Media Relations: TIPS

1. Know why you want to talk to the media What do you hope to achieve in talking to the media?  Before you talk with a reporter, know what you want to accomplish, even if they catch you by surprise.
2. Know your audience Then understand who your audience is. This will help you craft the appropriate messages that resonate with the right audience.
3. Know what you want to say Have a few key messages you want to convey and stick to those messages.
4. Don’t hide anything you don’t want them to find later. When speaking to the media be concise and thorough and tell them everything that you can with in reason.
5. “Off the record” or “For background only” As a general rule, if you don’t want it in print then don’t say it.

Change is upon us - Do you have the relationships to make it happen?

Last week, more than 400 people filed to run for the Michigan House of Representatives, alone.  That does not include the State Senate, Congress and the various county seats now open, not to mention judicial races and the various county elections. Some will withdraw their names before the ballots are printed and others will vigorously campaign over the next several months, before the August primary and November general election. Earlier this month, the French elected a new President, voting for change over the incumbent, Nicolas Sarkozy.  In Greece, after a May 6 election, voters could not decide on a single ruling party to turn that country around and now Greece is at a political impasse.  In Russia, Dmitry Medvedev ceded the Russian Presidency back to Vladimir Putin, despite recent protests. In China, Hu Jintao and Wen Jiabao wil handover the presidency in 2013 and the Prime Minstership to Xi Jinping and Li Keqiang. Also in 2012, the following countries will host elections: Mexico (July 1), Venezuela (October 7), Egypt  Kenya (August 14) Taiwan (January 14, 2013).

In November, we too will have the opportunity to select or re-select whom we want to run the United States of America. Just as we voted for “Change” in 2008, by selected Barack Obama as President, voters in Democracies world-wide are now starting to vote for Change – Will Change come to America again?

We can see in some pockets, “Change” is already occurring. For example, in Indiana, long-time U.S. Senator Richard Lugar lost his election, in the primary.

Just as political incumbents are starting to fall, so to are our corporate CEOs. The CEOs of Yahoo, Best Buy, AOL, Avon and JPMorgan have all left or resigned. There is no doubt that we will see new faces in places that will impact us and where our daily and professional lives collide.  And as we move forward, so to must our relationships with key decision makers who have influence over us.

But how much do we really know about these people? What is their agenda? Why and How did they get into this position? What motivates them and how can we develop meaningful relationships with them before we need their assistance? How much do they about me, about my company and about my agenda?

Campaigns are all about raising awareness, developing name ID, exchanging ideas and debating solutions for problems we face. It is time that we start using campaigns to educate the candidates on what we do as businesses, as unions, as entrepreneurs, educators and the like. Just as a candidate will approach you asking you for your vote, take them aside and start telling them about you.

Start now by developing a relationship with them. It does not matter if they are a Democrat or a Republican, if they drink tea or even something else. Relationships are built around trust, around issues and around ideas. It is time we start exchanging them so that we stay on top of the change, develop the relations and take an active role in the future direction of our city, county, state, country, business, industry and family.

Detroiters are ignorant towards our Canadian neighbors - to a fault

Victoria Day. Victoria Day coincides also with Canada's official birthday and, like Memorial Day in America, officially marks the beginning of the summer season. But how many American's know that, let alone folks from Michigan and specifically Detroit.

Detroit is located just .65 miles (1.05 KM) north of Windsor. In fact, siting in my office overlooking Windsor, I often get text messages from Verizon saying I am now in Canada and roaming charges will apply when I have not moved from my desk in America.

As I walked to work this morning, I noticed the unusual traffic at The Detroit Windsor Tunnel, of Canadian's coming into Detroit, Mich.  Where would their final destination be? The Somerset Collection? The Motor City Casino, MGM or Greektown Casino? A metropark? Or the Detroit Zoo?

Regardless of their financial destination, were we in Detroit marketing to them? For the past few weeks, I have been learning about a variety of Memorial Day sales or things to do on Memorial Day weekend, but what have we been doing to promote our products, our shops, restaurants and destinations to our Canadian neighbors?

According to a SEMCOG study, 455,000 Canadian's visited the Detroit area in 2008, spending on average $69 per day. Drive the parking decks at The Somerset Collection or the parking lots at Target and Costco in Madison Heights, and you will be surprised to see the number of Ontario plates.

Why is it, that our neighbors know so much more about us, then we do about them. Is it because we are the larger metropolitan area and that they consider us a part of their region, and yet we do not consider them a part of ours?

As Detroit continues to find its niche, to re-establish itself in the global marketplace and to move forward, we must embrace our Canadian friends and neighbors. Let us begin to collaborate, to integrate and to incubate new opportunities together. But first, we must get to know our Canadian neighbors, to understand their culture, be respectful of their countries traditions and to explore opportunities for stronger engagement.

To our Canadian friends, we wish you a Happy Victoria Day and a great summer ahead of each of us.

Cheers!

State of the Media - More than ever!

As technology changes so to does the way we communicate with each other. Walking on the street or idling at a stop light we are checking email and Facebook, updating Twitter or checking our messages in one form or another.  While traditional media is not yet a thing of the past, there are multiple ways for a company to target their message and their brand to their key audience or otherwise share their story, engage their customers and expand their brand directly into the hands of their target market. So how is the media changing?

Newspapers In 2011 not a single newspaper closed, although twenty newspapers did shutter their local bureau  and laid off employees, according to a recent report on the “State of the Media” by Vocus. In fact, in 2011, Gannet which publishes USA Today, the Detroit Free Press and Lansing State Journal, among others, cut 700 jobs and other newspapers followed.

