Michael Maslansky provides lessons in crisis communication for Toyota, BP, and Transocean in his interview with Investors Business Daily.
It’s inevitable. Even the best companies have to learn to deal with a public crisis every now and then.
New York-based corporate communications expert Michael Maslansky, author of the new book “The Language of Trust,” says firms facing a public relations crisis must do more than they first think is necessary to protect their image.
With BP still unable to stop one of the ghastliest corporate-triggered disasters in history, it’s hard not to open a book like Michael Maslansky’s The Language of Trust: Selling Ideas in a World of Skeptics (Prentice Hall Pres) with a foul taste in your mouth.
The problem, as the world’s skeptics know, isn’t what companies say. The problem is what they do.
Companies should be honest about product, brand weaknesses.
Months ago Domino’s launched a campaign introducing a new pizza recipe by bluntly telling consumers its old product was terrible. Showing videotaped footage from focus groups and other customer feedback, Domino’s President Patrick Doyle surrounded himself with comments about pizza that “tastes like cardboard” and is “devoid of flavor.”
The campaign was met with immediate criticism from the marketing mavens. Many said it would only serve to highlight what non-customers dislike about Domino’s. Or worse – that it would chase away current customers. The result? In early May, Domino’s announced unprecedented same-store sales increases of 14.3%.
While the film was not nearly as funny as Gervais, it is a great set-up for the book and Ivana is the third person to raise it with me. Read more for her conclusions about the book, and the movie:
Despite the fact that we’re in an age of doubt, skepticism and mistrust, corporate-speak still rules.
It’s amazing that big companies often seem tone-deaf in their routine communications with customers and other stakeholders. Sure, there’s the eternal specter of SOX compliance — adhering to the rules set forth by the corporate governance standards dictated by the Sarbanes Oxley Law — but that doesn’t preclude effective human communication without bluster, artifice or obfuscation. The big problem is that we’re still living between two realities; as savvy as some managers are about the new world of truth and transparency, there’s still a strong gravitational pull that draws them back toward the old-school happy-talk they once relied upon.
PART ONE OF A SERIES
Media coverage of the midterm elections has painted a picture of two parties, irreconcilable in nearly all respects. But are they? Together maslansky luntz + partners and Roy Morgan Research selected a handful of Democratic and Republican campaign ads from across the country, and tested them for the second-to-second, gut reactions of 560 American voters.
We wanted to take these campaign ads directly to the people and (more…)
Another week and another round of commercials with candidates trying to make their case. This week, maslansky luntz + partners and Roy Morgan Research tested head-to-head match-ups in four close races: senate races in California, Nevada and Wisconsin and the California gubernatorial races. Every one of the eight ads we tested is focused on the candidate’s message on jobs and the economy.
America Reacts: Obama Still Wins vs. Clinton (Bill); O’Donnell Scores by Not Being a Witch; “Independent” is the New Hope and Change
While several Democratic candidates are working to distance themselves from an increasingly unpopular administration, Democratic voters nationwide still respond better to an endorsement from President Obama than one from former President Bill Clinton, according to just-released research from maslansky luntz + partners and Roy Morgan Research
As a salesperson, you need credibility to succeed. If you can successfully establish credibility and build rapport with customers, your chances of closing a sale are much higher.
“I’ve spent my whole life chasing the American dream,” John Boehner said, just before tearing up and getting verklempt. Everyone knows that’s the international symbol for having finally, against overwhelming odds, made it.
On the other side of the country, Harry Reid gave his own victory speech. He promised struggling Nevada families that “the bell that just rang isn’t the end of the fight; it’s the start of the next round.”
Wednesday afternoon, President Obama mumbled awkwardly to explain a car in a ditch in neutral with people pushing in opposite directions while a slurpee looks on from the shoulder or something like that, continuing his Guinness Book run for Most Bloated Metaphor.
In the days following the 2010 midterm elections, there’s been a second, unseen battle being waged across America’s airwaves and hotspots: to control the story of what this election really means for America. Regardless of who wins, the victor will benefit the most and, accordingly, control the story heading into 2012.
Part IV of a Series New York City (October 25, 2010) – It’s easy to say that this election is about the economy, from jobs to taxes to outsourcing. But a closer look at the midterm election ads that test best shows that voters don’t just want to talk about the economy. They want to talk about the future, where we are headed, and how we are going to get there, according to just-released research from maslansky luntz + partners and Roy Morgan Research. (more…)
On Tuesday President Obama and Republican congressional leaders both emerged from the White House’s long-awaited “Slurpee Summit” sounding, perhaps surprisingly, a similar tune. (more…)
“If you can build advisors’ confidence, that’s the biggest thing you can do, especially now because it is really tough for them to have a compelling investment philosophy. We have a lot of scared clients out there and a lot of scared FAs.”
Quote from the Financial-Planning.com article by Hung Tran.
Michael Maslansky’s book The Language of Trust reviewed in the Miami Herald. (more…)