Play Under Review: TTC lands sponsor for New Years Eve program

Veritas Team Huddle Compiled By Kathy Murphy

This week's announcement that the Liberty Group has stepped up to sponsor the TTC's free New Year's Eve ride program is an obvious Touchdown for the Liberty Group. They are demonstrating their good corporate citizenship and in the end everyone will benefit. The question Team Veritas has is was the timing of the 'the program is going to be cancelled' announcement earlier this month a truthful admission of the TTC's lack of fiscal planning or was it a strategic play to make room for a local corporate hero? We all agree that it is a worthwhile program. If this was about the TTC not appropriately planning for an annual program then they get a Fumble as the earlier announcement merely reinforces the perception that they cannot manage their budget. If it was about providing corporate citizens with an opportunity to come forward and receive exposure for supporting a valuable initiative, then they get a Touchdown. The Veritas media coaches counsel about not using negative scare tactics in messaging unless it is part of a bigger strategy...which this may have been if the purpose was to demonstrate the TTC's ability to create goodwill for sponsors. We may never know what the motivation was behind the initial announcement so this communications play is still under review. We do know that in the end the citizens of Toronto will once again benefit from having a responsible way to travel on the eve of the biggest 'party' of the year.

Fumble: What’s in a name?

BY JACK WOJCICKI

When communicating new or complex things, it’s generally a good thing to be creative both in what you do and what you say. Orthomolecular Health launched www.HelpYourselfCommunity.org as a way for people to discuss and get information on health choices with like-minded people in an online venue. They even went so far as to create a YouTube channel. In essence it seems all to work quite well and from a tactical standpoint there are many good communications pieces present. Except for the omission of an explanation of what ‘Orthomolecular Health’ (OmH) actually is! Now it’s not like a quick Internet search wouldn’t resolve the issue, but why put those who have come to your site through that? If the goal of communications is to educate and draw new customers/users into the conversation, then providing basic information—in this case a definition of what OmH is and/or a link to the parent site—is critical. Communicating to those who know the term is rather like ‘preaching to the converted.’ The lack of this basic explanatory information will more often than not lead users to either think there is something being hidden, or force them to draw their own—potentially incorrect—conclusions. And, as pointed out by our colleagues at IHC (our Healthcare Division), some of the information provided on the site isn’t accurate or is misleading. Combined this makes it difficult to then control messaging in a way that benefits or supports the brand. Communicate with clarity, accuracy, transparency and honesty and you will establish a better relationship with users and customers.

Fumble: TSX not quick enough with information amid shutdown

BY JACK WOJCICKI

We’ve all been hampered by tech glitches. They tend to be inconveniences for the most part and they don’t usually affect others. Even in an office having the server go down isn’t that unusual. Often our IT folks are telling us about the problem and when it will be resolved before we’ve noticed it ourselves. But what if that office is the Toronto Stock Exchange (TSX) and it’s not a disruption to email but rather to data feeds of information critical to trading? You’d think that a timely explanation would be called for. And that’s precisely what many traders were expecting yesterday, but they didn’t get it. At this time of year, when people are getting ready for the holiday break, and more significantly in light of the current global economic situation, it was the TSX’s responsibility to adequately explain not just what was happening, but also what wasn’t. We stress during Veritas Media Coaching how important it is to explain what is known, and to allay any fears as soon as possible. Not doing so can lead to rumours running rampant. True to the prediction, that’s what happened with the TSX. Shortly after the suspension of trading, messages on Twitter on blogs and via the media suggested that the problem was due to a security compromise, or even as a sign that the market had crashed to the point where trades had to be stopped. Not providing info immediately to deflect these rumours was bad enough, but to make matters worse, the TSX issued a statement that referred to the complexity of the system and that how despite best efforts it would be impossible to maintain 100-per-cent availability. Adding this layer of doubt only eroded the trust of customers already trying to make the best of a bad situation.

Touchdown: Maple Leaf closes another chapter

We’ve consistently lauded Maple Leaf Meats for its handling of the aftermath of the listeria outbreak, and another chapter was well handled this week when the company announced a $27 million settlement with those who had filed a class action suit. There’s the legal side of the proceedings, but there’s also the optical side – and not having a protracted battle in the court of law is a real bonus in the court of public opinion. So the quick settlement, combined with a return to the airwaves by Maple Leaf CEO Michael McCain, touting the changes put in place since the outbreak and his company’s ongoing commitment to food safety, is the latest chapter in a case-study textbook on excellent crisis communications.

