The PR Breakdown with Molly McPherson

Latest Episodes:

194: Ingredients in a Social Media Crisis: Daily Harvest’s Crumbling Credibility Jun 21, 2022

Show notes

When there are victims involved in a crisis, they need to be shown compassion and assured that there will be no more victims.
In this episode of the Indestructible PR Podcast we discuss the good, the bad, and the ‘even worse’ of how Daily Harvest handled their food poisoning crisis.
Influencers took to TikTok to post about the gastrointestinal issues she experienced after consuming one of Daily Harvest’s products, the world of social media went up in arms and more victims came out of the woodwork.
We look into how Daily Harvest handled the crisis, why they were manipulative, how they made the crisis worse, and how they deceived their customers. We also discuss how the presence of a victim in a crisis changes it and raises the stakes for the company at fault. Tune in to hear all this and get another indestructible PR tip about victims in a crisis.

Key Points From This Episode:

Today’s topic of discussion: how Daily Harvest handled the online criticism they received when customers reported gastrointestinal issues after consuming one of their products.
Abigail Silverman’s experience with Daily Harvest and the health issues they caused.
How Daily Harvest handled the crisis – the playbook response.
We read a portion of Daily Harvest’s email response to the reports and explain why it’s manipulative.
Why Daily Harvest’s response to the crisis was more of a problem than the actual faulty product.
We read some Reddit feedback on the product.
How Daily Harvest is trying to cover the issue up and why it makes the crisis worse.
Why a victim changes a crisis and why you should ‘go to’ them and speak to healing.
Molly’s TikTok response about the Daily Harvest’s crisis.
The importance of considering the victim’s feelings.
Another mistake Daily Harvest made: deceptively hiding the problem by making the advisory difficult to find.
The indestructible PR tip for today: Victims need somebody to blame, and for the owners to show empathy and remorse.

Tweetables:
“There was a recall of their food which caused problems for their customers. That is not an external incident, it’s an internal incident [and] Daily Harvest needs to own it.” — @MollyMcPherson [0:06:15]
“For any brand dealing with a social media crisis, this is exactly what you don’t want to happen.” — @MollyMcPherson [0:12:09]
“If your crisis has a victim then it’s going to be a whole different take on a crisis.” — @MollyMcPherson [0:12:30]
Links Mentioned in Today’s Episode:
Daily Harvest
Molly McPherson on TikTok
Abigail Silverman on Instagram
Abigail Silverman on TikTok
NBC News
Reddit
Listen and Subscribe on Apple Podcasts

193: Why Lizzo's Lyric Change is About Damn Good PR Jun 21, 2022

Show notes

When music artist Lizzo released her new single ‘Grrls’ she was faced with backlash from the disabled community about a specific lyric used. Lizzo was labeled as an ableist, and fans of her work quickly pointed out why the word was so offensive and that it needed to change.
The steps that Lizzo took to rectify her mistake and how she turned the controversy around should become the new standard for all PR professionals to use in such situations.
In this episide we discuss the Lizzo lyric that got people upset and how she made it right. We explain the context of the word, why the word was so offensive, how she framed her response, why Lizzo's response should be the new standard, why older generations did not find it offensive, and much more.

Key Points From This Episode:

We start the show with context about the Lizzo lyric controversy.
Why people were so upset with the word that she used.
How Lizzo has set a new standard for dealing with offending people.
We hear what Lizzo’s response was to the criticism.
What you should never do when dealing with criticism: an off-the-cuff response.
A walkthrough of Lizzo’s reply and why it was appropriate.
The framework she based her response on and why it is so powerful.
An outline of the replies and support that Lizzo received.
The differences between older and younger generations finding the word offensive.
Reasons why this is not a cancel-culture moment.
We close the show with a takeaway indestructible tip for listeners.

Tweetables:
“That is how you do it. You write the statement and then you make the change.” — @MollyMcPherson [0:08:32]
“What she is doing is she’s showing that it is possible to re-examine words, phrases, and actions.” — @MollyMcPherson [0:09:04]
“When it offends some, you need to make that change.” — @MollyMcPherson [0:11:23]
“Drop victimhood and embrace the idea of change.” — @MollyMcPherson [0:11:53]
Links Mentioned in Today’s Episode:

192: A Week in Press Conferences: The Good and Not So Good with Warren Weeks Jun 15, 2022

Show notes

Focusing on who you are speaking to and what they want to hear before stepping into the public eye can help prevent press conference mishaps.
Media trainer Warren Weeks to discuss Matthew McConaughey’s reaction to the Texas shootings and Jack Del Rio’s inappropriate political commentary. Tuning in you’ll hear why Matthew’s comments on the shootings resonated differently to those of other celebrities, how he justifies being a gun owner while advocating against gun violence, and what feels different about this particular shooting.
We also compare Matthew’s response to that of Meghan Markle’s and consider the possibility that he may want to run for office at some point. Next, we talk about Jack Del Rio’s political commentary and why you should always stay in your lane and train your spokespeople to prevent mishaps.

