When They Come, Respond with the Facts

Whether we agree with them or not, they are coming. As the City of Dearborn, Mich., braces for national media attention as Terry Jones and his followers plan a protest outside an Islamic Center, the City of Dearborn is responding well, by denying a permit but providing a place to speak. For the City of Dearborn, the best strategy is to let Jones speak and protect everyone from getting hurt. At the same time, the City should also allow the Muslim American community a place to also speak and congregate if they want.

Mayor O'Reilly is doing the right thing. He is talking to the media at a local and national level in setting the record straight and dispelling any myths that may be out in the blogosphere. O'Reilly should also take his case straight to bloggers, tweeters and others, perhaps through a video posted on YouTube. If Domino's did it after their crisis and BP did it after theres, it is better to be proactive in this circumstance and make sure your messages are being heard over others. While the situations are different, the strategy should be to be proactive and available.

For the Muslim American community, the best response is a quiet response. In potentially hostile situations such as this, where one group expresses such a radical view, it is best not to add fuel to their fire. As a result, their response should be strategic and focused, working through traditional and social media channels to educate the general public and engage their base of support on this issue. Just as Jones may turn to social media, so too should the Muslim American Community with video's on YouTube and Google, iReports (CNN), Tweets, Blogs and Facebook updates.

For other religious and ethnic groups, this presents the perfect opportunity to build goodwill to show outrage to Jones and his tactics.

But in situations like this, it is important that the facts speak larger than the actions and that no further action makes this a larger story than it needs to be. Being prepared, having a plan and the relationships with key reporters and bloggers as well as remaining accessible is the best way to make sure this story does not become larger than it needs to be.

Daniel Cherrin

DANIEL CHERRIN |served the City of Detroit as its Communications Director and the Press Secretary to Detroit Mayor, Ken Cockrel, Jr. He is a public relations + affairs specialist who just happens to be a lawyer, with 20 years of experience providing senior public relations and government relations’ counsel to organizations on state and federal regulatory and legislative matters, as well as issues affecting corporate and individual reputation, crisis management and the media. Daniel is the founder of NORTH COAST STRATEGIES (Est. 2005) an independent public relations consultancy that combines the best of a big agency with hands-on executive-level experience and support. As a signatory company to the United Nations Global Compact, we are dedicated to addressing issues around human rights, labor, the environment, and anti-corruption. We are also focused on redefining your brand and changing the conversation to create an impact.