While newspaper bureaus shut down and newspaper staff are getting leaner and younger, hyper-local news sites expanded, such as Patch.com and Mainstreet.com. However, because sites like the Patch are hyper-local, the stories are isolated to what is going on in that specific community. They are also websites and not publications, they also are not traditional media. In fact, I attended a city council meeting on behalf of a client a few weeks ago and the person writing for Patch did not even attend the meeting in person. She reported on it by watching it on Public Access and never called my client for their side of the story. While newspapers are doing more online and limiting their on line access, regional news sites, such as MLive or Crain’s Michigan Business are popping up.

Traditional newspapers also are expanding into interactive media, but creating news casts or partnerships to broadcast the news, such as the Detroit Free Press and WWJ-TV, Crain's Detroit Business and their new weekly broadcast and the Detroit Free Press and Detroit News web programs, similar to the interviews broadcasted by Bloomberg and The Wall Street Journal.

Other ways  as well as coupon sites such as Groupon, Hip City and Living Social.

Social Media

Social Media also is becoming more mainstream. In fact, in the past, the newspapers controlled the news cycle. News directors at the networks used to assign reporters based on the stories they read in the paper that morning. Even on The Morning Joe or on C-SPAN we see the headlines circled and briefly talked about.  However, social media today drives the news cycle. We are learning through Twitter about the protests in the Middle East, updates on disasters and other news.

Magazines

In terms of magazines, while publishers such as Conde Nast shuffled their staff, Hearst actually grew by acquiring Hachette Fillpacchi Magazines, publishers of Elle, Woman’s Day, Metropolitan Home and Road & Track among others.  Magazines are also starting to become more specialized and optimized.  We also are seeing more hyper-niche magazines. We are even seeing new media turn to traditional media, such as Social Media Monthly.

We are also beginning to see more magazines appear on line and available through mobile apps such as Currents, Flipboard, Zinio or Zite. There are even magazines made specifically for the iPad and other tablets, such as those published by Nomad Editions, such as Real Eats, BodySmart and UnCorked.  Corporations are also turning their quarterly magazines into on-line editions.

Television While local television news also is becoming leaner and younger with their reporters churning out 3 or more stories a day, some even carrying their own cameras and editing their own stories, while requiring them to tweet in between and develop strong sources.   National media is focusing more on cultural-niche markets, with CNN, FOX and NBC all starting Hispanic news channels. Television networks are also starting to look more like newspapers by carrying the rest of the story on line, complete with more detailed interviews and other updates.

Investigative journalism also has increased. With a difficult economy, large unemployment and many people looking to save money or make extra money, investigate journalists have their fill of news stories to go after.

Television however, is being challenged by YouTube, Vimeo and VMS (a client).

Radio

NewsTalk radio continues to dominate what people are listening to, followed by country, hip hop and classic rock. But more people are listening to to the radio through satellite or on-line, such as iHeart Radio. Websites such as Pandora or Storify are not considered radio. Nonetheless, with such sites it is a more competitive market to compete in and to get your voice heard.

Blogs While blogs are not considered traditional media, they are now part of the media landscape and a chance to take ones message directly to those that want to hear it.

Patchwork of Available Media

The fragmented patchwork of available media and accessible journalists makes available opportunities to tell your story through traditional media channels, challenging. However, with the continued evolution of technology and technological devices such as smart phones and tablets, the growing number of media channels gives rise to greater opportunities to take your story directly to the people you want to read it, listen to it, see it, experience it, pretty soon to reach out and touch it and on the horizon, to smell it or even taste it.

Marketing Regains Market Share

According to a recent study by Veronis Suhler Stevenson,we will see more and more companies re-investing in marketing. But the term marketing will mean something very different in 2012. According to the Council of Public Relations Firms, here is why:

• The rise of social media has prompted more companies to focus new ways to engage their customers
• More companies are focused on their reputation and how that affects business decisions
• Risk assessment and risk mitigation in light of uncertain economic times are forcing companies to rethink their business model
• The recession and political instability has caused CEOs and their companies to be more sympathetic to the people they serve and the community for which they call home. As a result, they want to invest back into the community.

Given these issues, PR agencies have been consistly relied upon to tell the stories of others while engaging multiple stakeholders to simplify the complex, along a number of media channels. Unlike other industries, public relations firms and public affairs professionals, have the relationships with key political and media influencers and are able to quickly move beyond disciplines and industries to benefit their client. In fact, they simplify the complex.  So as a company,

• Take a look at how your employees and customers are using social media
• Listen and hear what is being said about you and your company
• Respond to what is being said and surprise then with things that you are doing right
• Follow through -- do what you said you will do
• Invest in data, it will help rebuild or solidify a companies core
• Just act yourself -- Today's customer likes honesty, transparency and truly genuine people

Lawyers as First Responders

Companies today are under a lot of pressure despite potential threats such as ethical violations, financial market rumors, activist campaigns, class action lawsuits, accidents and natural disasters that could undermine a companies ability to operate, let alone compete.  Civil litigation, criminal prosecution, corporate governance, privacy, M&A, bankruptcy, regulatory actions, investigations product liability and recall, just to name a few, all require effective ways to prepare and respond to minimize risk and any potential damage. It takes years to build a reputation and only seconds to destroy it.  In today’s economy, one’s reputation is their one distinguishing virtue by which a company can compete.  Yet, disasters come unexpectedly. News breaks today in a Tweet. It comes so unexpectedly, usually with some warning but a warning we often ignore or fail to prepare for.  From an undercover investigation by a local news’ crime stopper, to a disgruntled employee spreading rumors about your company or product over social media we all are at risk and vulnerable. Knowing where you are vulnerable is the first step in any crisis management plan. And if you know where you are vulnerable, you can change what needs to be changed.