Key Points From This Episode:

• The changes in the media environment nowadays.

• Matthew McConaughey’s reaction to the shootings and why it’s resonating differently.

• Comparing Matthew’s action to Meghan Markle’s.

• How Matthew justifies being a gun owner and being against gun violence simultaneously.

• What feels different about this school shooting and its impact.

• The importance of staying in your lane.

• Discussing the disregard Jack Del Rio showed in his comments about politics.

• The importance of training your spokespeople and preparing for media confrontation.

• Talking about the possibility of Matthew McConaughey running for office.

Tweetables:

“There are more guns than people in the US.” — @warren_weeks [0:12:11]

“Media train your spokespeople.” —@warren_weeks [0:19:18]

“It’s about mindset and leaders making the decision. You can’t get good at this stuff on the day that it hits the fan, you have to build those muscles ahead of time.” —@warren_weeks [0:21:01]

“Make it about the audience instead of about yourself or your organization and all of the other content pieces, I find, tend to fall more easily into place.” —@warren_weeks [0:28:26]

Links Mentioned in Today’s Episode:

Warren Weeks on Linkedln
Warren Weeks on Instagram
Warren Weeks on Twitter

Media Training Toronto

Matthew McConaughey on Instagram

Matthew McConaughey on Twitter

Jack Del Rio on Linkedln

Listen + Subscribe on Apple Podcasts

191: How Bill Simmons Recovered from the Jalen Green Ding on the Ringer Podcast Jun 14, 2022

Show notes

There is more to you than your worst moment.
This week we are joined by educator, speaker, and consultant Dan Farkas to discuss Bill Simmons’ Jalen Green blunder on his podcast, the Ringer Podcast. Tuning in, you will hear exactly what happened during the incident and what Dan thought of it. We also discuss how Bill and Jalen handled it and Dan’s opinion of Bill’s response. Next, we discuss the successful crisis management framework Bill followed and how that led to them both coming out on top.

Key Points From This Episode:

• Introducing the topic of today’s discussion: the Bill Simmons Jalen Green podcast incident.

• Dan reflects on whether the way hosts react to controversial issues is different from the past.

• Whether or not hosts are treading on thin ice when it comes to their opinions.

• Why unscripted moments can sometimes be the best moments.

• What Dan thinks about how Bill responded when Jalen called him out on his comment.

• The good crisis management framework Bill followed: acknowledgment and explanation.

• A story of how Dan has been on both sides of a process like this and how he responded to it.

• Today’s indestructible tip: what we can take away from this incident and what the lesson is.

Tweetables:

“Bill Simmons really – impacted the player more than I think he thought it did.” —@danfarkas[0:13:08]

“If you go through that Framework you can come out – looking like good guys!” — @MollyMcPherson[0:14:44]

“There’s more to you than your worst moment.” —@danfarkas[0:18:15]

Links Mentioned in Today’s Episode:

Dan Farkas on Linkedln

Dan Farkas on Twitter

The Strategic Communicator Podcast with Dan Farkas

Bill Simmons on Twitter

The Ringer Podcast

ESPN

Steven Smith

Molly McPherson on Twitter

Listen + Subscribe on Apple Podcasts

190: The Patterns of Bad Planning in a Crisis: The Uvalde School District Police Response Jun 07, 2022

Show notes

In any crisis, the first 48 hours are make-or-break. Things can quickly spiral out of control if you don't have a solid plan in place.
Police Chief Pedro Arredondo's failure to respond to the CNN crew when they stopped unannounced looked bad for the school district's chief of police. It was even worse when he dodged legitimate questions.

The patterns that lead to a crisis are discussed this week on the podcast.
Listen + Subscribe on Apple Podcasts

189: Should You Hide Your Grief? May 31, 2022

Show notes

In our digital age, it’s hard to hide from the ugly side of life. Social media has allowed us all to bear witness to some of the most tragic moments in human history. From videos of natural disasters to intimate updates from people in the midst of personal crises, we are constantly barraged with images and stories that are hard to stomach.

Amidst this onslaught of sadness and suffering, it can be hard to know how to cope with our own grief.

