Public Relations

Termed the (SOASTacTIBE), the 8 Elements of a Program Plan (or a campaign) identify what is to be done, why, and how to accomplish it.
1. Situation Analysis
2. Objectives Setting. This usually begins with “To….”
3. Audience Identification
4. Strategy Plan of attack. Read up the meaning of this term again so that it is different from Objectives.
5. Tactics that would bring strategy alive, e.g, what media would you use? Why? Ensure that you know how much it costs, for instance, to run a 30 sec ad on TV station in a specific market
6. Calendar/timetable of the Plan. Timing is everything. Be sensitive to when you can launch the PR Plan (campaign)
7. Budget of the plan, Here, check your tactic, i.e., the action that brings your strategy alive. Then ensure you get a reasonable estimate of how much your campaign would cost
8. Evaluation method for the plan

FOR THIS CASE:
Bill Cosby
Celebrity issues are rarely addressed in our Crisis Review, because they do not often provide us with much in the way of communications insight. But Bill Cosby’s spectacular fall from grace may offer some broader lessons, given the speed with which a beloved brand crossed the point of no return. Multiple sexual allegations, combined with Cosby’s refusal to make any substantive response, effectively saw the actor/comedian engulfed in scandal. All after a after a social media stunt soliciting memes with the comedian’s picture went awry.

“There has been discussion of what, if anything, Cosby can do to ‘survive’ this crisis,” says Mower & Associates partner/director of crisis and reputation management Steve Bell. “While some well-meaning experts suggested applying the rules of crisis management, Cosby’s in too deep, for too long, with too many allegations against him, to survive.”

“The facts of the cases are one thing; the perception is even worse, if that’s possible,” adds Bell. “And nothing has happened since this story broke to indicate resurrection or even rehabilitation. Like an ‘80s Soviet premier expunged from leadership photos taken atop Lenin’s mausoleum, Cosby will either be indicted and arrested, or fade into ‘dead or alive’ anonymity.”

Makovsky + Company EVP Gil Bashe thinks the Cosby crisis illustrates how traditional rules of brand transparency have changed in the digital age. “Suddenly, people who were isolated or compartmentalized are able to share common experience and challenge celebrity icons,” writes Bashe. “The voice of one can be magnified immediately with the simple addition of a hashtag.”

“For Cosby the voice of one courageous woman in the digital age served as a rallying cry for others to express their outrage and pain after decades” continued Bashe. “If earlier claims of sexual abuse fell on deaf ears – the magnitude of Cosby’s storytelling star power versus the “claims” of a “star-struck” actress – Twitter was able to create critical mass of other people’s stories. Many chilling accounts came forward, and at a time when personal transparency is the norm, the voice of many became accepted fact. Loveable Dr. Heathcliff Huxtable was ferreted out as abuser Mr. Hyde. Cosby was at the center of his own Arab Spring.”

Accordingly, concludes Bashe, companies need to acknowledge that “there are few secrets and little that can be hidden.”
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