Public Relations Strategies in the Wake of Sept. 11

By David Brimm
PCC Co-President

Whether or not you lost someone in the tragedy of September 11, as a public relations professional, the events of that day will have long-term ramifications of the profession. We draw your attention to an insightful column by Dean Rotbart, MDS Midwest Media Distribution Services.

He writes that the September 11 attack will have the greatest impact on financial relations professionals. "Whatever your public relations plans were for the next six months to a year, you can basically forget them. The world of financial media relations has been hanged indelibly by the terrorist attacks on the United States.

A PR pitch that stood a reasonable chance of attracting news reporters on Monday, September 10, 2001, stands almost no chance today. The magnitude of the terrorist stories and the proximity of events to the heart of the financial news establishment, means journalists and news organizations will be preoccupied for months and perhaps years to come.

Ground zero for the New York attack is also the town square of a media village that included, among other news residents, The Wall Street Journal, Barron's, The Nightly Business Report and The Street.com. WSJ reporters and editors, who miraculously avoided any serious bodily injuries, nevertheless have lost for the time being the use of their New York newsroom. Your morning Journal is now being compiled from makeshift offices in South Brunswick, New Jersey."

In light of the tragedy, all journalists are impacted, either personally or professionally. So Rotbart questions whether journalists will be paying the same attention to mundane earnings forecasts, product introductions and economic projections that make up the bulk of a business journalist's regular diet.

"But long before business journalists are ready to get back to news as normal, PR people will begin feeling the pressure from the executive suite to get attention for their business-as-usual news developments."

Here are some of follows are some of Robart's suggestions on the best strategic way to position your public relations efforts in the coming weeks and months:

• Prepare senior executives for lowered expectations now. Let them know the business news world has changed and it will mean only the most important regular business stories will get ink. Previously marginal business news stories and features are now irrelevant.

• Delay any plans for "get-to-know-you" media visits and calls. Unless your company and/or executives have an expertise of direct bearing on the terrorist attacks and aftermath, no business journalist wants to meet you casually anytime soon.

• Build on the closeness forged with journalists during this crisis. Like Democrats and Republicans who usually carp at one another, PR people and journalists are enjoying a rare unity of purpose: keeping the public correctly informed. If you do hear from a journalist, ask what you and your company can do to help.

• Use this time for careful planning and departmental review.  Now is a time to scout out news organizations journalists who are likely to be responsive to your message when the business world returns to normal.