.  Those who are more skilled at media interviews and in debate settings, have a definite advantage.  And then there's Christine O'Donnell, the Republican Senate hopeful in Delaware.  It's hard to respond to allegations you are a witch, while being the brunt of jokes offered up nightly by Leno, Letterman and Stewart.  But it wasn't witchcraft that tripped up O'Donnell in her debate against Chris Coons.  She was asked a "gotcha question" about Supreme Court decisions and she had no idea how to respond.  It was a deer in headlights moment.  She should have been prepped for these types of questions.  

In the Arizona and New York gubernatorial races, homosexuality has become an issue. Responding to media request for health records on Arizona Governor Jan Brewer, an aide suggested they look into old reports that her challenger is gay.  In New York, candidate Carl Paladino has demonized homosexuals.  Is this really what voters want to hear about just weeks before the election? Paladino went face to face with Matt Lauer over the issue on NBC's Today Show.  Guess the candidate didn't hear what happened to Tom Cruise when he lectured Lauer.  

Media training is only successful when those being trained are willing to take the expert advice that is offered.   

I just watched a report on WSB-TV (Atlanta) that has me fired up.  An overweight woman was charged $5.00 extra at a nail salon in Lithonia, Georgia, because she is "fat".  Clear cut case of discrimination in my book.  What is amazing is the salon owner did a TV interview and admits what her salon did.  Her excuse?  The special chairs have a weight limit of 200 pounds and cost $2500 to repair.  Kim Tan doesn't think that's fair.  She went on to say, if she had seen the large woman before the manicure began, she would have turned her away.  The humiliated customer plans a protest outside the salon.

If I were giving Ms. Tan public relations advice, I would tell her to apologize publically and announce a change of salon policy immediately. Some free manicures are also a good idea.  I  have been to many nail salons and have seen large women and some men having treatments. Never seen one break a chair yet.  The salon owner may think this story will just go away.  It won't.  Her TV interview only made things worse.  It would have been a golden opportunity to right a wrong.  She blew it. 

Even the largest corporations can blow it when it comes to PR.  Take Disney for example.  The happiest place on earth apparently isn't into diversity, or at least that is the message coming through the latest media reports.  A Muslim employee at Disneyland, who wants to wear her religious headscarf to work, was told to go home or work "in the back".  The company line?  It's a violation of the costume policy.  Really?  It comes off like a violation of religious freedom.  Are Disney visitors really so disturbed by this headscarf that its wearer must be kept out of sight?  Time to reexamine company policy and send a clear message to the public that diversity is embraced and out in the open.

Target is another biggie with PR problems.  There have been protests at stores across the country following reports Target made a hefty donation to a GOP candidate who opposes Gay marriage.  And now some shareholders are weighing in and demanding the company review its policy on political contributions.  Target has taken some steps to calm the PR storm, including negotiating with a gay and lesbian group.  Still the protests continue.  I counted just 4 protestors at my local Target store and no shortage of shoppers.  With numbers like that, the story may seem small, but the longer this goes unresolved, the bigger it becomes. Corporations are playing Russian roulette when they make direct political contributions. Target would, I believe, score major points with shoppers and shareholders by taking a big step and announcing the end to political contributions.  Probably wishful thinking.   

It appears Jet Blue is making the most of a bad situation. While the debate continues whether stressed out flight attendant, Steven Slater, was justified in his on-board rant and quick exit, the airline has just brought back its popular, "all you can fly" deal.  The timing couldn't be more perfect for a company that wants to move on from the mess and get people talking about what's good about Jet Blue.  As a frequent flyer, I wish good manners would replace bad behavior by passengers and some testy crew members on all flights.  As for Jet Blue, I think it struck the right tone, stressing the safety issue in the Slater incident. The jury is still out on the wisdom of "leaking" an internal memo that questions the validity of Slater's story.  On one hand, once picked up by the media, it creates doubts about Slater.  But, what if a credible passenger or flight attendant steps forward  now and backs up his account?  Jet Blue looks like a bully that doesn't support its employees.  From the moment Slater went down that slide, the airline has been in crisis communication mode.  How do you think the executives handled it? And do you have a crisis communication plan in place to help you through the bad times?