First Down: Whistler ski resort responds quickly

It was a nightmare of a crisis communications scenario for the Whistler ski resort where a ski lift tower collapsed, suddenly dropping riders in numerous gondolas almost to the ground and leaving several with minor injuries. But within 24 hours of the incident, officials had identified the cause (an undetected – and “undetectable,” according to one report) buildup of ice inside one of the support towers. Immediate inspections were conducted on all other lifts, and a clean bill of health was given. Officials say they stand by their inspection protocols, but they’re sure to be paying extra close attention to water and ice issues going forward. That’s small comfort for those who were hurt or terrified in the incident, but the bigger audience here is anyone else who’s thinking of a Whistler ski vacation in these times when every tourist dollar is worth its weight in gold. Then, of course, there’s the fast approaching 2010 Winter Olympics, to be held there as well (although the lift involved is not slated to be part of any Olympic events). What happened? What are you doing about it? What are you doing to make sure it doesn’t happen again? Whistler did a solid job in addressing those three crucial crisis situation questions – all that remains is to see is whether skiers will continue to put their trust in the facilities.

Touchdown: Bryant plays doomsday card

In our Veritas Media Coaching sessions, we always caution communicators against speculating about things that may or may not happen. But every rule has an exception, and Ontario Economic Development Minister Michael Bryant showed us all how that works this week, when he held a news conference armed with a report by the Ontario Manufacturing Council. The exception to the speculation rule is that it’s OK to do it if you’re deliberately postulating a possible scenario for a very strategic purpose (as opposed to blue-skying off the top of your head). The report looked at the possible impact on jobs and the economy if the big three auto makers were allowed to go bankrupt, and the prospects are staggering: more than 500,000 jobs within five years, and catastrophic ripple effects throughout the economy and on provincial revenue (and by extension on the government’s ability to provide services). The doomsday scenario was dramatic enough, but Bryant wasn’t finished: he carefully chose some equally attention-getting apocalyptic language to go along with it, including “Armageddon,” “catastrophic” and “nuclear freeze.” I’m pretty sure the expression he meant to use was “nuclear winter,” but no matter – the projections coupled with his dramatic language were headlines in the making, and they created a huge platform for Bryant’s main messages: that significant government support for the auto sector is imperative, and that the Ontario government stands ready to pony-up. His audiences were both those directly connected to the auto sector, and to all other voters who are unsure about using taxpayers’ money to bail out an industry that many feel could – and should – have done more to prepare for the current economic turmoil.

Fumble: Contrite GM gets yardage out of apology but drops ball in end zone

Veritas Team Huddle Compiled By Beverley Hammond

This week, as Washington attempted to put together the massive Big Three bailout, General Motors issued a blunt mea culpa in the Automotive News, a trade publication read by industry executives and lobbyists. This sweeping full-page confession "GM's Commitment to the American People” chronicles a litany of sins including an admission that “…we disappointed you. At times we even violated your trust by letting our quality fall below industry standards and our designs become lackluster…” The automaker suggests it has learned from those mistakes and is working to fix them. Here at Veritas, we counsel clients to take appropriate ownership in a time of crisis, so overall, our team gave the initiative positive reviews. Further, even though the ad ran in a publication not read by the “American People” at all, the international media attention it received ensured that everybody knew about this bold act of contrition. So we saw it as an effective use of PR to get terrific return on a small advertising investment. For these reasons, we believe GM ran the ball into points range. But the TD pass got dropped in the end-zone, because the only thing more important than an apology in a time of crisis is a genuine apology - and for our team of savvy communicators, this one simply didn’t pass the smell test. First, GM spokesman Greg Martin called the ad an attempt to present "a pledge directly to the public." Adding, "we believe we need to deliver this commitment unfiltered since quite a bit of media commentary has not kept pace with our actual progress to transform the company.” Oh c’mon Greg – the only way anyone heard about this was because it got covered by every media outlet on the planet (read: filtered). There isn’t a hint of it on GM’s own website - hardly an effort to speak directly to the public. Disingenuous spin is a fumble, period. Finally, the authenticity of a “sorry” comes into question when it’s been used before: if this week’s message sounds familiar, it may be because five years ago GM launched a very public ad campaign called “The Road to Redemption” chock full of the same confessions and admissions. In its 2003 campaign GM called the last decade "our long journey back," with much time spent "breaking out of our own bureaucratic gridlock" while learning "some humbling lessons." So five years ago, Americans were promised that the company had learned its lessons and was turning around. Among other things, we think GM may have taken a wrong communications turn along the way.

