Nowhere to Hide -- Transparency, Communication, Integrity Protect Reputation

By Joan Hunter

*My Summary, Plus Full Speech, of GFW PRSA Ethics Month Speaker John “Pat” Philbin, Crisis1 CEO and former FEMA official.


Unethical practices or actions “are going to come out,” said John “Pat” Philbin, president and CEO of Crisis1, in Washington D.C.

Speaking to one of the largest-attended GFW PRSA monthly programs during our chapter’s September Ethics month, the former director of external affairs of FEMA, offered his personal experience and professional expertise on how public relations professionals can help protect and defend their organizations against unethical conduct charges – whether unintended, true or publicly misperceived.

As an Accredited Public Relations (APR) professional and long-time member of PRSA, Philbin emphasized the importance of leading our organizations to adhere to PRSA’s national code of ethics.

Philbin graciously agreed to allow the Fort Worth Chapter to share the text of his remarks which can be accessed at the end of some of his major points I’ve summarized here:

*Philbin emphasized that PR professionals must match the speed of traditional news media in getting their organization’s own messages out simultaneously, not just to news media but to all their key audiences.

His observations about the environment in which our organizations operate today included:

*Today, speed is viewed as “more important than accuracy.”

*(As a result of this environment), “we also can observe the role of technology and influence of immediacy in watching reporters who monitor twitter accounts and broadcast reports live without so much as qualifying the veracity of the information.”

*“PRSA’s Code of Ethics requires us to advance the free flow of accurate and truthful information that serves the public interest. It is one of the primary reasons that I entered this profession in the mid-1980s.”

*“…We as communicators must embrace and leverage the capability it (technology) provides by getting critical information to those who matter most to our organizations because we will be held to a much higher standard than the media if the information is inaccurate.”

*“I believe it is imperative to help organizations create trust with those who matter most. One way to accomplish this is to promote and enhance transparency throughout our organizations.”

*“The interesting thing about being transparent is that it can actually reduce risk.”

*“Doing the right thing and performing well is necessary but not sufficient. An organization that does the right thing well can be quickly dismissed, marginalized, bankrupted, you-name-it, if it does not communicate well.”

*“As a communications professional, there is little I can do to help a client if they aren’t doing what they say they are doing. Integrity is the only currency we have in public relations.”

*Philbin’s 25+ year career includes public and international affairs, business development, change management, crisis communication, media relations, reputation management and strategic planning with top-level senior governmental officials and company executives. He may be reached at
jphilbin@crisis1.net or www.crisis1net.

Read the full text of Philbin’s remarks.

#Fail: Social Media #PR Disasters - recap

(Cross-posted from the Next Communications blog)

Thanks to Stephanie Scott and Corey Lark for sharing their 10 Lessons from Social Media PR Disasters for the June Ft. Worth PRSA luncheon: (Get their presentation slide deck.)

1. You are not in a vacuum
2. Err on the side of caution; Respond swiftly
3. Be prudent; Accept responsibility
4. Update your tactics
5. Context matters
6. If you apologize, mean it
7. Mocking your customers = bad
8. Be transparent
9. Manage your social media presence (or someone may manage it for you)
10. Sometimes you are the problem

Below is a recap built on Storify from last week's Fort Worth PRSA luncheon. Aside: This was the first time for me to use Storify. (Way cool tool.)

Translucency and the No Comment Debate in the Era of Transparency (September)

The following are notes provided by GFW PRSA chapter member and past president, Holly Ellman from the September luncheon:
------------------------------------------------------------

Rob Wakefield, Ph.D. and Susan Walton - Brigham Young University

Two years ago Brad Rawlins was one of the first to get information on transparency into the public relations body of knowledge.

Three Concepts of Transparency

1.      Embrace open and honest communication of both successes and failures

2.      Engage with your publics, facilitate ongoing dialogue

3.      Relinquish the intent to hide things to make your organization look perfect

Sometimes there are limitations to what you can say. When and how should you be transparent?

No Comment

There are traditional reasons for not being transparent:

·         You don’t know the answer

·         You feel a different spokesperson, perhaps with more or specialized knowledge, should respond

·         Response involves a legal issue

·         The activity/event deals with personal or confidential information

Consider Translucency. It’s not a replacement for transparency, but is a necessary supplement, or corollary.

Translucency discerns the outline of an object, but does not completely reveal the object.

When should you be transparent?

1. Is what you are disclosing the truth? (Not just a collection of facts – appropriate context is important.)
2. Does it meet cultural norms and expectations? (For example, in the Toyota recalls, the Japanese people were insulted that the Toyota CEO addressed the company’s crisis. In this culture, it is sometimes more important to save face.)
3. Is it authentic? Does it reflect who you are and who you say you are?
4. Is it the best ethical and emotional choice? Could reputation be damaged?
5. If releasing the information available at the time, when you know more information will be available at a later date, would you cause someone to act too early without all the facts?

Photo: dbl90 via Flickr Creative Commons

Transparency

A complaint is lodged.

An investigation is launched.

Public is informed about investigation.

The complainant is absolved.

Reputation is potentially damaged.

Translucency

A complaint is lodged.

An investigation is launched.

The complainant is absolved.

Public is informed.

Reputation is maintained.

Toward Translucent Transparency

Does not give permission to hide things.

1. Most important thing is commitment to open communication with stakeholders to the highest extent possible.
2.  Maintain open, transparent communication always – in good times and bad – ahead of a crisis as well as in the midst of one.
3.  Recognize and freely acknowledge that you rarely have all the answers. Say this clearly and frequently, and explain why this is true.
4. Hold both sides of the debate accountable for transparency. What are the motives on both sides? (i.e., the media)

Question and Answer Period

Translucency is becoming more acceptable to attorneys, who are beginning to realize the importance of the court of public opinion.

In the non-profit world, transparency is hugely important. A lot of the organization’s credibility depends on its past behavior. Carefully think through and explain why you can’t share some financial information, for example. (i.e., problems the Red Cross faced when it was discovered that some of the money donated for Katrina victims went instead to operating funds or to save for future needs)