WASHINGTON, D.C. - Y2K is not the time for spin control.
In the months before 1999 ticks to a close, PR professionals need to focus on providing reliable information about their corporate readiness, says Y2K consultant and expert Don Taylor. Communicators also have to take a proactive role in dispelling myths about the impact the computer bug will have on business processes, financial transactions and the safety of medical devices and power equipment in people's homes.
Taylor was one of several panelists addressing millennium solutions last week at the Public Relations Society of America National Capital Chapter forum "Why-Oh, Y2K: Communicating Y2K Solutions Globally" in Washington, D.C.
Taylor says spin only plays into the hands of doomsayers who have already spun their fears into anticipation of catastrophe. " Fix the problems," Taylor says, "and prepare for those that you can't get fixed. People needs facts and truth. Without credible facts, we sow the seeds of misinformation and myth. We must provide the truth if we are to focus on the real issues."
"Our challenge is simple," said James Spellman, senior VP and director of communications for the Securities Industry Association. SIA provides materials to its member firms with advice on Y2K business strategies and suggestions for educating their employees. Among their advice:
- Companies should pursue cooperative communications strategies; companies should get used to the public demand for Y2K information;
- Firms need to establish an internal corporate early warning system so they are ready to respond to a sudden onslaught of concern. * Companies need a special crisis response plan for the last days of 1999 and the first days of 2000 in case systems go awry.
The association is practicing what it preaches.
"We have several subcommittees working on telecommunications failures, power outages etc.," Spellman says. "We are also reaching out to industries to make sure we form liaisons with them. We are working on contingency plans that deal with a lot of issues, to raise capital in emergency situations, so we'll have cohesive responses for the industry. We are serving as a forum and information vendor to educate the world at large."
David A. Fuscus, VP of communications for the Air Transport Association and the airline industry's chief spokesman, said planes won't be falling out of the sky. The job of his association is to make sure the public knows it. The ATA has embarked on a $15 million communications program in the U.S. and Canada to reassure travellers with the message "All is well, the skies will be safe. If it isn't safe, they won't fly."
Fighting Fire with Fire
A major concern for Taylor are rumors of Y2K time-bombs spread on the Internet. He cited one rumor that all Cadillac's made after 1974 will need to have their computerized engines replaced. Cadillac has yet to refute the rumor on it's Web site.
"These industries are being abused, yet I see no PR action whatsoever to counter any of this, to rectify these rumors, " Taylor says.
Taylor says that we have to communicate with people to align the perception with reality - business, government and people must have the proper information so that they can prepare.
Declan McCullogh, chief Washington correspondent for Wired, concurred. He cited from a recent CNN public opinion poll that:
- 57 percent of Americans say they are going to withdraw extra cash from the bank before the end of 1999;
- 33 percent plan to stockpile water and food.
- 26 percent won't fly on Jan. 1, 2000.
Since communication on the Internet has fueled the fires of Y2K fear, public relations professionals need to fight that fire on the Web with as much accurate, proactive information as possible. He recommends that companies post digitally signed documents online to boost public confidence that the company stands behind its claims.
(PRSA/NCC, 703/691-9212)
A Wordly View on Y2K
A majority of underdeveloped countries face Y2K problems in banking, telecommunications, energy, manufacturing, health care and government services.
Developing countries depend more heavily on older technology, which is likely to fail and more costly to replace. Very few developing countries have taken the actions needed.
A World Bank survey of 139 developing countries showed that:
- Only 15 percent of developing countries are taking concrete steps to fix the problem.
- 24 percent are aware of the problem but are not taking action
- Though 38 percent have appointed a national Y2K coordinator, most of these countries are only in the early stages of planning.
Source: World Bank