I just returned from the superb PRSA Counselors Academy’s Spring Conference, a MUST attend for ANY PR entrepreneur.
I had the privilege to address the 200 or so attendees on the subject of Fake News which, as my three faithful Repman readers will recall, I addressed in a previous blog.
Anyway, one of the attendees provided the single worst piece of advice re: responding to a Trump attack Tweet I’ve yet to hear.
An obvious POTUS supporter, this particular counselor had the following advice for ANY corporation that finds itself on the receiving end of a mean-spirited, factually incorrect Trump Tweet:
“Love him or hate him, he’s the president. And, what’s the one thing he adores more than anything else? A person or organization that praises one of his initiatives. So, forget about the attack and, instead, find something your organization is doing that aligns with Trump’s agenda and Tweet about that. Guarantee he will love it, re-Tweet it and you’ll gain millions of new followers.”
Wow. That is so far beyond wrong that it redefines the word.
The right way to respond to a Trump attack (which we verified with 25 CCOs in our soon-to-be-released, co-branded research report with IPR) is to gather the facts, reach out to a trusted reporter and allow him or her to publish a balanced article.
That’s exactly what Nordstrom’s did when Trump attacked them for dumping Ivanka’s fashion line.
Nordstrom’s shared their business policy with a trusted reporter who said, in effect, that Nordstrom’s had the right to discontinue any underperforming SKU. And Ivanka’s sales were dismal (despite KellyAnne Conway’s attempt to endorse them on Fox & Friends).
Any corporation that has created its higher purpose should use that purpose to guide its response to any sort of Trump attack or societal crisis.
You should NOT attempt to find something you’re doing that Trump will like. You should follow the lead of Ed Bastian, Delta’s CEO who, in the aftermath of the Parkland High School shootings, severed all ties with the NRA.
When the state of Georgia took away a significant sales tax exemption from Delta, its CEO stood his ground. In a memo to employees, he wrote the now famous rallying cry for taking a stand: Our values are not for sale.
That, my friends, is how best-in-class organizations respond to a Trump attack or societal crisis. They use their corporate purpose as the North Star and leverage it to guide their messaging.