Defending Good Science

October, 2004

The "Uh Oh" Moments Revealed

If you could correctly predict winning lottery numbers, it would be silly not to.    So why don’t business leaders know what the next crisis to hit their industry will be?

As a risk and crisis communications consultant, I am continually saddened by the number of leading business and industry leaders who can’t tell me that answer.  Especially because the answer is so easy.

Let me tell you a secret – there is no excuse for being surprised by what I call the “uh oh” moment…  I don’t have the space in one column to go over all the potential responses for each situation, but as a service to you – I will tell you that your next “uh oh” moment will come from one of these five scenarios:

Natural Disaster or Catastrophe
(Recent Examples – Any business in the State of Florida)
There is no business on earth which can’t plan – now - for a fire, hurricane or other natural disaster.  I know a small printer who had made cooperative arrangements – in advance – with other print shops in the city to use each others facilities, if needed. Sure enough – fire devastated his shop one night.  He immediately made sure the media received a “business continues in spite of fire” message.  When he re-opened 6 months later, his client base was even larger.

Your Product is Dangerous
(Recent Examples – Farmed Salmon has PCB’s, ‘Swiffer Wet Jet’ makes pets sick)
Do you manufacture something?  Do you provide services to people?  Have you prepared what your response will be when that product is accused of making people sick?  If not – what are you waiting for? 

Your Company is Corrupt/Unsafe
(Recent examples – Enron, Halliburton)
In an era where even Martha Stewart can go to jail, no one is immune from accusations of corporate wrong-doing.  The kissing cousin of this scenario is the “your facility makes us ill” complaint which typically assaults the chemical manufacturing industry.

Your Leadership is Absent
(Recent example – McDonalds CEO dies of heart attack)
Losing a public member of your leadership team raises immediate business continuity concerns – but also serious and immediate communication issues.  Who acts as your spokesperson?  What do they say? 

Your Business is Inept
(Recent examples – airline bankruptcies, Nortel layoffs)
The fact is that for some industries, layoffs, transfers and shutdowns are a way of life.  These are hardly unexpected events – which is why I’m appalled at some of the messaging that gets relayed to the media.  After all, if layoffs were handled properly, half the stories on www.f*ckedcompany.com wouldn’t exist (substitute a ‘u’ for the *)

Once you've broken the universe of future events down into one of five themes, it makes the world seem less daunting, doesn't it?  Especially when you start to apply common sense.

For example, the farmed salmon industry just got through a fight over PCB's in salmon meat.  So there is no reason to be surprised when activists (highlighted in last months issue) began to assail the industry over a new chemical contaminant (called PBDE's).

(On a side note, the media are reporting that PBDE's are also found in human breast milk.  No one is telling mothers to stop breast feeding, but activists don't shy away from telling the public to avoid salmon meat.)

What if you wake up and find yourself in one of the above situations.  The good news?  It’s recoverable.  Do this right, and things will be fine.  But screw up and you’re prone to discovering the sixth type of headline – “You lied.” 

The first five are recoverable, if you prepare for and know how to handle the situation.  The sixth is far, far tougher.  Maintaining credibility is cheaper, easier and better for any business than the alternative – rebuilding credibility after it’s been destroyed. 

Link of the Month

Special offer for readers…

My apologies to those who may not be in the Toronto area, but I couldn’t let this one slip by – but I’m eagerly looking forward to attending the “Risk, Regulation and Reality conference in Toronto, October 7th.   The conference is planned to ‘give perspective on the issues when we are bombarded by the threat of risk on a daily basis.’

Registration is $75, but I’ve negotiated a price of $50 as a special offer for readers of “Defending Good Science.”  

No hooks, no catches – simply register here, scratch out the $75 figure and scribble in a registration fee of $50.  Just put “Defending Good Science” in the margin. 

Talk To Us!

Bad things can happen to good companies.
When it happens, the smart companies call Checkmate Public Affairs.

I want to talk to you!  Please call, email, or write a letter... The fact is - I find you fascinating.  I'd love to talk to you about your business or your perspective on world events.  It's what keeps me sharp.  Not many people get the opportunity to interact with neat people every day, so I like to remember that and take advantage of it.

Are you curious about us?  Checkmate Public Affairs specializes in 'Defending Good Science.'  We manage issues.  And we deliver results, because we love what we do, and are fanatic believers in mind-blowing customer service.

Checkmate is dedicated to assisting corporations with science-based risk & crisis communications and issues management.   We are a small firm with a niche practice - which means we aren't loaded with the overhead and complicated structures of many big agencies.

Do you have any questions?  Are you feeling uncomfortable about a situation? Are you on the wrong end of an attack?  Call us!   We're friendly, easy to talk to, and are blessed with a natural sense of curiosity.  The call is free, and we'd love to take you through some basic issues management with a free, 100% confidential, initial consultation.

Jeff Chatterton, President
Checkmate Public Affairs

Phone (519) 342-0025
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