Adam Probolsky went deep on the opinion/market research – public relations/outreach nexus during the latest episode of PRessing on in Public Relations Podcast with Liselle DeGrave and Rachel McGuire.
Listen here: https://www.pressingonpodcast.com/podcast/episode/2bacf575/data-data-data-benchmarking-for-strategic-success
Published in PR News 5/1/19
What’s in Your Digital Go-Bag? Five Essentials for Communicators
By Adam Probolsky
Technology will fail us all at some point. And if you are unprepared, it could exacerbate a situation and become a crisis.
Even a behemoth like Facebook goes down, as we saw last month. During an earlier worldwide outage of Facebook, Basecamp, the project- and team-management website and app, also went down. In such cases you’ll miss pics of the neighbor’s lunch. That’s manageable. But many businesses lost precious opportunities. For example, think of the advertising exposure lost when publishers couldn’t link to Facebook videos clients sponsored in their emails. The thousands of companies that rely on Basecamp lost access to every detail of their projects and the ability to communicate with teams.
This got me thinking: Am I ready for an extended outage of critical business systems? The answer was no.
Admittedly I’m a bit of a prepper in the zombie apocalypse sense. So, the axe and bottled water are stored safely with the family bug-out bag. But if the crisis is a major technology failure and not a global virus that takes control of unsuspecting bodies, I think most of us are unprepared.
So, I developed a digital go-bag. You might think I went overboard. Perhaps you want to swap out some geographic or industry-specific items for your go-bag. Fine. Consider the ideas below starting suggestions:
Back-up chargers for all your devices
Think about being without power for a couple of hours, let alone days. Forget about your computer, iPad and phone. A robust back-up power source that can power a handful of devices for a day costs about $100. Be sure to get one that has all the ports you need. For instance, Mac users will want a USB-C. Some even have a regular 120v plug.
Sat phone
The Weather Channel reporter standing in the middle of a hurricane is talking on a satellite phone. They are indispensable when cell service is interrupted because of weather or power outage. They’re also handy when there’s a coup on the island nation where you are vacationing and the military shuts all comms. Don’t forget to pre-program your key contacts for ease of use. Satellite phones are pricey. The Iridium Extreme 9575, has a rugged “military grade” design, costs $1,300, plus $50/month for service fees. And that’s before the cost of making or receiving calls.
Thumb drive with key files
Assuming the crisis you are facing does not include a foreign power detonating an EMP that destroys electronics for miles in every direction, you will have access to your computer. But the Internet might be down, so carry a thumb drive, or several that hold key files, like your crisis plan and templates for ever document you might need to produce. Also, stripped-down contact databases in Excel spreadsheets, old-school style. You may not be able to broadcast it to the world or forward to HQ, but at least you can write your media statement and update reports.
Printed contact lists and key documents
Many communicators operate in paperless offices. Printing things may no longer be in our nature. Still, having a contact list of the most critical people you need to be in touch with is important. Don’t forget to include fax numbers. Even if the Internet is spotty, the Panasonic fax machine at FedEx Office will still work. Also, put together a file with the most important pages you might need, like corporate governance documents, powers of attorney, holding statements and background material, such as org charts and timelines.
Back-up hard drive
Thumb drives can hold just about everything you need. But in case of an extended period without Internet connectivity, have a back-up of all your files. Some organizations have policies that restrict this kind of file downloading. If so, get special permission. And be sure to use encryption.
Adam Probolsky is president of Probolsky Research
Originally published in Communications World Magazine
Even for the most well-prepared organization, things can blow up once in a while. Just ask Samsung.
Within the past year or so, exploding mobile phones, passengers being dragged down the aisle and production companies purging executives and big-screen stars have all faced media scrutiny and angry public opinion. These moments of crisis have threatened brand reputations and customer loyalty.
Such crises undoubtedly merit an immediate call to the PR and legal departments, but the experienced know that the real key to surviving them involves employing the help of a pollster as well. Because when brand reputation and customer loyalty are at stake, or when facing government intervention or legal action, there is no substitute for statistically valid research to help guide messaging and targeting.
Based on our experience with crises, we have developed a recommended action plan for businesses in the immediate aftermath of a disaster. There are four crucial steps:
If used correctly, the action plan can help you crystallize your strategy and approach to navigating these turbulent conditions. Here are some specific examples of how polling and other opinion research has been used to guide the response to crises.
During crisis management, deciding who should respond is often just as important as the response itself. And sometimes, it’s not the person you might expect who should be tasked with delivering your organization’s message.
In response to a mechanical failure that led to a major environmental disaster in the U.S., opinion researchers were employed to learn more about the appropriate course of action they should take. Among the various findings, one stood out in particular: company spokespeople were not trusted. Rather, those who were polled showed a greater trust in the hard-hatted field workers that were employed by the company.
Accordingly, the company opted to include field workers at every media event, in addition to print and video advertisements, in response to the disaster. It also decided to step up field patrols to demonstrate a greater presence and show the public that they were taking an active role in preventing similar occurrences in the future. As a result, the company was able to foster a higher level of trust and engagement within the affected community.
In addition to identifying the right messenger, it is crucial to determine the correct target audience as well. In many cases, the affected stakeholders range far more broadly than what is immediately apparent, and can only be uncovered with adequate opinion research.
This is exemplified by the large U.S. West Coast farming company that was forced to recall several of its packaged vegetables after dozens of people got sick from an outbreak of a foodborne bacteria. After the incident, research found that, in addition to those directly affected by the foodborne bacteria, there were national implications for the brands associated with the company. Moreover, panic had spread throughout the local community surrounding its farming operations over a fear of job losses and the potential cross-contamination of other agribusinesses.
To assuage fears and show a redoubled commitment to the region’s economic recovery and food safety, the company decided to deploy company representatives and independent professionals with science backgrounds to community events and neighboring farming operations. As a result, a strong group of advocates from the local community have banded together to help in the future because they appreciated the company’s full-fledged response.
After you have decided on the appropriate messenger and target audiences, you must also decide how to share your message to make sure it is received. Gauging public opinion through polls and focus groups can also help in this regard by showing which channels are most used by your audiences, and also where the most criticism is coming from.
In a financial scandal involving a medium-sized municipal government, an employee stole millions of dollars in taxpayer money. Regional and local media were relentless in their attacks on the government managers and elected officials for their handling of the situation. In response, the government employed the help of a pollster who found that a particular local newspaper and AM radio station were the go-to places for residents to get their news, and both outlets were hostile to the agency already reeling from the financial loss.
To mitigate the damage, the government agency brought in specialized communication consultants who already had established relationships with both the newspaper and radio station. Even though the bad employee was fired and was being prosecuted by the district attorney, the coverage from both news outlets continued to rail against the agency and their governing board for lack of oversight. However, by hiring the right PR team, the government agency gained access to a direct line of communication with the hostile media, and at least had a fair shot at responding to each charge.
Trust PR and crisis communication professionals to effectively fight fires with their skill and knowledge in the heat of a crisis. But when the business turns to bringing things back to normal—showing stakeholders and the public that you are fixing the problem or have a solution in the works—the only way to uncover the direction of public opinion is to do research.
Adam Probolsky is president of Probolsky Research, a women-owned, minority-owned, full-service market and opinion research firm working on behalf of corporate, election, government, labor, nonprofit and media clients. Probolsky wrote a weekly column for the Orange County Register for four years and volunteered for nearly eight years with the Orange County Sheriff’s Department as a spokesperson.
