What We Can Learn From Unfortunate Hunting Accident
VP Cheney Shoots Companion

First, we repeat two items from our last article (concerning lessons learned from the 2005 hurricanes)

• In 14 years of teaching disaster preparedness (and crisis communication), I always harped on two key points: "Don't let your response become the story," and "have a plan, work the plan." Both were violated by some of those responding to Katrina (and to the hunting accident - I'm sure the VP's staff has a communication plan for breaking news - and I'm sure it doesn't say "go hide").
• As I've said before, if you don't give the media something to talk about, they will grasp at anything.

Other PR rules we should all keep in mind in situations like these

• If something bad happens, make sure people learn about it from you. The VP's office didn't release any information about the event until 18 hours later. By then, the media had already learned about it. Because of the secrecy, they smelled blood and went into the normal feeding frenzy.
  • Corollary one - the best way to handle a pack of hungry sharks is to feed them.
• The truth runs for daylight. Why try to keep a secret about something that is guaranteed to be made public? And no - that is not a rhetorical question.
• Never say "No comment." While the VP hasn't said the words, he has refused to talk about the accident (as of this writing). He shot someone, for crying out loud!!! The media sharks will continue to circle until he says something - and that will keep the story on the front page.
• Admit your mistakes. It's hard to argue with someone who agrees with you. If mistakes were made, admit to them and the story will go away much faster.
• Apologize! If you do something wrong, say you're sorry. I'm sure VP Cheney has apologized to his hunting companion, but he should tell the world that he's sorry about the accident.
• Be the first and best source of information. If you aren't, the media will find somebody who will be. Chances are, the other source won't have your best interest in mind.
• Tell the truth, and tell your story. There is only so much space in the newspaper, on the radio and on TV. The more you talk, the less other people will be able to talk.

What should have happened

• The White House should have immediately announced the hunting accident to the press corps. The announcement should have included a statement from Cheney about how terrible he felt and how sorry he was that hurt his friend. The announcement should have been followed by regular updates on the health of the wounded hunter. (And while it is unclear at the time this was written, Cheney apparently didn't meet with local investigators until some time afterward. He should have immediately arranged to meet with authorities to give a statement of what happened - doing otherwise hints of a cover up).
• As soon as possible, Cheney should have met with the media to say:
  • I'm so sorry and apologize to his hunting friend and his family.
  • It was an accident that wouldn't have happened if we all followed basic hunting rules. Include a statement promoting local gun and hunter safety courses - and pledge to take a refresher course.
  • I am being cited for not having the proper hunting stamp. While minor, announcing it right away keeps the story from growing new legs. (hey, it was a $7 fine - big deal!)
  • I will never forget this, I feel so terrible about what I did.
• After talking to the media, there should be a photo op showing him going into the hospital to visit his friend.
• In a day or two, Cheney should make a photo op trip to a hunter safety course - and bring the media along with him. The result, of course, would be a flurry of hunter safety stories around the world.
• Now, about two or three days after the hunting accident - the story is dead.

Just to be clear, I happen to be a supporter of Bush/Cheney so I'm not just throwing this stuff out there to bash the Administration. However, the handling of this event seems to be indicative of the way the Administration has been handling its media relations. Some people call it "bunkering," and it doesn't work. You can hide all you want - that's not going to make the media or the story go away. The less you talk, the more other people will talk about you. The more you hide, the more people will look for you (and for weapons with which to hurt you!).

Why don't the media experts in the White House know all this? Oh, believe me, they do. But a press secretary can't make the President and VP do what is right. The bosses have to make that decision all by themselves. All to often, however, the bosses come in after the fact and tell the PR folks to "handle this." And that leads us to our final lesson of the day, and perhaps the most important:

Great PR Can't Replace Poor Performance