From the tabloids to the highways, we are hearing much from the marketing engineers of both spin and speed. Tiger Woods and Toyota are household names, yet now the story is different. They were persons and products of skill, envy, quality, and wonderment. Now, both are trying to “drive” the road of reputation and recovery. This long and winding road is indeed long, as both have discovered. As we watch this journey unfold, we can learn a great deal regarding small business marketing and public relations strategies.
Here are some lessons so far:
- Go for blunt honesty first. Get the dirt out fast, furious, and direct. There is no room for the “spin doctors.” Shock and awe works well as an introduction rather than a conclusion. Arnold Palmer’s advice to Tiger was to “be open” about the issues. It appears the robotic rather than the open approach is still the best approach. Ironically, Arnold’s advice applies to Toyota as well.
- Keep the message simple and clean, but don’t attempt to over control the media. An unwillingness not to answer questions only leads to more questions. If you wait too long, the mythological and false answers stick with the public. You are the source of accuracy and honesty. In a vacuum of silence and rumor, the media may distort the facts, unless you are willing to operate with complete transparency from the start.
- Respond rather than react. Gather the facts and chronologies. Study the details. Then, be human in your marketing communications. No room for “robotic” catch phrases here.
- Again, act fast. Time is your enemy…
- Get help from outside the inner circle. If you are the PR person in charge of marketing communications and you have worked, lived, and invested your career with this person or company, be prepared to humble yourself and step back. You may be too close to the crisis. Be open to fresh analysis and opinions. Seek the fresh, objective brains that can see through the fog of PR waters.
- Learn from history: Enron, Watergate, the Governor of South Carolina, Ford and the Pinto, Firestone tires, Tylenol, and so forth. What did they do right and wrong?
- Deal with the central issues and leave out innocent bystanders such as family and friends.
- Tell the truth, the whole truth, and nothing but the truth, so help you the general public, your fans, shareholders, and your customers.
- We are human. Tiger is human. Toyota is run by humans. Thus, who can cast the first stone? None of us. However, our choices have consequences. Take responsibility. If you broke it-you own it. Now, fix it.
- Remember: words are cheap but necessary. In the long-run, only your actions and behaviors will keep you out of the ruff and repair center.
I played competitive golf growing up and still play the game. I also own a Toyota Camry. Both Tiger Woods and Toyota are some of the best at what they do. I will continue to play golf and will not sell my Toyota.
Yet, I will still observe, learn, and ask the hard questions.
What do you think?
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