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BUILDING
      The
  Lukaszewski            COMMUNITY
    Group
__________________       RELATIONSHIPS
Management Consultants
  In Communications
                         Overcome Opposition,
                         Gain Community Consent

                         Participant Guide

                         A Teleseminar Sponsored by the
                         Public Relations Society of America
                         (PRSA)
                         Presented by
                         James E. Lukaszewski,
                         ABC, APR, Fellow PRSA


                         Thursday, May 28, 2009
                         3:00 − 4:30 p.m. EDT


                         Contents
                         •   Participant Letter
                         •   PowerPoint Presentation
                         •   Handout
                         •   Discussion Outline
                         •   James E. Lukaszewski Biography
The
                                                 Lukaszewski
                                                   Group
                                               Management Consultants
                                                 In Communications
   May 2009


   Dear Seminar Participant:

         Thank you for registering for the teleseminar, Building Community Relationships: Overcome
   Opposition, Gain Community Consent. This program focuses on how to achieve and maintain public consent
   using direct communication rather than a more traditional media-dominated approach. One major lesson I
   have learned is that, many times, success requires going directly to those affected and far less to and through
   the news media.

         This is an era of easy allegation, rampant speculation, over-interpretation, and negative forecasting. To
   assure yourself the public has the information it needs to make decisions effectively, you will need to deal
   with them and engage them directly, constantly.

          This is a different discipline and requires different public relations tools than those so many of us are
   used to using. While traditional tools have their applications, it is the direct techniques − face-to-face work,
   small group work, and special contacts with critics, opponents, and detractors − that make this approach so
   different and valuable.

          Some aspects of direct communication strategies involve winning one doorbell at a time, one lunch
   bucket at a time, one rubber chicken dinner at a time. It is often a grindy exercise dominated by emotional
   individuals and groups − where science no long matters, exaggeration rules, and intimidation can be the order
   of the day. This seminar will provide interesting insights for those participants who seek and need to
   maintain public consent in these highly charged environments.

         Should you wish to contact me ahead of time with issues you would like addressed during the
   seminar, or to submit a specific question for me to discuss, you may do so by phone or E-mail:
                                               914.681.0000 − Office
                                              tlg@e911.com − E-mail
        If you would like to visit my Web site to get a flavor for the extensive knowledge and background
   brought to bear on today’s topic, please go to:
                                             www.e911.com − Web site
         “See” and hear you on Thursday, May 28, 2009. The time will be jam-packed with interesting and
   useful information.

   Sincerely,

   James E. Lukaszewski, ABC, APR, Fellow PRSA
   Chairman and President
   The Lukaszewski Group Inc.




             The Lukaszewski Group Inc. Ten Bank Street, Suite 530, White Plains, NY 10606-1966
Toll Free: 866.491.e911 Telephone: 914.681.0000 Facsimile: 914.681.0047 tlg@e911.com www.e911.com
Welcome to the PRSA
Master Practitioner™ Series Teleseminar:
                 Thursday, May 28, 2009


      Building Community
         Relationships
        Overcome Opposition,
         Gain Public Consent

        By James E. Lukaszewski,
            ABC, APR, Fellow PRSA
        Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




                        Sponsored By




  William Murray, Executive Director & COO
                          www.prsa.org
      To find out more about PRSA programs.
        Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




                                                                                                       Check out Jim’s new
                                                                                                         Crisis Guru Blog




                                                                                                          www.e911.com

                                                                                                                Your first stop
                                                                                                                 when crises
                                                                                                                   occur.


                                                                                                       Sign up for the free
                                                                                                          E-Newsletter
        Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




                      Copyright © 2009, James E. Lukaszewski. All rights reserved.
            Reproduction without written permission of the copyright owner is strictly prohibited.
     One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009.                                                   1
James E. Lukaszewski,
      ABC, APR, Fellow PRSA




          Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




Questions for Jim?
• E-mail him at tlg@e911.com.

                                                     OR

• Press the “1” key on your
  telephone and wait for your
  cue at the end of the
  teleseminar.
          Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




Introduction

                    Open Your Thinking

•   You will hear things you know.
•   Some things will be new.
•   Teaching and coaching management is
    essential.
•   Take it to the first-line supervisor.
•   Opposition rarely makes mistakes; we are
    constantly making mistakes.

          Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




                       Copyright © 2009, James E. Lukaszewski. All rights reserved.
             Reproduction without written permission of the copyright owner is strictly prohibited.
      One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009.                                                    2
New Relationships With
Stakeholders & Constituencies
• More constituents ask more questions;
  decisions take longer.
• Small forces can stop very big ideas.
• People without credentials have
  enormous credibility.
• Public debate is focused more on
  embarrassment, humiliation, and blame-
  shifting rather than progress.

           Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




New Relationships With
Stakeholders & Constituencies
(Continued)

• Anti-corporate activists are acting more
  preemptively.
• Enormous opposition can be mobilized
  very quickly.
• Actions that create new critics or enemies
  need to be avoided.
• Your employees (1 in 4) will oppose you
  or help the opposition. They often lead.
           Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




The Realities of Winning
 You can win:
 • Without everyone being happy
 • Without all the politicians cheering
 • With substantial negative media visibility
 •   If you remain focused
 •   If you’re helpful
 •   If you can move 51% of those that matter
 •   If you can help the rest go about their
     business and stop worrying about you

           Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




                         Copyright © 2009, James E. Lukaszewski. All rights reserved.
               Reproduction without written permission of the copyright owner is strictly prohibited.
        One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009.                                                   3
The Prime Directive for Victory

•   Build a base.
•   Start with employees.
•   Recruit others who have reasons to
    support you.
•   Neutralize as many as you can, as early
    as you can.




          Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




                                                                                                                                                            Handout
                                                                                                                                                            Page 27




          Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




The Subprime Directive for
Victory
•   Understand how democracy works.
                                                                                                                                                            Handout
                                                                                                                                                            Page 21




          Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




                        Copyright © 2009, James E. Lukaszewski. All rights reserved.
              Reproduction without written permission of the copyright owner is strictly prohibited.
       One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009.                                                             4
Rules for Winning

1. Refuse to be distracted.
2. Bear down on your positive objectives.
3. Correct and clarify everything others
   say.
4. Control with positive power.
5. Wage peace from the start.
6. Get good at managing relentlessly bad
   news.
7. Answer all the questions promptly.

          Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




Understand Consent
1. Public consent is required,
   continuously.
2. Public involvement is necessary,
   ongoing, and often government
   mandated.
3. Public involvement can kill projects as
   well as permit them.
4. Public officials expect the business to
   win and maintain the public's support.
          Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




Understand Consent                                                                                                                           (Continued)


5. The news media and the new media
   will focus on the conflict, controversy,
   and opposition.
6. Personal self-interests, values, and
   needs take precedence over social
   values and needs.
7. Industrial and business facilities are
   often seen as threats to personal and
   self-interest values.

          Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




                       Copyright © 2009, James E. Lukaszewski. All rights reserved.
             Reproduction without written permission of the copyright owner is strictly prohibited.
      One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009.                                                    5
The Opposition Knows About
You and Your Fears
• Challenging your credibility is more successful
  than challenging the facts.
• Local need is very hard to prove.
• The threat of an action is always more powerful
  and intimidating than the action itself.
• Local support is essential to your success, but it
  is extremely fragile.
• The local community ultimately controls the
  outcome.
• From the moment you open your mouth, some
  in the community are angry.
           Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




The Irritations of Consent
Building
• Emotional communication has replaced
  reason.
• Activism has overtaken scientific
  investigation.
• Exaggeration often overwhelms precision.
• Grassroots manipulation is the new
  realism.


           Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




Irrelevant Questions
• Why do people with no real credentials
  or expertise get credibility from the
  public, press, and government?
• Why do we _ who have expertise _ have
  to keep proving ourselves?
• How is it that the more completely we
  explain something, the facts and data
  still get used incorrectly . . . and we get
  blamed for it?

           Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




                        Copyright © 2009, James E. Lukaszewski. All rights reserved.
              Reproduction without written permission of the copyright owner is strictly prohibited.
       One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009.                                                    6
Irrelevant Questions                                                                                                                           (Continued)

• Why do reporters, public officials, and
  experts get away with misusing the data?
• What's the secret to convincing the
  unconvinceables?
• How much science/evidence is persuasive?
• Will the media ever learn (do they even
  care)?
• Since we’ve devoted ourselves to resolving
  this terrible problem, don’t we deserve
  better than this?
            Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




Since We’ve Devoted Ourselves:
• To resolving this terrible problem
• To providing this safe, healthy, refreshing
  product
• To protecting the public from these harmful
  events
• To providing these wonderful, high paying jobs
• To developing sustainable business practices
• To helping so many with so much


. . . Don’t we deserve better than this?

            Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




Critics Use the Power of
Acronyms
PUBLIC OFFICIALS
NIMTO     (Not In My Term of Office)
NIMD      (Not In My District)
ENVIRONMENTALISTS
BANANA    (Build Absolutely Nothing Anywhere Near
          Anybody)
NOPE      (Not On Planet Earth)
NEIGHBORS
LULU      (Locally Undesirable Land Use)
NIMBY     (Not In My Back Yard)
            Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




                         Copyright © 2009, James E. Lukaszewski. All rights reserved.
               Reproduction without written permission of the copyright owner is strictly prohibited.
        One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009.                                                    7
Acronym Power                                                                                                                              (Continued)


CAVE       (Citizens Against Virtually Everything)

KARE       (Kids Against 'Recking the Earth)

PISEBY     (Put It In Someone Else's Back Yard)

CRUSH      (Citizens Resisting Unnecessary &
           Stupid Hazards)

CONTAIN (Citizens Opposed to Noxious Trash
        And INcineration)

            Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




Acronym Power                                                                                                                                  (Continued)


SWINE       (Students Wildly Indignant about
            Nearly Everything)

SCORN       (Scared Citizens Opposed to
            Raping Nature)

CATSUP      (Citizens Against the Screw-Up of
            Our Planet)

CHANGE (Chappaqua Households Against
            Nuclear Generated Energy)


            Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




Acronym Power                                                                                                                                  (Continued)


CHILDREN (Coalition to Help, Inform, and Lead
            Districts for Responsible Evacuation
            Now)

CURTAIL     (Citizens Unrelenting Resistance to
            Anti-Christian Images from Levins)

ENOUGH      (End Noisy Obnoxious Undesirable
            Aircraft Going Over Our Homes)

GASP        (Groups Against Systematic Pollution)

            Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




                          Copyright © 2009, James E. Lukaszewski. All rights reserved.
                Reproduction without written permission of the copyright owner is strictly prohibited.
         One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009.                                                   8
Acronym Power                                                                                                                                  (Continued)


HOPE       (Home Owners against Polluting the
           Environment)

PEACE      (Protect Environment and Children
           Everywhere)
PUSEBY (Put It Under Somebody Else’s Back
       Yard)




            Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




Acronym Power                                                                                                                                  (Continued)


SOUL       (Save Our Unique Lands)

SLICK      (Sick of Living in Chemicals that Kill)

STOP       (Send Them Off the Planet)




            Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




Communication Relationship
Myths

1.   You can build a reservoir of goodwill.
2.   The truth is the truth.
3.   Facts and data are convincing.
4.   Public education is crucial.
5.   It will end sometime.




            Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




                         Copyright © 2009, James E. Lukaszewski. All rights reserved.
               Reproduction without written permission of the copyright owner is strictly prohibited.
        One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009.                                                    9
Consent
          Requires
                TRUST
           Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




The Elements of Trust

1. Advance information.
2. Bring the community into the decision-
   making process.
3. Communicate face-to-face.
4. Demonstrate that community ideas have
   had impact.
5. Speak in community-level language.

           Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




Make Your Intentions Known
                                                                                                                                                         Handout
•   Candor                                                                                                                                               Page 20
•   Openness, accessibility
•   Truthfulness
•   Apology
•   Responsiveness
•   Empathy
•   Transparency
•   Engagement
•   Clarification and correction
           Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




                        Copyright © 2009, James E. Lukaszewski. All rights reserved.
              Reproduction without written permission of the copyright owner is strictly prohibited.
       One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009.                                                          10
All Community Decision
          Making Is Values Driven
           Each Audience Has Its Own Set
             Of Values That Control Its
                  Decision Making


               Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




Community Core Values
 •   Health and safety
 •   Value of possessions and property
 •   Environmental threats
 •   Quality of life
     –   Peace of mind
     –   Pride in community
     –   Absence of conflict
     –   Freedom from fear
 • Peer concern (neighborly pressure)
 • Economic security

               Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




Public Official Core Values

Relationships between government
officials and various constituencies in a
democracy are governed by a unique set of
core values that public officials embrace as
a part of holding office.




               Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




                            Copyright © 2009, James E. Lukaszewski. All rights reserved.
                  Reproduction without written permission of the copyright owner is strictly prohibited.
           One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009.                                                    11
Public Official Core Values
(Continued)

These public official core values include:
•   Protection of individual rights and core values
•   Protection of minority rights and core values
•   Protection of the public from negative events
•   Due process for all
•   Consensus motivation
•   A system for integrating all available science,
    technology, data, and other important factual
    information into the process as background to
    the emotions and values of the public
             Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




The Public Official Participation Cycle

Step #1:     Assistance
Step #2:     Aloofness
Step #3:     Abandonment
Step #4:     Antagonism
Step #5:     Anti-project Activism
Step #6:     Action Behind the Scenes
Step #7:     Arbitration
Step #8:     Acclaim

             Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




Manage Your Own Destiny
Or Someone Else Will
• Recognize the patterns of those who tend
  to drag you into the headlines or before
  the media.
     −The opposition/victims know about you –
      plan for it.
     −They’ll challenge your credibility more
      successfully than the facts.
     −They know the threat of some action they
      may take, especially if amplified by the news
      media, is more powerful than the action
      itself.

             Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




                          Copyright © 2009, James E. Lukaszewski. All rights reserved.
                Reproduction without written permission of the copyright owner is strictly prohibited.
         One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009.                                                    12
Manage Your Own Destiny
Or Someone Else Will  (Continued)

• Local “support” is essential to your
  success, but it is extremely fragile and
  difficult to maintain.
    – From the moment your problem begins,
      elements of the community are in some state
      of conflict and anger.
    – Failure to address these inevitable elements
      confers additional credibility on the
      opposition/victims and power to the news
      media.
              Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




New Media Power Is Rising

    •   Credible
    •   Visible
    •   Instant
    •   Relentless




              Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




Use the Power of the Web
•   Manage media coverage.
•   Reduce media calls.
•   Provide information 24/7.
•   Script everybody.
•   Set and manage the record.
•   Become the reference site.




              Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




                            Copyright © 2009, James E. Lukaszewski. All rights reserved.
                  Reproduction without written permission of the copyright owner is strictly prohibited.
           One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009.                                                   13
Typical Web Content
•   Advertising                                                                                   •           Overview
•   Applications & filings                                                                        •           Podcasts
•   Blogs                                                                                         •           Presentations
•   Comparisons with other sites                                                                  •           Publications
•   Corrections & clarifications                                                                  •           Public meeting
•   Crucial timelines                                                                                         transcripts/audio
•   Dear So and So                                                                                •           Q&A
•   Downloads (audio/video)                                                                       •           RSS
•   In the news                                                                                   •           Rumor corrections
•   Issues & policies index                                                                       •           Site map
•   Letters                                                                                       •           What we propose to do
•   Links                                                                                         •           What we need from
                                                                                                              the community
•   News & views
                                                                                                  •           Who we are
•   Our purpose
               Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




Help the Media Hold Themselves
Accountable

•   Post reporter notes.
•   Leave stories up longer.
•   Permit point-counterpoint discussions.
•   Encourage more disclosure of sources.
•   Make fewer mistakes.
•   Check things out.


               Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




Get the Boss to Go Along

• The public and employees expect greater
  participation.
• Failure to participate means others will
  make things up.
• Honorable companies and leaders will
  answer the questions and participate.
• Ignore your colleagues and peers, they’re
  wrong.
• Listen to your mother.

               Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




                            Copyright © 2009, James E. Lukaszewski. All rights reserved.
                  Reproduction without written permission of the copyright owner is strictly prohibited.
           One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009.                                                    14
James E. Lukaszewski,
      ABC, APR, Fellow PRSA


                                                                                    Questions
                                                                                       &
                                                                                    Answers
             Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




    Upcoming PRSA Programs
      With Jim Lukaszewski
August 27                                    Re-engineering Employee
                                             Communications
September 17-18 Crisis Communication Strategy
                                             Two-Day Seminar, Philadelphia, PA

September 24                                 Building Community
                                             Relationships
October 29                                   Media Training for Media
                                             Trainers
               * To register, go to www.prsa.org
             Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




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             Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




                        Copyright © 2009, James E. Lukaszewski. All rights reserved.
              Reproduction without written permission of the copyright owner is strictly prohibited.
       One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009.                                                      15
Credits
    Sponsor: PRSA (Public Relations Society of America),
             Michael G. Cherenson, APR
             PRSA Chair & CEO


   Coordinating Producer for PRSA:
                     Judy Voss, APR
                     Director, Professional Development,
                     (212) 460-1480


   Producer for TLG: Kerrigan West, Account Executive &
                     Marketing Services Coordinator
                     (914) 681-0000
             Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




                            Sponsored By




     William Murray, Executive Director & COO
                               www.prsa.org
          To find out more about PRSA programs.
             Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




        Copyright Restrictions
Please remember that the content of this program and all
materials related to it are owned by James E.
Lukaszewski, protected by U.S. and International
copyrights, and used with permission by the Public
Relations Society of America.

This program was produced and directed for The
Lukaszewski Group by Kerrigan C. West; the executive
producer for PRSA is Judy Voss; script copyright 2009,
James E. Lukaszewski; production copyright 2009, The
Lukaszewski Group Inc. All rights reserved.

Recording this program or distributing program handout
materials to anyone who is not authorized to receive them
under your site license for today’s program is strictly
prohibited. The only authorized recording of this program
is produced by PRSA.
             Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




                         Copyright © 2009, James E. Lukaszewski. All rights reserved.
               Reproduction without written permission of the copyright owner is strictly prohibited.
        One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009.                                                     16
Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000

                            AVAILABLE IN BOOK STORES




Lukaszewski Areas of Practice


       Problematic Situations
       Beyond the Ordinary in
    Management Communications




       Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




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           ew D ale
         fN nS
     ns o   o
 Doze Now
   Mr. Lukaszewski’s books,
strategy newsletters, CDs, and
   articles are available at:


                                                       www.e911.com
       Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




                     Copyright © 2009, James E. Lukaszewski. All rights reserved.
           Reproduction without written permission of the copyright owner is strictly prohibited.
    One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009.                                                   17
Thank you for attending the PRSA
Master Practitioner™ Series Teleseminar:
                 Thursday, May 28, 2009


      Building Community
         Relationships
     Overcome Opposition,
      Gain Public Consent
       By James E. Lukaszewski,
            ABC, APR, Fellow PRSA
        Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530   White Plains, New York 10606-1966   914.681.0000




                      Copyright © 2009, James E. Lukaszewski. All rights reserved.
            Reproduction without written permission of the copyright owner is strictly prohibited.
     One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009.                                                   18
BUILDING
      The
  Lukaszewski
                         COMMUNITY
    Group                RELATIONSHIPS
__________________
Management Consultants
  In Communications
                         Overcome Opposition,
                         Gain Community Consent


                         Handout

                         A Teleseminar Sponsored by the
                         Public Relations Society of America
                         (PRSA)
                         Presented by
                         James E. Lukaszewski,
                         ABC, APR, Fellow PRSA


                         Thursday, May 28, 2009
                         3:00 − 4:30 p.m. EDT


                         Contents
                         •   Communication Intentions
                         •   How Democracy Works
                         •   Lukaszewski’s Contention Survival Manifesto
                         •   Principles of Unassailable Behavior
                         •   Public Involvement Techniques
                         •   Ridgeway Strategic Audience Analysis
                             Worksheet
                         •   Seven Behaviors That Cause Community
                             Relations Programs to Fail
COMMUNICATION INTENTIONS

1.   Candor
     • Disclose, announce early.
     • Explain reasoning and reasons.
     • Discuss options, alternatives considered.
     • Provide unsolicited helpful information.

2.   Openness, accessibility
     • Be available.
     • Be willing to respond.

3.   Truthfulness
     • Point of reference matters more than facts.
     • Unconditional honesty, from the start.

4.   Apology
     • Verbalize or write a statement of personal regret, remorse, and sorrow.
     • Acknowledge personal responsibility for having injured, insulted, failed or wronged another.
     • Humbly ask for forgiveness in exchange for more appropriate future behavior and to make amends in
        return.
5.   Responsiveness
     • Every concern or question, regardless of the source, is legitimate and must be addressed.
     • Answer every question; avoid judging the questioner.
     • Avoid taking any question personally.
     • Build followers and be nice, even in the face of anger or aggressive negativity. Anger and arrogance
        create plaintiffs.
6.   Empathy
     • Action always speaks louder than words.
     • Action illustrates concern, sensitivity, and compassion.
     • Act as though it was happening to you or someone you care about.

7.   Transparency
     • Our behavior, our attitude, our plans, even our strategic discussions are unchallengeable, positive, and
        explainable.
     • Our families would be comfortable reading about our actions, decisions, and discussions on the front
        page of tomorrow’s newspaper.
     • No secrets (because important things and stupid stuff always come out).

8.   Engagement
     • Face-to-face is the communications approach desired by just about everyone.
     • Those who challenge us most will require aggressive positive interaction.
     • Our base and those who give us permission to operate expect us to deal with unconvinceables and
        victims.
     • Direct interactive response, even negotiation, empowers the initiator.

9.   Clarification and Correction
     • Relentlessly correct and clarify the record.
     • Prompt, positive, constructive elaboration of the facts preempts critics and empowers employees and
        supporters.

                        Copyright © 2009, James E. Lukaszewski. All rights reserved.
              Reproduction without written permission of the copyright owner is strictly prohibited.
       One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009.     20
HOW DEMOCRACY WORKS
                                      A Communications Analysis



                               12.5%
                         D³UV² − Temporary

                               12.5%
                         D³UV² − Permanent
                                                                       50%
                                                                 Don’t Care (DC)
                                 4%
                               SAINNTS

                              7%
                          Dysfunctional
                    Movers & Shakers (DM&S)


                              15%                                    20%
                     Movers & Shakers (M&S)              Disengaged Don’t Care (DDC)


                       50%       DC: Don’t Care
                       20%       DDC: Disengaged Don’t Care
                       15%       M&S: Movers & Shakers
                        7%       DM&S: Dysfunctional Movers & Shakers
                        4%       SAINNTS: Self-appointed IN or Near The Source
                       25%       D³UV² − Temporary/Permanent: Disheartened,
                                 Disgruntled, Disoriented, Unconvinceable Victims
                     121%        needing a Victory (over you)

NOTES:

   •       DC: Average citizens who live in a democracy but intentionally ignore participating in it,
           though they benefit from it every day.
   •       DDC: Disengagement caused by forces beyond the citizen’s control—job loss, sick parents,
           economic dislocation of some kind, or life dislocations.
    •       M&S: Movers & Shakers—the elected, the appointed, and the volunteers, ranging from Boy
            Scout and Girl Scout leaders to the president of the United States—focused on solving today’s
            problems and moving toward tomorrow.
   •       DM&S: Also elected, appointed, and volunteers, but focused on preserving today and
           yesterday, and preventing tomorrow from happening.
   •       SAINNTS: People who watch and count what leaders are doing, and spontaneously and
           voluntarily report their observations to others. (They are self-appointed, they make things up.)
   •       D³UV²: Their main tools are aggressive, negative, irritating, embarrassing, or humiliating
           questions—why now, why me, why us, what alternatives did you consider, why are you doing
           this to me, what did I ever do to you, what were you thinking, why didn’t you know, should
           the same people who screwed this up be in charge of fixing it, etc.?


                        Copyright © 2009, James E. Lukaszewski. All rights reserved.
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       One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009.     21
LUKASZEWSKI’S CONTENTION SURVIVAL MANIFESTO
                Keeping Yourself and the Things That Matter Under Control


       This manifesto is a personal and often publicly declared set of principles, policies, or
intentions for addressing contentious public circumstances and situations, and behaving with
integrity, honesty, and even good humor. If your mother could teach you the rules for winning in
the irritating, aggravating, agitating environment of being under attack in the news media—
personally, politically, or professionally, these are the 27 techniques and practices she (or most
moms) would share. You can succeed even in the face of contentious people, angry neighbors,
negative media coverage, and irritated public officials.

     1. Speak only for yourself. Say less, write less, but make these communications truly
        important.

     2. Answer every question. Aim for 75-150 word responses; this is 30-60 seconds
        reading or speaking time. Honorable organizations, people, programs, and initiatives
        can answer any question.

     3. Always let others speak for themselves. When you try to speak for others, you will
        always be wrong, and attacked or humiliated for being wrong.

     4. Avoid claiming that you agree with your opponents on anything, unless they say so
        first. Once opponents say it, you may quote them saying it, but always say what you
        believe to be true and back that up.

     5. Avoid saying that you work closely with public agencies, other organizations, or
        even individuals related to your situation (even if you believe you do), unless they say
        so first and you then quote them. Otherwise, they can deny it (especially if controversy
        arises) or point out, as some may quite quickly, that whatever links exist are rather
        weak. They will then describe those weaknesses or deny that you have any real
        influence.

         Those who can and may support you in the future (public or private) must have their status
         preserved for the long run. Drawing them into your discussion could needlessly make them
         targets of attack. They will have to abandon or, perhaps, denounce or distance themselves
         from you.

     6. Assume that everyone in the discussion has more credibility than you do. Your job
        is to validate your credibility, every time, rather than to discredit others.

