The TASC Group

The TASC Group

Ohio Train Derailment: Public Relations in Holding Institutions Accountable

On February 3, 2023, the freight train derailment in East Palestine, Ohio resulted in alarming amounts of toxic chemicals released into the atmosphere and subsequent evacuation orders. In a town where residents were already facing socioeconomic obstacles, this disaster exacerbated safety and quality of life concerns.

Nearly a year has passed, and residents continue to face disarray. Many are residing in motels due to legitimate concerns, either fearing to return or facing official prohibitions during the ongoing cleanup. Even those who have returned express significant apprehension about the quality of air, water, and soil. Some have reported worsened health problems, going so far as to describe living there as similar to being in an apocalyptic movie.

Property value reduction, long-term health ailments and mental health issues are just a few causes of distress for residents. This incident sickened and displaced many in the community. It catalyzed previous conversations about safety precautions and the location of such railroads which are disproportionately placed in lower-income, often Indigenous, communities of color.

Part of a Larger Issue

While derailments have decreased by more than three quarters since the 1970’s according to federal data, large freight railroads have seen an increase in derailments in five of the last seven years. Large freight railroad companies began introducing precision-scheduled railroading in 2016 to enhance efficiency by running fewer trains on tighter schedules. Intending to cut expenses, trains tend to be longer and heavier to transport as much cargo as possible. Tighter scheduling to cut costs could arguably be the cause of increased human error, equipment and track failure.

Despite historic activist outcry regarding train route placement in marginalized communities, industry leaders say that most derailments occur within the confines of rail yards and make public statements focusing on train safety in comparison to other modes of transportation such as driving. This deliberate disregard for ostracized community concerns is unfortunately common practice by many corporations and public officials.

The Biden Administration made a statement committing to visit East Palestine but has not followed through and has continued to defend its response to this toxic freight train derailment, even as local leaders demand increased efforts and clarity around the long-term effects of the disaster.

The Value of PR in Crisis

When disasters happen as a result of corporations’ carelessness, public relations is often thought of only in terms of damage control for the company responsible. But PR practitioners are also responsible for utilizing their expertise to aid the communities impacted by such tragedies.

PR professionals play a significant role in crisis communications, especially concerning the initial and long-term response to such events. During the initial phases of a crisis, PR professionals must work with journalists and their clients to galvanize public awareness and financial contributions. Long-term responses involve recognizing the reality that our world today is afflicted by a plethora of problems that deserve attention and require resources and thus doing our part to ensure that those affected are not forgotten.

In the case of the train derailment in East Palestine where the long-term health implications of this event are largely unknown, pushing for thorough monitoring of the water and air quality is critical. Long-term coverage, media attention and connecting media to those on the ground who can tell their stories is paramount to holding Norfolk Southern Corporation accountable. We must put pressure on government officials to enact better safety regulations and to address the socioeconomic implications. A primary responsibility in this response must also be to encourage continued research into health hazards associated with spilled chemicals such as vinyl chloride and phosgene.

The issue of train derailments has been a historic point of contention, often affecting communities already facing additional deprivation and disparity. PR for situations intertwined with oppression such as this involves amplifying community voices, extending our resources, connecting with our audiences to encourage additional assistance and monitoring media and social platforms for the vocalized needs of those impacted.

The Power of Intentional PR 

As we move forward, we must keep those affected a priority by encouraging our clients to contribute when appropriate. All the while, no initiative should merely be intended for press opportunities. As with the PR tactics surrounding any tragedy, the intention must be to benefit those impacted by raising awareness and resources, magnifying the needs of the affected community and educating the public on ways to prevent similar events.To learn more about how TASC can help advise your organization on intentional and purposeful messaging during a conflict, check out our PR and Communications services.

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George Santos, a Web of Lies and The Rise of News Deserts

Who is George Santos and What Did He Do? 

As the 118th Congress convenes for a new session, one story has drawn particular public intrigue and outcry: the election of a relatively unknown GOP candidate in New York’s 3rd Congressional District. Earlier this December, The New York Times published a lengthy expose revealing that Congressman-elect George Santos had significantly embellished his political and personal biography. Some of the more outlandish findings include the candidate claiming to have received a degree from Baruch College, to have worked with CitiGroup and Goldman Sachs and to be of Jewish descent. All of these claims proved to be false. 