If you don't and a crises ensues, at least know who to call. The first outside professional to get that call is typically a lawyer.  By sheer nature of the profession, lawyers have become known as the first responders to crises.  If a client gets into the trouble, they are instructed to call their attorney immediately.  Therefore, lawyers need to know how to respond. When a client calls in a panic telling you that there is a news truck parked in their driveway or a reporter is sitting in their lobby, you need to act, address the issue and remain strategic in protecting the client.

For example, when a crises occurs we should respond and not react. As the first responder the lawyer needs to know how to respond.  First, evaluate the situation from the balcony.  Take a big picture view, not as a lawyer but as someone who is removed from the situation.  Strategic counselors remain strategic when they are not directly engaged in the situation.  They are better able to advise their clients as to how to respond in a quick, credible manner allowing the one dealing with the crisis to remain confident and decisive. In fact, keep in mind the following:

• In communicating with those that matter most, such as employees, customers, venders and the public, it is important to know what you will say.  These key messages are the messages that assures the pubic your client is on top of the issue, is engaged and responsive.
• Next, identify the media and appropriate media channels to communicate.  How will your client’s message be communicated?  Through the newspapers? If so, what is their lead time and which reporter will you contact.  Is it important enough to get it on line?  Who follows your clients on Twitter and is that the best way to communicate.
• Become familiar with a few public relations firms or media savvy individuals that can help you in an emergency, that knows the reporters that need to be contacted and the process by which they want to be communicated with.

The good news is that crises can be prevented and the damage from those that aren’t can be mitigated.  Lawyers should encourage their clients to plan.  In fact, plan for the worst, yet hope for the best.  Think of any scenario that could ruin a business or damage a reputation and plan. If you can't, than just know what to do should you get that call.

Managing Political Risk in an Election Year

There are some things we can control and others we cannot. But we are all susceptible to risk. Some are natural, like the Tsunami that ravaged the pacific, the Quake that destroyed Japan or the Tornado that ripped through the south. Others are economic, such as the credit crises or the recession.  While others are political. While we may not know when we will be hit by a crisis, we can plan and prepare for them by monitoring the news, engaging our business, political and economic leaders, meeting with our employees and vendors on a regular basis and talking to others to  see where are vulnerable. With 2011 now behind us, we need only look forward, yet a new year brings new crises. In fact, on January 3, Iowa voters will turn out to support their candidates for the GOP Presidential nomination and so beings a year of extreme political risks. Candidates will say anything to win a vote, promise to make key decisions without the advise and consent of a Congress, while we have a Congress that will delay important issues only as to avoid any political fall out, leaving the issue yet again for another day. As business owners, we need to be mindful of the politics behind the policy, the issues behind the people and the issues that affect our bottom-line and ability to build a sustainable company. It is our job as business owners to ask the candidates the difficult questions about job creation, business development, creating a sustainable economy, long term solutions over short-term fixes and holding those that we elect or that are elected, accountable for improving our economy.

However, with all these uncertainties, it is important to identify and asses risk across the country. Public affairs plays a vital role in identifying, managing and avoiding risks.  Public Affairs professionals can spot risks that may be overlooked. They are familiar with the big picture, know the politics behind the issues and the key influences behind them. Public affairs professionals are able to offer a company a broad view as to how they fit or could fit into the big picture and where risks may exist now or down the line, so companies a can better prepare and plan.

They can also communicate the companies key messages to key decision-leaders and influencers in the political sphere, as well as to the public through the media. Companies can mitigate risks by improving stakeholder-relations with government leaders and through community engagement. Risks can emerge whenever decisions are made.

A New Year and an election year is the perfect opportunity and excuse to become more engaged in the political process, and develop deeper relationships with the candidates or elected officials. It will help a company protect and enahnce their reputation in the media and before the public, while raising awareness for the products or services it provides. To begin, we suggest:

• Building relationships before you need them
• Monitoring legislative, regulatory and political action
• Attend fundraisers for candidates you support -- not to win influence but to develop relationships and expand your network
• Talk openly about the issues that matter to you personally and to your company
• Invite candidates to visit you in your office or plant to see first hand the work you do, the jobs you create and the benefits you provide to the community

What is our vision for Detroit? And who will take charge in implementing it?

When Kenneth V. Cockrel Jr. was Mayor of the City of Detroit he was often criticized for not having a vision for the City of Detroit. As Mayor for just eight months, running in two elections and trying to restore confidence, faith and trust back into the city of Detroit and office of Mayor following a tumultuous time in Detroit’s history, Cockrel’s vision was short term – Get the city’s finances back in order and help the city of Detroit move forward without looking back at what thrusted him into office as Mayor. At the time, Cockrel became Mayor, not only was our city in political turmoil, but the economic floor fell out from under the nation. The auto industry, Detroit’s main industry was crumbling, jobs were diminishing and the city was still recovering from the scandal that rocked our world.

As Mayor of the Motor City, Cockrel’s priority also was to help our leading industry survive and get off life support, while preventing the City of Detroit from suffering a similar fate.

