Crisis and communication treading water?

Last night's Los Angeles City Council rejection of a rate hike for DWP customers is a prime example of why public relations is a much needed profession.

Communication was the driver in this issue. And, in the heat of the moment - when the dialogue reached "crisis" proportions - a lack of communication resulted in failure for one side.

Multiple parties had multiple agendas, viewpoints and positions. Each side was doing it's best to argue its point - either publicly or behind closed doors. There was a ton of information to share.

My political friends will say that shrewd negotiating skills - those possessed by lawyers and public affairs professionals - were the most critical factor in this process.

I disagree. All parties in this debate were out in the open on this one, they took the battle to the streets, to the news media, to any location that would give their side the advantage.

On a tactical level - a lawyer or political guru may bring tremendous resources to the table. On a political level - trades are being made. But in terms of gaining advantage, it comes down to communications and all the functions wrapped under the public relations umbrella.

This episode was about making a convincing argument. Start with the right key messages that resonate. Develop fact sheets and other materials to back up your point. Anticipate what the other sides will do and say and have "counter" statements ready. Look for other organizations to support your side. (The mayor pulled out Al Gore for this one). Figure out who will have the most credibility on the issue and place them before the public. Test the message. Rehearse because you will only get 30 seconds of TV news time and one paragraph in a story. Carry out a campaign to articulate your side. Engage the news media and other interested parties. Keep your message focused and clear - and don't waver. Anticipate course corrections.

This is public relations. It's not about "image" but about artfully and effectively communicating with the public. It's not about "spin" because in a debate like rate hikes - spin will get you crucified. It's about bringing out facts that, of course, support your side but more importantly reveal additional details that others (news media, the public, potential supporters) did not know and need to consider.

This was one very complex public relations effort because a lot was at stake and because multiple arguments were being made. A mayor who recently hired a pro-business "czar" is now proposing a rate hike that business groups said would create more layoffs and even force companies to leave town. It was a rate hike coming at a time when citizens are still eating meat loaf and baloney sandwiches and looking for work.

Slice up this classic public relations effort and you'll find the art of analyzing trends, predicting consequences, managing communications between a company/organization and the public, counseling, implementation and then moving into crisis mode.

In the final analysis, the winning side had the better public relations plan.

To its credit, the pro-hike side did try to communicate one of the more important facts - that the city is facing emission reduction mandates and there is a long lead time to achieve these requirements. But that was countered with: "well, let's see if we can postpone this until the economy improves." (Look at how this "let's defer" decision played out at the Metropolitan Water District of Southern California - when its board rejected a larger water rate hike a few years ago, only to later realize it was really needed and now they are playing catch-up in a down economy). The mayor tried to emphasize new green jobs from his proposal, but that was countered by questions of whether these were simply a transfer of existing jobs.

Communicating your side. It is: creating a strategy and incorporating the functions of communications, community relations, government affairs, media relations, speech writing and more.

Public relations.

What to expect when Tiger hits Augusta

It has become a public relations case study, unfolding before our very eyes. An international figure facing a major personal crisis. With the Masters golf tournament approaching, the eyes of all my public relations colleagues will be glued to the TV and other news mediums to see what happens next.

I submit the Tiger Woods story is perhaps one of the most unique, from a public relations standpoint. And, no one has been right or offered the perfect public relations solution. Myself included.

Early in this saga, within the first few days and weeks of the famous Thanksgiving night car crash, some news columnists suggested this story was none of our business. I said here they were wrong and I think that argument has since been proven ridiculous. The actions of a top CEO - Tiger is head of a major business enterprise - can have significant consequences if they impact the operations and financial outcomes. In Tiger's case, he had built an image that was integral to the success of his enterprise. That image included being a family man and someone we could respect because he appeared to be living his life in an ethical manner.

So, for us PR folks, we now are wondering how Tiger will recover, and how much he can recover. This is what we have seen from Tiger, so far: Silence, entering rehab, a very scripted public apology, back to rehab, an announcement he'll return to golf, two interviews with time limitations ("hope fans like me and some topics are still a private matter"), Tiger seen swinging a golf club at Augusta.

The next huge step is when he returns to the links. Tiger must play golf. That is his business, both from the prize money of a tournament and from the endorsements. He lost all but two major sponsors.

