More than Virtue: Patience and Persistence Follow the Law of Crisis PR

Vice presidential candidate Sarah Palin is thrust into the media and political spotlight. America, searching for its next idol, reacts from its gut and not with its head and the McCain ticket jumps in the national polls. Much the same happened when Barack Obama first surfaced as the new kid on the block when he spoke a few years ago at the Democratic convention. Now those polls reacting to Palin are cooling after the American people have had a chance to digest her intelligence and experience. The lesson here?
The American people and news media eventually will get it right eventually but the initial reaction of the masses and even journalists is based on emotion. That’s a broad statement but it applies to a wide-range of issues facing America. Let's look at two examples.
The more complex the subject the more volatile the American poll reaction. The most recent McClatchy Newspaper poll shows America's reaction to the latest developments of the financial crisis: "These events are accelerating the country's fast-shifting politics just six weeks before the presidential election, as voters weigh how much they want to strengthen regulation after decades of faith in unbridled free markets and hostility to government intervention. Nine out of 10 adults said they think the failure of Lehman Brothers and sale of Merrill Lynch will hurt jobs and the economy." The poll goes on to show that most American's are very pessimistic about the economy.

Now remember, in this election cycle the economy didn't start as a concern as high as it is now and American's were wary of more government regulation. But here comes a crisis and there goes that idea ... America is now confused, scared and want the government to act like a parent and "protect us."

The key takeaway for this Law of Crisis PR entry is to understand first what short term reaction will be from unsettling news but have a perspective about what long term reaction will eventually be and gear public relations campaign accordingly. Never box yourself into a corner with campaigns that unequivocally target short term public or media reaction. Recognize the public and media will follow the next shiny object, grabbing for it with a smile or grimace. Don't bet though that just because America first grabbed an object or idea that we will hold tight -history shows minds will change.

What do you think?