While the legal implications of Santos’ lies are still evolving, this case illustrates the decline of a vital American institution: local media. To many constituents, the Santos allegations seemed to come out of nowhere. But, the story was actually broken months earlier by a small local paper, The North Shore Leader. In an environment where most voters have adjusted to receiving daily news from national publications and social media, this hyper-local story barely registered. To understand how we got here, we must examine the state of local news in 2023. 

What Is a News Desert?  

A news desert refers to a community that has limited or no access to local newspapers. The term news desert may sound strange and dystopian, but for roughly one-fifth of Americans, this represents a dire reality. Approximately 70 million Americans live in a community that lacks a local paper or is at risk of losing one. As news increasingly migrates to the internet, traditional print media has struggled to adapt. After all, print media rely on advertisements to cover their overhead costs for staff and production. 

With most people opting for free, online sources to gather their news, local dailies are losing advertising dollars and struggling to make up for the lost revenue. From 2000 to 2018, daily newspaper circulation fell to half of its original rate. Between 2008 and 2019, newsroom employment dropped by 51 percent, representing 30,000 less reporters. In the last 19 years, 1,800 local newspapers have shuttered for good.  

What Are The Implications of a News Desert?  

For democracy, this decline portends stark implications. In a 2018 study by the Brookings Institute, researchers found that government borrowing increased between five and eleven percent when politicians were allowed to operate unchecked by local journalists. Another report by the University of Chicago links steep declines in voter participation rates to communities where congressional representatives were not covered by the local press. 

How Did News Deserts Help Santos Win? 

As Long Island voters, journalists and pundits alike wonder how such an obviously flawed candidate could win election to the nation’s Congress, they should look no further than their shuttered local papers. In an environment where voters go to social media for daily news and national outlets for local updates, the North Shore Leader’s story was totally overlooked. As a result, the Santos story was missed and the voters of New York’s 3rd Congressional District elected a con man.

The TASC Group is headquartered in New York City and built on a bedrock of progressive politics. Over two decades of grassroots community outreach and social advocacy, the team has worked with dozens of reputable political organizations across New York State, including United Way of New York City and the Bronx Rising Initiative. Local news is a pivotal factor in combating the spread of misinformation and preventing the rise of demagogues like George Santos. His rise is a lesson for social changemakers to support local media and engage with local politics.

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Public Relations in Advancing Environmental Justice

In our current era, the ominous specter of escalating climate change and the relentless onslaught of natural disasters have thrust the imperative of environmental justice into the forefront of the global consciousness. The challenge at hand extends beyond the mere reduction of carbon emissions; it necessitates a collective effort to sequester existing carbon and address the multifaceted impacts on communities around the world. As public relations professionals operating within the nonprofit sector, our role becomes increasingly pivotal in not only understanding but also effectively communicating and mobilizing support for environmental justice initiatives.

Building Momentum Through PR

The power of public relations lies in its ability to shape narratives and catalyze action. By strategically leveraging public relations strategies, we can build momentum around environmental justice issues, capturing the attention and support of clients, donors and stakeholders. In an era where social justice considerations weigh heavily in the decisions of individuals and organizations regarding the causes they support, it is crucial to maintain a focus on the cause itself rather than succumbing to the allure of self-promotion. True dedication to making a meaningful difference, rather than seeking mere notoriety, forms the bedrock of impactful PR campaigns in the realm of environmental justice.

Learning from History

History serves as an instructive guide, and the Love Canal incident in Niagara Falls stands as a testament to the power of public relations advocacy in the realm of environmental justice. The Love Canal Homeowners Association (LCHA) effectively utilized PR to address the detrimental health outcomes resulting from chemical waste dumping. Prioritizing resident concerns in their communication, LCHA succeeded in securing a $20,000,000 settlement for affected residents. This historical precedent underscores the efficacy of strategic public relations efforts in achieving justice for communities impacted by environmental crises.

Addressing Disparities in Impact

A fundamental aspect of advancing environmental justice is the recognition of the disproportionate impact of climate change on lower-income communities, communities of color and Indigenous communities. As PR professionals committed to environmental advocacy, acknowledging and addressing these disparities is not only an ethical imperative but also a strategic necessity. By incorporating PR strategies that amplify the voices of marginalized communities, we strengthen the fabric of environmental justice campaigns and foster a more inclusive approach to advocacy.

Crafting Hopeful Communication

In the face of the often bleak discourse surrounding climate change, effective communication that provides hope becomes essential. The role of public relations extends beyond mere information dissemination; it involves crafting narratives that inspire and uplift. By highlighting clients’ environmental progressions and showcasing tangible positive outcomes, PR professionals contribute to a more optimistic narrative, fostering engagement and instilling a sense of collective responsibility.

