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Reputation Recovery

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When you are more virtuous than your reputation would suggest, you have a communications problem.

When your reputation for virtue exceeds the facts on the ground, you have a ticking business problem.

When Image and Reality Part Ways

When you have a communications problem, the communications team should hire a PR firm. Most firms do this.

But in the second case – where the reputation is better than the truth – most firms do not do what they should. They don’t even thank their lucky stars for having a better reputation than they deserve.

Instead, they begin to believe the hype.

Then one day, It Happens. The subsidiary defaults. The pipeline springs a leak. Animal byproducts show up in the food. Someone comes forward to testify.

Let’s be clear. These things just kind of seem to happen more often to the non-virtuous than to the virtuous firm. If the event truly is an anomaly, it doesn’t last on the front page. Acts of god don’t make good news for long.

But what about the non-virtuous firm?

When Disclosures Accelerate

When it turns out the smoke really did indicate fire, the non-virtuous firm all too often behaves predictably.  Having believed their undeserved hype about being virtuous, they then do what the virtuous firms did – they hire a PR firm.

Which is all too often the wrong thing to do – and hardly ever the main thing to do.

In an interesting display of PR sensitivity,  BP chose to hire Dick Cheney’s former campaign press secretary as head of PR, and a Wall Street PR firm as outside advisors.

Of course, there is a role for communications experts even in a crisis. With multiple constitutencies and tons of experience at keeping things secret, perhaps it made sense for Penn State to hire two outside PR firms.

But most non-virtuous firms aren’t looking for technical expertise; they’re looking to follow the lead of Muammar Gadaffi in seeking spin.

PR: a Delicate Balance

It cannot be an easy thing to tell clients seeking spin that the solution is to become virtuous. Clients want virtue now, and backdated if possible, thank you very much.

In such a milieu, the temptation for ambulance chasing is high. How can you keep on teaching virtue when the clients are paying you to shut up and stop the pain?

Yet that is what must be done. Arthur Page, the poster child for “good” public relations, had it right. He had a list of seven principles, the first of which was “tell the truth.” What a concept.

He also said that public relations is 90% doing and 10% talking about it. In other words, if you are virtuous, you’re not going to have much of a problem explaining crises.

Recovering Virtue

The fallen firm wants to know what they can do now to recover. After all, they always sought fast fixes in the past, and they worked. But there simply is no fast route to virtue recovery if you’re coming from a history of un-virtuous behavior.

At a personal level, it’s conceivable that someone could have an instant conversion and become virtuous, though I don’t think I’ve ever seen it – most conversions I have seen have come through pain and hard work.

And at a corporate level? Fuggedabout it. The fastest route to serious change is to change all the top leadership, and even then you’ve got habits, policies and cultures to change. Minimum 6-12 months, and I can’t off-hand think of an example where change has happened that fast.

Non-virtuous leaders who’ve been caught with their pants down don’t want to hear it, but the best way to handle crises is to prevent them happening in the first place. The best way to be trusted is to be trustworthy.

Spin is not the solution; spin is the problem.

You may not be able to change by tomorrow, but you can always start the journey today.

 

 

 

 

I’m Just a Soul Whose Intentions Are Good

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I’m just a soul whose intentions are good;
Oh Lord, please don’t let me be misunderstood.

Don’t Let me Be Misunderstood, by Benjamin, Caldwell, Marcus 

So goes the song (written for Nina Simone, made famous by The Animals). Heaven forbid: Oh lord, please—don’t let me be misunderstood.

Being misunderstood is a terrible thing, we say. My intentions are what’s important, we say—look at my intentions, not at my actions. Then you’ll understand me.

The US criminal justice system, as we’ll forever be reminded from Law & Order reruns, has two parts: the police, who investigate crime, and the district attorneys, who prosecute the offenders.

At least in the TV version, cops who are interested in understanding intention—intention leads to motive. It helps explain behavior, and leads to discovery.

In the courtroom, the crime is partially defined by intent. Killing someone with intent is generally considered more heinous than killing with no intention to do so. Sentencing, too, is affected by intent, as in ‘he still shows no remorse.’

We fear being misunderstood, of having bad motives attributed to us. Yet we attribute bad motives to others all the time. He has it in for me…he never listens to us…he only cares about getting his own…and so forth.

There is a constant interplay between intent and perception. It’s the territory that’s inhabited by PR firms and political consultants. And it’s that interplay that heavily determines trust, among other things.

Big Oil and Its Intent

While consuming gasoline this weekend in the great American pastime of driving while radio channel-flipping, I heard John Hoffmeister, former president of Shell Oil, respond to a question (I’m paraphrasing here by memory): “If BP really didn’t want a massive spill like this, then how can you explain their failure to have adequate prevention mechanisms in place?”

Hoffmeister then spoke some truth (again, by my memory): “Of course I wasn’t there, but in such situations, it’s often not the equipment—steel is steel—it’s the human, managerial part of the equation that goes wrong.”

It usually is. I sincerely doubt that a single employee of BP wants, desires, intends to spew hundreds of thousands of gallons of oil into the Gulf of Mexico. I sincerely doubt that anyone in BP is indifferent to the pain and suffering of living creatures and the ecosystem in coastal Louisiana. Yet those motives and worse are easily attributed to Big Oil. And hardly without reason.

The face of evil is far more mundane than the conspiracy theorists suggest. The excellent Wall Street Journal series  documents, at a micro-level, how good intentions can co-exist with disastrous decisions.

You can also destroy good intentions with an ongoing climate of fear, confusing goals, and conflicting pressures; see David Gebler’s account of unethical behavior.

How Good Intentions Get Subverted

It’s hard to do good from bad intentions. But Eric Burdon’s plea notwithstanding, good intentions not only won’t keep you from being misunderstood, they are impotent in the face of failure to act on them. The road to hell, it is said, is paved with good intentions.

What are some of the most common ways in which good intentions go bad? Here are a few.

1. “It’s not illegal.” Those who invoke the law as a way to justify their good intentions are scraping the bottom of the ethical barrel. Laws are simply the extreme version of social sanctions. Their presence means some proscription has gotten so odious that society chose to ossify it in a law. The absence of such ossification is so distant from evidence of good intentions as to be absurd. We rightly shame people who try to make the connection.

2. “It’s our policy.” Variations on the theme include “I was just following orders,” and “that’s just how things work.” At its best, this an evasion of personal responsibility by blaming things on a ‘system.’

3. “I had no choice.” On the face of it, like number 2, but accompanied by an anguished plea of being caught between rocks and hard places—there was no time, everybody was yelling at me to finish the job, it’s been done before…”

It’s a basal human trait to desire to be understood. More evolved human traits include the ability to detach from that desire, and at the same time do things in a ways that ensure good intentions are in fact clear.

How do investment bankers defraud entire nations? How do oil companies poison entire ecosystems? How do companies come to be mistrusted?

One step a time. One small, innocuous, seemingly inconsequential step at a time. The devil may lurk in our hearts, but he lives in the details.