Sometimes, through no fault of your own, your organization’s reputation can suffer. For example, what if you worked for a reputable, conservative mortgage lender or bank when news reports of mortgage companies failing start hitting the market? How should a toy manufacturer respond when reports of lead-poisoning in toys made in China come to light?
I got an e-mail today from a former student, Ashley McKell, who is completing an internship with The Church of Jesus Christ of Latter-day Saints. She sent me the link to an on-line media packet aimed to reduce confusion between the Church of Jesus Christ and the FLDS Church, which has been in the national news spotlight because of the allegations of child abuse acted upon by Texas law enforcement agencies. Check out the packaged here.
This is a great example of how to respond in these situations when the dark shadow of another’s actions taint your organization or confuse people about your role or mission. Here are some key principles to keep in mind:
1) Research before reacting: Note the research that was done to confirm that the confusion was real and not imagined. This gives the claim of misunderstanding credibility instead of appearing reactionary.
2) Focus on your positives: Instead of pointing out all the things that the FLDS Church is or isn’t, the Church of Jesus Christ packet focuses on their own beliefs: Elder Quentin Cook is quoted as saying, “We’d much rather be talking about who we are than who we aren’t.” Perfect direction.
3) Use credible opinion leaders: The Church of Jesus Christ includes in the packet videos of church members from Texas to show what they are a like. The effect is to clearly demonstrate the difference between the FLDS representatives seen in news reports. But again, the way it is done emphasizes what members or the Church of Jesus Christ are like instead of pointing toward FLDS members for contrast.
4) Go directly to those who make mistakes: The packet is a great tool to drop in the lap (or the in box) of anyone in the media who reinforces the confusion identified in the survey. The packet is clear, direct and high quality, so it’s an easy task to put it in front of people.
If you ever face the situation of the “shadow effect,” this is a great pattern to follow.