Just as Mayor Dave Bing is doing now, Ken Cockrel did then, in asking the unions to work with him in collaboration to help weather the economic storm. At the time, Cockrel’s Administration put forth a budget deficit plan that would restore the city’s finances to a level where we would avoid a hint of bringing on an emergency financial manager and also published the city’s finances on line for people to see, view and comment on.

In 2009, Cockrel, in his State of the City address said, the “Key to managing our financial resources is making smart choices.   This includes choices about who we do business with and how we do business with them.”  In Cockrel’s brief tenure as Mayor, his administration reviewed a number of contracts and discovered many areas of mismanagement. In fact, the review of several contracts with banks and other financial services institutions revealed that we were spending over $2 million for services we did not need and immediately terminated those contracts.

In the brief months Cockrel was Mayor he also set in motion the opportunity and ability to create an authority to oversee the expansion of the Cobo Convention Center, paved way for light rail along Woodward Ave., began discussions of merging the two regional bus systems worked to bring green jobs to the city and found ways to put the police back in the neighborhoods.

Just two years after Cockrel served as Mayor, while the auto industry is recovering, Detroit’s financial situation continues to diminish, as do jobs.  Just as people asked for Cockrel’s vision, we need a plan for the City of Detroit. This plan is not just for current Mayor Dave Bing to develop. We need the cooperation of the entire region, including: business, labor, faith based groups and others to come to the table and offer their vision and solutions to help guide the city forward.

It takes leadership, cooperation and collaboration to set us back on the path to prosperity and growth. It is time our business leaders, labor leaders and others to stop being territorial in what they are working on and in the Spirit of Detroit work together to solve regional problems. I understand business groups are talking to each other, but we have been talking for years. It is time to stop the talk and for someone to come forward and take charge of creating and implementing the plan to bring Detroit back.

*This post originally appeared in The Huffington Post in early December, 2011

We are all G-Ds creations

We are all G-Ds creations A teacher at my daughter's school, taught my child and I that, “We are all G-ds creations.”  In fact she said, “not only are we all created by G-d, but it is G-d that made us all different. Some of G-d’s children have dark hair while some have light hair. Some have blue eyes and others have brown eyes.” And some have darker skin than others.

In fact, we are all different from each other – In how we look and act. In how we learn and in what we do. And yet for some of us, it is our differences that keep us a part.

Bankole Thompson, editor of The Michigan Chronicle, an African American, and Arthur Horwitz, Publisher of The Detroit Jewish News, a Jewish American, see differences and yet respect and celebrate those differences because they have taken the time to better understand each other and each others culture. In fact, both are co-founders of a young organization of editors and publishers of Detroit’s ethnic media, called the “New Michigan Media,” and both got together to host an event to raise awareness and create a better understanding between our communities in late October at Temple Beth El in Bloomfield Hills, Mich..

At 38, I was not around during the Civil Rights Movement or the riots in the late 60’s. In fact, the closest I ever got was being born on Dr. Martin Luther King, Jr. birthday. In addition, during the 1994 gubernatorial campaign I worked for Congressman Howard Wolpe, and had the opportunity to drive Congressman John Lewis (D-GA) to various campaign events in the state and had the chance to learn about the civil rights movement from one of its’ leaders. Rep. Lewis was President of the Student Nonviolent Coordinating Committee (SNCC) in the 1960’s; led people across the Edmund Pettus Bridge in Selma, Ala., and stood along side of Dr. King on the steps of the Lincoln Memorial, when he delivered his infamous “I Have A Dream” speech. The Congressman’s district stretched from the inner city of Atlanta to its “Jewish” suburbs, similar to what the new 14^th Congressional District looks like now here in Detroit. He saw an issue between blacks and Jews then and got the younger generation from each group together, ushered them into a hotel ballroom, said, “settle your differences,” and locked the ballroom door.

Despite being the children of G-d, we are each different and have two distinct cultures.  But there’s really nothing to work out. The riots are over and no real issues have emerged to resolve.  There will however, always be a need to understand each other better. Since the 1967 riots, our communities have been trying to build a bridge, so for 40+ years we have been trying to “work things out.” And perhaps for past 40 years we have been going at it all wrong.

As I mentioned, I am not from my parent’s generation. I grew up in an age when cultural diversity, awareness and sensitivity were each just becoming in vogue. My children are from a generation were the differences become irrelevant or lie just in the background. The first President of the United States that they will remember is black. I hosted a fundraiser for the Mayor of Detroit in our home, who I happened to work for, who just happened to be black.  And although my children attend Hillel Day School, a Jewish day school, they have friends, classmates and teachers who also happen to be black. In fact, at Congregation Beth Shalom, we pray along side of people who just happen to be black. It is today, what they know and don’t know any different, just as I don’t remember the separate bathrooms or drinking fountains that my parents witnesses, other than what I learned in history.

So can we just wait for one generation to disappear for the next to ask, “What was all the fuss about? Instead of waiting, let’s work to create a better understanding about everyone who is different than us, including those in our own community. Let us respect each other for who we are, while at the same time, seek a better understanding of each other.

As a Jewish community, let us invite the African American community into our synagogues and temples just as we want to be welcomed into their church. Let’s invite them to the Holocaust Center to see how we were treated and almost exterminated by a person who did not respect us for our differences. Let us open our Sedar table to those that want to learn how we were once enslaved. And let us ask, the African American community if we can walk with them to trace their ancestor’s footsteps along the Underground Railroad, while visiting the Charles H. Wright Museum of African American History to see how they once were enslaved.

