<![CDATA[Silvers Jacobson - BLOGS]]>Wed, 18 Jan 2017 15:56:11 -0700Weebly<![CDATA[SilversJacobson hangs shingle in Washington D.C.]]>Wed, 11 Jan 2017 18:31:29 GMThttp://silversjacobson.com/blogs/silversjacobson-hangs-shingle-in-washington-dc
SilversJacobson is now officially established in our new Washington D.C. office, located at 1100 Connecticut Ave., NW, Suite 410.  We're located across the street from the historic Mayflower hotel, one block from K Street and four blocks from the White House.

We’ll be splitting time between Denver and D.C. for now, so just let us know in advance where and when you need us. 
<![CDATA[Buzzword of the Year winner keeps coming back for more]]>Thu, 22 Dec 2016 18:50:06 GMThttp://silversjacobson.com/blogs/buzzword-bowl-winner-just-keeps-coming-back-for-more
CorpCommBlog.com -- The winner of CorpComm Blog's Buzzword of the Year is resilient.  We mean, resilient the word, which is itself resilient. Or resiliency, which is what resilient has. You get the idea.
True, resilient has been around for many years. But not since “step up to the plate” has a buzz-utterance gained such prominence in so many spheres of influence, from politics to self-help, sports to economic development. Resilient is a place, emotion, idea, behavior, product, strategy or outcome.  
In choosing the winner, we consider the level of publicity attempts centered on the buzzword or phrase. This year saw a big spike in articles and posts, including several that list the traits of resilient people. And as with other buzzthink, much of the punditry doesn’t get beyond a firm grasp of the obvious. 
Take for example the performance coach who advises that “resilient people know how to bounce back.” Well, yea. That’s like saying swimmers know how to get wet.
Another pro-resiliency advocate quoted research saying that 92 percent of Americans “report suffering at least one significant negative event in their lifetime.”  We suppose the remaining eight percent could be those perpetually happy people in the TV ads singing about their shampoo. Hard to say.
Given that more than half of the nation’s voters must bounce back from November’s 

election outcome, resilient could be next year's first repeat buzzword champion. Or it might be one of this year’s runners-up: opticsstory-telling, wheelhouse, gravitas or Buzzword Hall of Famer stakeholder engagement.

But don’t be surprised if something from the President’s signature Trumpology rises above all contenders.  We’ve already picked braggadocious as 2017’s long-shot favorite.

Until then, congratulations to our winner.
<![CDATA[Bad news happens with you or without you]]>Wed, 23 Nov 2016 01:25:46 GMThttp://silversjacobson.com/blogs/bad-news-happens-with-you-or-without-you
BadNewsHandbook.com by Steven Silvers

​I was speaking at a legal workshop when a general counsel asked about evading reporters to delay or kill a negative story. Isn't it best to refuse to communicate with news media until all the facts are known, he asked, and there’s some “good news” to tell?

No. You can’t stop media from reporting a legitimate breaking news story any more than you can push water uphill with a fork. Not only do your pants get wet, but you look like an idiot.

​What drives media coverage of your company's crisis or controversy is being first with the headline, and then being first with new information as the situation unfolds. An editor or producer has no obligation to include -- much less wait for -- your company's spin of the story. 

In the analog days, we'd say that a story didn’t have to be complete because “there’s always another newspaper tomorrow.” Then we’d wait for it on the porch while enjoying our Tab and Space Food Sticks.

Today, however, updated and expanded versions of a story are delivered as fast as it takes to upload. Confirmations and clarifications, new discoveries, allegations, comment strings, Facebook posts, Tweets and real-time video spread across the ether with mind-blowing speed to form an information ecosystem that didn’t exist only hours before. 

Not responding to a negative news story means you're adding another layer of risk to your company's reputation. You leave it to reporters to discover details you don’t have or don’t want to share. Information and speculation get rushed into the narrative, regardless of accuracy. 

In most cases you prolong the bad publicity you were trying to avoid.

One more thing. The more obstinate your company in not responding to bad news, the more it becomes part of the story -- even the more damaging PR crisis.

Does that mean you must have answers to every question? Of course not. But there’s a huge difference between hiding under the desk and making a sincere effort to explain what you can and can't discuss. Engaging news media with sincerity during an emerging crisis -- including why you can't comment -- is a credibility factor. You may even get some breathing room to put new information in your context before it goes live.

​The rule is the same whether you’re dealing with good or bad news: Say only what you know to be true. 

But say it. Your company will be better for it. 