     7. Be relentlessly positive (avoid all negative words) and constructive (avoid criticizing
        and criticism). Both provide the fuel opponents thrive on.

     8. Focus on the truly important 5%; forget the rest. Respond to and develop what truly
        matters.

     9. Let attackers discredit themselves. Their emotional words and negative, destructive
        language equals less truth and trustworthiness. Avoid “friends” who suggest this
        approach. It will always backfire.

                       Copyright © 2009, James E. Lukaszewski. All rights reserved.
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10. Practice laggership. Speak second but always have the last word.

11. Remain calm. Critics, agitators, and bullies are energized by anger, emotionalism,
    whininess, and negative counter attacks.

12. Silence is always toxic to the accused. After a while, even your friends will sacrifice
    or question you.

13. Apologies are always in order, provided they contain all of the crucial ingredients of
    an effective apology. The most constructive structures for apology are in The Five
    Languages of Apology, a book by Gary Chapman and Jennifer Thomas (The Five
    Languages of Apology: How to Experience Healing in All Your Relationships, Gary
    Chapman and Jennifer Thomas; Northfield Publishing, September 1, 2006; ISBN
    1881273571.). Here, with some paraphrasing and modification based on my
    experiences, are the ingredients of the perfect apology.
     •   Regret (acknowledgment): A verbal acknowledgement by the perpetrator that their
         wrongful behavior caused unnecessary pain, suffering, and hurt that identifies,
         specifically, what action or behavior is responsible for the pain.
     •   Accepting Responsibility (declaration): An unconditional declarative statement by
         the perpetrator recognizing their wrongful behavior and acknowledging that there is
         no excuse for the behavior.
     •   Restitution (penance): An offer of help or assistance to victims, by the perpetrator;
         action beyond the words “I’m sorry”; and conduct that assumes the responsibility to
         make the situation right.
     •   Repentance (humility): Language by the perpetrator acknowledging that this
         behavior caused pain and suffering for which he/she is genuinely sorry; language by
         the perpetrator recognizing that serious, unnecessary harm and emotional damage
         was caused.
     •   Direct Forgiveness Request : “I was wrong, I hurt you, and I ask you to forgive me.”
     The most difficult and challenging aspects of apologizing are the admission of having
     done something hurtful, damaging, or wrong, and to request forgiveness. Skip even
     one step and you fail.

14. Have courage, and refuse to be distracted by negativity, friendly pressure, or the
    agendas of others. You are in the spotlight. They are in the shadows. Be especially
    wary of those who feel that responding empowers others, or that you might look like a
    sissy for having done it. Either of these outcomes is better than being considered
    boorish, bullyish, arrogant, or callous.

15. Discourage others from explaining your situation. They will get it wrong. You will
    be blamed, and they will be attacked. They will then have to abandon you altogether,
    keep some distance, or attack you to preserve their own credibility.




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  One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009.   23
16. Everything that goes around comes back around. Avoid verbal vegetables, the
    words phrases, arguments, assertions, and statements you write or say that you know
    you will have to eat some time in the future.

17. Remember the math of truth: Truth is 15% facts and data and 85% emotion and
    perception; 65% of truth is point of reference (my backyard or neighborhood). Facts do
    matter, but addressing the emotional component of issues and questions immediately,
    continuously, and constructively is essential for success.

18. Be strategic. Say, act, plan, and write with future impact in mind.

19. Prepare to work alone and to be abandoned by just about everyone.

20. Stay at altitude, keep a distance, avoid taking events or actions personally, and be
    reasoned, appropriate, and direct. Positive and constructive responses tend to
    disempower those making the attacks.

21. Keep the testosterosis under control. Every bit of negative energy you throw in their
    direction will multiply by a factor of five to 10, and they will throw it right back at you.

22. Be preemptive. Work in real time. Do it now, fix it now, ask it now, correct it now,
    challenge it now, and answer it now.

23. Write and speak, simply, sensibly, positively empathetically and constructively.

24. Avoid trying to discredit anyone, any argument, any evidence, or any movement.
    Such actions stimulate the creation of critics and adversaries; who accumulate, hang
    around, live forever, and search relentlessly to exploit your weaknesses, vulnerabilities,
    and susceptibilities. Prove your position with positive, declarative language.

25. Get accustomed to accommodating the long term, relentlessly negative nature of
    contentious situations.

26. Correct and clarify what matters promptly, but do it all on your own Web site.
    Avoid joining blogs or conversations outside your site. The latter strategy will suck all
    of your energy into responding to the agendas of others who are having fun and
    sleeping well, while you are doing neither.

27. It is your destiny. Fail to manage it, and someone else is waiting in the wings to do it
    for you.




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         Reproduction without written permission of the copyright owner is strictly prohibited.
  One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009.   24
N:WordTLGP R S A-TeleconsBuilding Community Relationships, Teleseminar Handout, 5-28-09.doc



                           PRINCIPLES OF UNASSAILABLE BEHAVIOR

                     Unassailable Approach                                      Credibility Destroying Approach

 1.      Responsiveness: When problems occur we will be            1.   Aloofness:
         prepared to talk about them internally and externally          • Wait to respond _ "no one may notice."
         as aggressively as we respond to them operationally.           • Develop our own story.
 2.      Openness: If the public should know about a               2.   No Commitment:
         problem we are having, or about to have, which                 • Refuse to talk; volunteer nothing.
         could affect them or our credibility, we will                  • Answer only if they get the question right.
         voluntarily talk about it as quickly and as completely
         as we can.
 3.      Concern: When business problems occur, we will            3.   Delay:
         keep the community and those most directly affected            • Stall responses.
         posted on a schedule they set until the problem is             • Hire big-time outside expert to study; report
         thoroughly explained or resolved.                                  something next year (maybe).
                                                                        • We can't talk until we know all the facts.
 4.      Respect: We will answer any questions the                 4.   Disdain:
         community may have and suggest and volunteer                   • Avoid opponents; disparage them.
         additional information in the event the community              • Belittle uneducated questions and people.
         does not ask enough questions. We will respect and
         seek to work with those who oppose us.
 5.      Cooperation: We will be cooperative with the news         5.    Umbrage:
         media as far as possible, but our major responsibility         •   "They have no business being involved in this."
         is to communicate compassionately, completely and              •   "There is no news here, why do they care?"
         directly with those most directly affected by our              •   "Be careful not to appear responsible."
         problems, as soon as possible.
 6.      Responsibility: Unless incapacitated or                   6.   Stonewall:
         inappropriate, the senior executive on-site is the             • "Not to my knowledge."
         spokesperson during an emergency.                              • The lawyers will convey our "no comment."
 7.      Sensitivity: At the earliest possible moment we will      7.   Hunker Down:
         step back and analyze the impact of the problems we            • Anything we learn will be saved for litigation.
         are having or causing, with the intention to                   • We'll talk only as a litigation prevention
         communicate with all appropriate audiences to                     strategy.
         inform and to alert.                                           • "If they can't get it right, we don't and won't have
                                                                           to talk to them."
 8.      Ethics: If we are at fault, we will admit, apologize      8.   Arrogance:
         for and explain our mistakes as quickly as possible.           • No apology; no admission; no empathy.
                                                                        • "Up yours."
 9.      Compassion: We will always show concern,                  9.   Reticence:
         empathy, sympathy and remorse or contrition.                   • "We can't set a precedent."
                                                                        • Do nothing that can be interpreted as taking
                                                                            responsibility.
10.      Generosity: We will find a way to go beyond what         10.   Avoidance:
         is expected or required, even to "do penance" where            • "Offer them ten percent less than they need."
         appropriate.                                                   • Let them sue; we'll investigate, stall and pay as littl
                                                                            as possible as far from now in time as possible.
11.      Commitment: We will learn from our mistakes, talk        11.   Abstention:
         publicly about what we've learned, and renew our               • Our mistakes are our business. Accidents
         commitment to keeping errors, mistakes and                         happen; everything in life carries some risk.
         problems from re-occurring. Our goal is zero errors,           • Zero is impossible.
         zero defects, zero mistakes, zero crises.                      • We'll do the best we can and that will just have
                                                                            to do.




                               Copyright © 2009, James E. Lukaszewski. All rights reserved.
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              One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009.                    25
N:WordTLGP R S A-TeleconsBuilding Community Relationships, Teleseminar Handout, 5-28-09.doc



                              PUBLIC INVOLVEMENT TECHNIQUES
                  DIRECT METHODS OF
              INFORMATION DISSEMINATION                                             INFORMATION GATHERING

                         TECHNIQUES                                                    TECHNIQUES _ PURPOSES

Briefings             Guest speaking        Open houses               Information contact person _ Identify a point of contact
Brochures             Handbills             Personalized letters      where the public can place a single call and receive either an
Direct mailings       Information fairs     Purchased advertising     answer or be called back with information.
Door-to-door visits   Information hotline   Slide shows               Interviews of community leaders, key individuals _ To
Drop-in center        Mobile office         Telephone                 identify reactions to, and knowledge of project. To identify
Fact sheets           Newsletters           Videos                    issues of concern and historical controversies. To identify
Flyers                Newspaper inserts     Volunteers                other groups or individuals to be contacts or added to the
                                                                      mailing list. To assess the political climate and relationships
                            PURPOSE                                   among various interest groups.
                                                                      Mailed surveys or questionnaires _ To assess public
To provide detailed information to a targeted audience in your own    awareness of project actions, public issues, and concerns. To
words and on your schedule.                                           assess values and issues of concern to the public.
                                                                      Telephone survey _ To assess public awareness of meetings,
                 INDIRECT METHODS OF                                  project actions, public hearings, etc. To track the movement of
              INFORMATION DISSEMINATION                               public opinion to the project.
                                                                      Focus groups _ To gather emotional/intellectual reaction to
                         TECHNIQUES                                   possible activities.
                                                                      Door-to-door _ Give site neighbors the opportunity to directly
Feature stories       Press conferences     Public service            express opinions.
Guest editorials      Press interviews      announcements             Open forums _ For the public to have an opportunity to ask
News releases         Press kits                                      questions and express views.
                                                                      Brainstorming sessions _ Give diverse group of public
                            PURPOSE                                   opportunity to define problems and develop alternatives.
To provide information to the media and the general public.



                                            CITIZEN AND AGENCY INVOLVEMENT

                                                   TECHNIQUES _ PURPOSES

Advisory groups of key publics _ To advise on policy and technical matters, critically review results, help find compromises
between competing local interests, advise on public involvement approaches, and promote consensus with constituents.
Public workshops/task forces _ Small diverse groups to explore specific topic solutions to particular problems.
Project liaison _ Contact person in key public groups and agencies who is kept fully informed of project activities.

                                    CONFLICT RESOLUTION/CONSENSUS BUILDING

                                                   TECHNIQUES _ PURPOSES

Facilitation leader _ To impartially lead discussions.                Delphi technique _ To identify options using independent
Mediation process _ To re-establish communication when all            experts.
positions are polarized and move parties to mutual understandings     Public values assessment _ To combine public values with
and agreements.                                                       technical facts to identify alternatives that most closely meet
Nominal group workshop _ To build consensus on project actions,       what the public has said is important to them.
issues, or mitigation plans.

                                             ANALYSIS AND DOCUMENTATION

                                                   TECHNIQUES _ PURPOSES

Computerized comment storage and retrieval system _ To objectively summarize and make available public comments.
Summary and evaluation reports _ To provide written documentation of activity, attendees, issues, and comments, and to evaluate
the public involvement program.