Together, let’s package and deliver kosher food through Yad Ezra and the next week serve food at a church’s shelter.  Then we can celebrate our differences and respect our cultures, while eating matzah ball soup with corn bread and briscuit with some sweet potato pie.

Once we have a better understanding of each other than perhaps we can find ways to partner in a new business venture, mentor others and otherwise be vested with each other, not as two separate people, but as a region. We may look a little different, but in the end we all want the same thing –The opportunity to live side-by-side as one community. With the help of The Michigan Chronicle, The Detroit Jewish News and my children’s generation who will respect each other just because that is who they are, we will bridge the cultural divide not just in Detroit … But in the region.

*This article originally appeared in a November issue of The Detroit Jewish News.

What's On Congress' Agenda in 2012?

When Congress returns to work on January 17 after their winter recess, they will return to the agenda they left before the end of the year. This includes focusing on tax policies, EPA regulations, deficit reduction strategies, jobs and the economy.  Nothing new to this agenda fromt he past several Congresses, but now 2012 begins the election season in earnest with the first election (okay caucus) on January 3rd in Iowa and New Hampshire Primary on January 1o. As the campaigns focus on the caucuses and primaries, so too will the rhetoric as the GOP candidates continue to battle for the nomination. Candidates will focus on spending cuts, deficit reduction plans, smaller government, fiscal responsibility and other issues that will lead to new jobs.

While the candidates talk politics, Members of Congress (who also are up for re-election) will talk policy. Rep. Dave Camp (R-MI), Chair of the House Ways and Means Committee, for example, will focus on overhauling the nation's tax policy, and linking tax policy with job creation efforts. The income tax rates established in the George W. Bush Administration, for example, will expire at the end of 2012. It is the goal of Camp's committee to keep those tax cuts in place.

On Energy & Commerce, another Congressman from Michigan, U.S Rep. Fred Upton (R-Mich.) will look at the FDA and how it regulates food and pharmaceuticals. In addition, Rep. Upton wants to remove the "road blacks" in place to energy devleopment.

Other issues Congress must tackle this year (or just pass an extension which is punting the issue) include the expiring aviation and highway surface transportation bills which expire in January and March, respectively, as well as education reform.

So as Congress begins to tackle an election year agenda it is important for their constituents to keep them accountable and remain focused on getting our country back on track economically, while preserving and protecting our democratic system.

Public Engagement and Media Relations When City's Are At Risk

The City of Detroit and State of Michigan are at a precarious position as the state looks into the city's finances and talkcontinues about the potential of having an emergency financial manager appointed.

As the talk continues the mood in Detroit has taken a sudden turn back to the "us vs. them" mentality that "only Detroiters can solve Detroit's problems".  To avoid creating an environment that will get in the way of progress and to help build political capital for the Mayor and the Governor, I strongly suggest that as part of the process for triggering a state review of a government's finances, a strategic communications plan and community engagement process should begin simultaneously to create a positive environment to make the necessary changes.  I recently wrote an article on how companies can preserve their reputation in a wake of bankruptcy.  The same strategy applies for a public entity.

For example, before an EFM is appointed or even before the triggers are pulled to start the process, the Governor and his team should be mobilized to the City of Detroit to meet with key stakeholders, such as:

• Business organizations;
• Community development organizations;
• The faith-based community;
• Detroit-based CEOs; and,
• Urban media

To explain why the state "may" jump in to help the city with its financial situation. This is to set the tone and set the record straight as to why we have this process, the steps we have taken thus far (including regular meetings with the Mayor) and what the next steps will be. It also will help maintain relationships and create open channels of discussion and dialogue.

The Governor should also find third party supporters, such as members of the clergy and business leaders, to validate the process to Detroiters so that they know that this is the right choice both the City and the State are making.

Then should the Governor appoint an EFM, along with that appointment, a person that is familiar with the media and political landscape should also be appointed to help the EFM navigate the local political environment and serve as the liaison to the community, as well as be the one to respond to the media and help represent the EFM at various community events.

Community engagement should be a part of the EFM process under the Act. Then having someone outside the Treasury Department respond to the media also can go along way in maintaining relationships in the city's EFMs operate.

Finally, having an EFM come into a community should be seen as an opportunity for a city to experience a fresh start and a new beginning.  As a result, while the EFM works to make a public entity financially stable and secure, the communities chamber of commerce, DDA or other community groups should create a strategy to enhance  the city's image. That way,  when an EFM's work is completed and the Mayor or Superintendent are given the responsibility once again to manage the public entity,  their image will not just be maintained, it will be enhanced due to a strategic communications plan.

Daniel Cherrin is an attorney specializing in protecting and enhancing the reputation of people and organizations and practices in the areas of public affairs, strategic communications, public policy dispute resolution and crisis management, with Fraser Trebilcock. He is the former Communications Director for the City of Detroit and Press Secretary to Mayor Kenneth V. Cockrel, Jr.  Daniel also serves as the spokesperson for Mackinac Island and The Ann Arbor Art Fairs.

Making It Personal: Holiday Gifts For Clients & Vendors

It's hard to believe but the Holiday Season is now officially upon us and what great timing. The week of Thanksgiving, I actually received my first holiday gift from a vendor I work with. She sent a package of chocolate covered cherries (a Michigan favorite) and chocolate covered malt balls, although I told my staff they were chocolate covered gum balls. I was thankful for the gift and sent an email saying thank you, followed by a handwritten note. After eating more than a few cherries and malt balls and reflecting on how I want to say thanks to my clients, I thought about how can I make it meaningful to those who I want to say thank you to. Typically, each year, I give my clients who celebrate Christmas the official White House Ornament.  A great gift for under $30. To others, I try to personalize it. I sent one client some NASCAR items as he is a huge fan, the other music from a college marching band, as he also is a big fan.

