As oil from the Deepwater Horizon disaster continues to spew into the Gulf of Mexico, environmentalists and government officials are struggling to determine the extent of the damage to the ocean, its marine life, and to the health of beaches and shores that run from Florida to Texas.

But just as important – and difficult to gauge – is how the oil spill will affect BP as a corporation and how it will impact important industries such as tourism, seafood and aquaculture that depend on healthy waters.

From restaurants and surf shops to condo rentals and hotels, everyone is keeping a keen eye as the oil story – much like the spill – continues to grow. The challenge for businesses that depend on the beaches and beach communities, and for BP as it faces a host of lawsuits, is to move quickly and strategically to manage their image and reassure their customers.

The Moore Consulting Group team has been working closely with the fishermen and other industry members to represent their interests and ensure national and local media outlets have all of the facts surrounding the worst environmental disaster in the history of the United States. 

A crisis, by definition, catches us off guard. Emotions run high. Reputations—to say nothing of profit margins—can be at stake. The greatest aid any organization can provide to itself is a detailed communications plan that outlines steps for responding to a crisis.

By being prepared, honest and proactive, you can not only effectively manage the crisis but maintain and even enhance your business’s image among the media and the general public.

And like most things that truly work, it is important to conduct follow up after the crisis is over: What was effective? What wasn’t? Preparing for a disaster might help you wade through it, but avoiding disasters in the future comes by learning from the experience.

Whether large or small, crisis management for businesses boils down to dealing with a pressing problem or issue immediately by identifying the level of response that is needed. In instances like these, education and awareness-building are often the best cure.

A communications firm that offers a strong reputation in crisis communications can provide businesses with critical counsel, an objective viewpoint and assistance with the implementation of a response plan.

For the businesses along the Gulf Coast impacted by this catastrophe, here are tips for effective crisis management:

•  Start work on a potential crisis before it becomes public. Plan out key messages, identify a spokesperson, and implement steps to resolve the situation. Refer to your pre-approved crisis plan.
• Speak in plain English. Make sure people understand your message; avoid industry-specific jargon that can confuse the general population.
• Convey your sympathy. While addressing key issues, be sure to let the audience know you understand the feelings of the parties involved.
• Keep everyone informed. The media, the general public, stakeholders, neighbors., etc. Update every target audience regularly with what you know, what you don’t know, and what you’re doing.
• When asked a high-emotion question, respond with Compassion, Conviction and Optimism.
• When asked a “what if” question, repeat the question, state the actual situation, and state what you know factually.
• The triple positive: When breaking adverse news or stating a negative, balance the bad news with at least three more positive, constructive or solution-oriented messages.

Yesterday I sent a simple thank you note and a bottle of wine to a wonderful business colleague. It is important to say thank you to folks who go out of their way for you by referring business, giving a public compliment, taking time out for a special meeting, etc. This is beyond the usual times a note should be sent for a gift, an interview opportunity, or an honor.

I am always delighted when a thank you note is so warmly received, and when I got a phone call today in response to my note it reminded me how powerful that little extra touch can be. I once talked with a legislator in South Carolina who told me that she had a copy of every thank you note she had ever received during her public service career. They were kept in her left-hand desk drawer. Puts new meaning to the “power of the pen,” doesn’t it?

While I am certainly no Miss Manners, here are my recommendations for making your note simple, professional and heartfelt:

* Hand write it on a special note card

* Clearly state why you are saying thank you

* Actually say the words “thank you” at least twice in the note

* Write clearly

* Make sure there are not misspelled words or grammatical mistakes

* Mail the thank you note out as soon as possible

* The envelope should have a stamp, not a postage meter mark

There are so many people who deserve our gratitude for their positive influence on our lives and business. Who will you send a thank you note to today?

Let me confess, I have a problem with saying NO.  I should be the poster child for learning to say NO. NO. NO. I currently serve as a member of the board of directors on 11 different boards.  No kidding—11 of them.  Some of them are local, some are national, and some are gubernatorial appointments. I enjoy the leadership and network opportunities–and the chance to use my talents and give back to the community.  Because I have this significant commitment, I find it interesting to watch other people in their role as a board member. While I have had the privilege to work with many fine and dedicated people while serving on various boards throughout the years, I have also sometimes found that many folks do not know the roles and responsibilities of being a member of a board.

It seems to me that both the staff and board members have legal and moral responsibilities for the organization’s well being.  Boards of directors are only as good as the members that participate.  All members should be actively involved and bring unique skills and knowledge to the table. Among other things, a board member should provide mission, vision and public policy input; provide strategic direction for the organization; and have fiduciary oversight (if appropriate).  These roles and responsibilities should be documented, disseminated, and reviewed annually. It would be a good refresher course for everyone.  Another added bonus? If everyone understands their roles and responsibilities, board meetings might only last for one hour!

Perhaps with this direction, committing to being a board member can be an investment we can all make with a resounding “Yes!”

Greetings! I hope you’ve had a chance to read my recent column on crisis communications in the Tallahassee Democrat. Here are some of my tips for effective crisis communications management:

• Start work on a potential crisis before it becomes public. Plan out key messages, identify a spokesperson, and implement steps to resolve the situation. Refer to your pre-approved crisis plan.
• Speak in plain English. Make sure people understand your message; avoid industry-specific jargon that can confuse the general population.
• Convey your sympathy. While addressing key issues, be sure to let the audience know you understand the feelings of the parties involved.
• Keep everyone informed. The media, the general public, stakeholders, neighbors., etc. Update every target audience regularly with what you know, what you don’t know, and what you’re doing.

What to say…

• When asked a high-emotion question, respond with Compassion, Conviction and Optimism.
• When asked a “what if” question, repeat the question, state the actual situation, and state what you know factually.
• The triple positive: When breaking adverse news or stating a negative, balance the bad news with at least three more positive, constructive or solution-oriented messages.

Download the full article here. (PDF)

With social media, as with many things, practice makes progress. We are excited to take an important step forward with this blog and website, and I think Karen’s recent Tallahassee Democrat column on social media makes some important points:
Social media is all about sharing, and this can actually lead to (good) results. Yesterday I came across a video from this year’s Andy Awards, which gave an overview of Volkswagen’s “safe happens” campaign. The television ads caused a huge media stir for their depiction of shocking car crashes where the victims, in their trusty Volkswagen, would emerge unharmed thanks to the car’s impressive safety features.

The campaign extended onto the internet, where users could create custom Volkswagen Jettas and crash them into various virtual objects (trees, buildings, UFOs…)—hardly the image car makers are used to giving themselves. The media was outraged, and asked the question: Had Volkswagen gone to far? The dialogue continued, as the ad team struck back with a new ad featuring two women debating the media’s assertion that they had “gone to far”—only to get slammed into by an SUV half-way through their conversation.

Volkswagen’s campaign highlights the importance of integrating social media efforts with traditional advertising and public relations. And amid all the hype, the car maker’s previously desperate sales increased by 20 percent.

Want to know more about social media strategy? Check out Karen’s recent column featured in the Tallahassee Democrat.