Touchdown: Cruise on Strombo’s couch (No jumping)

Apparently I’ve been watching a fair bit of the CBC lately, since I also happened to catch Tom Cruise’s appearance on The Hour with George Stroumboulopoulos. Tom was warm. Tom was witty. Tom bantered comfortably with Strombo. Tom didn’t seem nutty at all. Tom didn’t bounce on any furniture, and he deftly blocked any of George’s tiptoeing toward Scientology without seeming evasive (although I’d LOVE to know what the ground rules were going in). Bottom line: Cruise is doing some smart things in rebuilding his image on the eve of the release of his latest film. He went away from the media for a while, following the Oprah incident and the leak of that creepy Scientology video to the internet. Sometimes, when you’re that radioactive, it’s the best – or only – course of action. But with the stakes for success of his Valkyrie film extremely high for his own career, Cruise is shrewdly and carefully stepping back into the spotlight, and keeping the focus on positive messages about making movies and moving forward with his career.

Fumble: Harper misses chance to show some empathy

We’re not used to seeing Stephen Harper in TV studios outside of an election campaign, but these are obviously unusual times in Ottawa. So the Prime Minister was more than happy to sit down with the CBC’s Peter Mansbridge this week to demonstrate that he’s committed to working through both the economic and political challenges facing the country. And I was close to giving him a Touchdown, especially when he held his own against Mansbridge’s attempts to cut him off before he had finished delivering priority messages. But I ultimately had to call a Fumble on the PM for his answer to Mansbridge’s question about what Harper would say to the thousands of auto sector workers who are living with the very real fear of suddenly losing their jobs. “Well, look, that’s why the government is seized with this challenge,” was the first part of his answer. He went on to talk about preserving jobs in that industry and other industries across the country, and about the government taking appropriate action. All technically correct, but completely devoid of any human empathy – even when Mansbridge interjected with “they could lose their jobs!” Harper has always defaulted to policy over personal, and it costs him opportunities to communicate more empathetically with his audience (voters). A lesson for leaders of any organization: when people are hurting, or are facing potential harm, it’s critical that you take a page from the book of (Bill) Clinton and let them know that you “feel their pain.”

Fumble: Abdul’s changing tune

She loves being on American Idol. She hates being on American Idol. She loves Simon Cowell like a brother. Simon Cowell is out to destroy her career. Mixed messages can be extremely damaging to a communicator’s credibility. In Paula Abdul’s case, the singer, dancer and Idol judge has committed several other communications sins, including loopy interviews and an ill-conceived reality TV show about her life that only cemented her reputation for instability. In any event, this week ABC’s The View and its host Barbara Walters replayed recent video of an interviewed the show did on air with Abdul, asking about the stalker who killed herself in her car outside Abdul’s house and her future on American Idol, which begins anew in January. Abdul oozed serenity and spread the love around. Walters replayed the tape because the previous evening she’d had Abdul on her Sirius Satellite radio show dropping some pretty big bombs on the TV show that saved her career, and on Cowell. Abdul claimed producers on Idol allowed stalker Paula Goodspeed to audition three times, aware as they were that she’d stalked the star for 17 years. “She came to the audition. I said, ‘This girl is a stalker of mine. Please do not let her in.’ I was shaking. The producers thought, for entertainment value, it would be funny. Fun for them to cause me stress. It would make good television,” Abdul told Walters on radio. She went on to say that Fox TV had filmed her home, giving away the address, despite the fact that they knew the stalker had threatened her with bodily harm. For good measure, she added that Cowell seemed determined to force her off the show. If she’s so upset, Walters asked, why stay? “Because I’m under contract.” Sweetness and light one day, darkness and foreboding the next, undermines anything Abdul says on the matter.

