For all of you legal and CPA firm marketers, attorneys and service providers, we hope you can join us for the upcoming Legal Marketing Association Crisis Management program being held at Greenberg Traurig in Miami on November 17th.  This is a program Don Silver has moderated several times before, which provides the audience to take part in a real life crisis situation.  Hope you can make it.

At the Primetime Emmy Awards Sunday night, Charlie Sheen shelved his tiger blood and goddesses, and revealed a seemingly much less violent torpedo of truth.

Sheen seems to have taken a sabbatical from his previous antics, which lead to his firing from the hit comedy series, “Two and a Half Men.” With the season premiere of “Men” and his Comedy Central roast both airing on the Monday night after the Emmys, Sheen picked the perfect moment to debut his new, non-warlock self.

He also offered a lesson in why celebrities and other high-profile individuals – CEOs, executives and athletes – must protect their public personas, and apologize if they’ve transgressed.

Before being fired, Sheen was the highest paid actor on television at the time. Then, the meltdown. He held surreal interviews and television appearances. He spewed rhetorical nonsense that left viewers and media wondering about his mental state. He quickly became the hottest trending topic on Twitter for his outlandish posts and wild behavior.

Though he claimed to be “bi-winning,” this seemed like a huge lose-lose for Sheen, the show, and CBS.

So when Sheen took center stage at the Emmys to present the award for Lead Actor in a Comedy Series – his old category – no one knew exactly what to expect. He was apologetic and humble. He wished his old series well. He said (with apparent sincerity), “I know you will continue to make great television.”

So the question is: Who was the Sheen we had just seen? Was it an act, or has he truly changed? More importantly, how will he be remembered? Will we look back on Charlie Sheen and think of the eight years he spent dominating primetime? Or will we recall only “Violent Torpedoes of Truth,” “Rock Star from Mars” or any of the other 22 phrases he sought to trademark? Only time will tell.

On a more broad scope, celebrities and others in the limelight – community leaders, presidents of corporations, executive directors of a charity – must watch how they act in public. Don’t act in ways or say things that will tarnish the personal or brand image. Behave with decorum. Beware who’s watching. If caught, apologize – quickly.

Though Sheen dug himself into a PR nightmare this past year, he’s managing to slowly dig himself out. He’s even endorsing the “Two And A Half Men” premiere with his replacement Ashton Kutcher, tweeting, “Odd…But cool..! So far a lot of laughs!”

Though his jury is still out, hopefully Charlie Sheen can emerge #winning.

The University of Miami football scandal has rocked the college sports community, players, and coaches for almost a month now.

In mid-August Yahoo! Sports reported the corruption within the University of Miami football program- detailing a UM football booster’s showering of 72 players (and even administrators!) with lavish gifts including parties at night clubs, prostitutes, jewelry, clothing, and electronics. Nevin Shapiro, the culprit who is currently serving time for a $930 million dollar Ponzi scheme, wined and dined the players to get into the “in crowd,” and develop a posse of top players turning top recruits and then pro. Shapiro is serving a 20-year prison sentence for his actions- but the University of Miami as a college, community, and brand is facing serious repercussions. In fact, in their September 5^th game against Maryland, certain UM players who were deemed ineligible to play because of their part in the scandal left many inexperienced freshmen taking over their positions. The investigation will continue on.

The scandal floats like a black cloud over campus, and University President Donna E. Shalala has only recently instated a crisis communications plan. As WPLG-Miami reporter Michael Putney writes in his opinion piece in The Miami Herald on August 23^rd, “UM President Donna Shalala certainly didn’t look good the other day striding around the campus with a pasted-on grin as she welcomed reporters, none of whose questions she would answer…Not even ‘no comment.’” Even if Shalala didn’t have all of the facts, we at Boardroom Communications would have advised her to at least let reporters know she was on their side. She could have said, “I have no comment at this time other than to say that we are taking this very seriously and investigating it,” or something of this nature, from the very start. Putney puts it well, asking, “Why didn’t Shalala just call a news conference, say she wouldn’t be answering questions and read the limp, ineffectual statement her office issued…?” Maybe the media would’ve given her a break if she went humbly to the camera right away.

Then again, it probably wasn’t too fun greeting the parents and students of the Class of 2015 amidst the biggest scandal in University of Miami history.

Shalala did pen a letter to the community, and has made two videos reaching out to the university and community at large- directly addressing the incident from her own office. “When our values come into question, we only have one option,” she says in the video. “Do what is right and have confidence in tomorrow. The allegations leveled…are serious. And we are treating them with the urgency and priority they warrant.” Shalala also notes that the NCAA has instructed her and the university to not yet comment on specifics, and her personal frustration with being “unable to speak more freely and answer questions.”

Though initially faltering (and getting beaten for it), Shalala is starting to take the right steps by confidently looking straight into the camera and accepting responsibility for this scandal. When CEOS and corporate executives are faced with any sort of catastrophe, more often than not there is simply a press release, a general statement sent to publications and mass media, and nothing more. Shalala has employed a simple yet successful public relations strategy- appearing personal, humbled, and intimate with her audience and community. It’s obvious that she and the University of Miami administration are trying very hard to remain proactive in an attempt to redeem themselves and the reputation of their college. Thankfully, their current coach Al Golden remains untainted by the scandal- having arrived long after Shapiro’s departure. If he takes the reins and focuses on the future, maybe, just maybe, Miami can recover.