Elevating Human Stories

In a media landscape saturated with information, human stories emerge as powerful instruments for connecting with audiences on a profound level. Elevating the voices of individuals positively impacted by environmental initiatives humanizes the climate crisis. By integrating real people and their stories into PR campaigns, professionals can create a more relatable and compelling narrative, resonating authentically with the target audience.

The Role of PR in Achieving Environmental Justice

As we fervently strive for advancements in environmental justice, the role of effective communication through PR becomes a linchpin for maximizing mitigation efforts. By strategically employing public relations to educate, inspire hope and amplify the voices of those affected, PR professionals find themselves at the forefront of catalyzing the transformative changes needed in our approach to environmental challenges. The TASC Group has worked with several major environmental justice campaigns, to learn more about how TASC can work with your organization, please visit our website and review some of our grassroots case studies.

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The Importance of Content Creation for Clients

The worlds of public relations and communications are multi-faceted. One of the most important parts of the industry is getting to know the inner workings of your clients so that you can create content that successfully bolsters their reputations and garners positive media attention.

Traditionally, ways of creating, sharing and viewing client content were limited to drafting op-eds, pitch materials and creating fact sheets, among other information providing collateral. As of late, PR and communications professionals have been looking to social media platforms to strengthen their strategies. LinkedIn, Meta (Facebook), Instagram, TikTok and Pinterest are among the most relevant social media networks from a PR perspective.

The benefits of traditional content creation still hold true. Op-eds and blogs are great ways for the public to gain insight through the media into a client’s opinions, thought processes, etc. on different subject matters and can lead to thought-leadership opportunities and partnerships with other like-minded individuals or organizations. The same goes for pitch materials, particularly with quotes or citations, and fact sheets with client information.

Social media has become an integral part of PR and communications plans for many organizations. The content created and social platforms used are dependent on the type of client. Nonprofit, social advocacy, legal and financial clients are more likely to use LinkedIn, Meta and Instagram, while fashion, beauty and consumer/lifestyle brands are likely to add TikTok and Pinterest into the mix.

For example, BlackRock, an American multinational investment company effectively uses LinkedIn to stand out as a thought-leader and advertise their services. Their content consists of infographic clips as well as testimonials. BlackRock knows their audience well, which allows them to curate specific content and decide which social media platforms to utilize. The company understands their audience exists on LinkedIn and is interested in reading niche blogs and learning financial jargon.

ASOS is a British online fashion and cosmetic company with over one million followers and 14 million likes on TikTok. They know a lot of their demographic resides on TikTok. ASOS follows all the trends and is very aware of what their audience wants to see. Their videos are lightly edited which make them more relatable and re-creatable to the audience. They advertise their products through  videos of unboxings and styling people in creative environments.

The consumer’s attention span is decreasing due to the rise of social media. People do not want to read long posts or videos, but instead get their information quickly. Knowing the client’s target audience and understanding the idea of palatable content will lead to successful media campaigns. LinkedIn posts for one audience may not work for another, strategies are subjective. It is crucial to understand where a client’s demographic resides in order to produce the best content.

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How the #PSL Became a Cultural Icon

The PSL Phenomenon

Nothing is more seasonally relevant to the marketing world than the pumpkin spice latte, commonly referred to as the “PSL.” Once the leaves start turning orange and the weather gets chilly, coffee shops from big chains like Starbucks to local cafes have pumpkin spice flavored coffee blends and syrups for their customers to enjoy in their drinks. No other food or flavor has gripped the nation so strongly, with not even peppermint compared to the fall favorite. Although the pumpkin spice latte is an icon within the food and beverage industry, it has ascended as a cultural symbol, and even personality for some, due to an incredible social media and public relations strategy.  

How The #PSL Grew in Fame

While the fall favorite drink has been popular ever since it was created in 2003, it started to blow up on social media in the early 2010s. When Starbucks created @therealPSL, a personification of its pumpkin spice latte, the “PSL” really became a fall beverage of choice and identity for some. The way in which Starbucks engaged with its audience on Twitter and Instagram through the @therealPSL introduced a cultural movement. The coffee conglomerate originally created the fun character as a PR strategy to remind everyone they had conceptualized the hype behind the fall beverage but ended up building something even bigger than a reminder.  By creating a personality for the beverage, consumers began to see the latte as a symbol for fall. 