                           Copyright © 2009, James E. Lukaszewski. All rights reserved.
                 Reproduction without written permission of the copyright owner is strictly prohibited.
          One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009.                            26
* Ridgeway Strategic Audience Analysis Worksheet

SPECIAL PUBLICS




     LAWYERS
                                              LEGACY
                                              MEDIA
                   CIVIC AND
                 PHILANTHROPIC
                    GROUPS

     ENVIRON-
    MENTALISTS                    VENDORS


                  RELIGIOUS                       LOCAL
                   LEADERS                     LEGISLATORS


                                   UNION                        FEDERAL
    PHYSICIANS                   LEADERSHIP                   REGULATORS                                                         Messages to the Community
                   OPINION                       LOCAL                           STATE
                   LEADERS                    CONGRESSMEN                     REGULATORS

                                  LOWER
      BLOGS                       SCHOOL
                                                                   CITY
                                                                 COUNCIL                                                    Feedback From the Community
                                 OFFICIALS

                  ORGANIZED                     BUSINESS
                  OPPOSITION                     PEOPLE

                                   UPPER
    LOBBYISTS                     SCHOOL
                                 OFFICIALS


                   TEACHERS

                                               NEW
      TRADE                                   MEDIA
     GROUPS




                                                                                                                            BASE AUDIENCE
                                                     Copyright © 2009, James E. Lukaszewski. All rights reserved.
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                                    One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009.               27
The
Lukaszewski
                                Executive Action
  Group                         Urgent Information for Executive Decision making
Management Consultants
  In Communications


October/November/December 1998                        FILE: Community Relations & Grassroots Campaigns

TO: Executive Addressed
FR: James E. Lukaszewski, APR, Fellow PRSA
    Chairman
RE: Seven Behaviors That Cause Community Relations Programs to Fail
      As we analyze, repair, and rehabilitate failing community relations programs in the U.S. and in other
countries, we repeatedly notice patterns of suspect behavior and beliefs that often lead to trouble.
1.   Unrealistic assessment of community               4.   Heavy reliance on "PR" techniques:
     attitudes:                                             •   Lots of advertising, mail, and newsletters.
     •     Minimize their fears.                            •   Real focus on the "back door" instead of on door-to-
     •     Trivialize their concerns.                           door.
     •     Belittle their questions.                        •   Get the Chamber of Commerce and your friends to
     •     Ignore the unconvinceables.                          endorse the project.
                                                            •   Use themes and messages that ignore real
2.   No prompt commitment to do what the                        community fears, questions, and emotions.
     community really expects:
     •   Public meetings where you persuade            5.   Reluctance to be open with the community:
         them.                                              •   Be reactive.
     •   Provide "extra" data.                              •   Avoid listening.
     •   Answer their really crucial questions:             •   Refuse to adapt your plans.
         − Is it really necessary?                          •   Start a third-party support group.
         − Aren't there other alternatives?                 •   Keep the public in the dark as long as possible.
         − What are the real risks?
         − Why disrupt our lives this way?             6.   Assign community relationship-building responsibilities
         − Why do you have to threaten                      to people who don't care, are too technical, are poor
             everything we care about?                      communicators, or whom the community or activists
                                                            won’t respect.
3.   Decisions based on false assumptions:
                                                       7.   No trustworthy, independent local oversight:
     •   It's PR's job to cover poor operational
         decisions.                                         •    Opponents are demeaned, insulted, and held at a
     •   Economic benefit is more important                      distance.
         than beliefs or values.                            •    Neighbors are considered "kooks" and
     •   Environmental benefit will outweigh                     troublemakers.
         fear of environmental threat.                      •    Activists are in it "only to raise money for their
     •   The community needs it.                                 cause."
     •   It will solve future community                     •    Public officials are just looking for votes.
         problems.                                          •    We can't let anyone look over our shoulder. They
     •   Good data will control emotional                        can't understand, or they might leak sensitive
         outbursts.                                              information.

      Converting these patterns of failure into positive planning checklists provides useful tools for
redesigning more acceptable, credible, and successful community relations efforts. For more useful ideas,
please visit our Web site at www.e911.com.

                        Copyright © 2009, James E. Lukaszewski. All rights reserved.
              Reproduction without written permission of the copyright owner is strictly prohibited.
       One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009.          28
N:WordTLGP R S A-TeleconsBuilding Community Relationships, Teleseminar Handout, 5-28-09.doc


                                     DISCUSSION OUTLINE

                            Building Community Relationships
                      Overcome Opposition, Gain Community Consent

                                           PRSA Teleseminar
                                         Thursday, May 28, 2009


      If those who listened to this program with you would like to have a follow-up discussion,
here are some questions to begin the conversation:

      1.   What do you know now that you didn’t know when the program began?

      2.   What’s the most important concept or idea you learned from this program?

      3.   What questions has the presentation raised for which you need to find answers?

      4.   What key skills, ideas, or knowledge did this program confirm for you?

      5.   Based on what you learned and heard today, what is the first thing you’re going to do
           when you return to your office?

      6.   What’s the second thing you’re going to do? What areas could be included in such a
           presentation or program to help answer questions, make the presentation more
           complete, or resolve issues and questions that remain on your mind?




                        Copyright © 2009, James E. Lukaszewski. All rights reserved.
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       One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009.   29
JAMES E. LUKASZEWSKI, ABC, APR, FELLOW PRSA

      James E. Lukaszewski (loo-ka-SHEV-skee) advises, coaches, and counsels the men and women who run very large
corporations and organizations through extraordinary problems and critical high-profile circumstances. The bulk of his
practice is in the Western Hemisphere, although he has clients from many parts of the world.
      He is an expert in managing and reducing contention, counteracting tough, touchy, sensitive corporate communications
issues. He counsels companies facing serious internal and external problems involving: activist counteraction; community
conflict and grassroots campaigns; corporate relations failures; reputational threats; employee relationship building;
ethics/integrity/compliance; litigation visibility; Web-based attacks; and threats to corporate survival. His broad-based
experience ranges from media-initiated investigations to product recalls and plant closings, from criminal litigation to
takeovers. He is frequently retained by senior management to directly intervene and manage the resolution of corporate
problems and bad news. The situations he helps resolve often involve conflict, controversy, community action or activist
opposition. Almost half of his practice involves civil and criminal litigation.
      He is a teacher, thinker, coach, and trusted advisor with the unique ability to help executives look at problems from a
variety of sensible, constructive, principled perspectives. He teaches clients how to take appropriate, highly focused,
ethically appropriate action. He has personally counseled, coached, and guided thousands of executives in organizations
large and small from many cultures representing government; the military and defense industry; the agriculture, banking,
computer, financial, food processing, health care, insurance, paper, real estate development and telecommunications
industries; cooperatives; trade and professional associations; and non-profit agencies. He is a coach to many CEOs.
      Jim helps prepare spokespersons for crucial public appearances, local and network news interviews including 20-20, 60
Minutes, Dateline NBC, and Nightline, and for financial analyst meetings and legislative and congressional testimony. He
also provides personal coaching for executives in trouble, or facing career-defining problems and succession issues.
      He is a prolific author (six books, hundreds of articles), lecturer (corporate, college and university), trainer, counselor,
and public speaker. He is a member of Public Relations Review’s Board of Professionals, a contributing editor for Public
Relations Quarterly, member of InfoCom’s Media Relations Insider editorial advisory board, frequent columnist and member
of PR News’ editorial board, columnist for O’Dwyer’s PR Services Report, and columnist for PRSA’s magazine, The
Strategist. His 1992 book, Influencing Public Attitudes: Strategies that Reduce the Media's Power, remains a classic work in
the field of direct communication. The Public Relations Society of America published the final volume of his four-volume
Executive Action® Crisis Communication Management System in 2005: War Stories and Crisis Communication Strategies,
An Anthology; Crisis Communication Planning Strategies, A Workbook; Crisis Communication Plan Components and
Models: Crisis Communication Management Readiness; and Media Relations During Emergencies, A Guide. His newest
book, Why Should the Boss Listen to You?, was published by Jossey-Bass in February 2008. He has published 25
monographs on critical communication subjects since 1994 and hundreds of articles throughout his career.
      He is an internationally recognized speaker on crisis management, ethics, media relations, public affairs, and reputation
preservation and restoration. His recent addresses include the 2007 conferences of the U.S. Air Force Public Affairs Officers,
U.S. Department of Veterans Affairs, National Information Officers Association, Puerto Rico PR Association, ABERJE in
São Pãulo, Brazil, Health PR & Marketing Society, Media Relations Summit, the College & University PR Association,
Choice Hotels Annual Convention, CCEP World Conference on Disaster Management, National Air & Waste Management
Association, National School Public Relations Association, and Syracuse University; and the 2006, 2007, and 2008
International Conferences of IABC, the Public Relations Society of America, and ASIS International. He has addressed
several Canadian trade and government conferences including the National Agriculture Awareness, the Government of
Canada Communicators, and most recently Natural Resources Canada, Service Canada, Transport Canada, Purchasing
Management Association of Canada, and the Canadian Investor Relations Institute. Visiting his Web site, www.e911.com, is
like attending the University of Crisis Management.
     An accredited member of the International Association of Business Communicators (ABC) and the Public Relations
Society of America (APR), Mr. Lukaszewski is a member of the PRSA’s College of Fellows (Fellow PRSA); Board of Ethics
& Professional Standards; the Corporate and Public Affairs/Government Sections; and the New York City and
Westchester/Fairfield Chapters. He is a member of the International Churchill Society, ASIS International, and the Society
for Human Resource Management (SHRM). He lectures annually at the U.S. Marine Corp’s East Coast Commander’s Media
Training Symposium and was the second recipient of its Drew Middleton Award. He is the recipient of Ball State
University’s National Public Relations Achievement Award, Patrick Jackson Award for Distinguished Service to PRSA, PR
News Lifetime Achievement Award, Lloyd B. Dennis Distinguished Leadership Award, and named 2007 Minnesota
Metropolitan State University Alumnus of the Year and the 2007 Practitioner of the Year by the Southern New England
chapter of the PRSA.
       Lukaszewski received his BA in 1974 from Metropolitan State University in Minnesota. He is a former deputy
commissioner of the Minnesota Department of Economic Development and assistant press secretary to former Minnesota
Governor Wendell Anderson. He founded Minnesota-based Media Information Systems Corporation in 1978. Prior to
founding The Lukaszewski Group Inc. in 1989 he was senior vice president and director of Executive Communication
Programs for Georgeson & Company and a partner with Chester Burger Company, both in New York City. His biography is
listed in several editions of Marquis Who’s Who in America. His name was listed in Corporate Legal Times as one of “28
Experts to Call When All Hell Breaks Loose,” and in PR Week as one of 22 “crunch-time counselors who should be on the
speed dial in a crisis.”
A Book for Everyone
                   Who Wants to Tell the
                     Boss What to Do
                                                                      • Do people hold up meetings waiting for you?
                                                                       • Do people remember what you say and quote you to others?
                                                                        • Do others seek out your opinion and ideas?
                                                                        • Do they try to influence you to influence your boss?

                                                                        “Far more than it first appears. This book is a real look at the
                                                                         soul of what good business can be. Everything could be like
                                                                         this, health care, politics, etc. Jim Lukaszewski sketches
                                                                          the boss, inner circle, advisor, and staff. He then explains
                                                                          each player and how they fit together, where they are
                                                                           coming from, and how you contribute. The big picture is
                                                                           there when you finish. He has some good visuals and
                                                                            many lists:
                                                                            7 disciplines
                                                                             5 imperatives
                                                                             4 things to do
                                                                              5 flawed strategies
                                                                              9 things a leader expects
                                                                               11 things you need to know to work with a boss
                                                                                3 lists of questions to consider, nice learning device

                                                                               Too many books could be a pamphlet, not this one. ‘Managers
                                                                                test before they trust,’ a nice thought. I liked the section on
                                                                                trust. On half the pages I wrote a comment. An enjoyable read
                                                                                of deep material. His thoughts reveal a life that works. This
                                                                                body of work is a protein meal. I Love this book.”
                                                                               — Dr. Don Malnati, Five Star Reviewer on Amazon.com,
                                                                                  January 2, 2009
                                                                               “Leaders must have trusted advisors. This book shows you how
                                                                                to be one and stay one.”
                                                                               — Harvey B. Mackay, author of the New York Times #1 bestseller
                                                                                  Swim with the Sharks without Being Eaten Alive
                                                                                “Jim Lukaszewski has personally helped resolve more corporate
                                                                                crises than anyone I know of. His experience ‘in the trenches’
                                                                                equals the high quality of his judgment.”
                                                                                — Chester Burger, APR, Fellow PRSA, American Public Relations
                                                                                   Leader Emeritus and PRSA Gold Anvil Winner


James E. Lukaszewski (loo-ka-SHEV-skee) is an expert in managing and reducing contention, counteracting tough, touchy, sensitive corporate
communications issues. He is a prolific author (six books, hundreds of articles), lecturer (corporate, college and university), trainer, counselor,
and internationally recognized speaker.
Visit Jim’s Web Site:              Register for Jim’s Free eNewsletter:             Visit Jim’s Blog:                               E-mail Jim:
www.e911.com                       www.e911.com                                     www.e911.com/crisisgurublog.html                tlg@e911.com


Available wherever books are sold.
THE LUKASZEWSKI GROUP COLLECTION
Now conveniently available on Amazon.com — books, monographs, Strategy newsletters, and CDs by James E. Lukaszewski, ABC, APR, Fellow
PRSA, CCEP. These products share the best of Lukaszewski’s pragmatic approaches to today’s most difficult and critical leadership and
communication issues and problems. As one of the most quoted crisis communication management consultants and prolific authors in the field, Jim
provides a wealth of immediately usable ideas, tactics, and strategies.

BOOKS
Serious, in-depth discussion of pragmatic methods and strategies explained step-by-step.