Fumble: Illinois governor breaks all the rules

Okay, I am not making this up. Illinois Governor Rod Blagojevich, faced with having to appoint someone to replace President-elect Barack Obama in his state’s Senate seat, thought it would be a good idea to sell it. In addition, he thought that if he appointed the right person he could get the President to appoint him to an ambassadorship, to cabinet, or to some other lucrative post. He also thought it was a good idea to withhold state funding to the Tribune Company until it fired certain editorial writers at the Chicago Tribune who’d written negative articles about him. He even allegedly demanded a $50,000 contribution from the Children's Memorial Hospital for approving $8 million in state funding. This week, he was arrested at his home. He refuses to quit, even when asked by Obama to do so. Blagojevich is charged with conspiracy and solicitation to commit bribery, punishable by up to 20 years in prison and 10 years, respectively. The Governor apparently knew he was under surveillance by the FBI and yet still uttered some pretty extraordinary statements about selling Obama’s Senate seat. Widely reported is the fact the FBI wiretap reveals a staffer suggesting the Governor should properly appoint as Obama’s replacement whomever Obama wants him to. “F--- him. For nothing? F--- him!” Blagojevich is allegedly heard to say. The Governor also allegedly added: “It’s a (expletive) valuable thing. You just don’t give it away for nothing… I’ve got this thing and it’s (expletive) golden and uh, uh, I’m not just giving it up for (expletive) nothing.” Folks, whether it’s email, taped telephone calls, you name it, first you don’t have these kinds of conversations. And you certainly don’t have them if you know you’re under investigation. Unless you’re just plain crazy, as the Chicago media is now beginning to suggest as a possible Blagojevich legal defense strategy. Coming soon to Law and Order.

Touchdown: Habitat’s plate-less fundraiser

Communications Touchdowns come in various forms, as we witnessed a few weeks ago with the Crate and Barrel customer service TD. Another arrived this week in the form of a fundraising promotion from Habitat for Humanity Canada. The greeting card looked at first like a holiday card, inviting one to Habitat’s “First Annual Non-Event,” complete with a photo of an empty white plate and the words “$0 per plate – because there’s no plate.” Opening the card, one is greeted with the words “When it comes to fundraising events, we know your plate is already full.” It becomes clear that Habitat is offering a simpler way to give to families in need of new homes – “No chicken supreme. No speeches. No small talk with the other guests at Table 17.” The ultimate ask? “What would you give to stay home for one night? Stay right there. Write your own ticket.” That was followed with information about how one can donate directly to Habitat. We’ve often talked about how timing is an essential consideration in communications. During the holiday season, our calendars are filled with fundraising and seasonal events, which made this piece all the more creative and brilliant. Simplicity also added to the Touchdown. Bravo.

Fumble: Bush sets historians off to the races (and shoots his foot)

Veritas Team Huddle Compiled By Karl Baldauf

As Hollywood weighs in on the Frost/Nixon interviews with Ron Howard’s latest flick, America turned its attention to the sitting President’s eight controversial years in office. The legacy of George W. Bush was front and centre Monday when the President began the first in a series of exit interviews with ABC’s Charlie Gibson. For Bush, these interviews present the last chance to set the tone on seeing the country through a major terrorist attack, two wars, and a recession. Although considered by many on the Veritas team to be one of his best interviews to date, we cannot help but give him a Fumble. The overwhelming consensus was that W. didn’t take ownership for many of the actions that led to the faltering economy. The task for Bush was to either appear reflective and self-critical, or defend decisions in a convincing way. With either strategy, he failed. While demonstrating regret about bad intelligence on the eve of the Iraq war, Bush shockingly said that the high point of his career was his re-election. In politics the task is always to demonstrate you’re working in the public interest. Instead, Bush chose to focus on himself; not nation-building or protecting the country from a second attack, but his own personal gratification. For politicians at the end of their tenure, an exit interview is a good idea if you have something valuable to say and if you want to shine a positive light on your decisions. In being concerned with his own self-satisfaction, and by refusing to accept that the Obama victory was a repudiation of his administration, Bush fails to communicate responsibility and that he was, indeed, the decider.

Touchdown: NHL reaction to Avery’s trash talk

Bad-boy Dallas Stars forward Sean Avery got himself in a load of trouble this week, by deliberately trash talking another player (Calgary’s Dion Phaneuf) and his ex-girlfriend, actress Elisha Cuthbert, in front of a bank of media microphones and at least one TV camera. The boneheaded move was an obvious Fumble, so we’ll just note that and move on. What IS worth talking about is how others within the NHL responded, notably Avery’s team-mates (who “refused to give him an opportunity to apologize”) and other prominent voices like Toronto Maple Leafs Coach Ron Wilson. “There's no room in the game for comments like that. I don't even know if there's room in the game on the ice,” Wilson added. “I don't know if you can or should even go there, when you start including girlfriends and wives. There are other things you can say that are funny that have a tinge of insult. “The age we are in today, the way movies are, comedies, there doesn't seem to be any boundaries, but there should be. That kind of comment on a sports channel, it's not the right thing. I'd go nuts if one of my players said something like that,” Wilson said. Those reactions, coupled with the pending word on exactly how long Avery will be suspended for the outburst, are a communications Touchdown for the NHL, as many voices make clear there is no room in their game for that kind of behaviour.