The social media account was carefree, and despite promoting its brand to its followers, it felt less like a business and more like a movement. By personifying the drink and replying to consumers as the character, it created a relationship with its audience and an enticing story that only increased the interest in #PSLs. Despite the pumpkin spice craze, the media reception was not always positive. During the time #PSLs went viral on social media, a negative stereotype about the drink popped up, identifying it as a part of “basic culture.” 

How Starbucks Spun Negative Press Around #PSL

The idea of “basic culture” essentially meant that the latte was no longer unique to its audience and was just another flavor of coffee. However, the brand never alienated its audience because it never directly addressed the negative connotation. Instead, Starbucks embraced the “basic culture” and stood its ground by poking fun at the stereotype through indirect captions such as “hitting up a yoga retreat.” In response, the audience also leaned into the stereotype by referring to themselves as “basic” in captions with the popular hashtag.  

The way the coffee conglomerate embraced the negative critiques and turned it into positive commentary is a great example of how a brand can utilize negative publicity to uplift its reputation. The drink has become such a fall staple that Starbucks has sold hundreds of millions of pumpkin spice lattes since it introduced it to customers 20 years ago in 2003. The seasonal drink is popular not just in terms of physical sales or monetary value, with an estimated revenue of $802.5 billion, but is also consistently viral on social media. In fact, during the fall #PSL is tweeted about 3,000 times a day.  

Lessons from Starbucks

The secret to Starbucks’ success in creating a cultural symbol out of its product is through engagement with its audience on social media. While it would be difficult, or even impossible, to ensure the creation of an iconic symbol out of a product, brands can definitely learn useful tips for reputation management and media-relationship building through the example of the #PSL.

The TASC Group understands the role that storytelling and audience engagement play in defining an organization’s message. For this reason, our team works diligently to capture a client’s unique voice to develop authentic communications and messaging on their behalf. To learn more about The TASC Group’s services and past offerings for your team, please visit our website and review some of our case studies.

 

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How to Manage Public Relations in Times of War

The Russia-Ukraine war has gripped the world’s attention, dominated media headlines and captured the concern of people worldwide. As the conflict unfolds, companies are stepping forward to express their solidarity with Ukraine through various measures, ranging from providing free housing for refugees to halting business operations in Russia. Amid these tumultuous times, public relations professionals find themselves at the forefront, advising companies on how to navigate the delicate balance between corporate engagement and genuine support for a humanitarian crisis. 

Here are key guidelines to consider when managing client queries during such challenging times.

Three Things to Consider

1. Advising Against Self-Promotion

One crucial piece of counsel for companies seeking to engage with the ongoing conflict is to fervently advise against any form of self-promotion during times of crisis. Attempting to capitalize on a war, especially for financial gain, can lead to severe backlash and reputational damage. Media scrutiny is intense, with reporters quick to identify and criticize any attempts at leveraging a humanitarian crisis for personal benefit. An insightful Buzzfeed article highlighted instances of responses to the Russia-Ukraine war being labeled as “cringe-worthy” and “insensitive,” such as an author urging people to buy his book. As PR advisors, it is imperative to conduct a thorough risk-assessment exercise, outlining potential concerns and ensuring that the company’s actions are aligned with ethical standards.

2. Staying in Their Lane

Encouraging clients to stay in their lane is a fundamental principle when navigating political discourse. While expressing humanitarian support for Ukraine is commendable, clients should refrain from putting a tangential spin on geopolitical matters, especially when they lack genuine expertise or insight. Proactively pitching clients to speak on issues outside their domain can reflect poorly on the brand and may be perceived as opportunistic. Instead, public relations professionals should recommend that clients avoid inserting themselves into conversations that have not sought their input, maintaining a focus on genuine and relevant contributions.

3. Establishing Standards for Cause Support

With multiple conflicts occurring globally, it’s essential to discuss standards for engaging in political and social discussions with clients. The media’s prioritization of certain conflicts over others is a reality, and clients should be aware of the potential consequences of their public stances. Candid conversations about the company’s guidelines for participating in discussions related to human rights and political matters are crucial. Inconsistencies, such as publicly supporting one conflict while discouraging internal discussions on similar issues, may expose the company to accusations of double standards. Proactively setting guidelines and adhering to them ensures that the client’s engagement is transparent and less susceptible to reputational damage.

