Creating,Crisis,Deliberately,s communication Creating a Crisis Deliberately
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A small businessman is suing a huge manufacturer that wronged him, butthe manufacturer is hiding behind a wall of attorneys while continuingto make profits from its actions against the plaintiff.A loved one goes missing in the South Pacific and thedistraught family can't get law enforcement authorities in the U.S. oroverseas to make an investigation a high priority.A group of retirees from a single firm have filed suit againstthe takeover expert who acquired their company and, from theirperspective, cheated them out of certain retirement benefits.A tiny environmental group with relatively little money wantsto discourage or even stop the plans of a large real estate developerwho has millions.These actual situations are examples of when crisis managementtactics were used for a purpose diametrically different than I usuallywrite about, or practice. Typically, most of us in this field aretrying to keep our clients out of the media, trying to minimize howmany stakeholders are concerned and affected.But some of the same tactics we use on the "defense" side ofsuch matters can also, very effectively, be used to deliberately expandthe scope of a crisis, to encourage others who might otherwise not beinvolved to GET involved and concerned. To create public pressure onthose we oppose, pressure that can sometimes work more quickly thanlegal tactics -- assuming we can even afford a protracted legal battle.The key to a dramatic growth in "David vs. Goliath" battles onissues and lawsuits has been the Internet. As has been learned,painfully, by many large organizations who could previously useattorneys and obfuscation to hide from or ignore plaintiffs andactivists. The Internet makes everything available to everyone,everywhere. News can't be contained to a single geographic area. Asingle PR Newswire press release will automatically appear on a largenumber of websites that subscribe to PR Newswire, even without anyfurther dissemination of that information. If someone is criticizingyour organization and knows how to use the Internet, what the CRITICSperceive as a crisis will become widely known to your stakeholders.However, those attempting to create a crisis usually start offas unknowns. And because anyone can be a publisher on the Internet, themedia and general public has become increasingly jaded about onlinecriticism. To succeed, would-be muckrakers need to ensure that theironline campaign is:Credible -- if it's poorly written and not factually verifiable, that undermines credibility.Legally Sound -- if a legal matter is involved, plaintiffs runa risk of being sued for defamation if they don't restrict theirallegations to those made in an actual lawsuit. And win or lose, adefamation lawsuit will cost plaintiffs money to defend. However, thereis certainly precedent for intentional lawbreaking (e.g., environmentalprotests involving trespassing) if you think the results are worth thecost.Sustained -- a single announcement, online or offline, garners a bored response.Interactive -- provides means for those browsing information toquickly get more, or to subscribe to a list which is sent updates innewsletter or similar format.Motivational -- gives your target audiences, people whom youwant to take action, reason to do so. Too many such campaigns merelygenerate limited sympathy or empathy.Strategic, Not Ego-Focused -- I've seen a great manyprotestors, plaintiffs and assorted activists stage colorful stuntsjust to get some short-term attention. The question one needs to askis, "Does this really influence people (current and prospectivestakeholders in this matter) to take the actions I want them to take?"Or are the activities planned more for personal ego-satisfaction thanto achieve a strategic goal?The latter bullet point describes the category in which mostsuch efforts fail. The people making the protests want change -- butthey really don't take the time to understand what actually will effectchange in their particular situation.Many years ago, I chatted with a Greenpeace member who wasleading a very well-organized protest against one of my clients. Isaid, "you know, we're in the profession, we're both engaged in crisismanagement." He agreed!
Creating,Crisis,Deliberately,s