Tragedies Bring out the Good and Bad in PR

When a terrible tragedy like the bombings at the Boston Marathon occurs, people naturally turn to the media for up-to-date information. While some members of the media, like WRAL’s Kelcey Carlson and NPR’s Peter Sagal, actually participated in the Marathon and could provide firsthand accounts, most turned to official spokespersons like Boston’s chief of police and mayor.

These officials have the difficult task of balancing the public’s need to know with the investigators’ need to not reveal any information that might jeopardize the ongoing investigation.

So far, the spokespersons have done a good job of minimizing panic and paranoia while relaying what little information they know and can confirm. I can only assume that they have received media training and know what to say and what not to say.

It’s still way too early to know exactly what happened and why, and perhaps some details may never be known. In the meantime, I anticipate that these and other spokespersons will hold regular press briefings and provide relevant information when appropriate.

These spokespersons, and by extension their media trainers, are to be commended. I don’t envy them

At the other end of the spectrum are those who would exploit the death and injury of others for their own or their clients’ gain. My colleague informed me he has already seen media pitches for a book on how to explain tragedies to children. While I cannot vouch for the accuracy and merits of the book, now is not the time to promote it. If the author is a recognized expert in that field, the media will seek him or her out.

The Bad Pitch blog regularly calls out supposed PR pros for such insulting and exploitive behavior. Their most recent post involves a media pitch for a “nostalgia expert” who is available to speak on the death Roger Ebert. There is no mention whatsoever about whether or not this “expert” ever met the noted film critic. Shameful.

At times like these, our thoughts and prayers go out to the victims, their families, and those who are caring for them. It’s not the time to dishonor them through needless promotion.