Public Relations is Important in Conflict

The role of public relations professionals in times of war goes beyond traditional communication strategies; it involves ethical guidance and responsible engagement. By advising against self-promotion, encouraging clients to stay within their expertise and establishing clear standards for cause support, public relations professionals can help companies navigate the complex landscape of global conflicts while preserving their integrity and reputation. In an era where corporate responsibility is under constant scrutiny, thoughtful and principled engagement is paramount.

Have questions about how to handle your messaging during a conflict? Need a strategy on how to reach your audiences during unrest? Check out our PR and Communications services, and see how TASC can help.

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Networking For Young PR Professionals

As we navigate the professional landscape in 2024, networking stands tall as an indispensable cornerstone in the journey of young professionals, especially in fields like public relations where its significance is particularly pronounced. The evolution of networking has mirrored the dynamic changes ushered in by the digital era, adapting to the demands of a technologically driven world. The act of establishing connections within the industry remains a linchpin, offering a myriad of advantages, from securing new client work to unveiling job opportunities, receiving referrals, finding mentors and gaining invaluable insider intelligence. 

Recent statistics reinforce the pivotal role of networking, with a staggering 80% of job placements attributed to the strategic channels forged through professional connections.

Where to Get Started

Traditionally, events and conferences in public relations have been revered as prime arenas for networking, fostering meaningful connections through face-to-face interactions, especially as a young PR professional. However, the advent of the internet has transcended these physical boundaries, leading to a new era of online networking. 

Platforms such as LinkedIn have emerged as powerful tools, reshaping the landscape and empowering young professionals to expand their reach exponentially. Cultivating an online network that spans past internship contacts, professors, employers and colleagues has become a strategic imperative. This paradigm shift is particularly evident in the job application process, where leveraging online networking by connecting with current employees provides nuanced insights into company culture, thereby amplifying the potential for a lasting impression during interviews.

Four Steps for Success

Navigating the intricacies of networking in 2024 is an art that demands strategic finesse. Preparedness remains the key, instilling confidence in interactions and fostering relationships organically. To capitalize on networking opportunities, these timeless tips continue to hold sway:

1. Make Authentic Connections

Creating lasting impressions remains the primary goal, with authenticity taking center stage. The emphasis lies in genuinely understanding and connecting with individuals beyond superficial exchanges. Identifying shared goals and interests remains crucial, laying the foundation for meaningful conversations that contribute to the development of a robust professional relationship.

2. Show What You Can Offer

While the immediate inclination may be to assert personal needs, the current strategy continues to emphasize showcasing what one can offer to others. This approach, rather than being overt about personal goals, establishes goodwill. Networking is viewed as a reciprocal and mutually beneficial exchange, where both parties contribute to each other’s success, creating a symbiotic professional ecosystem.

3. Let the Other Party Speak

Being armed with thoughtful questions demonstrates genuine interest in the other person’s work and experiences. Allowing the other party to share insights, advice and feedback contributes to a balanced and meaningful conversation. The significance of questions regarding their duration with the company, required training for the position, and the overall company culture remains, fostering engagement and enriching the networking experience.

4. Follow-Up

In the dynamic and crowded networking environment of 2024, differentiation is crucial. Following up after an initial meeting, whether through email or LinkedIn, retains its status as an effective strategy. This not only reinforces the connection but also provides an opportunity to express gratitude for the interaction and convey continued interest in maintaining the relationship. A thoughtful follow-up holds the power to leave a lasting impression, setting the stage for future collaboration or engagement in a fast-paced professional world.

The Value of a Good Network

In the contemporary professional landscape, building a robust network transcends the mere showcasing of skills; it involves creating a memorable and enduring presence within the industry. Confidence in one’s work, coupled with effective self-presentation, enhances the likelihood of establishing meaningful connections that stand the test of time. The development of a strong network remains a valuable asset, offering ongoing support, guidance and opportunities throughout one’s professional journey. 

As a young PR professional in 2024, investing time and effort in networking continues to be a steadfast contributor to a fulfilling and successful career trajectory, unlocking doors to a world of possibilities and growth in an ever-evolving professional landscape.new client work, job opportunities, referrals, mentoring or having insider intel. In fact, a study conducted by The U.S. Bureau of Labor and Statistics found that 85% of jobs are filled by networking!

The opportunity to network can happen at any PR event or conference, so make sure to take advantage of these moments when they present themselves. Aside from attending networking events in person, thanks to the internet you’re now able to network right from home! LinkedIn is one of the most popular sites when it comes to business networking; adding past internship contacts, professors, employers and colleagues can be a great start to building your online connections. If you’re interviewing for a job at a company, don’t be afraid to connect with one of their current employees and strike up a conversation on their experience with the company and what got them to their current position.

