Minimizing Fall-Out

In the world of professional communication, there is a constant flow of emphasis placed on the importance of being proactive. "Let's get out ahead of the story," a pubic relations professional might tell their client. Another will say, "We need to control the message." Those statements and ones like them sound great. They are forceful, dynamic and even carry with them a sense of expertise. Truth-be-told, they are also things that I, myself, have said over the years to folks I have represented. Another truth is that the practicality of these statements often does not match or live up to how they sound.

Getting out ahead of a story usually speaks to a way of handling the anticipated fall-out of a negative story about to be made public. For instance, a candidate is arrested for drunken driving.  Rather than wait for the press to release the information to the public, the candidate's team initiates the announcement as a way of helping shape the coverage it will inevitably generate. Doing so betters their ability to control the information being reported on the public as well as supports the perception they are being upfront and transparent. Without question, such strategies speak to the concept of openness and that, generally, is a good thing.

But does that strategy prevent negative consequences? In the case of a political candidate, does it prevent people from withdrawing their support? The answer to both questions is "no." The ultimate goal of getting ahead of a story and/or controlling a message is to minimize the fall-out. Damage control. Make no mistake, public figures especially will be punished on some level if they mess-up. So, too, will us "regular folk." But by being honest about a misstep, one helps minimize potential negative consequences. That is never a small thing. It is important to remember, however, that those communication strategies cannot and do not completely erase the memory of a foul deed from the public's mind.        

Telling It Like It Is

One way you can tell we are in a presidential election season is because the expression, "telling it like it is" is back as being on the forefront of people's lips. When asked why they favor one candidate over another, the response is often because "he/she tells it like it is." The person doing the asking nods as if the respondee just "told it like it is." But what does such a statement or rationale even mean? What is this person really saying? Four possible answers come to mind: They agree with what the candidate is saying; they comprehend what the candidate is saying; They believe the candidate is being honest and straightforward; and/or they are comfortable with how the candidate speaks.

I take no issue with any of these explanations. Rather, my beef is with the person using one of them to explain their support of a particular candidate. Why not just give one or several or even all of those explanations instead of falling back on a cliche that, at best, is vague in meaning? "Telling it like it is" has devolved into one of those phrases that sounds stronger and more clear than it really is. In the case of the great majority of presidential candidates over the years, one would be hard-pressed not to find one who did not "tell it like it is." What separated them was the amount of support voters gave the content of their remarks.

The irony, then, is that it is the voters who are vague in what they are communicating rather than the candidates. This reenforces the notion that it is a person's meotions that often dictate their election decisions. Consequently, they are not always able to properly articulate the reasons for their voting actions. Thus, what better way to escape close scrutiny than to fall back on some cliche than means less than it implies? Shame on those of us who do that. If we push ourselves to better explain decisions we make, then it seems logical that those decisions will have a greater chance of being more grounded and sound.

Communicating With Sensitivity

For many children, the end of August and the beginning of September mean one thing: the start of a new school year. Summer is at an end as now it is time to once again enter into the routine of rising early, working with teachers and tackling lesson plans. Despite the sameness of this annual ritual, for some it can be a scary prospect. For some children, this involves entering into a new school with new classmates, new teachers, new schedule, and new surroundings. Facing that collective challenge can be pretty daunting. For some, such change can be scary and even overwhelming and something to dread.

For parents with children about to enter a new school and all the unfamiliarity it represents, this represents a real communication challenge. For instance, perhaps the child is leaving preschool where they spent several years with the same teachers and classmates. Now they are about to enter into the world of kindergarten with teachers they do not know. Or a family may have moved over the summer and now the child is the "new kid" in class with no friends. Sure, these scenarios are a challenge for the parents, but they are even more so for the children. It is times like this that grown-ups need to remember that life can be a bit overwhelming for kids.

Also, it is times like this when communicating needs to be carried out with great sensitivity. It is not that children do not want to succeed in this new environment. Rather, it is that they are not sure they can. Their concerns should not be discounted or ignored. Parents should acknowledge them as being normal and justified. Further, the parents should reinforce the a reality that the child is not alone in what they are feeling. For a young child, entering into a new school is no small thing. It is a giant step  toward learning to face the same kind of unknown they will experience later on when taking one new job or entering into a serious relationship. The good news is the great majority of kids do well in addressing this challenge. Their success is made easier when their concerns are acknowledged and their feelings are treated with understanding.

