The pitch: Getting your message across is as easy as ABC

By JOSEPH RAJENDRAN

The message went down the gurgler.

If asked, many organisations would use this expression privately to describe how they have been positioned publicly. And, amazingly, there have been many recent examples.

When queried why a Government-funded export promotion agency here had spent more than $1 million in merger-related and PR fees, the issue was sidestepped. The buck was passed up the food chain.

One of Auckland's major public service providers was in the spotlight for not caring for a disabled customer. The explanation given was that an investigation was under way and the organisation had hired many staff recently.

And then there was the deflection of the query addressed to the Cullen Fund on its investment in Parmalat. The response, which was basically a non-answer, was even more baffling than the question being raised.

The unfortunate truth is that public relations practitioners have mostly been labelled spin doctors. But learning, understanding and practising basic communications principles can go a long way in helping organisations communicate more effectively.

Incidents like those above will continue. And in these cases, organisations can practise a simple principle or two.

I have found one particularly handy. It's the ABC rule. Acknowledge. Bridge. Communicate.

In the above cases, as seen from the responses given, these organisations seem to grapple with finding a reasonable response.

It is a fact that taxpayers' money was invested. As a matter of public record, it is a fact that funds were invested in companies that have since folded and there is a need to acknowledge this fact.

It is a fact that the customer in question had poor service.

Organisations have to realise that whichever way you cut it, or spin it, facts do not go away. Acknowledging the facts, not necessarily an admission of guilt, is only the starting point in controlling damage and not letting damage control you.

An acknowledgment reflects awareness of what has happened. With the right intonation, it reflects sensitivity. It shows the ability to connect with your audience.

The second and more challenging task is to develop and execute the "bridge". The key is to show understanding of the issues involved and move forward. Here is one example that stands out.

While handling media queries in the aftermath of a chemical spill in a small fishing port, the senior executive of a major German multi-national said: "What is more important now is what we are doing to clean up the river and help the locals get back to their normal way of life as soon as possible. We have to move beyond the spill."

Here is a line for the Auckland public service provider: "While it is unfortunate that such an incident happened, we have taken major steps to ensure that our commuters will not be disadvantaged.

"Our commitment to our customers is that we are here to serve you, to the best we can."

The final step is the "communicate" element.

Even senior practitioners often fail to realise that the "communicate" puzzle is only part of the process and not the be all and end all.

What is the bigger picture that needs to be explained? What do I need to communicate to make you understand my position?

Here's one for the folks at Cullen: "In the fund management sector, the management looks for solid returns on the fund in its entirety. There are bound to be duds and star performers. We aspire to deliver good returns on the portfolio."

The ABC rule sounds easy. Difficult situations, whether a mine collapse or a service disruption, can be handled by smart communicators so much better when there is an acknowledgment that incidents can happen. Equally useful would be a smart plan to bridge and communicate it.

* Joseph Rajendran runs Tranz Communications, which helps companies market and communicate effectively in Asia. He can be reached by email.

* The Pitch is a forum for those working in advertising, marketing, public relations and communications. We welcome lively and topical 500-word contributions.
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