3M Media Group is a public relations firm that often works in crisis management.
We caught up with Mark Macias, a leader in crisis management and PR, to talk to him about recalls, transparency, and the importance of being open about a crisis. Check him out at 3M Media and on Twitter.
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Mark Macias knows a thing or two about crisis management. In fact he wrote the book on it. No, really, he wrote a book on crisis management.
Consumer Recall Safety - 3M Media Group Logo

3M Media Group is a public relations firm that often works in crisis management.

The founder and managing partner of 3M Media Group got his start as a reporter and news producer before moving into crisis management public relations, working with non profits and politicians to effectively communicate not-so-pleasant news to the public.

“That’s where the negative news would be starting,” says Macias about his work in reporting and later producing at WNBC and WCBS. “As a media insider, it gives me a perspective on how to manage the news.”

But just because news might be not-so-pleasant doesn’t mean it’s not-so-important and Macias acknowledges that in his 2008 book, Beat the Press: Your Guide to Managing the Media that deals with the importance for a group or company to communicate with the public openly and quickly.In recall news, Macias has a clear message: be transparent, stay ahead of the news, and don’t lie.

Consumer Recall Safety - Mark Macias

Mark Macias is the founder and managing partner of 3M Media Group.

In his area of expertise, Macias references the Weiner and Clinton scandals as examples of crises where lying sunk an otherwise salvageable news story.

“Clinton did everything right until he lied,” says Macias. “Lying doesn’t belong in any type of communication strategy, period. It isn’t a strategy.”

In recalls, though, Macias understands that for many companies, especially small manufacturers, announcing a recall in order to be transparent  could do real damage for a company.

“I can empathize though,” he says. “If they do know that the second recall is going to put them out of business, you still have to address it, you can’t just ignore it.”

He adds that transparency, more so than hiding a recall or a dangerous product, will save customer loyalty.

And today, social media only amplifies that transparency by providing bloggers and other writers a quick way to spread news to large numbers. Macias and others working in PR, especially crisis PR, have to work faster to “put out the fires” and communicate their story effectively.

What do you think? How will you manage a crisis in your company? How would you announce a crisis of any sort?

 

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