By Ned Barnett, Barnett Marketing
Communications
Because the broadcast media has to operate in the public
interest --and because they're dependent either on advertising or
on public-broadcast donations--they're vulnerable to highly visible
pressure tactics undertaken by single-issue fringe groups. This
impacts us when our PSAs (or ads) are blocked or pulled.
So, as PR pros, what do we do? Publicly apologize for our
clients differing views? Hunker down and go low profile? A few tips
on strategy:
- Make sure your internal decision-makers back your play. You
don't want them caving halfway through your efforts. - Identify the facts. They play with hyperbole, so stick to
facts. - Line up supporters, like third parties who will stand with you
against the bullying. - Develop a story that tells the facts - dispassionately - to
appeal to fair-minded individuals. - Go public--use your PR skills to line up media interest.