Some recent posts on Twitter have centered around the misguided attempts of an electric company in Flordia LCEC in dealing with a local investigative reporting team.
The story just goes to show you that sometimes you need to be flexible. Instead of the thousands of dollars lost and spent on this negative story, LCEC could have turned this into a HUGE positive story and been the HERO by waiving the fee.
The Rossman Group has three rules for Ms. Ryan (LCEC’s PR Rep):
Rule #1: Don’t shoot the messenger!
Especially when you’re already limping from a media beating and the masses are hungry for blood. Explain that company rules on rare occasions need to be adjusted for our brave men in uniform. If necessary, pay the $30 out of your own pocket.
Rule #2: Don’t blame viewers for bad policies!
Don’t try and kill the story by telling the viewers – on-camera – that their rates may go up because you are forced to spend time dealing with the media inquiries due to your backwards policies. What do you think they will do, be quiet or call for your position to be eliminated so their rates don’t go up?!
Rule #3: It goes back to the basics of crisis communications.
Don’t be PASSIVE, you must be ACTIVE! Get out in front of the issue. Don’t blame Fox 4 for doing an unnecessary investigative story that clearly their viewers asked for. Accept and identify the issue, then work to make it better. Don’t blame the news organization for shining a bad light on your company.
End of Story.
-APF
