Archive for February, 2012

MACStrategies Shares Media Training Expertise With Legal Firm Media Professionals

Thursday, February 23rd, 2012

In January, MACStrategies President Scott Sobel presented a seminar about media training to the Legal Firm Media Professionals, a group of top legal marketers and public relations professionals in the Washington, DC area.

Beth Huffman, director of media relations at Dechert law firm, praised Scott’s presentation:

“Thanks to Scott Sobel who put on a FABULOUS meeting in January on media training… for those who would like to get a private screening of the training tape, or learn more, he is available at sobel@macstrategies.com.”

Boy Scouts of America: Prey to The Snowball Effect of Similar Lawsuits? Lessons for Associations

Thursday, February 23rd, 2012

The last few years have had organizations that the public has instilled trust in turn out to be hiding alleged abuse: Penn State University, Syracuse University, The Catholic Church and, most recently, a number of Los Angeles schools (these allegations of course impact teacher associations and un ions). Alleged victims have aligned with attorneys in lawsuits that are renditions of their predecessors and become submerged in a snowball effect.

You may recall that we warned you in our previous blog concerning sexual predator allegations at LA Unified Schools (the blog was entitled, “Spotlight on PR: Maintaining Trust)” to check your own association or organization for possible cases as our experience indicates these kinds of cases cause copy cat or snow ball effects … well this is just what is happening. Now, the Boy Scouts of America is facing litigation in California that may require the Scouts to reveal every alleged sex offender recorded since the founding of the Scouts. A boy in California was abused years ago and the perpetrator was the scoutmaster. The scoutmaster was in jail for two years but has since been released. The Boy Scouts of America has its own internal mechanism for resolving instances of sexual abuse, but a lawsuit is pushing for the Boy Scouts to announce who these sex offenders are in an effort to possibly prevent future abuse. A ruling is not expected until April.

However, the Boy Scouts of America has its reputation to manage immediately with this lawsuit. The lawsuit could become an international crisis. The organization says it has an internal mechanism used to manage internal issues between scout masters and boy scouts, but the public has no idea what that really is.

Transparency and cooperation with alleged victims and community organizations with stakes in the tragedy would be the best places to start. We recognize legal counsel and business considerations are probably advising against complete transparency but there are a few obvious communications tactics that can protect legal standing but also satisfy public and organizational needs at the same time. For instance, the Boy Scouts of America website provides no mention of the lawsuit. This could appear as insensitive to the public while trying to pretend the scandal and underlying issue just will go away.

A Huffington Post article describing this case begs the question what is the Boy Scouts of America hiding? Why the seeming resistance to show their internal database and methods of disciplining alleged sex offenders? The organization should keep in mind that it might lose membership and financial support if the public cannot trust the Boy Scouts of America with their young men and membership or prospective members will become even more skittish if the Scouts appear to be hiding something.

Obviously, the case of the Boy Scouts will continue to evolve but we have a final caution for association and organizations which could also be vulnerable: get your house in order because that snow ball could turn into an avalanche and roll in your direction.

 

School Administrators and School Associations: Protect the Children

Monday, February 13th, 2012

It’s all a matter of trust.

Right now the LA Unified Schools are in the cross hairs of a very high profile abusive teacher sex scandal where a number of children were allegedly methodically victimized at two schools and maybe more.

Some parents cry they can no longer trust the school administration to protect their children. Some parents cry even more loudly that they don’t want innocent teachers separated from their profession or the needy children they teach.

Teachers are running the gamut of emotions and opinions. Teacher associations feel they have a mandate to protect the profession and the innocent. And, there are many more sides to this heartbreaking story which have played and replayed for decades in America where there is no federal abusive teacher data base and recidivist abusers have often been kicked from one school system to another with a, “we won’t tell if you don’t tell” wink by those in positions of power.

So what is the right thing to do? How will the courts play Solomon and not actually cut the baby in half both metaphorically and maybe literally?

One decision is an easy one to make when trying to save the reputation of teacher’s associations, school systems, legal factions, parent and children rights advocates — always err on the side of the student … politics and liability be damned. Get the kids away from a potentially dangerous person or situation immediately until you are as sure as you can be that the situation or location is as safe as you can make it.

Be decisive. The gesture of protecting kids at all costs may cause short term legal and political heartburn but eventually the strengthening of a safe system will save credibility, legal bills and, oh yes, lives. Think of history, think of precedent, think of the message you are sending to deter the future perpetrator and encourage the whistleblower (history shows a whistleblowing culture eventually cuts back on crisis situations and the following litigation along with the horrible public relations that comes with the cases in question). Think of the strengthening of bonds with all the stakeholders and, in the case of teacher’s associations, the buy-in of the vast majority of your teacher membership.

Our sources tell us most teachers have no idea of the back room deals that may be made to hide abusive teachers by administrations or unions. When making reputation decisions, those administrators or association board members and managers should always act in a way that will please their eventual “consumer” – in this case that consumer would be elected officials, regulators, voters, parents, students, other teachers. So, first protect the children … that is a position you can build upon. Prudent transparency is the best policy as trust and credibility will eventually mean approval of better new wage contracts, approval for bills or laws you want passed, better results concerning fair benefits packages, etc. How will those kinds of public approvals or contract negotiations go if you cover up misdeeds or are not proactively transparent when you can be? You know the answer and it is not a good one.

Think of your priorities and action plan progression as any good manager would think of solving a business problem. If your intended result is to ultimately protect the student, then work backward from that outcome and find ways to get there. Cover-ups and indecision will not get you there. Do the right thing morally, ethically and for all your objectives … protect the children, and build on that strong message.

How An Association Can Use Public Relations To Better Manage Its Reputation

Wednesday, February 8th, 2012

In order to gain attention for a cause or campaign, associations often need financial support not just from their members but also from donors. But what happens when that donor is a controversial figure?

The National Education Association (NEA) experienced such a situation this week. The Huffington Post reported that Sasha Grey, a former porn star, wanted to donate to NEA’s Read Across America program. The trouble is the NEA did not want an important educational initiative associated with such controversy. The NEA shrewdly declined, removing any connection to controversy. Previously, Grey had come to the attention of the NEA after she read to children at a public school, which led to an outrage from parents and the community. The NEA managed their reputation effectively here by avoiding any potential criticism from its members and the public. If the NEA had accepted Grey’s donation, more attention could have come to Grey than to the importance of the Read Across America campaign.

An association’s reputation is its brand. How the association manages that reputation can determine how successful the association can be as a resource for its members or how quickly it can fold. The NEA averted a potential blemish to its brand by declining Grey’s donation.

MACStrategies Comments in Bloomberg Newswire About Spirit Airlines’ Communication Methods

Monday, February 6th, 2012

Recently, MACStrategies President Scott Sobel commented to Bloomberg Newswire about the unusual communications methods Spirit Airlines implemented in response to new laws requiring disclosure of hidden fees. Spirit Airlines issued a press release, an ad, and email to customers criticizing the U.S. Department of Transportation and a U.S. Senator.