A Cat and A Spool of Yawn

The other day I was watching our cat play with a spool of yawn. (If you are thinking I have far too much time on my hands, then you are right - at least I did at that moment.) Nevertheless, it was fascinating to watch the cat bat around the spool with great zeal and even passion. To the cat, I could not help but think what it was doing then was the highlight of its day and perhaps even week. Also, it got me to wondering as to how often I or any of us for that matter approach something - anything - with the enthusiasm being displayed by the cat as it enjoyed its new toy. For myself, I confess that it has been a while.

Enthusiasm is a key component when it comes to the field of professional communication. To cite one reason, helping a client compose and then distribute a message goes beyond carrying out that straightforward duty. It entails helping a person impart their thoughts and vision to others. This act of opening up to others is no small thing as it exposes that person to being judged, criticized or even dismissed. Yet this is the risk they are taking. More to the point, they are putting themselves in the professional communicator's hands that their message will generate positive results rather than be scorned.

It is one thing to approach an assignment with a can-do sense of determination and diligence. Most of us do that on weekends when tackling our to-do list of chores. However, being enthusiastic about that challenge adds a higher level of attitude that can and does help make the job more enjoyable. Further, when one enjoys something, they are more energetic, creative and committed to the success of their effort. This, of course, benefits the client greatly. Enthusiasm is the difference between approaching something as "just another job" to being more of a labor of love. The more professional communicators can approach their assignments with the level of energy of a cat playing with a spool of yarn, the more it helps them as well as those they represent. 

Dealing With Mistakes

One thing we all have in common is our imperfection. This was the focus of my most recent blog entry. Specifically, that revolved around the challenge many, particularly persons in the public arena, seem to have in conceding they messed up. Privately, of course, we all admit that as easily as fessing up to how often we breath. But put someone in a room full of others, in front of a microphone or on television and suddenly the act of admitting the obvious becomes a "bridge too far." Take, for instance, a spokesman whose role it is to speak on behalf of a political candidate. In that capacity, it is the job of the professional communicator to represent their client in a positive light.

Time to time, however, that straightforward assignment is knocked off track when the spokesman - not the client - says something wrong or not-quite accurate in terms of properly articulating the perspective of who they represent. This happens even with folks who are making a good faith effort to do their job to the best of their ability. The mistake is theirs and not their boss'. What to do? On the one-hand, there is the concern that to admit a mistake reflects badly both on the spokesman as well as their boss. On the other, to not acknowledge a misstatement or deny it ever happened is dishonest and also reflects both on the spokesperson and their client.   

For professional communicators, to actively take part in any kind of cover-up or deviation from the truth is the worst kind of mistake. To all spokespersons, the best thing to do if and when you err is to admit your mistake in a venue that is as widely seen and/or read as the one where the original goof occurred.  People make mistakes cause that is the way we imperfect beings roll. The public understands that because they, too, carry with them the mantle of imperfection. The trick is to simply be honest about. Being honest in such a situation is what reflects best on both the communicator and their client.   

Admitting Mistakes

One of the first fables many of us hear growing up is the one where a young George Washington confesses about cutting down the family cherry tree. ("Father, I cannot tell a lie. I cut down the cherry tree," our first Commander-in-Chief supposedly said.)  There is, of course, no evidence that this actually happen. Still, it makes for a great story, especially when one is trying to instill in the minds and hears of youngsters that honesty is, indeed, the best policy. Closer to the truth is, if such a conversation had occurred, Young George probably would have said something like: "Father, I cannot tell a lie. It was my little brother who cut down the tree." or "I don't know how that happen." or "I didn't do it."

No offense to President Washington, but the truth is none of us likes getting in trouble. Further, we do not like admitting that we have erred or messed up in some way. Our own internal drive to be well regarded and accepted by others as well as to feel good about ourselves make it difficult to, in a sense, fess up about something. The result is, at the least, we struggle with admitting mistakes, we come up with a litany of excuses to justify our missteps or we simply deny having said or done anything wrong even if evidence points to the contrary. This does not make us bad. Rather, it makes us what we are: flawed.   

In the world of communication, for persons to gain success and respect, it is imperative that one overcome what I view is our natural inclination to admit error. We see such a phenomenon played out on a regular basis as public figures and their spokespersons struggle with or try to wiggle out of admitting either getting their facts wrong or saying something they should not have. As one human to another, I feel their pain. But as one communicator to another, I have little sympathy for them. Being credible is the essence of being an effective communicator. Behaving in any way that cuts into that vital ingredient is unacceptable.   