Yet, during these tough economic times, I believe the greatest gift is to make a donation in honor of your clients to an organization they support or that they are involved in. Knowing which organizations your clients support, I believe is an important aspect of any client/professional relationship. It means that you take the time to get to know your clients beyond the work they hired you to do and are familiar with the things outside the work environment that they care passionately about.

This year, I will be making a number of contributions to food banks, children's hospitals and other worthy nonprofits -- Just as my way of saying, THANKS. By the way, if anyone is interested in sending me a gift, I am a board member of the MS Society of Michigan, Urban League of Southeastern Michigan and the Michigan Political Leadership Program. I also am a big fan of JARC, Yad Ezra and Childhelp -- I am just saying. Happy Holidays to each of you.

Winning Again – What Business Wants in 2012

Today’s economy is constantly in flux and despite the advances in technology, we seem to be living in very unstable times. A faltering economy, uncertainty with the markets, a lack of consensus in Congress and among many state legislators, and a lack of funding from the federal and state government where local government can no longer obtain the money they need to provide standard municipal services . While the price of gas continues to fluctuate, unemployment continues to gain.  Although property values in some communities are starting to come back, economic uncertainty continues to grow.  Overal political uncertainty reins as gridlock and political in fighting continue such important issues as tax reform, health care, education, deficit reduction and more.  

There is a leadership vacuum in Washington and in a number of state legislators to provide any direction or resolution to these lingering issue.  There is also a split in the business community.

• Some want government help with rising health care costs, while others do not.
• Some want more action on global warming while others do not.

Yet we all agree that something needs to change in order for the economy to improve, sales to increase and jobs to be back in demand.  In fact, where most if not all business folks agree is that they want more jobs and greater certainty in conducting business, as well as for the government to get their act together.

The business sector also want:

• Tax credits and specfically tax credits for R&D; and,
• Increased visas for high tech workers to supply a workforce with a skills gap.

At the same time the business community seeks a government that invests in education and finding ways to educate our children in areas that will advance America’s economy.

The business community also wants a government that they can partner with to help move the economy forward. But business does not want to be in a partnership with a government that has a growing deficit with no plan to get out and a government that is not as transparent as it should be.  As we look to end another year, with a potentially devisive election, it is important for all candidates to agree on the big picture as to where they want this country to be one year from now.

The value of an apology

Saying I’m sorry or I was wrong is never an easy thing to do.  But in preserving your reputation it can mean everything.  Did we ever forgive Enron, Global Crossing, Worldcom or Madoff? ... We didn't, because the messages we heard were of blame and excuses driven by greed and arrogance. We know that no one is perfect. In fact, it is even okay to screw up every now and then.  If you do, just admit that you did and are working to restore our trust and making positive changes as a result of this experience.

We are all vulnerable to crises....So be prepared!

There is one time you are guaranteed to get public attention – during a crisis. Within seconds your corporate and individual reputation which took years to build can be tarnished. A crisis can occur in any organization at any time with devastating consequences. After all, it is the public that defines reputation, not the company. So as long as humans work there will be mistakes, controversy and blow ups .... and crises. We all know it can’t happen to us. But it can and happen when we least expect it. So how should we respond? And more importantly, what can we do make sure IT does not happen to us. Will we ever listen…greed, ambition and ignorance will give rise to scandal, intrigue and real life drama…..Government transparency and corporate governance further pave to make us each vulnerable.  The Internet allows us to expose misdeeds or blow the whistle to millions including employees, customers, vendors and others within seconds and with photos or videos.  Nonetheless, in every crisis there is opportunity (Chinese proverb).

The best plans don’t have automatic responses, but a number of questions for the crisis team to ask, include:

• What are the business goals in addressing this crisis?
• Who do we need to help?
• What information has been gathered?
• What don’t we know?
• Who can help us?
• What must we do now to protect our employees, customers and shareholders?

The company needs a set of messages that set forth the company’s position in what best describes its actions, its values and its approach (No more than three). Also, make sure any investigation is thorough and independent. And while it is important to communicate to the public through the media, the general counsel must make sure any response does not make the situation worse.

Walk with me to honor my wife, with us to end MS

Four years ago this month, and after the birth of our third child, my wife was diagnosed with Multiple Sclerosis (MS) at the age of 30. More than 400,000 people (young & old) are living with MS in the U.S. Unlike other diseases, unless it affects your vision or your ability to walk, you would not know someone, like my wife has it. In fact, MS affects each person differently. The could loose the feeling in their arms, legs or waist, they can loose vision in one eye or both or loose their ability to walk or perhaps speak -- You Just Don't Know!. As soon as my wife was diagnosed, I joined the MS Society and now serve as a board member in Michigan. And for four years we have walked to honor my wife and the thousands of other moms, dads and children diagnosed with MS. In fact, it is now our family tradition that our children also look forward to do to help raise awareness about their mom and to build the financial support that will one day lead to a cure. We now need your help. On May 7th, I hope you will walk with us and support "Team MTC," which has raised over $20,000 in 2 countries and 3 states. If you cannot walk with us, than I hope that you make a financial contribution to help us find a cure, no matter how big or small -- Every dollar helps. And if you cannot walk with us or make a financial contribution, I hope you will visit the MS Society's website to learn more about MS. In advance, we THANK YOU and our grateful to you for your wishes. To show your support please visit http://main.nationalmssociety.org/site/TR?px=3430316&pg=personal&fr_id=16871&et=FEw8Oyp4tZEOyj_LxbT7rA..&s_tafId=190002

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.