When networking it’s important to make yourself memorable. Being prepared can help you feel confident in your interactions and help relationships form naturally. Follow these tips:

  • Make authentic connections: Creating lasting impressions is the main goal. This will come easier if you take time to talk and get to know the person versus a brief chat. Try to see how you could both benefit from the connection and find shared goals and interests to strike up a conversation.
  • Show people what you can do for them: While you may be tempted to be forward about your intentions whether it is to land a job or an interview, offering your help instead will make them want to help you in return. Remember, networking should be mutually beneficial for both parties.
  • Let the other party speak: Make sure to come prepared with a few questions to ask the other party about their work/company. If you take over most of the conversation, you leave no room for them to share any advice, feedback or questions they may have for you. Asking questions like these can help the other person feel like you’re interested in what they have to say:
    • How long have you been with the company?
    • What type of training did you need for this position?
    • How is the culture of the company?
  • Follow-up: The chances that the person you are trying to connect with is also being pursued by several other people are high. Especially at a networking event, it can be hard to keep track of who is who. Getting their email or connecting with them on LinkedIn and sending them a message shortly after you’ve met can help secure a lasting impression.

While your skillset is important, building a strong network of those in your field and making a name for yourself can be a huge advantage for your professional career down the road. Remember to be confident in your work and practice presenting yourself, and you’ll have no trouble gaining connections.

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PR Nightmares and How to Avoid Them

With Halloween just around the corner, there is no better time for us to revisit every communications professional’s worst fear: PR nightmares. Whether it be cringe-worthy performative activism (think Kendall Jenner’s 2017 Pepsi ad) or failure to be transparent with consumers, PR nightmares can take many forms and require communications professionals to quickly shift gears into crisis mode to protect their client’s image. Despite increasing corporate social responsibility among companies and brands, this year had no shortage of PR nightmares.

Notable PR Nightmares

Tropicana

Back in December 2020, Tropicana launched its #TakeAMimoment social media campaign which encouraged parents to share how they take breaks amid the struggles of pandemic parenting. The company insinuated that one way parents can relax during their downtime is by enjoying a Tropicana mimosa. While intended to be a light-hearted nod to how having children at home 24/7 drove many parents up the wall during school closures, the campaign offended many consumers who found it extremely insensitive given the dramatic increase in alcoholism during the pandemic. For example, Klen&Sobr, a recovery pod organization, tweeted: “FWIW, the campaign didn’t “imply” alcohol was the answer… it was *explicit* in demonstrating that hiding from one’s family —including leaving young children unsupervised— to drink alone was the answer. I’m gonna need to #TakeAMimoment to process your weak apology.” The company apologized shortly after the backlash stating that it had not meant to “imply that alcohol is the answer.

McKinsey & Company

Renowned global consultancy McKinsey faced widespread backlash after it was revealed that the group had aided Purdue Pharma in driving sales of OxyContin, a highly addictive prescription pain killer and a key driver of the opioid epidemic, which has contributed to the deaths of more than 450,000 people over the last two decades. When it later came out that top consultants at the firm had discussed destroying documents related to their work with Purdue, the outrage only intensified. McKinsey received public criticism from top politicians such as New Jersey Governor Phil Murphy as well as from former employees. The company issued a brief apology statement on its website, something it has rarely done in the past. Despite McKinsey’s half-hearted attempt to escape accountability for its actions, the company ultimately settled out of court for nearly $600 million for its involvement in the marketing of OxyContin. Given that McKinsey’s annual revenue is estimated at a whopping $10 billion by Fortune, one might argue that the settlement is not true accountability.

Governor Cuomo’s Resignation

Former New York Governor Andrew Cuomo announced his resignation in August 2021 after 10 years in office amid numerous allegations of sexual misconduct and a sexual harassment report from the attorney general’s office which found most, if not all, of these allegations to be true. In his last press conference, the former governor failed to take responsibility for his actions by insisting that he never intended to do any harm and suggesting that the allegations were “politically motivated.” Similar to the case of McKinsey, Cuomo’s attempt to evade accountability for his actions was received very negatively by the public, costing him his career and reputation. Cuomo’s fall from grace was especially jarring to the public due to his leadership during the pandemic – he won the country over by portraying himself as a man of integrity and transparency only for it to be revealed that the image he had carefully cultivated for himself was an illusion designed to conceal an abusive work culture and predatory behavior. A large part of the backlash Cuomo received from the public stemmed in part from a feeling of betrayal that he was not the upstanding leader he had convinced the country he was.