Cloak of Responsibility

In all the years I have been doing this blog, I have made a point of keeping politics out of the discussion. With a few exceptions, I have tried keeping my own political views to myself. For one reason, as there are already tons of blogs where people spout off their political leanings, the last thing the world needs is another one.  And, secondly, one focusing entirely on communication and its impact on our lives, my reasoning goes, is more unique and perhaps even of benefit to some folks. Yet as I write, our nation's current presidential campaign is in full-throttle. As a result of the dangerous rhetoric from one of the candidates - Donald Trump - I want to share a couple of observations.

I begin with recent Trump's recent indirect call for his opponent, Hillary Clinton, to be assassinated. Even though Trump later claimed to be making a joke, the fact his initial comment for supporters to consider a "second amendment solution" when it comes to Clinton is the height of irresponsibility. (The second amendment, of course, provides citizens with the right to bear arms.) Words matter. Yes, this straight-forward truism has been stated many times before. It bears repeating now. When one becomes a presidential candidate, they step into a rare place where the possibility of their becoming leader of the free world is quite real. The result is what they say and do matters. For good and bad, it affects people and inspires them to take actions to help their candidate win. That, after all, is the whole point of campaigning. 

Trump seems oblivious to the grave cloak of responsibility he has taken on following his becoming the Republican Party's official nominee. He remains of a mind that he can continue to say pretty much anything that pops into his mind without regard for the possible consequences. This is not unlike becoming a parent or spouse. When one moves into one of those roles, what they say and/or do is no longer just about them. All they communicate has impact. The same holds true when becoming a presidential nominee except on a much broader scale. His irresponsible words have taken the current presidential campaign into an ugly level where now both candidates are now at greater risk. Words matter.  

Wild Card Clients

In pretty much every text book about public relations, the authors discuss the relationship between the practitioner and their client. The two discuss the client's outreach goals, outline a game plan resulting in the achieving of the goals, and then establish a budget and timeline to make it all happen. Part of the plan involves actions to be taken by the client, including talking points they should follow when interacting with the public, including the media. As put forth in the texts, though complex, this process is pretty straightforward. The practitioner and client are in-sync, thus making the implementation of the ultimate plan a simple matter of execution.

But what happens if the client is not all that cooperative? What happens if they refuse to follow the advice of the public relations professional? The client says what they want and when they want to with little regard for what has been previously discussed and agreed upon? They are, in essence, a wild card. What does the public relations practitioner do then? What options does the practitioner have when their advice is ignored? What do they do if rather than being proactive in their planning and activities, the bulk of their time is spent cleaning up after the client, putting out one brush fire after another?

Unfortunately, there are no easy answers to these questions. Even quitting is not an easy solution as such a step carries with it the possibility of hurting the reputation of the professional communicator. Short of that, the practitioner is left with the uphill challenge of continuing to give their client the best advice they can and content themselves with having to constantly connect with reporters and key members of the public to ensure how they report and/or interpret the client's remarks comes close to reflecting the talking points earlier agreed upon. There is also, of course, coming to grips that with wild card clients come late nights and gray hairs.    



   

Dueling Feelings

It is a big day for the wife. Her birthday. She wakes that morning with excitement and the hope that those around her will make it a special day for her. Her husband wakes with plans to cater to his beloved and give her as many smiles as he can on this special day. A house guest, the wife's mother, is in town specifically to help make her daughter's birthday one to remember. It is one of those rare days when multiple people under the same roof enter into a new day with hopes very much in-sync. They are united in their desire for a most happy day. What, as the old saying goes, could go wrong?

The wife awakes with the expectation that her wonderfulness will be the main focus of those around her. The husband wakes only to learn that there is a work-related emergency that he must address. The visiting mother is tired from her trip and decides not to wake with the other but instead sleep late. The result is suddenly there is a division in the feelings of the three people. The wife is disappointed. The husband is frustrated. And the visiting mother is focusing on her own needs. The morning hours tick by and the wife begins feeling angry as she is feeling ignored and not very special. The husband is increasingly annoyed at having to contend with problems on a day-off that were not his doing And the visiting mother, finally awake, is feeling good about her decision to sleep-in.

The feelings of each individual grow to the point that the three are no longer in unison. Where once there was harmony there is now division. This scenario is not all that uncommon. Often times people begin days or projects or enterprises with similar goals, expectation and even feelings. But then life's unexpected twists and turns happen and suddenly people are knocked off balance. Their focus is no longer on the same thing. What is the best way to handle such an ordinary situation? The answer is found in one word: communicate. In times of disruption or ground-shifting, the best way for folks to cope and successfully contend with the unexpected is to be vigilant about what they are thinking, feeling and focusing upon. None of this is easy during times of stress, but it is vital if that stress is going to be kept to a minimum.