Preserving a company's trust and reputation: Communicating the right messages in wake of bankruptcy.

Today’s economy puts a lot of companies and individuals in difficult positions where they must choose what needs to be done for their economic survival. Should a company choose to file for bankruptcy, it does not mean they are going out of business or putting their company up for sale. In most cases, bankruptcy means restructuring the company to be smarter, leaner and more efficient. In communicating a company’s approach to file for bankruptcy, it is important to carefully communicate the reasons why and possible outcomes as to avoid any misunderstanding of the company’s true intention. As a result, transparency and honesty in one’s financial situation is vital to making sure that key constituencies will not read into the companies actions. Instead, the company must be forthright as to everything they file with the court since many people following the company, particularly a public company, and industry will likely go online and read the documents surrounding the bankruptcy.

As a result, perhaps companies should set up a special website or hotline to assure customers and vendors that their products will still get services, their contracts will still get honored or where they can go to learn more information in general. It also will help assure employees that the company will continue to operate.

In filing for bankruptcy, it is important to prioritize key constituencies and determine the best way to communicate with them. For example, communicating to investors/shareholders may be different in how you communicate with vendors or customers. Investors want to know how sound their investment will be; if the company plans on staying public and the plans for emerging from bankruptcy. Customers want to know if their warranties will be honored, where they can go for service or who they can call if they have an issue with the product or service. Vendors want to know their place in all this. If they should continue with their current production or performance and if they will get paid and when?

Once the company files for bankruptcy, it is equally important to constantly be in touch with your core constituencies. For example, GM, Chrysler and the federal government each took us along for the ride as they filed for bankruptcy, announced their restructuring and emerged as a new company. Yesterday, Border’s filed for bankruptcy and send out notices to their core constituency, ensuring business will go on and service will continue, but changes will have to be made. (See the attached email to Border Reward members.)

Depending on the situation, this can be done through regularly scheduled news conferences, Twitter updates, Blog postings, investor conference calls, media conference calls and the like. However, in communicating with shareholders, debt holders, investors, vendors, customers and employees, it is important to determine what the key messages will be and how you will follow up with them. In today’s social and mobile media age, companies need to often trump their own announcement by getting the information out fast and first.

Regardless of the messages, it is important to be in periodic communication with key publics. This includes before filing, during and after the bankruptcy. A company should not want key stakeholders and casual observers to read into their actions or lack thereof. As a result, communicating will be crucial to the company’s sustainability on they re-emerge form bankruptcy.

For public companies specifically, in communicating to external audiences, they are communicating the market, which can impact stock prices and the market as well as have the potential to dramatically alter the image the public has of the company. As a result, PR counselors must work with the company’s attorneys in crafting the right message and a message legally permissible under securities laws and regulations. There also is a certain protocol in communicating those messages to particular audiences.

In communicating messages during a bankruptcy or wherever litigation is involved, should be given the opportunity to sign off of what is being communicated. At the same time, attorneys must be able to see the big picture as to why PR counsel is even involved and why they must communicate through the media. Attorneys need to be open about what is being communicated and with the idea that they are working to protect and at times, enhance their public perception.

In addition, companies should actively monitor the on-line chatter about their company and their industry and work to quell and misinformation being communicated about the company or its employees. This also includes actively maintaining relationships with vendors, consumers and others and working with them throughout the bankruptcy.

Today, an individual and a company is only as good as their reputation. In general, with the economy the way it is, we understand that in tough economic times, companies as well as individuals may have to file for bankruptcy. As long as there is honesty and maturity in how we communicate our problems or situation, people will understand your situation. Being up-front and proactive in your actions will help position your company for future success and go along way to bolstering your individual and corporate reputation, while putting to rest and potential negative ramifications from the filing.

Filing for bankruptcy is not the beginning of the end for a company. It is a new beginning and a second chance for the company to better serve its customer. It also presents the company with the opportunity to re-evaluate its’ business and to re-emerge as a new company. In emerging from bankruptcy, companies also have the opportunity go back to its core, re-focus, re-brand and re-emerge leaner but stronger and refreshed to create a new beginning.

Border's Bankruptcy - Communicating the right messages

Today’s economy puts a lot of companies and individuals in difficult positions where they must choose what needs to be done for their economic survival. Should a company choose to file for bankruptcy, it does not mean they they are going out of business or putting their company up for sale. In most cases, bankruptcy means restructuring the company to be smarter, leaner and more efficient. In communicating a company’s approach to file for bankruptcy, it is important to carefully communicate the reasons why and possible outcomes as to avoid any misunderstanding of the company’s true intention. As a result, transparency and honesty in one’s financial situation is vital to making sure that key constituencies will not read into the companies actions. Instead, the company must be forthright as to everything they file with the court since many people following the company, particularly a public company, and industry will likely go online and read the documents surrounding the bankruptcy.

As a result, perhaps companies should set up a special website or hotline to assure customers and vendors that their products will still get services, their contracts will still get honored or where they can go to learn more information in general. It also will help assure employees that the company will continue to operate.

