IFSI's Crisis Action Team is assembled and in place, at your site within 24 hours of your first sign of a pending recall or other major event which threatens your business.  Based on almost every type of scenario IFSI will pull into its team the expert help you need to help solve the tactical and long-term strategic issues facing your company.

 

We are experts on virtually all types of issues facing your business.  The sooner you call the quicker we can go to work to ensure the proper actions are taken to protect your good name, investment and clients.

 

Call 702.523.2068 or 715.723.4915 immediately.  Let us help.

We pride ourselves on performing a vital service to those who face adversity during recalls or other crisis's.  Our Public Relations service interfaces with the media, customers and others to provide you with the time to investigate and resolve the issues at hand.  We strongly recommend you call us as soon as the problem presents itself so that we can control damage and liabilty to your company - every second wasted or untimely decision can worsen the situation and perhaps to the point of permanent damage to you and your company. 

 

IFSI has a proven track record of success.  We know how to talk to the press, your customers and others during difficult times - let us help you by being your Public Relations representative.

 

Please see the enclosed information to help you set the stage (Article written by Dr. Kolb November 11, 2004).

The media can be a problem in your backside or they can be your friend.  Which it will be is your choice.  Read on…

 

The media is looking to make a deadline, what will sell to their editors and in the absence of information will find and print whatever they discover first.  Few reporters want to print an article that tells the story of Red Riding Hood and her grandma.  They want to tell the story of how the big bad wolf ate Red. 

 

Which would you read first? Remember, boring does not sell. 

 

And, reporters will never follow up with how the jury vindicated the wolf.  In other words, fair and balanced go last.

 

We need to view the media under two conditions; Peacetime and Crisis.  Let's take Peacetime first.

 

First condition, Peacetime; there are some good lessons:

 

Lesson 1:  The Risk of Ignoring.  The lesson is, “Always be telling your story!”  a.  Develop a relationship with the press, local and nationwide.  Find reporters who will befriend you and be happy to listen and understand what you do.  In crisis they will know who you are and what you do and will be the first to stand up for you or at least represent the facts in a better light.  They will call you first when looking for information.  b.  Announce milestones, promotions, plant openings, new equipment, new marketing ideas etc through press releases. c. Celebrate successes.  Send a press release when good things happen.

 

Lesson 2:  Reward your customers.  a. Get them in the new releases.  b. Start programs to put them into your company newsletters, send them certificates for achieving milestones or training.  Customers are more willing to come over to your side when the going gets tough.

 

Lesson 3:  Pay attention to your web site.  Fresh news and new information helps tell your story and is the first place many go to get an impression of your business.  Reporters will go there for information on food safety, quality, programs, etc.

 

Lesson 4:  Participate in your community.  Local and industrial.  The community will come to your rescue or at least discount bad news when it surfaces.

 

Lesson 5:  Cultivate new support and reporters all the time.  It is hard to find new support and convince reporters to see things your way.  Do this early and do it often.

 

Lesson 6:  Develop Allies.  Congressman, senators, government officials, experts of all sizes and kinds.  Invite them down for a visit and use the pictures and visit for reporters and in the web site.

 

What do reporters want?

ü       Consumer information

ü       Trends

ü       Pictures and quotes

ü       Local angles

ü       Community participation

ü       Press releases with lots of information backed by footnotes and information on all sides of the issue.

 

In a Crisis the reporter is looking for action, pictures and hard-hitting personal quotes, local angles, a VICTIM, a VILLIAN and a VINDICATOR.  You want to be the VINDICATOR in a Crisis.

 

Remember, the messenger is as important as the message!

 

Second condition, Crisis time; there are some good lessons:

 

Lesson 1:  Rip the bandaide off.  Face the music.  Stalling and covering up are the very worst things to do.  They are defensive actions which telegraph the word VILLIAN.  Be honest and forthcoming; yet show compassion and concern. Be calm, neutral, even-keeled and don’t knee jerk your way into court.  Do not send a rigid corporate message.

 

Lesson 2:  The first steps are vital.  Don’t be a part of someone else’s story.  Remember in school the one who got to the teacher first was always the goody goody student? Tell your story first even if you have not been approached yet.  Get into the first news cycle by reaching out to those reporters you have befriended.  Be consistent, know the facts, don’t cover up or dismiss anything.  Demonstrate commitment.  Tell the story over and over to anyone who will listen. 

 

Lesson 3:  Watch what you say.  The word “investigation” indicates a formal inquiry like the Watergate Commission with an independent board, fact-finding, research, expert testimony, legal proceedings and a formal report.  At the end of the investigation the guilty are hanged.  Also be careful of words like responsible, guilty, wrong, reimburse, someone else did it, etc.  Each of these words carries a high price.

 

Lesson 4:  Demonstrate your commitment to fix the problem.  Tours, new policy papers, hiring consultants, evaluation boards, and more training all show commitment.  Eat your own food on TV.

 

Lesson 5:  Don’t play defense.  a. It high-test gas for the fire and leads people to believe that there really is a VILLIAN and there may be more to come.  b. Don’t visit with someone too late or not at all.  The headquarters at Chi Chi’s waited two weeks to visit the restaurant with the pathogen issue.  The impression made was one of lack of concern. c. Don’t let critics tell your story.  Listen to what is being said and tell your story in their same breath!

 

Lesson 6:  Get to your allies.  Ask for help.  Send a statement to the FDA, newspapers, and government agencies. 

 

Lesson 7:  Anticipate negative spin.  Tell your story and show it by acting responsibly, acting quickly, using good hard data to produce change, using all data to show fair and balanced research and do lots of show and tell to demonstrate your commitment to change.

 

Lesson 8:  Synchronize your messages. a. ...with media cycles, with negative spin, with your changes, with discovery.  b. Be the center of the information cycle.  c. Take the lead on the problem.

 

Lesson 9:  The Company.  Educate and be open with them on the problem.  Ask for their help.  Tell them your plans for change.  Let them talk to the press.  The receptionist is the first person people will talk to – make sure he or she is on board and knows what to do!

 

Lesson 10:  Learn to work with lawyers – COMMON MISTAKES:  a. Watch out for all talk and no action. b.  Hollow message points because they don’t care or really don’t know you.  c. Failure to find people who can help you. d. Failure to think like a consumer.  e.  Stall or cover up tactics.

 

Lesson 11:  Miscellaneous Lessons.  a. Be principled. c. Don’t over reassure. c. If you make a mistake in the crisis be open and admit it. d. Acknowledge uncertainty or concern. e. Show that the change or new process is in place.  f. Don’t set unreasonable expectations.

 

Thanks to Gene Grabowski of Levick Strategic Communications and their resources.