Headlines
Public relations tips, tactics and trends
Volume
Three, Number FiveWelcome to Headlines, a free newsletter published by Polaris Public Relations with practical information about the PR industry. Sometimes a low profile is the best profile When faced with an emerging issue or crisis, damage control is often a tricky business. This scenario is especially true when it comes to "no win" situations when there is nothing to gain and plenty to lose in the media spotlight. While "no comment" is never a viable option, we often counsel clients to prepare messages or statements and then wait for the media to call. Rather than proactively calling a news conference and issuing news releases, we advise them to react to media inquiries in order to limit the coverage on a negative situation. So how do you decide if a reactive approach is best? How do you balance the need to inform with the need to keep a low profile? A scandal that rocked Toronto City Hall recently provides some interesting lessons on the benefits of a reactive versus proactive approach. In late September, the Toronto Star reported that Pam Coburn, executive director of municipal licensing and standards, had been placed on paid leave, along with Joseph Carnevale, director of investigations for MLS. Allegations had been made that Coburn and Carnevale were hiring their friends for high-paying jobs instead of allowing an open competition. The story quickly developed and the following day the Star reported that questions were surfacing about whether Coburn favoured Carnevale. He started as a temporary employee the previous year and was quickly promoted into several jobs before becoming director in June. City councilors said questions were being raised about whether there was an inappropriate relationship. At this point, Carnevale wisely refused to comment on the investigation and dismissed suggestions of any inappropriate behaviour. Coburn, on the other hand, conducted tearful interviews claiming her attempts to clean up her department may have made her a target. Coburn’s next move was to hold a news conference. With her children at her side, she admitted she and Carnevale were ‘soul mates’ and blamed City Hall for its lack of ground rules governing office romances. Her revelations escalated the story even further while she fueled the fire with interview appearances on local radio and national television. Carnevale remained silent (he is married with three young children while Coburn is a divorced, single mother). The story hit the front page of the Globe and Mail, complete with photo of Ms. Coburn above the fold. Two days after the news conference Coburn and Carnevale were dismissed. What lessons can we learn from this story?
While these tactics certainly won’t make a bad situation disappear, they will at least help you ride out the storm of curiosity. Interest will eventually fade as other stories take over the headlines. In some situations, less really is more. © 2005 Polaris Public Relations. All rights reserved. Shelley Pringle is principal at Polaris Public Relations, an associates-based PR agency that offers a full suite of communications services. She can be reached at 416.597.1518 or shelley@polarisprinc.com. 
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