Vol. I: War Stories and Crisis    Vol. II: Crisis Communication     Vol. III: Crisis              Vol. IV: Media Relations           Influencing Public
Communication Strategies, A       Planning Strategies, A Crisis     Communication Plan            Strategies During Emergencies, A   Attitudes, Direct
Crisis Communication              Communication Management          Components and Models         Crisis Communication               Communication
Management Anthology              Workbook                                                        Management Guide                   Strategies That Reduce
                                                                                                                                     the Media’s Power

MONOGRAPHS
Highly focused single-topic discussions of crucial issues, questions, and management communication concerns. Monographs are designed to help
inform, teach, and influence management decision making. Available in hard copy or as a downloadable electronic file.
Answering Tough Touchy, Sensitive Questions          Crisis Web Site                                       Newest Discipline-Legally Driven Issues
Becoming a Verbal Visionary                          Current Crisis Communications Issues                  Peppermill Public Hearing
Building Quality Community Relationships             Exxon Valdez                                          Surviving 60 Minutes
Communication Standards                              Finding & Keeping Clients                             Surviving Contentious Meetings
Construction Communication Issues                    First Response                                        Tactical Ingenuity Pyramid
Control Your Own Destiny, Corrections and            How to Develop the Mind of a Strategist               Ten Strategies for Contract Negotiations
Clarifications                                       How to Establish a Relationship With Reporters        When You Are a Target: Activist Intrusions
Coping With Corporate Campaigns                      Ingredients of Leadership                             Working Through Embarrassing Revelations
Corporate Activism on the I-net                      Moving Out of the Target Zone-Activist Attacks

CDS
Hear Jim Lukaszewski in action! These audio recordings are powerful professional development opportunities that provide personal insight,
influence, and impact.




                                                       How to Develop
                                                         The Mind of a
                                                             Strategist:
    Becoming a                                             Becoming a                                               Ingredients of
Verbal Visionary                                       Trusted Advisor                                                 Leadership

STRATEGY NEWSLETTERS
As one of the field’s leading corporate management communications strategists, Jim Lukaszewski in his Strategy newsletter applies strategic thinking
and analysis to: a) a growing range of corporate problems, business scenarios, and leadership issues; b) the process of being strategic and an effective
strategist; c) the importance of strategy as a management function; and d) scenarios and current examples. Synopses of currently available Strategy
newsletters appear on our Web site, www.e911.com.
1. Let’s Get Serious About Strategy                  10. The Strategic Power of Positive Language         20. First Response Strategy
2. How to Develop the Mind of a Strategist           11. Litigation Communication Strategy                21. Dumb, Dopey Strategies: Attack the Press
3. How Managers Make Strategic Decisions             12. Activism: Counteractive Strategies               22. Overcoming Destructive Management
4. How to Become a Strategic Player                  13. Building and Busting Trust                           Communication Behavior
5. Rethinking Employee Communications                14. Inside the Mind of the CEO                       23. Answering Tough, Sensitive Questions
6. Waging Peace: Replace Employee-Management         15. Engagement: The Crucial Communication            24. Managing the Boss During Crises
    Conflict                                              Success Ingredient                              25. The Crisis Response Template: Getting
7. Influencing Management Attitudes                  16. CEO Survival: The First 100 Days                     Management on Board
8. Profiles in Jell-O®: Communication Strategies     17. Becoming a Strategic Counselor                   26. Transformational Communication
    Guaranteed to Perpetuate Trouble                 18. Patterns: A Foundation for Action                27. Corrections & Clarifications
9. Selective Engagement                              19. Attack and Counterattack Web Site Strategy       28. Bad News Eradicator



                    Lukaszewski-authored books, monographs, Strategy Newsletters, and CDs may be purchased directly from
                                      The Lukaszewski Group through The Crisis Store, www.e911.com.

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Building Community Relationships, Teleseminar Handout, 5 28 09

