I have a confession; I’m addicted to news about the Paula Deen scandal. I’m enthralled by what she’s going to say, where her first appearance will be and how people are going to react. As a public relations professional, I believe everyone has a story to tell, and I know there are two sides to every story. But Paula has done a poor job explaining her side, and it’s costing her greatly.
Watching Paula on the Today Show was painful. It was probably one of the worst responses to a public relations crisis that I have seen. While there isn’t a cookie-cutter way to address a situation like this, Paula’s way was not ideal since she continues to lose business partners and millions of dollars. What’s worse, this poorly managed PR crisis isn’t just affecting Paula. It’s impacting her team: hundreds of people who work hard to build her brand; producers who film her TV shows; people who manufacture and sell her cutlery; and staff who run and manage her restaurants. Many of these people now have to look elsewhere to support themselves and their families.
There are some important lessons to be learned here:
- Messaging is Key – Messages should be clear, concise, memorable thoughts that align with your objective. Before Paula walked into the studio she should have been prepped with messaging for each of the “tough” questions Matt Lauer would likely throw at her. Key messages are the life vest you need, just in case the boat starts to rock.
- Always Think Ahead – Weeks ago, when Paula was preparing for trial and meeting with lawyers, her communications team should have been preparing for potential backlash. It doesn’t help anyone to scramble at the last minute.
- Deal with it ASAP – When Paula canceled her Friday appearance on the Today Show, it raised a red flag to viewers. Waiting to deal with a crisis can cause an immeasurable amount of damage. The issue isn’t going to disappear; the longer you wait to address it, the bigger the issue is going to get.
Bill Gates once said, “If I was down to my last dollar, I’d spend it on public relations,” and Gates is doing pretty well for himself. Despite scandal, people still drive with Firestone tires and take Tylenol when they have a headache. Paula, if you let PR professionals help you navigate your tough situation, people might continue to deep fry 12 sticks of butter per your recipe instructions. If nothing else, give Ms. Martha Stewart a call. Despite Martha’s fall from grace, she seems to be right back on top.
If this scandal has taught us anything, it’s that strategic public relations should be a priority. A strategic communications plan should be in place for every business, and we should always think ahead to address potential issues.