<![CDATA[Yahoo's huge data breach underscores challenges of cybersecurity PR crisis]]>Wed, 21 Sep 2016 22:53:10 GMThttp://silversjacobson.com/blogs/-under-reporting-of-network-data-breaches-underscores-the-unique-challenges-of-preparing-for-a-cyber-pr-crisisPicture
Government, media and public reaction to Yahoo's massive data breach could do for cyber-privacy what The Jungle did for the meat-packing industry.

Congresspeople are again calling for a notification standard requiring consumers to be told about a data breach "in a more timely manner," a phrase that means nothing until lobbyists and activists representing a dozen different agendas fight it out. But there will be some form of federal regulation, where none exists currently.

Read on below about the four considerations that make cybercrime a uniquely complicated corporate PR crisis:

Bad News Handbook -- With cybercrime against U.S. corporations increasing beyond already epidemic levels, its victims remain largely ambivalent about when, why and how to communicate about it.   

According to the advocacy group Privacy Rights Clearinghouse, U.S. companies have been hit with more than 2,600 significant network hacks and breaches since 2010.  Yet the Wall Street Journal reports that in that same period, barely one percent of all publicly traded corporations disclosed any cyber-crimes in their Securities Exchange Commission filings – an apparently glaring contradiction in this era of hyper-transparency. 
For some of these companies it’s also a precarious position.  Consider the potential fallout should a company be forced by events or law to disclose a significant data breach, which in turn unveils previous incidents that were kept hidden from investors and customers.
So why are so few companies not communicating beyond what's required by current disclosure regulations?  Here’s one reason: As a reputation risk management problem, a network hack or data breach constitutes a uniquely complex corporate PR crisis:
  • A large breach can suddenly transform an unknown B-to-B enterprise into a public-facing company, subject to clamoring criticism of news media, pundits and social media.  How a previously unknown company behaved prior to, during and after a cyber crisis might be the public's first and last impression about it, good or bad.
  • Based on its scale or origin, government could escalate a company’s cyber breach as a matter of national security or some other agenda, like when the Obama administration unilaterally retaliated against North Korea for hacking Sony’s email servers.
  • A company’s cyber crisis could continue over months or even years if hackers use the tactic of incrementally leaking embarrassing or controversial emails, records, photos, business plans, abysmal karaoke performances and other digital content snatched during the network break-in.  (And worse if the material was taken in an earlier unreported hack.)
  • Preparedness planning must take into account the fact that the next big cyber threat to a company’s good name is simultaneously everywhere and nowhere.  It’s the training that some people aren’t taking seriously, the mega-destructive code that hackers haven’t written yet, the hidden data breach that the connected vendor hasn’t discovered, the unhappy employee with too much access to highly sensitive, confidential information. 

It’s no wonder that senior execs are more concerned with managing cyber threats than with almost any other risk to their companies’ reputations.

And it’s why many tried-and-true rules for crisis communications no longer apply.

<![CDATA[Care and feeding of the overworked, underpaid and untrusted local business reporter]]>Tue, 20 Sep 2016 15:52:21 GMThttp://silversjacobson.com/blogs/the-sorry-state-of-local-business-journalism-and-what-it-means-when-your-company-is-in-the-spotlightPicture
(CorpComm Blog)  How'd you like to slog off to work every morning knowing that your customers don’t trust you?  That sums up the life of local journalists, say two recent reports.  Here’s why it matters: Because it will likely skew how your town's news media cover your company’s next PR crisis.

A recent Gallup Poll found that barely three out of every ten Americans trust what they see in the news. And on CareerCast’s 2016 list of the 200 worst jobs, newspaper reporter ranked dead last, with broadcasters taking bragging rights for being only the nation’s third-worst career.  The annual list takes into account working environment, income, growth potential and stress factors.

Of all which means that too many local reporters are overworked, underpaid, unappreciated and isolated in newsrooms that have neither time nor money to let them truly engage and understand the arenas they cover – especially the business world. This can lead to a fatalistic, cynical view of the world that steers even talented reporters down the path of least resistance, characterized by shallow, clichéd conflict stories that provide inaccurate or no context, and that give equal weight to any “contrasting” source, no matter its lack of credibility.

For companies responding to complex crisis situations, this dog-tired and formulaic approach to journalism can result in undeserved damage to their hard-earned reputation. 