  • 1. BUILDING The Lukaszewski COMMUNITY Group __________________ RELATIONSHIPS Management Consultants In Communications Overcome Opposition, Gain Community Consent Participant Guide A Teleseminar Sponsored by the Public Relations Society of America (PRSA) Presented by James E. Lukaszewski, ABC, APR, Fellow PRSA Thursday, May 28, 2009 3:00 − 4:30 p.m. EDT Contents • Participant Letter • PowerPoint Presentation • Handout • Discussion Outline • James E. Lukaszewski Biography
  • 2. The Lukaszewski Group Management Consultants In Communications May 2009 Dear Seminar Participant: Thank you for registering for the teleseminar, Building Community Relationships: Overcome Opposition, Gain Community Consent. This program focuses on how to achieve and maintain public consent using direct communication rather than a more traditional media-dominated approach. One major lesson I have learned is that, many times, success requires going directly to those affected and far less to and through the news media. This is an era of easy allegation, rampant speculation, over-interpretation, and negative forecasting. To assure yourself the public has the information it needs to make decisions effectively, you will need to deal with them and engage them directly, constantly. This is a different discipline and requires different public relations tools than those so many of us are used to using. While traditional tools have their applications, it is the direct techniques − face-to-face work, small group work, and special contacts with critics, opponents, and detractors − that make this approach so different and valuable. Some aspects of direct communication strategies involve winning one doorbell at a time, one lunch bucket at a time, one rubber chicken dinner at a time. It is often a grindy exercise dominated by emotional individuals and groups − where science no long matters, exaggeration rules, and intimidation can be the order of the day. This seminar will provide interesting insights for those participants who seek and need to maintain public consent in these highly charged environments. Should you wish to contact me ahead of time with issues you would like addressed during the seminar, or to submit a specific question for me to discuss, you may do so by phone or E-mail: 914.681.0000 − Office tlg@e911.com − E-mail If you would like to visit my Web site to get a flavor for the extensive knowledge and background brought to bear on today’s topic, please go to: www.e911.com − Web site “See” and hear you on Thursday, May 28, 2009. The time will be jam-packed with interesting and useful information. Sincerely, James E. Lukaszewski, ABC, APR, Fellow PRSA Chairman and President The Lukaszewski Group Inc. The Lukaszewski Group Inc. Ten Bank Street, Suite 530, White Plains, NY 10606-1966 Toll Free: 866.491.e911 Telephone: 914.681.0000 Facsimile: 914.681.0047 tlg@e911.com www.e911.com
  • 3. Welcome to the PRSA Master Practitioner™ Series Teleseminar: Thursday, May 28, 2009 Building Community Relationships Overcome Opposition, Gain Public Consent By James E. Lukaszewski, ABC, APR, Fellow PRSA Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 Sponsored By William Murray, Executive Director & COO www.prsa.org To find out more about PRSA programs. Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 Check out Jim’s new Crisis Guru Blog www.e911.com Your first stop when crises occur. Sign up for the free E-Newsletter Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 Copyright © 2009, James E. Lukaszewski. All rights reserved. Reproduction without written permission of the copyright owner is strictly prohibited. One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009. 1
  • 4. James E. Lukaszewski, ABC, APR, Fellow PRSA Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 Questions for Jim? • E-mail him at tlg@e911.com. OR • Press the “1” key on your telephone and wait for your cue at the end of the teleseminar. Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 Introduction Open Your Thinking • You will hear things you know. • Some things will be new. • Teaching and coaching management is essential. • Take it to the first-line supervisor. • Opposition rarely makes mistakes; we are constantly making mistakes. Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 Copyright © 2009, James E. Lukaszewski. All rights reserved. Reproduction without written permission of the copyright owner is strictly prohibited. One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009. 2
  • 5. New Relationships With Stakeholders & Constituencies • More constituents ask more questions; decisions take longer. • Small forces can stop very big ideas. • People without credentials have enormous credibility. • Public debate is focused more on embarrassment, humiliation, and blame- shifting rather than progress. Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 New Relationships With Stakeholders & Constituencies (Continued) • Anti-corporate activists are acting more preemptively. • Enormous opposition can be mobilized very quickly. • Actions that create new critics or enemies need to be avoided. • Your employees (1 in 4) will oppose you or help the opposition. They often lead. Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 The Realities of Winning You can win: • Without everyone being happy • Without all the politicians cheering • With substantial negative media visibility • If you remain focused • If you’re helpful • If you can move 51% of those that matter • If you can help the rest go about their business and stop worrying about you Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 Copyright © 2009, James E. Lukaszewski. All rights reserved. Reproduction without written permission of the copyright owner is strictly prohibited. One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009. 3
  • 6. The Prime Directive for Victory • Build a base. • Start with employees. • Recruit others who have reasons to support you. • Neutralize as many as you can, as early as you can. Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 Handout Page 27 Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 The Subprime Directive for Victory • Understand how democracy works. Handout Page 21 Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 Copyright © 2009, James E. Lukaszewski. All rights reserved. Reproduction without written permission of the copyright owner is strictly prohibited. One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009. 4
  • 7. Rules for Winning 1. Refuse to be distracted. 2. Bear down on your positive objectives. 3. Correct and clarify everything others say. 4. Control with positive power. 5. Wage peace from the start. 6. Get good at managing relentlessly bad news. 7. Answer all the questions promptly. Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 Understand Consent 1. Public consent is required, continuously. 2. Public involvement is necessary, ongoing, and often government mandated. 3. Public involvement can kill projects as well as permit them. 4. Public officials expect the business to win and maintain the public's support. Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 Understand Consent (Continued) 5. The news media and the new media will focus on the conflict, controversy, and opposition. 6. Personal self-interests, values, and needs take precedence over social values and needs. 7. Industrial and business facilities are often seen as threats to personal and self-interest values. Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 Copyright © 2009, James E. Lukaszewski. All rights reserved. Reproduction without written permission of the copyright owner is strictly prohibited. One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009. 5
  • 8. The Opposition Knows About You and Your Fears • Challenging your credibility is more successful than challenging the facts. • Local need is very hard to prove. • The threat of an action is always more powerful and intimidating than the action itself. • Local support is essential to your success, but it is extremely fragile. • The local community ultimately controls the outcome. • From the moment you open your mouth, some in the community are angry. Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 The Irritations of Consent Building • Emotional communication has replaced reason. • Activism has overtaken scientific investigation. • Exaggeration often overwhelms precision. • Grassroots manipulation is the new realism. Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 Irrelevant Questions • Why do people with no real credentials or expertise get credibility from the public, press, and government? • Why do we _ who have expertise _ have to keep proving ourselves? • How is it that the more completely we explain something, the facts and data still get used incorrectly . . . and we get blamed for it? Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 Copyright © 2009, James E. Lukaszewski. All rights reserved. Reproduction without written permission of the copyright owner is strictly prohibited. One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009. 6
  • 9. Irrelevant Questions (Continued) • Why do reporters, public officials, and experts get away with misusing the data? • What's the secret to convincing the unconvinceables? • How much science/evidence is persuasive? • Will the media ever learn (do they even care)? • Since we’ve devoted ourselves to resolving this terrible problem, don’t we deserve better than this? Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 Since We’ve Devoted Ourselves: • To resolving this terrible problem • To providing this safe, healthy, refreshing product • To protecting the public from these harmful events • To providing these wonderful, high paying jobs • To developing sustainable business practices • To helping so many with so much . . . Don’t we deserve better than this? Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 Critics Use the Power of Acronyms PUBLIC OFFICIALS NIMTO (Not In My Term of Office) NIMD (Not In My District) ENVIRONMENTALISTS BANANA (Build Absolutely Nothing Anywhere Near Anybody) NOPE (Not On Planet Earth) NEIGHBORS LULU (Locally Undesirable Land Use) NIMBY (Not In My Back Yard) Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 Copyright © 2009, James E. Lukaszewski. All rights reserved. Reproduction without written permission of the copyright owner is strictly prohibited. One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009. 7
  • 10. Acronym Power (Continued) CAVE (Citizens Against Virtually Everything) KARE (Kids Against 'Recking the Earth) PISEBY (Put It In Someone Else's Back Yard) CRUSH (Citizens Resisting Unnecessary & Stupid Hazards) CONTAIN (Citizens Opposed to Noxious Trash And INcineration) Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 Acronym Power (Continued) SWINE (Students Wildly Indignant about Nearly Everything) SCORN (Scared Citizens Opposed to Raping Nature) CATSUP (Citizens Against the Screw-Up of Our Planet) CHANGE (Chappaqua Households Against Nuclear Generated Energy) Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 Acronym Power (Continued) CHILDREN (Coalition to Help, Inform, and Lead Districts for Responsible Evacuation Now) CURTAIL (Citizens Unrelenting Resistance to Anti-Christian Images from Levins) ENOUGH (End Noisy Obnoxious Undesirable Aircraft Going Over Our Homes) GASP (Groups Against Systematic Pollution) Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 Copyright © 2009, James E. Lukaszewski. All rights reserved. Reproduction without written permission of the copyright owner is strictly prohibited. One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009. 8
  • 11. Acronym Power (Continued) HOPE (Home Owners against Polluting the Environment) PEACE (Protect Environment and Children Everywhere) PUSEBY (Put It Under Somebody Else’s Back Yard) Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 Acronym Power (Continued) SOUL (Save Our Unique Lands) SLICK (Sick of Living in Chemicals that Kill) STOP (Send Them Off the Planet) Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 Communication Relationship Myths 1. You can build a reservoir of goodwill. 2. The truth is the truth. 3. Facts and data are convincing. 4. Public education is crucial. 5. It will end sometime. Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 Copyright © 2009, James E. Lukaszewski. All rights reserved. Reproduction without written permission of the copyright owner is strictly prohibited. One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009. 9
  • 12. Consent Requires TRUST Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 The Elements of Trust 1. Advance information. 2. Bring the community into the decision- making process. 3. Communicate face-to-face. 4. Demonstrate that community ideas have had impact. 5. Speak in community-level language. Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 Make Your Intentions Known Handout • Candor Page 20 • Openness, accessibility • Truthfulness • Apology • Responsiveness • Empathy • Transparency • Engagement • Clarification and correction Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 Copyright © 2009, James E. Lukaszewski. All rights reserved. Reproduction without written permission of the copyright owner is strictly prohibited. One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009. 10
  • 13. All Community Decision Making Is Values Driven Each Audience Has Its Own Set Of Values That Control Its Decision Making Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 Community Core Values • Health and safety • Value of possessions and property • Environmental threats • Quality of life – Peace of mind – Pride in community – Absence of conflict – Freedom from fear • Peer concern (neighborly pressure) • Economic security Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 Public Official Core Values Relationships between government officials and various constituencies in a democracy are governed by a unique set of core values that public officials embrace as a part of holding office. Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 Copyright © 2009, James E. Lukaszewski. All rights reserved. Reproduction without written permission of the copyright owner is strictly prohibited. One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009. 11
  • 14. Public Official Core Values (Continued) These public official core values include: • Protection of individual rights and core values • Protection of minority rights and core values • Protection of the public from negative events • Due process for all • Consensus motivation • A system for integrating all available science, technology, data, and other important factual information into the process as background to the emotions and values of the public Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 The Public Official Participation Cycle Step #1: Assistance Step #2: Aloofness Step #3: Abandonment Step #4: Antagonism Step #5: Anti-project Activism Step #6: Action Behind the Scenes Step #7: Arbitration Step #8: Acclaim Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 Manage Your Own Destiny Or Someone Else Will • Recognize the patterns of those who tend to drag you into the headlines or before the media. −The opposition/victims know about you – plan for it. −They’ll challenge your credibility more successfully than the facts. −They know the threat of some action they may take, especially if amplified by the news media, is more powerful than the action itself. Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 Copyright © 2009, James E. Lukaszewski. All rights reserved. Reproduction without written permission of the copyright owner is strictly prohibited. One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009. 12
  • 15. Manage Your Own Destiny Or Someone Else Will (Continued) • Local “support” is essential to your success, but it is extremely fragile and difficult to maintain. – From the moment your problem begins, elements of the community are in some state of conflict and anger. – Failure to address these inevitable elements confers additional credibility on the opposition/victims and power to the news media. Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 New Media Power Is Rising • Credible • Visible • Instant • Relentless Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 Use the Power of the Web • Manage media coverage. • Reduce media calls. • Provide information 24/7. • Script everybody. • Set and manage the record. • Become the reference site. Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 Copyright © 2009, James E. Lukaszewski. All rights reserved. Reproduction without written permission of the copyright owner is strictly prohibited. One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009. 13
  • 16. Typical Web Content • Advertising • Overview • Applications & filings • Podcasts • Blogs • Presentations • Comparisons with other sites • Publications • Corrections & clarifications • Public meeting • Crucial timelines transcripts/audio • Dear So and So • Q&A • Downloads (audio/video) • RSS • In the news • Rumor corrections • Issues & policies index • Site map • Letters • What we propose to do • Links • What we need from the community • News & views • Who we are • Our purpose Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 Help the Media Hold Themselves Accountable • Post reporter notes. • Leave stories up longer. • Permit point-counterpoint discussions. • Encourage more disclosure of sources. • Make fewer mistakes. • Check things out. Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 Get the Boss to Go Along • The public and employees expect greater participation. • Failure to participate means others will make things up. • Honorable companies and leaders will answer the questions and participate. • Ignore your colleagues and peers, they’re wrong. • Listen to your mother. Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 Copyright © 2009, James E. Lukaszewski. All rights reserved. Reproduction without written permission of the copyright owner is strictly prohibited. One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009. 14
  • 17. James E. Lukaszewski, ABC, APR, Fellow PRSA Questions & Answers Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 Upcoming PRSA Programs With Jim Lukaszewski August 27 Re-engineering Employee Communications September 17-18 Crisis Communication Strategy Two-Day Seminar, Philadelphia, PA September 24 Building Community Relationships October 29 Media Training for Media Trainers * To register, go to www.prsa.org Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 ** d a te d m .cos Occur Up ul, erf ow 11 rise .e9 hen C w ,P Ne w op W wwirst St ** r F u Yo Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 Copyright © 2009, James E. Lukaszewski. All rights reserved. Reproduction without written permission of the copyright owner is strictly prohibited. One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009. 15
  • 18. Credits Sponsor: PRSA (Public Relations Society of America), Michael G. Cherenson, APR PRSA Chair & CEO Coordinating Producer for PRSA: Judy Voss, APR Director, Professional Development, (212) 460-1480 Producer for TLG: Kerrigan West, Account Executive & Marketing Services Coordinator (914) 681-0000 Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 Sponsored By William Murray, Executive Director & COO www.prsa.org To find out more about PRSA programs. Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 Copyright Restrictions Please remember that the content of this program and all materials related to it are owned by James E. Lukaszewski, protected by U.S. and International copyrights, and used with permission by the Public Relations Society of America. This program was produced and directed for The Lukaszewski Group by Kerrigan C. West; the executive producer for PRSA is Judy Voss; script copyright 2009, James E. Lukaszewski; production copyright 2009, The Lukaszewski Group Inc. All rights reserved. Recording this program or distributing program handout materials to anyone who is not authorized to receive them under your site license for today’s program is strictly prohibited. The only authorized recording of this program is produced by PRSA. Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 Copyright © 2009, James E. Lukaszewski. All rights reserved. Reproduction without written permission of the copyright owner is strictly prohibited. One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009. 16
