Crisis PR and Ethics - by Patty

During a crisis, a struggle often develops between the client’s lawyers and PR people. I’ve heard lawyers say, “Clients are like fish. Neither would get into trouble if they kept their mouths shut.” In contrast, my philosophy is for the client to tell the truth, tell it all and tell it fast.

The real problem lies in the fact that both lawyers and PR people want the same end result -- they want what’s best for the client -- but each goes about achieving this end in different ways. I believe my way is best. I’ve seen countless instances where if you don’t talk and don’t let the press in, a media feeding frenzy ensues, and the situation gets so out of control you can’t stop the momentum.

When the truth eventually comes out maybe six months to a year or two down the road, it’s no longer considered “news.” If you can get the media to even comment, you’ll be lucky to find a column of two inches buried on page 26 D. By that time, salvaging a client’s damaged reputation is a task of Sisyphus proportions.

At other times, when the truth eventually comes out a year or two later, after the lawyers have had their heyday, reputations can be saved and public opinion reversed (think Duke lacrosse players falsely accused of rape).

For a lawyer, it may be unethical in a legal sense to do what is really the right thing in a given situation. Everybody is entitled to a defense, and lawyers make their living defending or prosecuting people, whether they’re guilty or innocent. But often a lawyer’s conduct, while technically “ethical,” is actually intended to circumvent rules which require notice or discovery. This prevents the public from knowing the real truth.

As a PR professional, I’m not required to adhere to these rules. Yet even when I know the real situation, I have at times been prevented from talking openly with the media about it because of my client’s lawyers. I think the public should know the real story behind any crisis. I don’t believe in cover-ups.

People make mistakes. Sometimes it’s a mistake of omission or of judgment. If I believe in the client’s innocence, I’ll do everything in my power to help. I’ve been contacted by individuals in the past who wanted representation for crisis PR, when all they really want to do is cover up, not to make things right. I’m not interested in taking on this kind of client. After all, I have a reputation to maintain, too — and the media people who know me know that I don’t lie.
Recently I was asked, “How do you determine what is ethical?”

My answer: “Live your life so that whatever you do, you won’t be embarrassed to see it on the front page of the newspapers.”

Serving on a Board of Directors

There are all kinds of different reasons to serve on boards. Maybe you want to repay a debt to society. Maybe you’re passionate about something and you’ve just got to share your expertise, or you’ll wither away and die. It’s of course incredibly important to help save the world, but you also have to look at boards from a less altruistic standpoint.

Serving on boards can help define your personal brand by:

• Adding charisma and importance to your resume
• Illustrating who you are and what you care about
• Opening doors to other people and organizations important for you or your company

How do you get on a board if you’ve never been on one before? First of all, go talk to people at the organization and have lunch with the executive director or president. Tell them you’re interested in serving, but be ready to tell them why they want you and what expertise or special knowledge you bring to the table.

Maybe the organization is small and struggling; if so, you’ll have a better shot at a board position for them than for the United Way. Every board wants is more fundraising or PR — and that’s why Patty Briguglio is in demand.

Although a secondary need for many boards is accounting or legal skills, if you’re a 26-year-old financial planner or lawyer just starting out, your chance of getting on a high profile board of directors isn’t good. Nevertheless, it’s not impossible. Financial management is critical to the success of any organization.

Are you a computer guru? You are wanted everywhere. The entire world loves the Geek Squad.

If you have construction or real estate experience, your expertise will be welcomed by any organization considering purchase or construction of real estate property and clueless how to go about it.

Another way to get on boards is to ask colleagues to recommend you. Tell your peers that you’re looking to get some board experience and ask them if they can help you. If you’re young and inexperienced, go to someone older and more experienced and ask that person to mentor you into a board position.

One surefire way to eventually get elected to a board of directors is to serve on a committee for the organization. That way, you will get to know people and they’ll get to know you. (Sometimes when you do it this way, you may decide you don’t want to serve on that organization’s board after all.)