Don Imus-tied to PR Crisis management for small business
Larry Emsweller
The Don Imus situation is a perfect example of PR CRISIS Management. MSNBC had a decision to make. They made it. Cancel Don Imus because of the backlash over his comments about the Rutgers Women’s Basketball team.
I am sure the head honcho’s at MSNBC hoped the controversy would die a quiet death, because after all what do you expect from a shock jock. This was the Imus routine. This was not the first time, Imus had offended people. He had crossed the line before. But he had never crossed the line before on an innocent group of women who should be deemed role models for many young women in this country. And Lord knows we don’t have enough roles models in this country today.
Advertisers pulling out helped moved their decision to cancel into a dollar and cents decision. But advertisers who buy spots on Shock Jock Radio shows should not expect a safe haven from controversy. It is about as safe as playing with Anthrax.
But what we can learn from this decision and why Small Business can study this as an example of how to deal with a PR crisis, is that MSNBC took the knocks it deserved. They did not try to cover up the inappropriate of the comment. They did not challenge the credibility of the two leaders in the movement to bring down Imus, the Reverend Al Sharpton or Jessie Jackson, and they could have. These two self appointed leaders of moral authority certainly could not pick up any stones and cast them, but choose to do so when they are guilty of the same offense. But that is because no one will challenge them. Because who ever challenges them could be next.
In my viewpoint, Sharpton and Jackson are the Joe McCarthy and Roy Cohen of this generation looking for today’s communist under any rock only this time they call them racists. And God forbid you get in their way because you be next. Shame on them and shame on us for allowing this hypocrisy to exist.
MSNB played it straight. They could have deviated and shared views, just like I have, but they took the high road, because this too will pass. And in the final analysis, when you own a small business, realize that a PR crisis can be managed well if you take the high road with the understanding that if you acknowledge what happened was wrong (if it truly was) and play it above board, this too will pass. If you doubt that statement, remember some of the companies that overcame potential disaster, such as Tylenol, New COKE and others.
Larry Emsweller
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on April 11th, 2009 at 5:02 pm
Public relations is defined as the management function which evaluates public attitudes, identifies the policies and procedures of an individual or an organization with the public interest, and plans, executes and evaluates a program of action to earn public understanding and acceptance.