Saturday, February 24, 2007


A crisis stalled JetBlue Airways (JBLU) over nearly a week following a Feb. 14 ice storm in New York. Hundreds of passengers were stranded and flights canceled in the wake of the storm.
Not only JetBlue printed an apology to customers in a handful of U.S. newspapers but also the chief executive of JetBlue David Neeleman issued profuse public apologies on network television, on the video-sharing site YouTube, and on the JetBlue website. Most importantly, Neeleman looked and sounded sincere in all his public appearances.
Let us divide all the tenets of sound crisis management to three parts:
1. Before the crisis: Be prepared, know that all companies will have a crisis. Know your crisis team.
2. During the crisis: Run to it, avoid "duck and cover." Avoid saying "no comment." No vacuum.
3. After the crisis: Make a sacrifice, don't want to win it all.

(As you know, Duck and Cover was a method of protection against the effects of a nuclear war which the US government taught to generations of school children. Immediately after they saw a flash, they had to get on the ground and assume fetal position, lying face down and covering their heads with their hands.)

The good PR move to face a crisis is to run to it, to avoid "duck and cover".

Monday, February 19, 2007


In January 2007, the Mayor of the city of Saskatoon (Canada) Don Atchison expressed a desire to see a mounted police patrol (= officers on horseback), saying it would be beneficial and a great public relations move.

First, "In any city where I've seen a horse patrol, people have been drawn to the animals. You never see them running away," said Atchison.
Second, positioning officers at such a height above large crowds improves their safety and gives them a clear view of what's going on. The horse can go where a patrol car can't and can move faster than an officer on foot.

So, once more we see the PR move to present one's image as animal-friendly. Wish to make the public feel good towards you? Present yourself connected to an animal.

Friday, February 16, 2007


From time to time we hear of a person having visions.
Anne Catherine Emmerich (1774 - 1824), the German Nun, claimed to have had visions in which she talked with Jesus.
Emanuel Swedenborg (1688 – 1772) was a Swedish scientist. At the age of fifty six he experienced dreams and visions. He felt he was appointed by the Lord to write a doctrine based on a reformed Christianity. He claimed that the Lord had opened his eyes, so that from then on he could freely visit heaven and hell, and talk with angels, devils, and other spirits.
Joseph Smith, Jr. (1805 – 1844) was an American religious leader who founded Mormonism.In autobiographical accounts of his life, Smith said that during his adolescence he had a number of visions, including a theophany (= an appearance of God to man, or a divine disclosure) in his early teens. Smith said that from about 1823 to 1827, he had been visited by an angel named Moroni.
Nat Turner (1800 – 1831) was an American slave, a leader of slave rebellion in Southampton County, Virginia. He frequently received visions which he interpreted as being messages from God.
My question is: how do we know they really had visions? The answer is simple: they themselves told us.

So I remember a joke:
"Our rabbi carries conversations with God every day."
"How do you know?"
"He himself told me that."
"What if he lies?"
"How could a person lie while every day he carries conversations with God?!"

What is my point? Just learn a PR tip on building your PR image from these examples. Want the people to think you are a genius in your field? Just tell them about it.

Saturday, February 10, 2007


Glassware magnate Max Riedel and Oregon pinot noir makers have announced the design of a new glass specifically for Oregon Pinot Noir (pinot noir = dry red table wine made from purple Pinot grapes).
What makes this glass special? It's a large-bowled, tulip-shaped glass that flares out gently at the top. Tasters say that the slightly narrower opening of this glass seems to focus aromas.
What is my point? It is not about the aroma, nor about the special shape. My point is the main idea of this PR move: every wine should get its own glass. As if it's really so important!?
This is your way to promote your main production, as if it is so 'special', so exclusive that one cannot fully enjoy it without special equipment.
You can further develop this idea: every car should get its own tire, every breed of dogs its own dog-collar, etc.
So the PR tip is: Add some accompanying article to your main production.

Saturday, February 3, 2007


We read on the new innovation, synthetic surfaces for horse racing. They are combinations of materials including shredded fibers and chopped plastics coated by wax. First in the UK, then in the United States and Australia they are replacing traditional dirt racing surfaces.
The most important reason is safety, both of the rider and of the horse. Smoother surfaces cause less physical stress on horses.
When horses suffer major injuries in front of large crowds, it makes very negative impression. So providing better conditions for horses is a positive public relations move.

So the PR tip is: Wish to make the public think your innovation is good? Promote it as animal-friendly.