  • 19. Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 AVAILABLE IN BOOK STORES Lukaszewski Areas of Practice Problematic Situations Beyond the Ordinary in Management Communications Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 ents ocum ew D ale fN nS ns o o Doze Now Mr. Lukaszewski’s books, strategy newsletters, CDs, and articles are available at: www.e911.com Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 Copyright © 2009, James E. Lukaszewski. All rights reserved. Reproduction without written permission of the copyright owner is strictly prohibited. One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009. 17
  • 20. Thank you for attending the PRSA Master Practitioner™ Series Teleseminar: Thursday, May 28, 2009 Building Community Relationships Overcome Opposition, Gain Public Consent By James E. Lukaszewski, ABC, APR, Fellow PRSA Copyright © 2009, The Lukaszewski Group Inc. All rights reserved. Ten Bank Street, Suite 530 White Plains, New York 10606-1966 914.681.0000 Copyright © 2009, James E. Lukaszewski. All rights reserved. Reproduction without written permission of the copyright owner is strictly prohibited. One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009. 18
  • 21. BUILDING The Lukaszewski COMMUNITY Group RELATIONSHIPS __________________ Management Consultants In Communications Overcome Opposition, Gain Community Consent Handout A Teleseminar Sponsored by the Public Relations Society of America (PRSA) Presented by James E. Lukaszewski, ABC, APR, Fellow PRSA Thursday, May 28, 2009 3:00 − 4:30 p.m. EDT Contents • Communication Intentions • How Democracy Works • Lukaszewski’s Contention Survival Manifesto • Principles of Unassailable Behavior • Public Involvement Techniques • Ridgeway Strategic Audience Analysis Worksheet • Seven Behaviors That Cause Community Relations Programs to Fail
  • 22. COMMUNICATION INTENTIONS 1. Candor • Disclose, announce early. • Explain reasoning and reasons. • Discuss options, alternatives considered. • Provide unsolicited helpful information. 2. Openness, accessibility • Be available. • Be willing to respond. 3. Truthfulness • Point of reference matters more than facts. • Unconditional honesty, from the start. 4. Apology • Verbalize or write a statement of personal regret, remorse, and sorrow. • Acknowledge personal responsibility for having injured, insulted, failed or wronged another. • Humbly ask for forgiveness in exchange for more appropriate future behavior and to make amends in return. 5. Responsiveness • Every concern or question, regardless of the source, is legitimate and must be addressed. • Answer every question; avoid judging the questioner. • Avoid taking any question personally. • Build followers and be nice, even in the face of anger or aggressive negativity. Anger and arrogance create plaintiffs. 6. Empathy • Action always speaks louder than words. • Action illustrates concern, sensitivity, and compassion. • Act as though it was happening to you or someone you care about. 7. Transparency • Our behavior, our attitude, our plans, even our strategic discussions are unchallengeable, positive, and explainable. • Our families would be comfortable reading about our actions, decisions, and discussions on the front page of tomorrow’s newspaper. • No secrets (because important things and stupid stuff always come out). 8. Engagement • Face-to-face is the communications approach desired by just about everyone. • Those who challenge us most will require aggressive positive interaction. • Our base and those who give us permission to operate expect us to deal with unconvinceables and victims. • Direct interactive response, even negotiation, empowers the initiator. 9. Clarification and Correction • Relentlessly correct and clarify the record. • Prompt, positive, constructive elaboration of the facts preempts critics and empowers employees and supporters. Copyright © 2009, James E. Lukaszewski. All rights reserved. Reproduction without written permission of the copyright owner is strictly prohibited. One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009. 20
  • 23. HOW DEMOCRACY WORKS A Communications Analysis 12.5% D³UV² − Temporary 12.5% D³UV² − Permanent 50% Don’t Care (DC) 4% SAINNTS 7% Dysfunctional Movers & Shakers (DM&S) 15% 20% Movers & Shakers (M&S) Disengaged Don’t Care (DDC) 50% DC: Don’t Care 20% DDC: Disengaged Don’t Care 15% M&S: Movers & Shakers 7% DM&S: Dysfunctional Movers & Shakers 4% SAINNTS: Self-appointed IN or Near The Source 25% D³UV² − Temporary/Permanent: Disheartened, Disgruntled, Disoriented, Unconvinceable Victims 121% needing a Victory (over you) NOTES: • DC: Average citizens who live in a democracy but intentionally ignore participating in it, though they benefit from it every day. • DDC: Disengagement caused by forces beyond the citizen’s control—job loss, sick parents, economic dislocation of some kind, or life dislocations. • M&S: Movers & Shakers—the elected, the appointed, and the volunteers, ranging from Boy Scout and Girl Scout leaders to the president of the United States—focused on solving today’s problems and moving toward tomorrow. • DM&S: Also elected, appointed, and volunteers, but focused on preserving today and yesterday, and preventing tomorrow from happening. • SAINNTS: People who watch and count what leaders are doing, and spontaneously and voluntarily report their observations to others. (They are self-appointed, they make things up.) • D³UV²: Their main tools are aggressive, negative, irritating, embarrassing, or humiliating questions—why now, why me, why us, what alternatives did you consider, why are you doing this to me, what did I ever do to you, what were you thinking, why didn’t you know, should the same people who screwed this up be in charge of fixing it, etc.? Copyright © 2009, James E. Lukaszewski. All rights reserved. Reproduction without written permission of the copyright owner is strictly prohibited. One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009. 21
  • 24. LUKASZEWSKI’S CONTENTION SURVIVAL MANIFESTO Keeping Yourself and the Things That Matter Under Control This manifesto is a personal and often publicly declared set of principles, policies, or intentions for addressing contentious public circumstances and situations, and behaving with integrity, honesty, and even good humor. If your mother could teach you the rules for winning in the irritating, aggravating, agitating environment of being under attack in the news media— personally, politically, or professionally, these are the 27 techniques and practices she (or most moms) would share. You can succeed even in the face of contentious people, angry neighbors, negative media coverage, and irritated public officials. 1. Speak only for yourself. Say less, write less, but make these communications truly important. 2. Answer every question. Aim for 75-150 word responses; this is 30-60 seconds reading or speaking time. Honorable organizations, people, programs, and initiatives can answer any question. 3. Always let others speak for themselves. When you try to speak for others, you will always be wrong, and attacked or humiliated for being wrong. 4. Avoid claiming that you agree with your opponents on anything, unless they say so first. Once opponents say it, you may quote them saying it, but always say what you believe to be true and back that up. 5. Avoid saying that you work closely with public agencies, other organizations, or even individuals related to your situation (even if you believe you do), unless they say so first and you then quote them. Otherwise, they can deny it (especially if controversy arises) or point out, as some may quite quickly, that whatever links exist are rather weak. They will then describe those weaknesses or deny that you have any real influence. Those who can and may support you in the future (public or private) must have their status preserved for the long run. Drawing them into your discussion could needlessly make them targets of attack. They will have to abandon or, perhaps, denounce or distance themselves from you. 6. Assume that everyone in the discussion has more credibility than you do. Your job is to validate your credibility, every time, rather than to discredit others. 7. Be relentlessly positive (avoid all negative words) and constructive (avoid criticizing and criticism). Both provide the fuel opponents thrive on. 8. Focus on the truly important 5%; forget the rest. Respond to and develop what truly matters. 9. Let attackers discredit themselves. Their emotional words and negative, destructive language equals less truth and trustworthiness. Avoid “friends” who suggest this approach. It will always backfire. Copyright © 2009, James E. Lukaszewski. All rights reserved. Reproduction without written permission of the copyright owner is strictly prohibited. One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009. 22
  • 25. 10. Practice laggership. Speak second but always have the last word. 11. Remain calm. Critics, agitators, and bullies are energized by anger, emotionalism, whininess, and negative counter attacks. 12. Silence is always toxic to the accused. After a while, even your friends will sacrifice or question you. 13. Apologies are always in order, provided they contain all of the crucial ingredients of an effective apology. The most constructive structures for apology are in The Five Languages of Apology, a book by Gary Chapman and Jennifer Thomas (The Five Languages of Apology: How to Experience Healing in All Your Relationships, Gary Chapman and Jennifer Thomas; Northfield Publishing, September 1, 2006; ISBN 1881273571.). Here, with some paraphrasing and modification based on my experiences, are the ingredients of the perfect apology. • Regret (acknowledgment): A verbal acknowledgement by the perpetrator that their wrongful behavior caused unnecessary pain, suffering, and hurt that identifies, specifically, what action or behavior is responsible for the pain. • Accepting Responsibility (declaration): An unconditional declarative statement by the perpetrator recognizing their wrongful behavior and acknowledging that there is no excuse for the behavior. • Restitution (penance): An offer of help or assistance to victims, by the perpetrator; action beyond the words “I’m sorry”; and conduct that assumes the responsibility to make the situation right. • Repentance (humility): Language by the perpetrator acknowledging that this behavior caused pain and suffering for which he/she is genuinely sorry; language by the perpetrator recognizing that serious, unnecessary harm and emotional damage was caused. • Direct Forgiveness Request : “I was wrong, I hurt you, and I ask you to forgive me.” The most difficult and challenging aspects of apologizing are the admission of having done something hurtful, damaging, or wrong, and to request forgiveness. Skip even one step and you fail. 14. Have courage, and refuse to be distracted by negativity, friendly pressure, or the agendas of others. You are in the spotlight. They are in the shadows. Be especially wary of those who feel that responding empowers others, or that you might look like a sissy for having done it. Either of these outcomes is better than being considered boorish, bullyish, arrogant, or callous. 15. Discourage others from explaining your situation. They will get it wrong. You will be blamed, and they will be attacked. They will then have to abandon you altogether, keep some distance, or attack you to preserve their own credibility. Copyright © 2009, James E. Lukaszewski. All rights reserved. Reproduction without written permission of the copyright owner is strictly prohibited. One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009. 23
  • 26. 16. Everything that goes around comes back around. Avoid verbal vegetables, the words phrases, arguments, assertions, and statements you write or say that you know you will have to eat some time in the future. 17. Remember the math of truth: Truth is 15% facts and data and 85% emotion and perception; 65% of truth is point of reference (my backyard or neighborhood). Facts do matter, but addressing the emotional component of issues and questions immediately, continuously, and constructively is essential for success. 18. Be strategic. Say, act, plan, and write with future impact in mind. 19. Prepare to work alone and to be abandoned by just about everyone. 20. Stay at altitude, keep a distance, avoid taking events or actions personally, and be reasoned, appropriate, and direct. Positive and constructive responses tend to disempower those making the attacks. 21. Keep the testosterosis under control. Every bit of negative energy you throw in their direction will multiply by a factor of five to 10, and they will throw it right back at you. 22. Be preemptive. Work in real time. Do it now, fix it now, ask it now, correct it now, challenge it now, and answer it now. 23. Write and speak, simply, sensibly, positively empathetically and constructively. 24. Avoid trying to discredit anyone, any argument, any evidence, or any movement. Such actions stimulate the creation of critics and adversaries; who accumulate, hang around, live forever, and search relentlessly to exploit your weaknesses, vulnerabilities, and susceptibilities. Prove your position with positive, declarative language. 25. Get accustomed to accommodating the long term, relentlessly negative nature of contentious situations. 26. Correct and clarify what matters promptly, but do it all on your own Web site. Avoid joining blogs or conversations outside your site. The latter strategy will suck all of your energy into responding to the agendas of others who are having fun and sleeping well, while you are doing neither. 27. It is your destiny. Fail to manage it, and someone else is waiting in the wings to do it for you. Copyright © 2009, James E. Lukaszewski. All rights reserved. Reproduction without written permission of the copyright owner is strictly prohibited. One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009. 24
  • 27. N:WordTLGP R S A-TeleconsBuilding Community Relationships, Teleseminar Handout, 5-28-09.doc PRINCIPLES OF UNASSAILABLE BEHAVIOR Unassailable Approach Credibility Destroying Approach 1. Responsiveness: When problems occur we will be 1. Aloofness: prepared to talk about them internally and externally • Wait to respond _ "no one may notice." as aggressively as we respond to them operationally. • Develop our own story. 2. Openness: If the public should know about a 2. No Commitment: problem we are having, or about to have, which • Refuse to talk; volunteer nothing. could affect them or our credibility, we will • Answer only if they get the question right. voluntarily talk about it as quickly and as completely as we can. 3. Concern: When business problems occur, we will 3. Delay: keep the community and those most directly affected • Stall responses. posted on a schedule they set until the problem is • Hire big-time outside expert to study; report thoroughly explained or resolved. something next year (maybe). • We can't talk until we know all the facts. 4. Respect: We will answer any questions the 4. Disdain: community may have and suggest and volunteer • Avoid opponents; disparage them. additional information in the event the community • Belittle uneducated questions and people. does not ask enough questions. We will respect and seek to work with those who oppose us. 5. Cooperation: We will be cooperative with the news 5. Umbrage: media as far as possible, but our major responsibility • "They have no business being involved in this." is to communicate compassionately, completely and • "There is no news here, why do they care?" directly with those most directly affected by our • "Be careful not to appear responsible." problems, as soon as possible. 6. Responsibility: Unless incapacitated or 6. Stonewall: inappropriate, the senior executive on-site is the • "Not to my knowledge." spokesperson during an emergency. • The lawyers will convey our "no comment." 7. Sensitivity: At the earliest possible moment we will 7. Hunker Down: step back and analyze the impact of the problems we • Anything we learn will be saved for litigation. are having or causing, with the intention to • We'll talk only as a litigation prevention communicate with all appropriate audiences to strategy. inform and to alert. • "If they can't get it right, we don't and won't have to talk to them." 8. Ethics: If we are at fault, we will admit, apologize 8. Arrogance: for and explain our mistakes as quickly as possible. • No apology; no admission; no empathy. • "Up yours." 9. Compassion: We will always show concern, 9. Reticence: empathy, sympathy and remorse or contrition. • "We can't set a precedent." • Do nothing that can be interpreted as taking responsibility. 10. Generosity: We will find a way to go beyond what 10. Avoidance: is expected or required, even to "do penance" where • "Offer them ten percent less than they need." appropriate. • Let them sue; we'll investigate, stall and pay as littl as possible as far from now in time as possible. 11. Commitment: We will learn from our mistakes, talk 11. Abstention: publicly about what we've learned, and renew our • Our mistakes are our business. Accidents commitment to keeping errors, mistakes and happen; everything in life carries some risk. problems from re-occurring. Our goal is zero errors, • Zero is impossible. zero defects, zero mistakes, zero crises. • We'll do the best we can and that will just have to do. Copyright © 2009, James E. Lukaszewski. All rights reserved. Reproduction without written permission of the copyright owner is strictly prohibited. One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009. 25