While it certainly doesn’t exist in every market, it’s important to anticipate this predisposition to fast-food local journalism, especially if your company’s crisis communications strategy is to speak with reporters. The best way to prepare -- aside from knowing your facts, messaging and how to handle interviews -- is to deliver as much concrete, articulate information as possible. Dish it up on the proverbial silver platter in easily digestible portions.

A seasoned and solid journalist will appreciate the directness, which will help ensure an accurate story.  And for the over-worked and disconnected reporter, the closer you approach “add water and stir,” the better the chances the resulting story will accurately represent your company's position. Quite often it’ll be included verbatim.

What’s happened to local journalism – and especially local business reporting – is tragic. But the unvarnished reality is that today’s lean media environment, with its ratings pressures and “pay by the click” compensation, forces many local reporters into being glorified stenographer-provocateurs looking for edgy or emotional angles. 

Be aware and ready.

<![CDATA[Controversy over historic photo doesn’t make Facebook a news journalism company]]>Mon, 12 Sep 2016 03:04:56 GMThttp://silversjacobson.com/blogs/controversy-over-historic-photo-still-doesnt-make-facebook-a-journalistic-news-media-companyPictureNewspaper editor to Zuckerberg... you're restricting my room for exercising free editorial publicity.
(CorpComm Blog) -- When Facebook deleted the famous “Napalm girl” photograph because it violated policy on showing nude children, the Norwegian newspaper editor who posted it wagged a rather sanctimonious finger at CEO Mark Zuckerberg. 
"The media have a responsibility to consider publication [of stories] in every single case," wrote Espen Egil Hansen, editor at Norway’s largest newspaper, in an open letter to Mr. Zuckerberg. "This right and duty, which all editors in the world have, should not be undermined by algorithms encoded in your office in California."
The historically iconic photograph was allowed after a loud show of protest and support from Facebook members around the world -- a response that underscores the collective power of social media communities to police themselves on standards.  The outcome of this dispute was as it should be.
However. In reporting the reversed deletion, the world's news media -- some behaving like this was another Scopes trial -- failed to emphasize that the Norwegian newspaper was using Facebook first and foremost as a no-cost marketing tool.  “You are offering us a great channel for distributing our content,” Hansen wrote. “We want to reach out with our journalism.”  (So do other business concerns besides newspapers.)
But then Mr. Hansen told “dear Mark” that “Even though I am editor-in-chief of Norway’s largest newspaper…  you are restricting my room for exercising my editorial responsibility.”
Post me confused. 
I read through Facebook’s entire investor prospectus.  And nowhere is there anything about the company being beholden to anyone’s “exercising of editorial responsibility.” 
Especially to a commercial newspaper using Facebook for free publicity and promotion. 
Over time, the clunky synergy between social and news media will either achieve mutually-beneficial equilibrium or reshape itself completely, like home pages and other content aggregation movements of the internet age.  Mr. Zuckerberg sees this as making Facebook the "perfect personalized newspaper for everyone in the world."  

Even if that's where things are headed, we should be cautious about holding Facebook and other corporate-owned social media services accountable for not behaving like the news journalism companies they aren’t.  

​Delivering the milk doesn’t make you a cow.   

<![CDATA[CorpComm Blog weekend PR reading]]>Fri, 02 Sep 2016 18:04:00 GMThttp://silversjacobson.com/blogs/weekend-pr-reading(CorpComm Blog) -- Five takes on EpiPen, virtual reality, surrender ceremonies, Roger’s fall and how Donald Trump’s campaign is like one very long Twitter feed.  I don't know, but that is what people are telling me, it’s so beautiful.  Really really something.  And it’s going to be amazing, believe me.
  1. Deseret News - EpiPen’s public relations charade
  2. Daily Beast -- The Downfall of Roger Ailes Step by Step
  3. Tony Roberts (LinkedIn) -- NextVR Disrupts an Industry and the Future of Fandom
  4. Los Angeles Times -- A look inside the WWII surrender ceremony: 'My job was to make sure we did not screw up'
  5. Wired MagazineTrump’s Surreal Campaign Is More Like Twitter Than We Ever Realized
And when you're finished with these:]]>
<![CDATA[Where have all the jingles gone...]]>Tue, 30 Aug 2016 14:53:16 GMThttp://silversjacobson.com/blogs/where-have-all-the-jingles-gone
(CorpCommBlog.com) -- Atlantic Monthly laments with us Baby Boomers the demise of advertising jingles, which have mostly died out since Pepsi's 1984 production with Michael Jackson established today's joined-at-the-hip marketing relationship between brands and popular music.