Fumble: Liberals mix messages

Bill doesn’t want to get into the unprecedented developments in Ottawa this week, but I’ll give it a whirl. It’s too complex and too political to try and cover off all that happened and was said while it was happening, so instead, allow me to slice off one piece that could apply to a wide range of organizations. Specifically, let’s focus on the dangers of mixed messages. Any time there are different voices from the same organization saying different things, it’s trouble. Case in point: after the announcement that the Governor-General had agreed to Prime Minister Stephen Harper’s request to shut down Parliament until the end of January, it was Liberal leadership candidate Bob Rae – and not Stephane Dion, the guy who actually holds the top job – who stepped up to the microphones first. Rae said the issue at the heart of the Liberal-NDP-BQ coalition effort to unseat the government runs much deeper than just the economy – it’s about Harper’s overall agenda and approach to governing that he can no longer support. In other words, Rae said the coalition should get rid of Harper no matter what happens. Enter M. Dion, whose words were in stark contrast, saying Harper could get a stay of execution if he made a “monumental change” in the way he has been governing. Asked to define that, Dion replied that a real plan to deal with the economic crisis would fit the bill. So where do the Liberals stand? Depends who you ask. And that’s a communications Fumble for any organization, on any issue.

Fumble: Stink over comments

Senate Majority Leader Harry Reid marred the otherwise well-staged opening of the new Washington Capitol Visitors Centre, created to accommodate U.S. taxpayers and citizens who wish to visit their seat of government. It was outfitted with air conditioning, which prompted Sen. Reid to comment: “My staff tells me not to say this, but I’m going to say it anyway. In the summer because of the heat and high humidity, you could literally smell the tourists coming into the Capitol. It may be descriptive but it's true.” Reid, a Democrat from Nevada, is known for being the first member of the Church of Jesus Christ of Latter Day Saints to serve as Senate Majority Leader, according to Wikipedia. Reid set the blogosphere aflame with commentary about his remarks. It’s a Fumble because his staff was right. The comment was dumb. Voters didn’t send Reid to Washington to pass judgment on tourists’ personal hygiene. They sent him there to work on major issues, like the economy. As a longtime Senator, Reid should have known better. Even veteran communicators can Fumble and stumble, usually when they begin to ignore the advice of their well-meaning staff.

Touchdown: Obama reaches out

While I won’t talk about Ottawa, I will discuss a political leader who is reaching out to his rivals to share power in an attempt to make government work for the people and focus on fixing the economy: President-elect Barack Obama. He named former Democratic presidential rival Bill Richardson secretary of commerce, after naming arch-rival Hillary Clinton secretary of state. Consider too that Obama is keeping President George W. Bush’s appointee Robert Gates on as defence secretary, a signal that he’s prepared to reach across party lines. “I think people are going to say this is one of the most diverse cabinets and White House staffs of all time,” Obama said. “But more importantly, they’re going to say these are all people of outstanding qualifications and excellence.” Indeed, the impression left in terms of a communications play is that Obama is thinking less about his own political advantage and more about getting the best people in place to fix the economy and help the American people. That’s a Touchdown tinged with envy.

Touchdown: Hybrid trip to Washington

In a desperate effort to avoid having you immediately hit “delete” on TD&F this week, allow me to say I won’t be writing about Ottawa. As my mother often mused, if you don’t have anything good to say, don’t say anything. Instead, a Touchdown (albeit late) to the CEOs of the Big Three automakers who made their way to Washington this week not via three private corporate jets, but by American-made hybrid cars. General Motors chief Rick Wagoner rode in a black hybrid Chevrolet Malibu. Alan Mulally of Ford and Robert Nardelli of Chrysler also rode to D.C. in company-made hybrids to ask lawmakers for a bailout package now estimated at between $28 billion and $34 billion (U.S.). In fact, all three CEOs have made a better communications effort lately, reflecting what they learned from reaction to media coverage about their jet-setting ways. “It’s really been a learning experience,” said Wagoner, who even did some of the driving to Washington himself. All three CEOs have also agreed to work for just $1 in annual salary in 2009. Consider that Wagoner’s total compensation for 2007 was $15.7 million and Mulally’s was almost $22.8 million. Most of that was in stock options and if they manage to engineer a taxpayer-funded turnaround of their companies, all three CEOs will be richly rewarded down the road. But at least in terms of their communications “actions,” the Big Three took an important step forward and probably made it harder for Congress to refuse their request.