Over the last few months, there have been many incriminating stories about Uber, and over the last 48 hours, United has been dealing with its own crisis. But the most recent stories about how these two companies are facing "PR disasters" are inaccurate and honestly quite insulting to the comms teams that do battle on the front lines for these companies on a daily basis.
Kara Swisher at Recode recently took to PR's defense when it came to Uber, Yahoo and others:
"Now, tech has not gotten quite that bad. But it does need to stop blaming PR for bad management and perhaps focus on the actual thing instead of how the thing looks."
This is relevant to United and a variety of other companies that have been facing public backlash recently as well. In fact, we covered it here many moons ago: PR shouldn't be your fall guy.
PR can be a tremendous resource and supporter in both prosperous and disastrous times for a company. But there is also only so much PR can do once actions have been taken from the business. Just like you pay your legal team for their guidance on specific situations, you pay your communications team for their expertise too. If you aren't going to listen and use it, why are they even there?
Don't make it worse by not only ignoring their guidance, but then throwing them under the bus for the mistakes made by the business. That's the immature and easy way out.
Accept the fault, learn from the situation and move on. You'll be a better and stronger company -- and leader -- for it in the future.
Welcome to ROAMings, a compilation of thoughts and musings about the PR and media industries. This is an opportunity to discuss the “here and now” of the industry, interesting events or case studies, pivotal moments that affect how we approach PR, etc. It isn’t about brand loyalties or preferences -- and we will not be publishing self-promotional materials or talk about our clients in this setting -- but how those brands, individuals and events are leveraging (or in some cases abandoning) PR.