Companies Leadership Valuing & Seeking Public Approval.

In a salute to Coca-Cola and United Airlines, the author of the “Annual Top 10 PR Blunders List,” pointed to those companies’ recent news-making examples as tributes to the power of public opinion. Public relations veteran Michael Fineman said Coca-Cola’s agreement to provide optional water and juice beverages in its school vending machines and United Airlines’ decision to honor the sale of more than 100 international travel tickets, mistakenly priced on the Internet at less than $100 each, show an increasing urgency among businesses to be recognized as good corporate citizens.

“Corporate awareness of public image has increased tenfold in the last decade,” said Fineman, president of Fineman Associates Public Relations (FAPR) in San Francisco whose firm produces an end-of-year collection of public relations gaffes that is published annually by the nation’s news media. “Companies and organizations in today’s competitive, volatile and often reactionary marketplace understand that their names must ring sweet and true. Public goodwill translates into loyalty, sales and, ultimately, permission to achieve corporate objectives.

“From all appearances, the United Airlines and Coca-Cola responses to marketplace sensitivities were more than spin; they were genuine and the right things to do. And it’s smart to show a little humility while the whole world is watching.”

According to Fineman, his “Blunders List” each year, with examples of what not to do, was created as an annual reminder of the critical need for good public relations and a call for exactly the kind of organizational behavior recently demonstrated by Coca-Cola and United.

“Companies that get themselves in trouble with the public almost always seem to have an attitude that they’re not in business to be liked,” said Fineman. “That’s perceived as arrogance. Companies should acknowledge that their very existence depends on public favor and consent.

“Blundering in the court of public opinion is not about making honest mistakes. Most people, after all, are forgiving. What counts is how organizations handle their mistakes and respond to public displeasure. Good public relations means establishing trust and winning friends and allies. Do what’s right and work hard for acceptance, a la Coca-Cola and United Airlines. Additionally, the equity a firm builds with the public will prove especially valuable in times of trouble.”

Fineman offers the following counsel to firms wishing to stay in positive perception territory:

1. Communicate regularly about the overall benefit your organization represents and its standing as a good corporate citizen.

2. Demonstrate care and concern for your audiences.

3. Be responsive to public demand for timely information.

4. When trouble looms, be prepared to either accept responsibility for your company’s potentially negative impact or, if falsely charged, to tell your side of the story.

5. Do not panic or respond defiantly in the face of accusations.

6. Never lie.

7. Do not assume an angry, almighty or negative posture — at any time.

8. Show good faith in answering negativity with clear, accurate and relevant information.

9. Avoid blame, judgment and speculation.

10. Incorporate public relations perspectives in all policy, management, marketing and employee training.