While Slater's days as a flight attendant are likely over, his fifteen minutes of fame aren't over just yet.  He's hired a big name PR agent and if rumors are right, may end up with a reality TV show.  His take this job and shove it sentiment could really resonate with viewers. 

Have they all gone mad?  First, BP's Chairman emerges from a meeting with President Obama and tells the world BP is concerned about "the small people".  Then the company's CEO goes  before a Congressional committee and gives some of the poorest answers imaginable.  Next stop for Tony Hayward...a yacht!  Talk about bad PR.

Now comes General Stanley McChrystal and the piece in "Rolling Stone" that everyone is talking about.  Why his PR team would set this up and why McChrystal would give such access to the media is a real puzzle. The general's media rep has already fallen on his sword and resigned.  And perhaps by days end the General will be asked to do the same.  The general is no stranger to controversy and has survived.  But, so openly criticizing the President and mocking the Vice President during a war, is very bad PR indeed.  If the President let's it slide; he is seen as weak.
If he fires the man in charge of U.S. operations in Afghanistan, does he do harm to the mission?  Pundits are having a field day.  President Obama has been criticized by all sides for not appearing angry enough during his primetime address on the oil disaster.  Maybe it's time for Mr. Niceguy to pull no punches.  We know what Harry Truman would do. 

Media experts know that it's both substance and style that impact your message.  Whether you are the President of the United States, the CEO of a fortune 500 company or a solo-preneur, words matter.  And how you convey your message in the media matters.  Apologies after the fact only go so far to repair your reputation.  

A sharp tongue and a hot microphone is a bad combination for a politician.  Too bad U.S. Senate candidate Carly Fiorina had to learn that lesson the hard way.  Now her trash talk about Barbara Boxer's old fashioned hairstyle is taking her off message and raising old stereotypes about "catty", competitive women.  Fiorina didn't spare her GOP friend and gubernatorial candidate Meg Whitman either, questioning Whitman's choice of media interviews. 

Shouldn't someone on Fiorina's team  have helped her out by reminding her she was in a TV studio, wearing a microphone? Before, during and after a broadcast interview, an experienced interviewee will always assume her mic is open.  Fiorina isn't the first politician to get burned and she won't be the last.  But this kind of silliness is a sad way to start off the general election campaign.

Senator Boxer took advantage of this misstep; saying while Fiorina is talking about hair, she is talking about jobs.  Spoken like a media pro.

For more media tips 

As  a media consultant, I offer my clients tips on how to dress for TV appearances.  All white clothing for a TV interview is not good as a rule of thumb.  Fine lines are also out; they often appear "wavy" on camera.  There are many other do's and don'ts.  Too bad Japanese Prime Minister Yukio Hatoyama wasn't clued in before he appeared in public (cameras rolling) in a terribly dated, multi-colored (ugly) shirt.  Not a crime, but critics pounced on it and the PM's poll numbers even fell.  He's accused of being out of touch with voters. 

Remember when our President was ridiculed for wearing high-wasted jeans as he threw out the first pitch at the All-star game?  Both these world leaders have more to worry about than being fashion-forward.  When you are the one in the spotlight, be sure not to let your appearance distract from your message.  If that means getting advice from a media consultant or an image consultant; consider it money well spent.   

If you have a nice blue blouse (or shirt) in your closet, you won't go wrong wearing it during your next TV interview. 

You can't buy publicity like this.  Lane Bryant accused FOX and ABC of refusing to air its lingerie commercial featuring full-busted women wearing lacy bras.  Unless you never watch TV, you have seen countless Victoria's Secret commercials featuring smaller-sized models wearing racy lingerie.  Were the networks using a double standard when they refused the Lane Bryant ad?  There has been a lot of debate about this weighty issue.  Some say, these ads don't belong in the "family hour".  FOX backed down after LB execs claimed the VS ads aired during the 8pm timeslot.  Over at  ABC, executives apparently feel no lingerie ads should run during their family program, "Dancing With the Stars".  As a fan of the show, I can report the woman appearing on the show wear less than the woman in the commercials. And there's plenty of sexy talk. 

Whether you see the hypocrisy or not, one thing is clear.  Lane Bryant came off a winner.  The commercial got plenty of free coverage in news stories on-line and in traditional media too.  Congrats to the PR rep who capitalized on this.