Well, it’s that time of year again- Hurricane Season. Though we’re bound to miss Hurricane Irene here in South Florida (at least according to the latest weather report), the freak 5.8 earthquake that struck on Tuesday, August 23^rd, has rocked the East Coast. Reporters from Virginia to New York covered the storm in great detail, and sirens blasted on Capitol Hill to alert all of the news.

One of the biggest headlines of the day, it seemed, was the fact that President Obama and his family were vacationing at Martha’s Vineyard- where they could feel the earth rumble. In fact, according  an article in  the Washington Post, he was actually on the golf course when it happened! Obama’s 10-day vacation in Martha’s Vineyard makes for a stark contrast with much of the country’s current economic woes, but it turns out it was a natural disaster that, as the Post puts it, “pierced his vacation bubble.”

For us, perception often becomes reality- and this mental image of Obama playing golf while the country is shaking both literally and figuratively- with the economic crisis, unrest in Libya, and fire in the Middle East- has hit many hard. Obama needs to up the ante in making us believe he’s there for us. It’s all about perception, and maintaining a positive image in the press. At first, Obama kept a low profile on his vacation, according to an article in the Boston Globe,  and White House aides made it a priority to stress that the president was working each day and keeping correspondence with economic adviser Brian Deese and counterterrorism adviser John Brennan.

In light of recent events, however, Obama needs to put down the clubs and address the nation. He needs to conduct a serious crisis communications plan to score a more positive image with American citizens and, ultimately, regain our trust. His aides need to convey that he has been working around the clock, 24/7, even in the beautiful setting of Martha’s Vineyard. In public relations, Obama’s situation provides us with a valuable lesson about branding oneself. We want to see him as our Commander in Chief, our guiding light, and inspire us to believe once again that, yes, we can!

In an age where face-to-face communication seems to be on the outs, even the gruesome act of firing someone has transposed itself onto the social media platform. Rather than do the deed in person with a melancholic handshake to seal the deal, many have taken to mass media outlets instead.

Chris Colfer of Glee reported last week that he found out he was not going to be a cast member for the show’s third season…through Twitter. According to People Magazine, Creator Ryan Murphy took to Twitter before letting Colfer know he got the boot, and of course, thousands tweeted Colfer with their reactions.

“I didn’t necessarily know that it was going to be our last season next year,” he told Access Hollywood. Well, he certainly knows now! And Colfer isn’t the only one that’s gotten the bad news from the media. According to Crushable.com, former American Idol judge Kara DioGuardi found out she’d been expunged via a news article, Fox-News on air commentator Marc Lammot Hill got notified of his expulsion by checking his own Google Alerts, and Alyson Hanigan reportedly heard she had been slayed from Buffy the Vampire Slayer by tuning into a co-star Sarah Michelle Gellar’s Entertainment Weekly interview.

Though this certainly means bad news for Colfer and his fellow ousted co-stars, Lea Michele and Cory Monteith, it could be worse for Fox if they don’t enact some sort of crisis communications plan. Having yet to comment on the incident, Fox needs to address the hurt done unto the three actors as well as the mistake made by the Glee producers.

And most importantly, while media, both social and traditional, is a current craze, some institutions require personal attention. As in, in person! If you’re letting someone go, do so respectfully. Look them in the eye, explain the reasons for your decision, and shake their hand.

In the wake of the Weiner scandal, Spirit Airlines has proved that capitalizing on hot topics in popular culture can be an effective marketing strategy.  As explained in a recent Miami Herald article, the Miramar-based company is now roasting up “The Weiner Sale”—a 9 dollar fare with round trip purchase.  Though Spirit never mentions the congressman specifically, the jabs do anything but shy away from Anthony Weiner. The airline touts that its Weiner deal is “too hard to resist” and that patrons should “hurry to book now, before this sale gets hacked!”

While Congressman Weiner faces public humiliation, Spirit might just make bank off its “shock marketing” strategy. Current pop culture crazes like Weiner’s lewd photo or Rebecca Black’s hit single “Friday” can serve as potential marketing platforms, outlines for jingles, puns, wordplay and instant consumer recognition.

Spirit’s charade has garnered the airline national attention, with spreads in The New York Daily News, The Wall Street Journal and a segment on MSNBC. As Arun Sarma, marketing professor at University of Miami explains, “They’re quick decision-makers in the sense of, ‘Why not take advantage of this?’” Why not, indeed.

You don’t have to be as big as Spirit Airlines to take advantage of a public relations opportunity like this. If you see a chance where you can tie into a hot news story that could make sense with your campaign or your product, as Sarma says, why not? The publicity you could generate via email and word of mouth could bring you just as much buzz as Weiner himself!

