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Saturday, June 23, 2007
Be first, but make it right!
We all know he who gets the message out first wins. Everyone else must attack from below--not a favorable point for attackers. The same truism holds if you are trying to correct your own message.Austin, Texas, which prides itself on being a blue county in a red state, a liberal bastion of tolerance and the live music capital of the world, took a huge hit this week. A news release from the police department characterized the beating death of a Hispanic man as being by a mob of black men attending a Junteenth celebration. Local,regional and national news media picked up the story immediately. Austin came off looking racist to the national media and locally, leaders in both the black and Hispanic communities tried to fend off potential trouble.
By Day 3, the Austin mayor and police held a news conference to try to change the words and impression from that news release. The local media picked it up, but the national media ignored the “misstatements” and “further investigation reveals” comments. The city has a black eye and race relations are tenuous.
I’m curious who put wrote the release based on what information and who approved it. But that’s just my curiosity. It won’t change a thing.
The lesson learned is to follow the advice of Texas hero Davy Crockett: “Be sure you’re right, then go ahead.”
Labels: crisis_communications, crisis_management
Comments:
You know, Pamela, you're giving away a lot of useful advice in these communiques and I for one appreciate it.
I'd like to suggest a topic if I may.
What advice would you give an in-house PR team whose bosses either won't take their suggestions,or won't react to their suggestions in a timely manner?