But how many of those campaigns can claim to have millions of loyal fans who even 43 years later know every word to Oscar Mayer’s iconic My Bologna Has A First Name?  Sing it, citizen consumers:

My bologna has a first name
It's O-s-c-a-r
My bologna has a second name
It's M-a-y-e-r
I love to eat it everyday
And if you ask me what I'll saaaaaaay
Cuz Oscar Mayer has a way with B-o-l-o-g-n-a
<![CDATA[You own your brand. They own your reputation.]]>Thu, 25 Aug 2016 16:55:30 GMThttp://silversjacobson.com/blogs/crisis-pr-rule-you-own-your-brand-they-own-your-reputationPictureYou get the idea.

​(BadNewsHandbook.com)  -- Brand and reputation.  It’s a critical distinction that drives a company’s ability to minimize the impact of its next public relations crisis.

Brand is how your company talks to the world.

​Reputation is how the world hears your company.  

Some people say reputation and brand mean the same thing.  But that’s like saying the pitch and the swing are the same because they’re part of the same baseball game.

Closely related, but very different.

Reputation risk management is a paradox.  On one hand the company's reputation is its most important asset.  On the other hand it is the asset most vulnerable to damage by conditions largely out of the company’s control.

A brand is a promise, but more than just deliverables.  It’s what the brand’s owner needs people and institutions that matter to believe to be true. 

Reputation, on the other hand, is what stakeholders and influencers actually believe.  It's a mix of personal experiences and influences, all weighed against motivations that drive every decision to trust a brand, buy a product or support an idea:
  • Will I get more out of it than I put in?
  • Will it give me added value by being faster, less expensive or better?
  • Does it fit with my affinities, ethics and standards?
  • Does it provide me a sense of confidence and safety?

​The wider the gap between a company's brand and reputation, the more potentially damaging a controversy or crisis. 

But the more a corporate and brand reputation jive with what stakeholders want to believe, the stronger the company’s ability to navigate and even prosper through bad markets, complex public issues and crisis events.   It’s no wonder that companies with solidly good reputations have market caps of 30 to 70 percent more than their book value.
Illustration courtesy Huffington Post.

<![CDATA[Is this the end of online news story comments sections?]]>Fri, 19 Aug 2016 02:00:40 GMThttp://silversjacobson.com/blogs/rip-online-news-story-comment-sectionsA reader sharing his opinion.
(CorpCommBlog.com) --  National Public Radio has joined the growing number of online media outlets that no longer show public comments at the bottom of news stories.  

In case you’re new to this WWW thing:  Many comment sections have been commandeered by small groups of mostly anonymous "trolls" who shout down and ridicule anyone with opposing opinions, often with incredibly violent imagery and hate speech.  And don't get us started about punctuation.
Many news sites held on – and still do -- to comment sections in part because they create space to sell ads, without the nuisance of paying journalists for content.  These days, however, social media platforms offer more civil, cost-efficient ways to facilitate public dialogue around sponsors’ interests. The result is that media sites are dropping comment sections as a well-intentioned but failed, high-maintenance vestige of a simpler Internet time.

But not all.  One ticked-off supporter of comment sections is Breitbart News, the hyper-populist, anti-lefty media site whose chairman is now running Donald Trump’s presidential campaign. 

Hostile partisan vitriol is what outlets like Breitbart and the anti-righty Daily Kos are selling, and they have plenty of followers (including trolls).  But these aren’t products that attract mainstream advertisers and promotions.  It’s commerce, not comments, that keep most online media in business.

Time Magazine underscores the problem with its cover story, “How Trolls are ruining the Internet.” Some 80% of the 93-year-old magazine's own writers said they don't cover certain topics because they fear the online response.  Sometimes the attackers will track down and harass a writer's spouse, parents, even children. 

Despite America’s chaotically contradictory Internet culture, it would seem that the bulk of news comment sections are heading toward extinction as new ways to engage the virtual public square become more advanced.  What the Internet mob does as a result is a whole other consideration.

"An anonymous poll of the writers at TIME found that 80% had avoided discussing a particular topic because they feared the online response. ... Their comments included “I’ve been raged at with religious slurs, had people track down my parents and call them at home, had my body parts inquired about.” Another wrote, “I’ve had the usual online trolls call me horrible names and say I am biased and stupid and deserve to be raped. I don’t think men realize how normal that is for women on the Internet.”

     --  Joel Stein writing in Time Magazine's cover story
           "How Trolls Are Ruining The Internet"