New York Congressman, Anthony Weiner, has had a “ca-tweet-strophe” for the ages. A photograph “mysteriously” surfaced on Weiner’s twitter account of an underwear-clad groin.  Subjected to puns for perhaps the rest of time, Weiner has consistently refused to say “with certitude” that the picture was of his, well, you know. But he hasn’t outright denied it either.

While the situation is utterly embarrassing to say the least, Weiner’s pickle provides a lesson for all of us in crisis communications, or the process of skillfully handling news stemming from a bad situation.

The congressman has said his account was hacked, but never went to the police. It’s important to have some sort of credibility in these situations. While a hacking was definitely possible, without a second source it’s harder to believe.

Weiner has also given contradictory remarks to various media outlets. Our advice to him would have been to “Pick a stance, defend it, and stick to it.”  After he said he was “not going to allow this to be what I talk about all week,” he sat down for approximately eleven hours of interviews with NBC, Fox News, CBS, CNN, ABC, and others. Through it all, he’s remained mysterious and said different things as to his breadth of knowledge regarding the photo, and if in fact it was taken of him.

As House Majority Leader Eric Cantor said on Fox news this week, “My advice would be to come clean and clear it up. I mean, perhaps he’s trying, but I know there’s a lot of explaining going on without a lot of clarity.”

Crisis communications isn’t about spinning bad news into good, it’s about limiting the fall-out from bad events and making sure the stain doesn’t permanently taint your good reputation. Weiner could’ve used some tips from Boardroom’s crisis communications experts.

To get his panties out of a bundle, (pun intended), Weiner could and should have done the following:

o Call his trusted advisors. As soon as word gets out, call your PR consultant versed in crisis communications, as well as your attorney.

o Think before speaking. Take time to assess the situations, and the irrevocable consequences.  If Weiner wasn’t prepared to speak he should not have expressed concern, as he told Fox News, “We’re concerned about saying anything indefinitely.”  Right there, it implies that Weiner has something to hide. If you’re not prepared to speak, say, “We are determining exactly what has happened and will respond with a statement when we can.” This shows you’re actively engaged and not avoiding the questions, and the truth.

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Don Silver, COO of Boardroom Communications, will moderate a panel discussion this Wednesday at Florida Memorial University, titled: “BP, PR and the Crisis Response Lessons: One Year Later.” 

The panelists will examine the collaborative response to the spill by BP, the federal government, the Gulf States and municipal governments, with a focus on crisis management and communications breakdowns and effective tools used during the spill.

The Deepwater Horizon oil spill in the Gulf of Mexico was the world’s largest marine oil disaster. The spill left a significant, long-lasting impact on the environment, as well as, the region’s tourism and seafood industries. The spill was also a classic example of a public relations nightmare for BP in particular. How prepared was BP for this disaster? How did its spokespeople do? How well did the federal government and the Gulf States communicate and connect with the public during the spill? What crisis communications messaging tactics, including PR and social media, worked?

The panel includes:

Dr. Bill Jong-Ebot
Chair, Humanities; Associate Professor, Journalism & Mass Communication
Florida Memorial University

Susannah Costello
Vice President of Brand
VISIT FLORIDA

Cynthia Martinez
Manager, Corporate Communications
Royal Caribbean Cruises Ltd

Matthew Beatty, M.B.A.
Communications Director
Sonshine Communications • Black PR Wire, Inc.

Tandaleya Wilder
Founder
She Got Game Media

With all that is going on in the world, there is no shortage of work for crisis public relations pros to handle. In addition to traditional media relations, crisis management experts frequently get involved with all avenues that lead to a client’s major stakeholders and audiences such as employees, investors, customers, regulators, as well as the industry and community-at-large. As we have seen with major crises, they come in all shapes – from Charlie Sheen’s meltdown to Japan’s nuclear situation to the election recall of Miami-Dade’s mayor and a commissioner to the Yoss Law Firm implosion. Each has its own unique challenges.

On Wednesday, March 30, Business Wire and JM Family Enterprises will be hosting a panel titled, “CRISIS! Expect the Unexpected: Plan, Manage, & Respond.” The event will begin at 11:30 a.m. at JM Family, 111 Jim Moran Blvd., Deerfield Beach.

Attendees will hear from top South Florida media and crisis communication experts. Panelists include: Laura Vann, Lynn University Marketing & Communication; Don Silver, COO Boardroom Communications; Elianne Gonzalez, Insurance Information Institute; Wayne K. Roustan, South Florida Sun Sentinel.

The event is FREE! Hope to see you there. For more information visit the event page here.

In the November issue of Las Olas Lifestyle Magazine, Boardroom Communication’s founder and president, Julie Talenfeld, offers advice on what to do in the event of a crisis.

“Bad things happen to good people, executives and companies,” says Julie “How you respond can make the difference between being dragged through the mud or emerging from the crisis with as little long-term damage as possible.”

Julie explains that crisis communications is a process that requires skill in handling news stemming from a bad situation. Trying to spin bad news into a good situation is not the right approach. You have to gather all the available information, formulate a plan, prepare a statement, and then stick to your message. The key is to have a plan with a strong message, but let it be flexible enough to evolve as the situation changes.

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