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How to Manage Crisis Publicity

many microphones

What would you do if the local news team or ombudsman phoned or appeared in your office? It could happen to you. Unexpected calls and visits from reporters and watchdogs are made to even the best companies, for unforeseen reasons.

Here is advice from Herb Schmertz on handling the media under adverse circumstances, from his book, Good-bye to the Low Profile. For 20 years Mr. Schmertz was a member of the board of directors and vice president of public affairs for Mobil Oil.

»» Don't let a reporter intimidate you into talking by telling you it's in your best interest to cooperate. He could be right, but the decision should be yours, not his or hers.
»» Feel free to ask the reporter whom else he will interview and what his sources are.
»» Don't allow a reporter to seduce you through flattery or by coming across as a trustworthy friend. In many cases, by engendering a warm, friendly feeling, his aim is to encourage you to say things you shouldn't.
»» Some reporters may use techniques or intimidation such as trying to convince you they are morally superior or represent the public more than you. Your objective is to put yourself on equal footing with the journalist. Remember, you are the expert.
»» Try to avoid saying "no comment."

Don't wait for an emergency to initiate contact with the media. Start now--when there's no story to report.

Treat reporters as you would want to be treated. Don't try to make friends with them, but do try to establish a real relationship so that they can respond to you as an individual instead of as the representative of a firm.

GOOD-BYE TO THE LOW PROFILE. 1986. Little, Brown & Company. Boston.

Mashup Music

man listening

"Mashup" connotes varying products to different industries. For musicians it may denote Mashup MixedInKey. The Digital DJ offers a good review on YouTube. See it below.

Keeping abreast of music and sound creation technologies is important to any advertiser or agency because music makes ads memorable.

Here are five recent studies that confirm the link between music and memory.

Sound, too, has immense power to boost a brand. Find out what the 10 Most Addictive Sounds in the World are here.

Critical task: Ask the right questions

man thinking

What industries are hot?

Of these, which ones are most likely to use our services? Why?

Which of our services are the hot industries most likely to use?

How are we pursuing these specific businesses?

Which of our people can best provide these services?

Specifically, how many of our people does it take to provide ______ to ______?

What will their time be billed?

Is this fee in line with other competitors, including those firms that are not on a par with our length of service (depth of experience)?
••••••••
Is the Internet doing my job?

If so, how can I counter its intrusion?
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How can we improve our website?
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What is the probable effect of the top five franchise successes on my business?

Have these franchises entered my local market yet?

If so, how will their presence affect my clients who are their competitors? List 10 ways you can help your client to outperform this newcomer/up and coming threat.
••••••••
What is the current status of artificial intelligence relative to my field, and what will its effect be on my industry this year? In two years? In five years?

How can we use AI to help our clients?
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What is the state of manufacturing in our area?

How many jobs have been lost? Were they lost to foreign competition or to robotics and smart software, etc?

How will these losses affect our bottom line? Our clients' revenues?

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