  • 28. N:WordTLGP R S A-TeleconsBuilding Community Relationships, Teleseminar Handout, 5-28-09.doc PUBLIC INVOLVEMENT TECHNIQUES DIRECT METHODS OF INFORMATION DISSEMINATION INFORMATION GATHERING TECHNIQUES TECHNIQUES _ PURPOSES Briefings Guest speaking Open houses Information contact person _ Identify a point of contact Brochures Handbills Personalized letters where the public can place a single call and receive either an Direct mailings Information fairs Purchased advertising answer or be called back with information. Door-to-door visits Information hotline Slide shows Interviews of community leaders, key individuals _ To Drop-in center Mobile office Telephone identify reactions to, and knowledge of project. To identify Fact sheets Newsletters Videos issues of concern and historical controversies. To identify Flyers Newspaper inserts Volunteers other groups or individuals to be contacts or added to the mailing list. To assess the political climate and relationships PURPOSE among various interest groups. Mailed surveys or questionnaires _ To assess public To provide detailed information to a targeted audience in your own awareness of project actions, public issues, and concerns. To words and on your schedule. assess values and issues of concern to the public. Telephone survey _ To assess public awareness of meetings, INDIRECT METHODS OF project actions, public hearings, etc. To track the movement of INFORMATION DISSEMINATION public opinion to the project. Focus groups _ To gather emotional/intellectual reaction to TECHNIQUES possible activities. Door-to-door _ Give site neighbors the opportunity to directly Feature stories Press conferences Public service express opinions. Guest editorials Press interviews announcements Open forums _ For the public to have an opportunity to ask News releases Press kits questions and express views. Brainstorming sessions _ Give diverse group of public PURPOSE opportunity to define problems and develop alternatives. To provide information to the media and the general public. CITIZEN AND AGENCY INVOLVEMENT TECHNIQUES _ PURPOSES Advisory groups of key publics _ To advise on policy and technical matters, critically review results, help find compromises between competing local interests, advise on public involvement approaches, and promote consensus with constituents. Public workshops/task forces _ Small diverse groups to explore specific topic solutions to particular problems. Project liaison _ Contact person in key public groups and agencies who is kept fully informed of project activities. CONFLICT RESOLUTION/CONSENSUS BUILDING TECHNIQUES _ PURPOSES Facilitation leader _ To impartially lead discussions. Delphi technique _ To identify options using independent Mediation process _ To re-establish communication when all experts. positions are polarized and move parties to mutual understandings Public values assessment _ To combine public values with and agreements. technical facts to identify alternatives that most closely meet Nominal group workshop _ To build consensus on project actions, what the public has said is important to them. issues, or mitigation plans. ANALYSIS AND DOCUMENTATION TECHNIQUES _ PURPOSES Computerized comment storage and retrieval system _ To objectively summarize and make available public comments. Summary and evaluation reports _ To provide written documentation of activity, attendees, issues, and comments, and to evaluate the public involvement program. Copyright © 2009, James E. Lukaszewski. All rights reserved. Reproduction without written permission of the copyright owner is strictly prohibited. One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009. 26
  • 29. * Ridgeway Strategic Audience Analysis Worksheet SPECIAL PUBLICS LAWYERS LEGACY MEDIA CIVIC AND PHILANTHROPIC GROUPS ENVIRON- MENTALISTS VENDORS RELIGIOUS LOCAL LEADERS LEGISLATORS UNION FEDERAL PHYSICIANS LEADERSHIP REGULATORS Messages to the Community OPINION LOCAL STATE LEADERS CONGRESSMEN REGULATORS LOWER BLOGS SCHOOL CITY COUNCIL Feedback From the Community OFFICIALS ORGANIZED BUSINESS OPPOSITION PEOPLE UPPER LOBBYISTS SCHOOL OFFICIALS TEACHERS NEW TRADE MEDIA GROUPS BASE AUDIENCE Copyright © 2009, James E. Lukaszewski. All rights reserved. Reproduction without written permission of the copyright owner is strictly prohibited. One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009. 27
  • 30. The Lukaszewski Executive Action Group Urgent Information for Executive Decision making Management Consultants In Communications October/November/December 1998 FILE: Community Relations & Grassroots Campaigns TO: Executive Addressed FR: James E. Lukaszewski, APR, Fellow PRSA Chairman RE: Seven Behaviors That Cause Community Relations Programs to Fail As we analyze, repair, and rehabilitate failing community relations programs in the U.S. and in other countries, we repeatedly notice patterns of suspect behavior and beliefs that often lead to trouble. 1. Unrealistic assessment of community 4. Heavy reliance on "PR" techniques: attitudes: • Lots of advertising, mail, and newsletters. • Minimize their fears. • Real focus on the "back door" instead of on door-to- • Trivialize their concerns. door. • Belittle their questions. • Get the Chamber of Commerce and your friends to • Ignore the unconvinceables. endorse the project. • Use themes and messages that ignore real 2. No prompt commitment to do what the community fears, questions, and emotions. community really expects: • Public meetings where you persuade 5. Reluctance to be open with the community: them. • Be reactive. • Provide "extra" data. • Avoid listening. • Answer their really crucial questions: • Refuse to adapt your plans. − Is it really necessary? • Start a third-party support group. − Aren't there other alternatives? • Keep the public in the dark as long as possible. − What are the real risks? − Why disrupt our lives this way? 6. Assign community relationship-building responsibilities − Why do you have to threaten to people who don't care, are too technical, are poor everything we care about? communicators, or whom the community or activists won’t respect. 3. Decisions based on false assumptions: 7. No trustworthy, independent local oversight: • It's PR's job to cover poor operational decisions. • Opponents are demeaned, insulted, and held at a • Economic benefit is more important distance. than beliefs or values. • Neighbors are considered "kooks" and • Environmental benefit will outweigh troublemakers. fear of environmental threat. • Activists are in it "only to raise money for their • The community needs it. cause." • It will solve future community • Public officials are just looking for votes. problems. • We can't let anyone look over our shoulder. They • Good data will control emotional can't understand, or they might leak sensitive outbursts. information. Converting these patterns of failure into positive planning checklists provides useful tools for redesigning more acceptable, credible, and successful community relations efforts. For more useful ideas, please visit our Web site at www.e911.com. Copyright © 2009, James E. Lukaszewski. All rights reserved. Reproduction without written permission of the copyright owner is strictly prohibited. One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009. 28
  • 31. N:WordTLGP R S A-TeleconsBuilding Community Relationships, Teleseminar Handout, 5-28-09.doc DISCUSSION OUTLINE Building Community Relationships Overcome Opposition, Gain Community Consent PRSA Teleseminar Thursday, May 28, 2009 If those who listened to this program with you would like to have a follow-up discussion, here are some questions to begin the conversation: 1. What do you know now that you didn’t know when the program began? 2. What’s the most important concept or idea you learned from this program? 3. What questions has the presentation raised for which you need to find answers? 4. What key skills, ideas, or knowledge did this program confirm for you? 5. Based on what you learned and heard today, what is the first thing you’re going to do when you return to your office? 6. What’s the second thing you’re going to do? What areas could be included in such a presentation or program to help answer questions, make the presentation more complete, or resolve issues and questions that remain on your mind? Copyright © 2009, James E. Lukaszewski. All rights reserved. Reproduction without written permission of the copyright owner is strictly prohibited. One-time permission to reprint granted to the Public Relations Society of America on May 28, 2009. 29
  • 32. JAMES E. LUKASZEWSKI, ABC, APR, FELLOW PRSA James E. Lukaszewski (loo-ka-SHEV-skee) advises, coaches, and counsels the men and women who run very large corporations and organizations through extraordinary problems and critical high-profile circumstances. The bulk of his practice is in the Western Hemisphere, although he has clients from many parts of the world. He is an expert in managing and reducing contention, counteracting tough, touchy, sensitive corporate communications issues. He counsels companies facing serious internal and external problems involving: activist counteraction; community conflict and grassroots campaigns; corporate relations failures; reputational threats; employee relationship building; ethics/integrity/compliance; litigation visibility; Web-based attacks; and threats to corporate survival. His broad-based experience ranges from media-initiated investigations to product recalls and plant closings, from criminal litigation to takeovers. He is frequently retained by senior management to directly intervene and manage the resolution of corporate problems and bad news. The situations he helps resolve often involve conflict, controversy, community action or activist opposition. Almost half of his practice involves civil and criminal litigation. He is a teacher, thinker, coach, and trusted advisor with the unique ability to help executives look at problems from a variety of sensible, constructive, principled perspectives. He teaches clients how to take appropriate, highly focused, ethically appropriate action. He has personally counseled, coached, and guided thousands of executives in organizations large and small from many cultures representing government; the military and defense industry; the agriculture, banking, computer, financial, food processing, health care, insurance, paper, real estate development and telecommunications industries; cooperatives; trade and professional associations; and non-profit agencies. He is a coach to many CEOs. Jim helps prepare spokespersons for crucial public appearances, local and network news interviews including 20-20, 60 Minutes, Dateline NBC, and Nightline, and for financial analyst meetings and legislative and congressional testimony. He also provides personal coaching for executives in trouble, or facing career-defining problems and succession issues. He is a prolific author (six books, hundreds of articles), lecturer (corporate, college and university), trainer, counselor, and public speaker. He is a member of Public Relations Review’s Board of Professionals, a contributing editor for Public Relations Quarterly, member of InfoCom’s Media Relations Insider editorial advisory board, frequent columnist and member of PR News’ editorial board, columnist for O’Dwyer’s PR Services Report, and columnist for PRSA’s magazine, The Strategist. His 1992 book, Influencing Public Attitudes: Strategies that Reduce the Media's Power, remains a classic work in the field of direct communication. The Public Relations Society of America published the final volume of his four-volume Executive Action® Crisis Communication Management System in 2005: War Stories and Crisis Communication Strategies, An Anthology; Crisis Communication Planning Strategies, A Workbook; Crisis Communication Plan Components and Models: Crisis Communication Management Readiness; and Media Relations During Emergencies, A Guide. His newest book, Why Should the Boss Listen to You?, was published by Jossey-Bass in February 2008. He has published 25 monographs on critical communication subjects since 1994 and hundreds of articles throughout his career. He is an internationally recognized speaker on crisis management, ethics, media relations, public affairs, and reputation preservation and restoration. His recent addresses include the 2007 conferences of the U.S. Air Force Public Affairs Officers, U.S. Department of Veterans Affairs, National Information Officers Association, Puerto Rico PR Association, ABERJE in São Pãulo, Brazil, Health PR & Marketing Society, Media Relations Summit, the College & University PR Association, Choice Hotels Annual Convention, CCEP World Conference on Disaster Management, National Air & Waste Management Association, National School Public Relations Association, and Syracuse University; and the 2006, 2007, and 2008 International Conferences of IABC, the Public Relations Society of America, and ASIS International. He has addressed several Canadian trade and government conferences including the National Agriculture Awareness, the Government of Canada Communicators, and most recently Natural Resources Canada, Service Canada, Transport Canada, Purchasing Management Association of Canada, and the Canadian Investor Relations Institute. Visiting his Web site, www.e911.com, is like attending the University of Crisis Management. An accredited member of the International Association of Business Communicators (ABC) and the Public Relations Society of America (APR), Mr. Lukaszewski is a member of the PRSA’s College of Fellows (Fellow PRSA); Board of Ethics & Professional Standards; the Corporate and Public Affairs/Government Sections; and the New York City and Westchester/Fairfield Chapters. He is a member of the International Churchill Society, ASIS International, and the Society for Human Resource Management (SHRM). He lectures annually at the U.S. Marine Corp’s East Coast Commander’s Media Training Symposium and was the second recipient of its Drew Middleton Award. He is the recipient of Ball State University’s National Public Relations Achievement Award, Patrick Jackson Award for Distinguished Service to PRSA, PR News Lifetime Achievement Award, Lloyd B. Dennis Distinguished Leadership Award, and named 2007 Minnesota Metropolitan State University Alumnus of the Year and the 2007 Practitioner of the Year by the Southern New England chapter of the PRSA. Lukaszewski received his BA in 1974 from Metropolitan State University in Minnesota. He is a former deputy commissioner of the Minnesota Department of Economic Development and assistant press secretary to former Minnesota Governor Wendell Anderson. He founded Minnesota-based Media Information Systems Corporation in 1978. Prior to founding The Lukaszewski Group Inc. in 1989 he was senior vice president and director of Executive Communication Programs for Georgeson & Company and a partner with Chester Burger Company, both in New York City. His biography is listed in several editions of Marquis Who’s Who in America. His name was listed in Corporate Legal Times as one of “28 Experts to Call When All Hell Breaks Loose,” and in PR Week as one of 22 “crunch-time counselors who should be on the speed dial in a crisis.”
  • 33. A Book for Everyone Who Wants to Tell the Boss What to Do • Do people hold up meetings waiting for you? • Do people remember what you say and quote you to others? • Do others seek out your opinion and ideas? • Do they try to influence you to influence your boss? “Far more than it first appears. This book is a real look at the soul of what good business can be. Everything could be like this, health care, politics, etc. Jim Lukaszewski sketches the boss, inner circle, advisor, and staff. He then explains each player and how they fit together, where they are coming from, and how you contribute. The big picture is there when you finish. He has some good visuals and many lists: 7 disciplines 5 imperatives 4 things to do 5 flawed strategies 9 things a leader expects 11 things you need to know to work with a boss 3 lists of questions to consider, nice learning device Too many books could be a pamphlet, not this one. ‘Managers test before they trust,’ a nice thought. I liked the section on trust. On half the pages I wrote a comment. An enjoyable read of deep material. His thoughts reveal a life that works. This body of work is a protein meal. I Love this book.” — Dr. Don Malnati, Five Star Reviewer on Amazon.com, January 2, 2009 “Leaders must have trusted advisors. This book shows you how to be one and stay one.” — Harvey B. Mackay, author of the New York Times #1 bestseller Swim with the Sharks without Being Eaten Alive “Jim Lukaszewski has personally helped resolve more corporate crises than anyone I know of. His experience ‘in the trenches’ equals the high quality of his judgment.” — Chester Burger, APR, Fellow PRSA, American Public Relations Leader Emeritus and PRSA Gold Anvil Winner James E. Lukaszewski (loo-ka-SHEV-skee) is an expert in managing and reducing contention, counteracting tough, touchy, sensitive corporate communications issues. He is a prolific author (six books, hundreds of articles), lecturer (corporate, college and university), trainer, counselor, and internationally recognized speaker. Visit Jim’s Web Site: Register for Jim’s Free eNewsletter: Visit Jim’s Blog: E-mail Jim: www.e911.com www.e911.com www.e911.com/crisisgurublog.html tlg@e911.com Available wherever books are sold.
  • 34. THE LUKASZEWSKI GROUP COLLECTION Now conveniently available on Amazon.com — books, monographs, Strategy newsletters, and CDs by James E. Lukaszewski, ABC, APR, Fellow PRSA, CCEP. These products share the best of Lukaszewski’s pragmatic approaches to today’s most difficult and critical leadership and communication issues and problems. As one of the most quoted crisis communication management consultants and prolific authors in the field, Jim provides a wealth of immediately usable ideas, tactics, and strategies. BOOKS Serious, in-depth discussion of pragmatic methods and strategies explained step-by-step. Vol. I: War Stories and Crisis Vol. II: Crisis Communication Vol. III: Crisis Vol. IV: Media Relations Influencing Public Communication Strategies, A Planning Strategies, A Crisis Communication Plan Strategies During Emergencies, A Attitudes, Direct Crisis Communication Communication Management Components and Models Crisis Communication Communication Management Anthology Workbook Management Guide Strategies That Reduce the Media’s Power MONOGRAPHS Highly focused single-topic discussions of crucial issues, questions, and management communication concerns. Monographs are designed to help inform, teach, and influence management decision making. Available in hard copy or as a downloadable electronic file. Answering Tough Touchy, Sensitive Questions Crisis Web Site Newest Discipline-Legally Driven Issues Becoming a Verbal Visionary Current Crisis Communications Issues Peppermill Public Hearing Building Quality Community Relationships Exxon Valdez Surviving 60 Minutes Communication Standards Finding & Keeping Clients Surviving Contentious Meetings Construction Communication Issues First Response Tactical Ingenuity Pyramid Control Your Own Destiny, Corrections and How to Develop the Mind of a Strategist Ten Strategies for Contract Negotiations Clarifications How to Establish a Relationship With Reporters When You Are a Target: Activist Intrusions Coping With Corporate Campaigns Ingredients of Leadership Working Through Embarrassing Revelations Corporate Activism on the I-net Moving Out of the Target Zone-Activist Attacks CDS Hear Jim Lukaszewski in action! These audio recordings are powerful professional development opportunities that provide personal insight, influence, and impact. How to Develop The Mind of a Strategist: Becoming a Becoming a Ingredients of Verbal Visionary Trusted Advisor Leadership STRATEGY NEWSLETTERS As one of the field’s leading corporate management communications strategists, Jim Lukaszewski in his Strategy newsletter applies strategic thinking and analysis to: a) a growing range of corporate problems, business scenarios, and leadership issues; b) the process of being strategic and an effective strategist; c) the importance of strategy as a management function; and d) scenarios and current examples. Synopses of currently available Strategy newsletters appear on our Web site, www.e911.com. 1. Let’s Get Serious About Strategy 10. The Strategic Power of Positive Language 20. First Response Strategy 2. How to Develop the Mind of a Strategist 11. Litigation Communication Strategy 21. Dumb, Dopey Strategies: Attack the Press 3. How Managers Make Strategic Decisions 12. Activism: Counteractive Strategies 22. Overcoming Destructive Management 4. How to Become a Strategic Player 13. Building and Busting Trust Communication Behavior 5. Rethinking Employee Communications 14. Inside the Mind of the CEO 23. Answering Tough, Sensitive Questions 6. Waging Peace: Replace Employee-Management 15. Engagement: The Crucial Communication 24. Managing the Boss During Crises Conflict Success Ingredient 25. The Crisis Response Template: Getting 7. Influencing Management Attitudes 16. CEO Survival: The First 100 Days Management on Board 8. Profiles in Jell-O®: Communication Strategies 17. Becoming a Strategic Counselor 26. Transformational Communication Guaranteed to Perpetuate Trouble 18. Patterns: A Foundation for Action 27. Corrections & Clarifications 9. Selective Engagement 19. Attack and Counterattack Web Site Strategy 28. Bad News Eradicator Lukaszewski-authored books, monographs, Strategy Newsletters, and CDs may be purchased directly from The Lukaszewski Group through The Crisis Store, www.e911.com.