Tiger was very shrewd in selecting the Masters for his return. Fan decorum rules at this prestigious course will help control any public outbursts that would be captured on camera. At least, around the links. Augusta can't control what happens outside, or when the world's media roam the course to interview fans. A few other writers have their own view of why Augusta is a prime location for Tiger.

Here is my prediction. The stories at Augusta will be (a) fan reaction and countless "man-on-the-street" interviews, (b) Tiger's game - can he play under this stress?, (c) endless recaps of Tiger's saga, (d) a look at the media covering this event, (e) why other players are upset by the distraction, (f) oh, yeah, the guy who won the 2010 Masters - and it won't be Tiger, and (g) assessments after assessments of how did Tiger fare? And multiple stories in between. Will Tiger take Arnold Palmer's advice to be more open with the media?

What is not known is whether Tiger will visit the press room during the match to take questions. He'll have to if he wins. Will CBS call him into the booth? Likely. But don't expect much.

In my view, the days following the Masters will be the most important. Ari Fleischer won't be there to guide him. Tiger will have gotten this "first-game-back" off his back and will be looking for normalcy on the horizon. And that includes his family.

No, the most crucial days for Tiger and the rebuilding of his empire will be following Augusta. The fan reaction at the next golf tournament, his ability to control his message, will he remain married and his ability to show remorse - in a genuine way.

The World Water Day no one knows

It's the first Monday of Spring. It's also World Water Day,(that link is sort of a "fake site - the real Web site is here) an event via the United Nations that will go largely unnoticed in the United States.

Only a few water geeks, some environmental organizations and a couple of water agencies are mustering any kind of "event" to draw attention to one of the planet's most serious issues - clean water.

For a public relations professional, this is both troubling and perplexing.

First, let's talk about this day. There is much to contemplate today, and possibly a few steps for you to take. For starters, you can donate to a great charity to help provide clean water in Haiti. Or, buy something and support Southern California's Heal the Bay (Yuck - only because it's so, so, well, cheap?). Or, sign up for a water forum in Orange County. Or, read the April issue of National Geographic and find out about CA's problems. Or,read about one possible, but expensive, solution to the Golden State's problems. (Perhaps CA's "water day" will be the Nov. 2)?

The real purpose of World Water Day is to make sure the entire planet is well aware of how fragile life is in many parts of Earth. Clean water is hard to come by. Even having a supply of water is hard to come by. The "haves" are to help the "have nots."

Sadly, in Los Angeles, World Water Day 2010 is a non-event (you may have missed a forum last week at the natural history museum). In fact, World Water Day in the U.S. is just a smattering of events across the country. One of CA's most visible water guru is not even in our state.

How did this happen? How did a major United Nations effort simply fade to black in a country that affect the greatest positive change? The "haves" are not engaged.

Any public relations pro will tell you that keeping a major initiative "top of mind" requires a strategic campaign, constant marketing efforts, broad support from the federal government and state governments, cool events and partners (preferably corporate ones). And, in today's world, a strong social media effort.

None of this exists with the U.N. World Water Day. At least, not in the U.S.

It's not enough to throw up a pretty Web site and hope people see it. It's not enough to get a "few" children in the U.S. engaged by wearing a T-shirt for a day. Giving out ideas about how to conduct a World Water Day event in "your city" without any follow-up push is like asking someone to trim a tree without shears. The U.N. is not lacking for money to do some publicity.

So, how about we - the public relations profession - gather (virtually, of course) and develop a campaign that makes World Water Day 2011 the biggest ever in the United States?

Come back here to see how this develops.

One way to stimulate the economy

CA elections can reap rewards for some of the Golden state's top campaign firms and advisers.

This year looks like public affairs shops, individual consultants, advertising groups and others will reap significant gains. Millions will flow into CA organizations. And, just in time for a few.

While much of the focus has been on the governor's race, where candidates are employing multiple consultants, some of the real cash is on the propositions.

Take, for example, PG&E's spending on little known Prop. 16. The Capitol Weekly has a great report here.

And that is just for the June election. The November propositions, like the $11 million state water bond, are already on pace for record expenditures from the "for" and "against" teams.

Check back here for a tally, soon.