Bleeding, Box Scores and Pro Sports Injuries
I have known for some time that if it bleeds, it leads. That’s how news is decided, primarily for TV, but also for the other mediums. I can sadly say that at least 75%, if not more, of the TV coverage we have had here at the university has been a tragedy/travesty: apartment fires, federal investigations for fraud, vandalism (twice), etc. This is certainly not for lack of pitching the good stories to the media. We even create the angle/hook/sensation for them. It doesn’t matter.
In addition to the bleeding leading, sports will always be covered. Collegiate box scores and game stories always make print, and are often mentioned on local TV. However, I was watching the local newscast Monday evening, right after Albert Pujols fractured a bone in his arm in a game and will be out for quite some time. The newscast started on the hour, and that was the ONLY topic covered until the 13th minute. Now there was a commercial series or two in there, but still! There are so many positive things happening in St. Louis right now, including Marine Week down on the riverfront. Instead, we get to hear the interview of the 10-yr-old at the stadium telling us that he would have punched the guy in the head if he broke his arm.
Now I kept watching this particular newscast because I was in awe of how much of the beginning segment was dedicated to this topic, and naturally it was to become fodder for my blog. But the fact that Joe and Jane Sixpack keep watching crap like this is the reason it continues to happen. And the reason why I don’t often watch the TV news.
The Importance of Doing the Right Thing
I know, it sounds like a lesson you learned in kindergarten. Unfortunately, many companies still don’t understand it though.
I’ve had several conversations lately about the PR implications of negative actions taken or substantial errors made by companies or employees. And inevitably, there is always a suggestion that we figure out how to “cover this up”. I shake my head, and my response is typically the same: has anyone thought about perhaps admitting an error, issuing a heartfelt apology, and outlining the steps you are taking to fix the problem and safeguard against repeating history?
Put yourself in your customers’ shoes. Wouldn’t you find it easier to forgive a company for a wrongdoing if they apologized and fixed it, versus tried to cover it up? How about Toyota’s recent mechanical problems–they were slow to speak in the public and apologize, but once they did, it focused the conversation away from trying to catch them to talking about how the problem is going to be fixed.
Yes, there will be a time when their brand will suffer. However, they have worked very hard in the past to build relationships with their customers, to the tune of significant brand loyalty. It will take some time, but it will be easier for them to rebuild trust than if they had not built that relationship foundation.
Sorry for the brand loyalty digression, but the message is the same. If you do the right thing to fulfill your mission and satisfy your customers, handling times of crisis becomes so much easier. So when we ask ourselves what we are going to do about a particular situation, the answer to me is easy: what is the right thing to do for our employees, our customers, and our other publics?
About Me
I am currently the president and general manager at Access Marketing Company. You can read my full resume on my LinkedIn profile. Some of my favorite accomplishments include canning and preserving much of my summer vegetable and fruit garden, being part of the St. Louis Business Journal Class of 2007 Top 40 under 40, and continuing to play beach doubles volleyball – even placing in an EVP doubles tournament.
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Beth Keserauskis 