Public relations professionals are not used to failing. It’s no wonder, given that anything less than success could result in loss of reputation and/or bottom-line revenue.
Occasionally, there is a fail, sometimes through no fault of the communicator. Take New York City Mayor Michael Bloomberg and his quest to have sodas bigger than 16 ounces banned.
Last Tuesday, just hours before the ban was scheduled to go into effect, a judge shot it down, calling the limits “arbitrary and capricious,” and siding with the restaurant owners and consumers who had declared the rules unworkable and unenforceable, with confusing loopholes and voluminous exemptions.
Poof. There goes the initiative. But not so fast. You can bet Bloomberg and his PR team had a quick but intense meeting to decide how to handle the ruling, and where to go from there.
RALLY THE TROOPS
The ability to regroup on a campaign or initiative is essential in PR. When there’s a legal challenge such as the one in Mayor Bloomberg’s case, communications options may be limited.
One thing is for sure, you have to rally the troops who support your initiative, says Mike Herman, CEO of Communication Sciences International and a member of PR News ’ Advisory Board. “In Bloomberg’s case, I’m not sure how many troops he has to back him up on this,” Herman says. “Whether they can regroup, and possibly use social media to keep the momentum up, is in question.”
RUN TO THE PRINCIPLE
Gene Grabowski, executive VP at Levick who specializes in crisis and litigation communications and issues management, says his agency works with clients regularly who are on the losing end of PR battles. The agency’s advice: “Run to the principle,” Grabowski says.That means show the world that your initiative is based on principle.
That’s just what Mayor Bloomberg did after the judge’s ruling. Declaring that he would appeal the decision, Bloomberg stuck to principles, saying, “I’ve got to defend my children, and yours, and do what’s right to save lives,” the mayor said. “Obesity kills. There’s no question it kills.”
GET THE SYMPATHY VOTE
Another message employed by Grabowki is to tell the public that you expected the initiative to be defeated. After all, first movers in civil rights and health care didn’t initially succeed either. “This will get you headlines, sympathy and support for your base,” Grabowski says. “It also shows you’re not afraid to take on a cause.”
It’s imperative that Bloomberg can’t look defeated and acknowledge that he’s been beaten, Grabowski adds. Thus, Bloomberg’s statement: “We believe that the judge’s decision was clearly in error, and we believe we will win on appeal.”
OFFER ALTERNATIVES
John Davies, founder and CEO of Davies Public Affairs, isn’t so sure that the ban on Big Soda can be pushed through. When analyzing where your initiative stands, you must identify the main question that your target audience is asking. In the case of Mayor Bloomberg, it’s “Does the government have the right to decide what I can and cannot eat or drink?” Davies says.
If an appeal fails, Mayor Bloomberg may have to adjust his goals, Davies says. “There might be alternatives that resonate more with the public.”
BE A TEACHER
Speaking of alternatives, Herman stressed that a response to a failed initiative should include education. The message: “We’ve done the best we can, now the rest is up to you,” he says.
But continue to release facts and figures regarding the link between soda and obesity. And offer tips to consumers on how they might reduce consumption on their own. The catch, Herman says bluntly: “Americans have the right to be stupid.”
What the proposed soda ban comes down to is people reacting badly to someone telling them how to lead their lives, Herman says.
On that end, Herman thinks Mayor Bloomberg didn’t take enough time to educate people in order to get them on his side of the debate.
DON’T BACK DOWN
But that won’t stop Mayor Bloomberg, who, according to Grabowksi, is a public relations genius whose tactics deserve to be studied by PR pros.
“Bloomberg likes bold strokes and loves the attention,” Grabowski says, adding that the mayor had to know that his attempt to ban Big Soda was not going to be popular with the bulk of New York City residents.
But that’s not the point, Grabowski adds. “Look, this isn’t a make or break issue for him. Bloomberg is a thinking man’s liberal and a common sense guy,” he says.
He adds: “He knew he’d be challenged on this, but it shores up his base, which is generally well-educated intelligentsia, and wins plaudits from those people.”
In addition, while Bloomberg may have opened himself up to ridicule among some people, he also picked up a lot of national attention and support with the soda issue.
Bloomberg seems to be is willing to take a risk to stand on principle, and even those who oppose him may admire him for that. The alternative is surrender, Grabowski says, and Bloomberg wants to avoid that.
That’s a tactic every PR professional should strive for. PRN
CONTACT:
Gene Grabowski, [email protected]; John Davis, [email protected]; Mike Herman, [email protected].
How to Revive a Stalled PR Effort: 5 Questions You Must Ask
John Davies, CEO of Davies Public Affairs, has represented numerous clients on issues-based campaigns. If an initiative stalls, here’s some questions to ask yourself, using NYC Mayor Bloomberg’s effort to ban Big Soda as a springboard.
1. What’s your real goal? If it’s to impact obesity in this case—not just banning big drinks—what else can you do that will resonate with the public to achieve your goal?
2. How can you change your defining question with the public? If the question is, “How can we legislate eating habits,” it will fail. Redefine to: “How can we help kids be healthier while increasing their chance to succeed and lowering healthcare costs?” Big soda is like a tax—the public has to pay to clean up mess.
3. Can you change the venue or method? City regulation to ban versus a regulation to educate (label warning: You are about to drink 1,500 calories). Move schools to ban vending machines versus big sodas.
4. How can you get bolder and stronger? Change your message to a story that inspires. What does a 32-ounce soda do to a 95-pound 12-year-old girl? Deploy new-media channels and promote the message for a week to see how people respond.
5. Can you get others to tell the story better? Get doctors and teachers to tell the story of how sugar affects kids. Create a grassroots group to speak out, like an echo chamber.