As the Rob Ford saga spirals from unreal to depressing, it has made me consider my profession (communications and public relations) and just how important its central tenets are for corporate or political survival.
Over the years, as I’ve worked for both a PR agency and organizations, I’ve learned a number of critical public affairs rules that Mr. Ford has in no way adapted and/or integrated into his horribly flawed communications strategy. These tips include:
1) If you mess up, quickly admit it, apologize and move on
2) Never lie to the public or the media
3) Good relations with the press can only be helpful to both the reporter and the communicator
4) Appearances and perceptions can be as important a consideration as the reality of the situation
5) The facts are important parts of any story
Over the past three years of his reign, the Mayor of Toronto has managed to break all of these rules (and then some). He frequently ignores the mainstream media preferring to talk directly to “Ford Nation” (his base of supporters) on his weekly radio show address. He has lied repeatedly to reporters about his relationship with the crack pipe as well as his propensity for very negative alcohol-induced behavior. He continues to refuse to answer lingering questions surrounding his association with criminals. When cornered by the media on his lying, he refuses to explain is reasoning. His apology earlier this week was neither heartfelt nor convincing. And even after admitting to smoking crack, the Mayor continues to draw out this dark story by releasing only shreds of information thereby prolonging his (and sadly Toronto’s) agony. The facts appear as unimportant to the Mayor as concluding this unfortunate business.
Yet despite what seems to be an almost intentional disregard for traditional PR practices and ethics, Mr. Ford continues to survive like some sort of walking political zombie. Polling taken following his recent apology last weekend “for mistakes made” showed that he continued to enjoy solid support among his base – despite all his crisis communications mistakes. Following his crack use admission, polls showed a jump in support. It is too soon to say whether he will continue to enjoy support in the coming weeks. But the fact a mayor so aggressively unaccommodating to media for years is still in office begs the question of just how important are communicators (and journalists) in an age where principals like a mayor can speak directly to “the people” through radio shows or digital channels. Are news analysis and editorials no longer influencing how people think? Can one survive a crisis when you do everything wrong when it comes to communications?
If the Mayor continues with his reckless and vicious media relations strategy and somehow holds on to power, I wonder about what that says about the fifth estate and my profession, which makes its living on working with reporters. After all, how important is a communications strategy (and the communicators who craft and support it) if a Mayor like Ford is able survive scandal after scandal without paying any heed to the advice of our profession?
Photo courtesy of West Annex News