Rule #1 – Conflict Always Makes News

Semgroup has been making lots of news lately and they are probably getting tired of it all being negative. The video below speaks for itself but let me give an intro. Tulsa's KTUL Channel 8 news decided to set up shop on the sidewalk outside the Semgroup building. For those of you who aren't in the know, the media has this right since the sidewalk is considered public property. If you didn't know, don't worry, you have company as you will see. Most likely Channel 8 wanted to interview company employees to get some juicy soundbites for the evening news or some later story regarding their anger about the recently announced layoffs. What they got was so much better…

As Channel 8 was setting up, members of the Semgroup (I assume) PR team came outside to meet with the journalist and videographer. That was the only thing they did right. If their goal was to squelch any negative news coverage, what they did next only ensured they would be on the nightly news… and morning, and afternoon and blogged about and on and on. As a side, I got the video via twitter and had two notes, with links, through Facebook by the time I woke up).

Let's watch. (note, I have been having problems embedding the video with the link Channel 8 provides – if it doesn't load on your system, please click here to view)

For the record, let me restate what I consider to be a basic tenet in PR/media relations; Conflict Always Makes News. It doesn't matter if it's the conflict the media came to cover, if another element of conflict arises and make for better news, I assure you that is what will be covered. To bring home my point, Channel 8 had the opportunity to finish their effort and interview an employee or two about the layoffs but didn't, without any explanation, not that one was needed, they got more than what they came for.

A few thoughts:

Semgroup's people broke two major PR rules: They let it get personal and then let their emotions take over. PR is about strategy and there wasn't an ounce of it present when they walked out the front door. A third rule of sorts, they didn't know the rules/laws appropriate for this situation. I would hope that every PR person with or without a PR/Journalism degree knows where the media can and can't be. There isn't any excuse for not knowing.

PR is also about relationship building and there wasn't any here. Is it possible to build relations during a crisis? You bet. You might not like the coverage but if it is truthful, fair and balanced that is the best you can hope for. Like my mom always told me, you made your bed, now you get to sleep in it. Here is the good news, if you helped with the story, the reporter will remember your honesty, integrity and all around goodwill and when time comes for a positive story you will have a much greater chance of getting coverage.

Semgroup thought they could control the message. In today's environment, they can't, no one can.  Even if they could have rightly stopped the news station, they can't stop every person in their company from having their voices heard through other mediums. Don't try to control the message, get in front of it. While you are at it, try to create the conversations you want.

A hand to the camera says one thing – "I'm Guilty." It doesn't' matter if it is a priest, politician or you, if you try to stop the media from rolling tape, that will be the story. If you are being covered because of something you might have done wrong, the court of public opinion will convict you the moment the footage makes the light of day.

Today, bad news stories have a very short shelf life, unless you stick
your hand in a camera… add a few more weeks if you curse, and while negative news coverage  might be painful, it is part of being in a crisis
and being in the news' spotlight.

Finally, in times of crisis, and I would argue Semgroup is in a crisis, it is okay to let your employees talk, even if you can't. Reduce the damage by educating them, be empathetic if the news hurts them and then let them go forth and communicate.

One other point: In a time of crisis, the number one group you need to talk with is your company leadership. It should sound something like this, "we are going to get some bad press out of this, some of it deserved, some not. The more information we can share the better and our, your, PR team will do our best to get the right information out there and correct any misinformation that is shared in the media. We will abide by any legal requirements but keep in mind, this may impact our ability to do the above, at least in the short term. Finally, when the media shows up on our sidewalk, and they will, let them do their job which will allow us to do our, communicate.