When the only way to contact friends and co-workers if we were away from home or the office was to use a pay phone?
When all writing was done by hand or by manual typewriter? And to share it, you slipped it in an envelope with a postage stamp, or went to Western Union?
When the new marvel of “computing” consisted of massive rooms full of machines, vacuum tubes, and neatly dressed men and women carrying armloads of punch cards?
Just fine, thank you. We made do with what we had. As we’ve always done.
When new tools replace what we’re using now, we’ll adapt to those. They’ll let us accomplish more, more quickly, more effectively.
But don’t mistake the means for the end. Tools are what you use. The end is what you produce.
Some end products never change. Like storytelling and creating the best spin to enhance or protect your reputation. The goal is as it’s always been: Is it engaging, convincing, believable? Will it achieve what you want?
If the answer to each is yes, you’re doing it right. If not, step back and rethink it.
What’s the right way? There isn’t only one. Even similar situations demand different solutions.
Money missing from the coffers of your company or non-profit? Shaking up management, but don’t want to create a perception of instability? Merging operations and need to sell the concept to employees nervous about how the change will affect their livelihoods?
Never are facts quite the same. Neither are backstories and politics (internal and external). Nor are goals (are you seeking revenge, or do you just want it to quietly disappear)?
Your job isn’t just stringing together words. That’s the easy part.
The hard part is getting there. Deciphering the conflicts and challenges. Sorting out the motives of the players. Knowing who each audience is, and how they’ll respond. Holding the client’s hand as you counsel them on what’s possible, what’s not, and what’s best.
At the end of the day, it isn’t a science. It’s an art.
For a deeper glimpse into our world, see our book on Amazon, A Lawyer’s Guide to Crisis PR: Protecting Your Clients In & From the Media.
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You can reach Roger Gillott and Eden Gillott directly at 310-396-8696.
Gillott Communications is a Los Angeles-based public relations firm that specializes in high-stakes Crisis & Reputation Management with more than 50 years of expertise in strategic communications, corporate public relations, and working with the media.
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