Controversy And Public Scrutiny - Best Tactics

The Internet offers many advantages. Primarily, any and everyone can find you, which, on the positive side, translates to exposure for your company in front of all kinds of potential investors. The dark side of this naked exposure is that it also means you are vulnerable to potential critics. As we have seen time and again, small groups of people, even one vocal individual, can derail projects, even those undertaken or proposed by big companies. Thanks (or no thanks) to the Internet, activists can stake their claims on any and all kinds of issues. Today more constituents are asking more questions about any and everything. Public debates can escalate and brings out strong emotions, including embarrassment, humiliation and blame.

Public involvement, however, is often necessary or even government mandated. With regard to major public projects or facilities, public consent is likely to be required, initially and even continuously, throughout the planning period. In the areas our companies operate, which are mainly biotech, technology and medical instrumentation, such complex scientific information about risk and probability, even when openly communicated, often results in public concern. As I said, extensive public involvement can kill projects, companies and reputations. Smart companies take the time and trouble to translate these issues into clear everyday language.

A wise policy is to pay attention to public sentiment before a controversy draws the media. The media can be expected to focus its editorial content on the conflicts, controversy and opposition, not on your high-minded aspirations.

Stay Calm: Do Not Respond Emotionally to Attacks
The current climate has spawned a new breed of activists and corporate “enemies.” You don’t have to be wrong to be attacked. Stay vigilant and aware of who those adversaries are, or who they might be. However, misinformation arises out of emotional responses. Activists of all kinds can and often do distort the facts in an attempt to create a grassroots uprising. The role of public relations today includes anticipating resistance.

When addressing a controversial issue within your community, strive for peace at all times—although know that enemies, and all sorts of critics, will build their forces against you regardless. Expect them. Expect them to put endless energy into trying to derail you from moving toward your goals.

To build the trust of your community you must:

• Stay in touch with your immediate community and the issues at large;
• Speak simply to your community. Don’t overwhelm them with scientific or technical jargon;
• Provide information in advance of the questions;
• Ask for community input before it is asked of you;
• Really listen to your critics; and
• Prove you have listened by responding and changing when practical to do so.

If you want to introduce any potentially controversial thought, product, company, building, etc., here are a few ideas to help you build a foundation of public consent:

• Keep your focus on what is truly important.
• Consistently present your positive objectives.
• Have ready responses to criticisms and negative objections.
• Use direct communication with your investors and others in your community as much as possible, minimizing the need to go to the media, thereby reducing their potential contrarian influence.
• Be prepared to correct and clarify any misinformation that comes your way. Inaccurate literature or statements from antagonists and critics must be addressed rapidly to prevent the spread of miscommunication and misinformation.

Margaret Thatcher said, “You may have to fight a battle more than once to win it.”  If you are waging a battle in the Court of Public Opinion, which is what you really are doing every time you put out a news release or attempt to influence the media in any way, think carefully about what you say. And keep in mind that you will probably have to say it more than once in order to get noticed.

“Overnight Success” Can Take Years…
CEOs who have been plugging along for years to make their companies or projects successful, who keep delivering, and who utilize a well-orchestrated corporate communications program, may nonetheless ultimately be viewed as an “overnight success.” Just like show biz folks who are “suddenly” discovered, nobody will focus on the dues paid or the many trials suffered through to get to the pinnacle. If you don’t expect credit, you won’t be disappointed. Of course, you will be pleased when all the hard work you did to get where you got is appreciated.

Instead of seeking appreciation, however, focus on the greatness of the moment, of each milestone. To position yourself for long-term success, do everything in your power to keep the ball rolling with positive momentum. This, of course, includes having a solid, ongoing public relations outreach program in place.