How do we balance our need for solace with our desire not to impact our professional reputation? What should we do when we find ourselves grieving in public? In this episode, Molly explores some ways to handle grief in a way that is respectful both to ourselves and to others.
Mentioned on the podcast:

Listen + Subscribe on Apple Podcasts

188: How to Write an Opinion Piece for a Newspaper May 24, 2022

Show notes

Have you noticed the benefits of writing an opinion piece for expressing yourself? Do you want to start writing an opinion piece but don’t know where to start? Then today’s episode of Indestructible is for you! The power of opinion pieces has grown rapidly in recent years, becoming a popular form of communication and expression.
In today’s show, we interview an expert on writing opinion pieces, Chad McLeod. Chad is the CEO of McLeod Communications, providing unmatched communications counsel and public relations strategies. Chad is also a seasoned veteran within the communications industry, with over 15 years of experience in public relations. Tune in to hear how you can start writing your first opinion piece with expert Chad McLeod.

Key Points From This Episode:

• Brief background about Chad’s professional background and his communications firm.

• The moment that Chad realized the power of opinion pieces.

• Chad explains what an opinion piece actually is and the standard length.

• The power and benefits of using an opinion piece to offer perspective.

• What the modern perspective is on opinion pieces and using it unique for Public Relations.

• Chad explains some of the basics of using opinion pieces for public relations.

• How Chad decides on a topic about an opinion piece for clients.

• When Chad has had to decide against using an opinion piece after it has been written.

• Advice that Chad has for people who want to write an opinion piece for the first time.

• The optimum length of an opinion piece to ensure you get published.

• Examples of alternative platforms to publish opinion pieces.

• The difference between an opinion piece and a letter to the editor.

• Outline of the basic steps to start writing an opinion piece.

• What is the suitable place for publishing an opinion piece, according to Chad.

• Ways in which an opinion piece differs from other publications.

• An insider tip to increase the chance of publishing an opinion piece.

• A takeaway message that Chad has for listeners regarding the reputation of your organization.

Tweetables:

“Begin with the end in mind. What is it that when you have written your piece you want readers to understand, know, and walk away with.” — @chadmcleod [0:15:51]

“It always helps if it is a current topic that people in your community, your media market, state, and nation are talking about.” — @chadmcleod [0:18:27]

“Oftentimes there is another side, there is another perspective or issue. Do your best to address some of the criticisms as objectively as you can.” — @chadmcleod [0:20:58]

Links Mentioned in Today’s Episode:

Chad McLeod on Twitter

McLeod Communications
Listen + Subscribe on Apple Podcasts

187: How To Explain A Public Blip In Your Career That Affects Your Reputation May 17, 2022

Show notes

So you've had a misstep at some point in your career.
It made news, maybe it made the press or it just created news in your ecosystem? If you have ever made a poor choice on a job, off the job, were fired publicly, were involved in a sticky situation, or had a professional relationship that adversely affected your reputation or the reputation of your employer, this episode is for you!
in this epsiode we cover how to explain a public blip that impacts your professional reputation. Tuning in you’ll hear expert advice on how to deal with a blip by presenting the positive motivation that led to it, putting it in context, and preparing good references, while also not avoiding it or refusing to talk about it. You’ll also hear one final tip about a social media pitfall to avoid. One mistake doesn’t have to destroy your entire career, so tune in today to find out how to overcome it!

Key Points From This Episode:

An intro to today’s topic: How to explain a blip in your career that affects your reputation.
The blog post by Doug Lester on this topic and why Molly feels the need to discuss it.
Step one: Recall the positive motivation that led to your blip.
How this reinforces the positive aspects you have as a leader, employee, or candidate.
Step two: Don’t try to avoid talking about the blip.
Step three: Put your blip into context.
Why you need to put the context into your strengths.
Why you should think of the negative perception of your reputation as an exhale.
Step four: Make sure you have good references who know about the blip.
Tips on how to prepare your references to talk on your behalf.
How to get more help overcoming a career blip.
A final tip about a social media pitfall to avoid in the event of a blip.

