In 1974, Baum worked as a media trainer for J. Walter Thompson during the U.S. oil embargo, the first of its kind executive spokesperson and crisis communications training program. He cited the example of a north side shooting in an alley a few years ago. Even though the young man, who was shooting hoops and was shot in a drive-by, was only feet away from a hospital emergency room, the staff said they could not help him as they could not leave the hospital campus.
Perception is what it is all about.
When in doubt, it is best to err on the side of the public and try to fix the problem. According to Denney, the role of public relations helps clients realize the solution is simpler than it first seems and involves the ability to calm the client and come up with media solutions. The most effective way to handle a crisis is not only to have a credible person talk to the media, but to do so proactively. PR counsel can be in on the conversation, but the truth needs to be told. She cited an example of a Tribune reporter looking into a program because a famous person was involved.