random acts of pr ness

spot(moon)light on getting it right

Friday, March 3, 2017 - 19:36

I’m sure many of you watched in horror earlier in the week when, on the set of the Oscars during the final award, there was frantic scurrying to halt proceedings during the announcement of Best Picture, although not before there was enough time to make three speeches. Within hours there were clever marketing campaigns and a myriad of media stories circling the internet.


I can just imaging the communications team for PwC going into meltdown within seconds, not least because it was live…across the globe.


But, I’m not here to talk about crisis management. Anyone who knows me well, knows that I believe that the preparation that goes into communications shouldn’t focus on what you do when something goes wrong, it should focus on how you make sure it doesn’t go wrong in the first place.


Yes, I’m talking about systems and processes – yawn, right? I bet PwC are wishing they’d put a bit more thought into that right about now.


It doesn’t matter whether it comes down to not having a system for putting the envelope away or whether we think they need to implement a ‘no tweeting while delivering important red envelopes’ policy.  What’s important is that, whatever you do in your business, if you want to do it to the best of your ability you need to put thought into your processes, cover off all the what ifs and make sure you’ve plugged all the holes.


This may be a slightly unpopular statement but, in this case it wasn’t a life and death situation and, as far as I’m concerned, was a passing moment of PR analysis and joking around in the office. But, what if it were a situation where someone is put at risk because you haven’t thought through all the consequences? Never mind the damage to your brand, that’s secondary in my opinion, it’s your conscience you should be worried about.


And, if you’re putting the spot(moon!)light on your social purpose this is a critical area of business to get right. In my opinion, bringing in the experts to run through your operations, get certified and documented is well worth every cent.


But, just a small part of the PR cynic in me believes that maybe, just maybe, AMPAS felt that the red carpet gowns weren’t going to be enough to hold the world’s attention for long enough and needed to find something that would!


If you’d like to read my thoughts on why you should never need crisis communications, drop us a line to get a copy of our White Paper.