Tweetables:
“You want to remind people how you got there and, more important, why you got there. It speaks to the core of your personal brand, which is another way of saying your personal mission statement.” — @MollyMcPherson [0:06:48]
“Owning the blip is where all the power lies.” — @MollyMcPherson [0:09:03]
“What often happens when people come out of a crisis is they root for you. They want to see what you can do.” — @MollyMcPherson [0:13:15]
“If you’ve already let people know how you got here, what the blip was, and how you’ve changed, you’re halfway there.” — @MollyMcPherson [0:18:30]
Links Mentioned in Today’s Episode:
Doug Lester
How To Explain a Blip in Your Career — Most People Have Made a Career Mistake
Molly McPherson on Twitter

Listen + Subscribe on Spotify or Apple Podcasts
© Molly McPherson 2022

186: How to Respond to Questions You Don’t Want to Answer: Bill Gates on the Today Show May 10, 2022

Show notes

Making regrettable choices is inevitable for anyone but, when you're in the public eye, the stakes are higher and the risks are greater if you refuse to answer certain questions pertaining to your misdeeds. The purpose of today’s episode is not to help you respond when you are asked about divorce, infidelity, or being palsy with a convicted sex offender.
This episode is about strategy; the strategy you need to employ to answer the questions you don’t want to answer. In it, we discuss Microsoft Co-founder, Bill Gates, and the big PR push he has embarked on to clean up his reputation following his very public divorce, the allegations of extramarital affairs that led to that divorce, and his friendship with Jeffrey Epstein. We focus specifically on an interview that Gates did with Savannah Guthrie for the Today Show, examining his responses to the questions he didn’t want to answer, analyzing some of the verbal and non-verbal communication cues that give away how he truly felt, and outlining what we can learn from them.

Key Points From This Episode:

• Bill Gates’ PR push to clean up his reputation.

• Gates’ laudatory introduction on the Today Show and what we can read into it.

• Insight into Gates’ promotional tour; who, where, what, and when.

• How Gates’ body language betrays the message he tries to impart through his answers.

• Examining how he deflects when asked questions he doesn’t want to answer.

• The little tells that give away how you truly feel at the moment of a question.

• Some non-verbal communication cues that illustrate Gates’ discomfort.

• The importance of owning your mistake, explaining it, and making a promise.

• Why we believe Bill Gates did a sound job in the end, particularly when it comes to timing.

• Today’s Indestructible PR tip: if you have to respond to a question you don’t want to answer, answer the question always!

Tweetables:

“The message is clear, the message is good, however, the body language does not match what he’s saying.” — @MollyMcPherson[0:10:33]

“You can be media trained within an inch of your life and those little tells will always give away how you truly feel at the moment of the question.” — @MollyMcPherson[0:13:25]

“If you are not going to promise something of your behavior or promise something of your character or your actions, you talk about moving forward at least. You talk about where you’re going.” — @MollyMcPherson[0:18:34]

“If you find yourself in that difficult situation when you are answering to something, just answer it. Rip off the BandAid, use the framework. Just own it, explain why it happened, and what you’re going to do moving forward.” — @MollyMcPherson[0:20:55]

Links Mentioned in Today’s Episode:

Sunday Times: 'Bill Gates: ‘I’m grieving the same way Melinda is’'

Today Show: 'Exclusive: Bill Gates talks divorce, Jeffrey Epstein, Elon Musk'
Listen + Subscribe on Apple Podcasts

185: When Past Tweets Come Back to Haunt You: Tinx and Twitter May 03, 2022

Show notes

The unfortunate circumstance of a social media storm is part of modern life on the internet. We have all seen the high-profile cases of cancellations and controversy that occur as a result of tweets and videos, and these may even extend to people we know more closely. So what can you do if you encounter such a problem, especially in light of old tweets and content, and the way the connected world has the potential to remember everything you have ever done? In today's episode, we consider this surprisingly important question and have a quick look at the example of Tinx and her recent episode and response. As usual, you can expect an actionable procedure to follow, as well as some helpful tips on how to avoid a difficult situation. Tune in to hear it all!

Key Points From This Episode:

• Some examples of high profile individuals facing backlash over old tweets.

• The online influencers who inspired this episode!

• Unpacking the situation involving Tinx and her behavior online.

• Examples of some of the troublesome content that Tinx posted.

• A walk-through of how Tinx took accountability, owned it, and contextualized her actions.

• Where Tinx's statement fell short: the final step of making a promise.

• What these examples teach us about our own social media use and activity.

• Helpful resources for cleaning up old tweets and potential problems.

• Today's indestructible tip: the step-by-step process to follow if something offensive comes to light.

Tweetables:

“Whether it’s tweeting something without fully thinking it through or posting a photo that later makes us cringe, we’ve all fallen victims to the hazards of not being careful online.” — @MollyMcPherson[0:00:52]

“There’s always the risk that your old tweets could resurface and create a PR crisis for you. It has happened to a number of people in the public space.” — @MollyMcPherson[0:01:31]

“When someone takes note of something and they take note on a viral platform then, watch out. When one’s reputation is on the line, one needs to respond.” — @MollyMcPherson[0:09:28]

Links Mentioned in Today’s Episode:

Molly McPherson on TikTok