How to Avoid a PR Nightmare

These three crises are all very different in nature. McKinsey and Andrew Cuomo’s crises resulted in very real harm to those involved. Tropicana’s poorly worded advertisement was distasteful at best and offensive at worst. Interestingly enough, Tropicana’s crisis held the least consequences for the public, yet it was the only actor in all three cases to issue a genuine apology. This is largely because admitting wrongdoing in both McKinsey and Cuomo’s cases would result in legal and financial consequences in addition to reputational consequences. It is also in part due to the fact that the bigger the mistake is the more difficult the apology. So how can companies and individuals avoid making these dire mistakes that harm so many?

Clear Communication

Leaders and organizations should always be sure to communicate openly and honestly with the public. This means using intentional language in advertisements and on social media and being thoughtful about the repercussions of the messaging being communicated to the public.

Transparency

Companies and public figures should never hide pertinent information about their product or platform from the company. However, if something is hidden comes to light, the involved individuals and brands must come clean as soon as possible rather than attempting to further cover up past mistakes. Lying to the public will only cause more damage to the brand or individual’s reputation and its victims.

Accountability

When caught in a crisis, it’s imperative that organizations and individuals respond swiftly, taking accountability for their actions and apologizing accordingly.

Think of Your Audience 

At the end of the day, the best way to avoid PR nightmares is for brands and individuals to prioritize the wellbeing of the consumers and audiences they serve. This means listening attentively to your audience’s needs, concerns and feedback, and responding with genuine care and consideration. It means being transparent about business practices, product quality and any potential risks. It means taking responsibility for mistakes, swiftly addressing issues, and implementing measures to prevent recurrence. Explore our comprehensive range of PR and Communications services to discover how TASC can assist in avoiding and navigating a PR nightmare.

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Dear CEOs, media relations isn’t a DIY job…and you don’t want it to be

What Happened to Blade? 

Two years ago, news broke that Blade, an aviation startup similar to a ride-sharing app offering helicopter rides, invented a person – their spokesperson. For three years, Blade maintained the existence of an invented staff member named Simon McLaren. He regularly spoke on behalf of the company in outlets including Vanity Fair, The New York Times, The Washington Post and CNN, occasionally even speaking with reporters over the phone. In reality, on the other end of reporters’ s was Blade’s CEO, Rob Wiesenthal. 

The company claims everything on record attributed to McLaren is factually accurate. Oddly enough, the company’s spokesperson McLaren soon took on a life outside of traditional media relations, even penning a blog that explored his experience throughout the pandemic and writing a regular newsletter. Blade also released a letter, supposedly written by McLaren, announcing his departure. After years of deceit, Wiesenthal came clean in an interview with Business Insider. As an explanation for this bizarre behavior, Wiesenthal told reporters that, “When it was appropriate for a spokesperson to respond to a press inquiry rather than the CEO, given that we did not have a spokesperson, we used the pseudonym . . .” 

There’s real value in having a firewall in the form of a spokesperson – sometimes CEOs don’t want to be in the line of fire and/or need to keep their distance from a crisis situation. They should have an actual spokesperson. In other words, Wiesenthal’s reasoning is valid, but the way he went about it was all wrong. 

Where Did Blade Go Wrong? 

Faking a PR person impacts brand integrity and image, creating mistrust and raising a lot of questions about a brand’s values and ethics. While it’s understandable that as a startup the company likely didn’t have the resources to maintain a full-time spokesperson, we have to wonder why, as the company grew, they didn’t look to experienced communications and media professionals to support their brand’s reputation. If they had, they could have saved themselves from becoming synonymous with this strange scandal. 

We know CEOs want to be in-the-know about all things related to their brand, and especially want to keep tabs on the perception of their company in the general public. Their primary interests are to protect their business, support its growth and build brand reputation. But media relations is not a part-time job, and it’s definitely not one that can be handled by an invented person or a busy CEO. While Blade clearly understood the value of a spokesperson and a communications team, they didn’t understand the value of having an experienced or even real one. 

How Could Blade Have Prevented This? 

