Recap of Lively Panel Discussion: “The Organizational Statement Dilemma: Respond?  React? Or Remain Silent?”

By Kelly Scargill

Daily, we learn of significant policies, tragedies, scandals, and crises that impact our world – some of these are large-scale, and others more local. Have you had to consider whether to take a public position on these types of events, on behalf of the organization you serve? It’s not always an easy answer.

On October 16, in the Addison Gallery of American Art on the beautiful Phillips Andover Academy campus, the Boston and Yankee Chapters of PRSA welcomed over 30 PR professionals and students for dinner, networking, and a panel discussion on this exact topic.

Panelists were Tracy Sweet, chief communication officer with Phillips Academy; T.J. Winick, principal with Essex Strategies; and Will Katcher, reporter with Mass Live. Nancy Sterling, APR, Fellow PRSA, and senior VP, strategic communications for ML Strategies moderated the discussion, which was followed by a lively question and answer session.

Attendees had an opportunity to wander through the gallery on a self-guided tou r before dinner provided by River St. Café, and a chocolate-tasting provided by M. Cacao of Amesbury, MA.

Key Takeaways from Our Speakers

Have a set of principles or a policy in place about when to issue a statement.

While societal events are important in our world, publicly responding to every event on behalf of an organization is not appropriate. Phillips Academy created a policy built around the foundational elements of relevance, credibility, and action to guide decisions about making statements. These guidelines ensure any statements that the school makes are mission-focused, action-oriented, and relevant to the broader conversation. Guidelines remove the ambiguity of decision making at a time when a quick response is needed and emotions may be running high. An overview of the Phillips Academy principles for issuing public statements can be found on their website HERE.

Understanding stakeholder expectations, risks, and staying true to the organizational goals.

There is growing expectation among stakeholders that they will hear from the brands they follow and invest in. Social media is an important platform for amplifying messages, but it comes with risks. Missteps and even silence become amplified on social media, which may make it seem like your organization is politicizing an event or it may appear to be indifferent to the issue at hand. The decision about whether to issue a statement and how to craft the message is based on the goal of protecting the credibility of the organization while staying mission driven.

Know deadlines, needs, and contacts for key media outlets.

When an event is unfolding, time is of the essence. Broadcast and online news outlets can’t wait for your leader or expert to be ready to talk. Most of the time, they will do the story with or without input from your organization. Be prepared in advance of a crisis or unexpected event by forming relationships with your key media contacts. Know their deadlines and how they prefer to receive information (phone call, on-camera interview, statement). The media looks to PR professionals for relevant, accurate, and timely information. When appropriate, offer any information you can, as soon as possible during an event. If you issue a statement, give an authentic point of view from your organization – differentiate your statement from the many others a reporter will receive.

As you can tell, it was an informative session! If you could not join us, we hope to see you at an upcoming event.

Visit https://www.yankeeprsa.org for more information.

Special thanks to Tracy Sweet for hosting and presenting, and Kelly Scargill and Robin Schell, APR, Fellow PRSA for working with PRSA Boston Co-Presidents Nancy Sterling, APR, Fellow PRSA and Sarah Leaf-Hermann to put the program together.