In filing for bankruptcy, it is important to prioritize key constituencies and determine the best way to communicate with them. For example, communicating to investors/shareholders may be different in how you communicate with vendors or customers. Investors want to know how sound their investment will be; if the company plans on staying public and the plans for emerging from bankruptcy. Customers want to know if their warranties will be honored, where they can go for service or who they can call if they have an issue with the product or service. Vendors want to know their place in all this. If they should continue with their current production or performance and if they will get paid and when?

Once the company files for bankruptcy, it is equally important to constantly be in touch with your core constituencies. For example, GM, Chrylser and the federal government each took us along for the ride as they filed for bankruptcy, announced their restructuring and emerged as a new company. Yesterday, Border’s filed for bankruptcy and send out notices to their core constituency, ensuring business will go on and service will continue, but changes will have to be made. (See the attached email to Border Reward members.)

Depending on the situation, this can be done through regularly scheduled news conferences, Twitter updates, Blog postings, investor conference calls, media conference calls and the like. However, in communicating with shareholders, debt holders, investors, vendors, customers and employees, it is important to determine what the key messages will be and how you will follow up with them. In today’s social and mobile media age, companies need to often trump their own announcement by getting the information out fast and first.

Regardless of the messages, it is important to be in periodic communication with key publics. This includes before filing, during and after the bankruptcy. A company should not want key stakeholders and casual observers to read into their actions or lack thereof. As a result, communicating will be crucial to the company’s sustainability on they re-emerge form bankruptcy.

For public companies specifically, in communicating to external audiences, they are communicating the market, which can impact stock prices and the market as well as have the potential to dramatically alter the image the public has of the company. As a result, PR counselors must work with the company’s attorneys in crafting the right message and a message legally permissible under securities laws and regulations. There also is a certain protocol in communicating those messages to particular audiences.

In communicating messages during a bankruptcy or wherever litigation is involved, should be given the opportunity to sign off of what is being communicated. At the same time, attorneys must be able to see the big picture as to why PR counsel is even involved and why they must communicate through the media. Attorneys need to be open about what is being communicated and with the idea that they are working to protect and at times, enhance their public perception.

In addition, companies should actively monitor the on-line chatter about their company and their industry and work to quell and misinformation being communicated about the company or its employees. This also includes actively maintaining relationships with vendors, consumers and others and working with them throughout the bankruptcy.

Today, an individual and a company is only as good as their reputation. In general, with the economy the way it is, we understand that in tough economic times, companies as well as individuals may have to file for bankruptcy. As long as there is honesty and maturity in how we communicate our problems or situation, people will understand your situation. Being up-front and proactive in your actions will help position your company for future success and go along way to bolstering your individual and corporate reputation, while putting to rest and potential negative ramifications from the filing.

Filing for bankruptcy is not the beginning of the end for a company. It is a new beginning and a second chance for the company to better serve its customer. It also presents the company with the opportunity to re-evaluate its’ business and to re-emerge as a new company. In emerging from bankruptcy, companies also have the opportunity go back to its core, re-focus, re-brand and re-emerge leaner but stronger and refreshed to create a new beginning.

Creating the infrastructure in developing stratregic relationships

Is it really true that it is not what we know, it is who we know?  When I became the Communications Director for the City of Detroit and Press Secretary to the Mayor, a client warned me, "Remember, people don't respect you in this role for who you are, they respond to you because of your title." He was right. I was the spokesperson not just for the Mayor but for the City and calls were returned immediately and action always resulted from those calls. But as a very public and senior government official I did not always know who was calling or why, so I approached each call cautiously, yet listened to see what needed to happen next. I also was accessible and responsive.

Back in the private sector, I built my practice and my reputation around relationships -- not necessarily the number of people I know, but around the quality I know them from. In the end, relationships are built around trust. In cultivating and foster relationships, it is important to create the infrastructure to support an external relations effort.  This includes:

• Creating an agenda -- What is your goal for reaching out to certain people and what do you hope to gain or offer when you talk with them?
• Set the organization's priorities - Based on your agenda, what is a priority and what issues can wait.
• Who do you know? -- Based on those priorities who do we need to know and who should we get to know....Are they running for election? If so, you need to familiarize yourself with the political landscape as well.
• Build the support -- Once you know what  you will talk about and to whom, you now need the supporting materials to help make your case. Therefore, you should develop the talking points and support materials to help you make your point.
• Know the politics -- In engaging elected officials, it is important to become familiar with the legislative, political and regulatory landscape....become familiar with their agendas and create a constant contact system to remain top-of-mind program for board members to engage your key targets.

A company also should continue to develop an ongoing media relations and PR strategy that engages its' core market in ways that positions the organization as thought leaders in the industry, trend setters and a go to organization for fulfilling a void in the community. Therefore, approach a variety of media, such as your local daily, The Huffington Post (which also covers more local issues), industry/trade publications and other media, while creating a blog through their channels or your own, to talk about your core issues. Based on your agenda and who you need to meet with, I would then create a calendar of must attend events or organizations to become familiar with and dedicate the resources for attending and perhaps sponsoring a few of those events.

Depending on your priorities and goals and the immediacy of both, in 2012, I would spend my time creating the infrastructure in developing relationships, while getting engaged in specific areas where appropriate. I also suggest joining relevant organizations where you can take an active role to learn the ropes and eventually take the lead.  Then in 2013, you will be more comfortable and confident in a more active and involved engagement strategy and help further your organization's goals. In 2012, business will continue to be built around relationships and trust. So it is important that you start today in identifying those relationships you want to build.