Media relations is a craft mastered over years and requires extensive experience. Having a team specialized in media relations, either internally or as a third-party partner, allows a CEO to stay in the know while their team deftly builds media relationships, shares a company’s mission and values and insulates a brand from crises. Without a proper communications team in place, your company not only suffers from inattention, but it can also be at risk for a potential crisis and/or end up being misrepresented in the media. 

A communications team is also essential in growing a business from day one, as we’ve discussed in our blog about PR for startups. A developed communications operation enables a company to grow and reach new customers and investors. Experienced PR professionals understand what your stakeholders are interested in and the most valuable story your brand has to tell. Most importantly, they can tell you when your actions, as well-intentioned as they may be, could land you in hot water, rather than in the hearts of your audiences and potential investors. No matter the stage your company is in, invest in communications. It can only help, from growing your market share to giving you a better sense of what your brand really is. 

Blade has since hired a PR agency, something a seasoned professional would have told them to do long ago. Whether an organization is new and growing or established and reputable, a holistic communications strategy is foundational to any organization’s growth, public image and trust. To learn more about ways that The TASC Group can help your organization, visit our website.

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PR for Startup Companies

In the dynamic entrepreneurial landscape of 2024, launching a startup is akin to navigating a labyrinth of challenges and opportunities. Amidst the myriad of considerations, one facet that demands unwavering attention is the formulation and execution of a robust public relations strategy. While the upfront costs associated with hiring a PR practitioner or engaging an agency may seem formidable for nascent enterprises, the enduring advantages far exceed the initial investment. In this era of cutthroat competition, the critical role of PR in shaping the trajectory of a startup’s success cannot be overstated.

Three Ways PR Can Help Your Startup

1. The Art of Crafting a Compelling Narrative

In an age dominated by digital interactions, the art of effective storytelling stands at the epicenter of triumphant PR. Founders embarking on the journey of media outreach must master the skill of articulating their company’s narrative with clarity and conciseness, accentuating not just what they do but also why it matters. This process extends beyond the immediate need for media coverage; it compels leadership to engage in a profound introspection of the company’s purpose and goals, fostering the establishment of robust core values right from the inception. Beyond the mere exchange of information, the interaction with journalists serves as a crucible for refining the company’s identity, providing invaluable insights into aspects that resonate most with consumers. The feedback obtained during these interactions becomes a compass guiding emerging startups, steering them away from potential pitfalls and ensuring a more compelling market entry.

2. Establishing Credibility

While a meticulously executed marketing campaign is undeniably pivotal, relying solely on self-promotion is akin to navigating treacherous waters without a compass. In an era where consumers are discerning and inherently skeptical, companies with little credibility beyond their advertising efforts risk falling short in winning over their target audience. Positive coverage from reputable news outlets and external organizations is a powerful catalyst for building a startup’s reputation and fostering brand awareness. This is particularly critical for startups with minimal consumer recognition in their early stages. Moreover, the cumulative effect of positive press extends beyond immediate gains, significantly boosting Search Engine Optimization (SEO) and thereby attracting potential partners and consumers, fortifying the startup’s foundation for long-term growth.

3. Navigating the Media Landscape with Finesse

The initial stages of a startup’s journey are often characterized by a lack of experience in media relations, and attempting to manage it internally can be a formidable challenge. This is where the expertise of a dedicated PR team or practitioner becomes indispensable. Beyond merely securing media coverage, a proficient PR team acts as a guiding compass, navigating the intricate landscape of media relations and ensuring a strategic approach. Importantly, having a robust communications team in place even before the official launch proves instrumental in sidestepping common mistakes that could potentially harm the brand image and impede the cultivation of positive media relationships. From ensuring timely follow-ups with journalists to meticulously proofreading public-facing documents, these seemingly minor details play a pivotal role in sustaining media interest and support.

PR Can Transform Your Startup

For visionary founders, the transformative impact of investing in top-notch PR support is a well-established truth. Far more than a mere expenditure, it is an investment that yields substantial returns over time, catapulting an ordinary startup into the echelons of a reputable brand. This differentiation not only contributes to financial and social growth but also ensures enduring success in the ever-evolving business landscape of 2024. Recognizing the indispensable role of PR is not merely a strategic choice for startups; it is an imperative, a compass guiding them towards sustained success and influential impact in the competitive realms of the business world. In the tapestry of startup success stories in 2024, PR is the thread that weaves lasting legacies.

Need help crafting effective messaging for your startup? Explore our comprehensive range of PR and Communications services to discover how we can assist in amplifying your organization to the media.

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