Public Relations Professionals are expected, "adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public." and it would seem, based on available information, that former Metrolink spokeswoman Denise Tyrrell did just that and had the authority to do it.
Right on Denis.
Here's the background:
FROM THE LA TIMES...
" Metrolink spokeswoman Denise Tyrrell called the agency's chief executive to make an unusual request.Watch the video which includes a PRSA comment for Denis Wolcott, chair of PRSA's Western District and past president of the PRSA's LA Chapter.
"I asked him to allow me to make a statement to rebuild public trust," she recalled, "and I told him we had to be honest and upfront about what happened."
David Solow, she said, "agreed" with her plans to publicly acknowledge Saturday that a preliminary investigation showed the Metrolink engineer ran a red light before the commuter train plowed into a Union Pacific freight train.
Her teary comments and surprising candor elicited a flood of encouragement from Metrolink staff members and commuters from as far as London and Vietnam.
By Monday, Tyrrell had resigned her $86,000-a-year post amid intense criticism from Metrolink officials and federal investigators who called her public comments premature and inappropriate.
But Tyrrell, 55, has no regrets.
"When you have loss of life, spinning is unacceptable," she said."
I don't have all the facts, but I found it very unusual that any organization spokesperson would announce incomplete findings at such an early stage of an investigation. Doing so can put the organization in the position of contributing to speculation and rumors. Have some patience and wait for the investigation's findings rather than rushing to assess blame. I found the fact that the person who was blamed in the public statement happened to be dead to be especially distasteful. I doubt if that gentleman's family was informed that their dearly departed was going to be posthumously tarred and feathered in the most public of ways. PRSA needs to be careful who it holds up as a martyr, imo.
ReplyDeleteCertainly some good points. And I agree, PR pros should not rush to judgment and need to consider all the various publics when making a statement.
ReplyDeleteAs the LA Times wrote today:
"It's not clear yet whether Tyrrell will be the hero or the goat when the dust clears.
Was her candor a rush to judgment, or a way to jumpstart the healing process? Were her tears a sign she was out of control, or a reflection of raw feelings all around?"
Certainly there are questions (there always are), but it would seem that she was human authentic, and felt a duty to tell the truth above all else.
Based on the media response, her approach was seen as a breath of fresh air and a major step in rebuilding trust in the organization.
The lesson is... Have have all the leaders and decision makers at the table (the same table), have the facts, and tell the truth as quickly as possible.
I agree with Dan's comments and believe that she should have let the investigative agencies perform their due diligence. That said, it sounds to me like the Metrolink Board was waffling and perhaps Ms. Tyrrell so disagreed with options discussed that she felt compelled to state the truth.
ReplyDeleteJust points out the tremendous importance of having a crisis communications plan in place and being aware of ethical models. Wonder if Ms. Tyrrell followed the PRSA ethics analysis on this one?
Thanks for the forum to discuss this.
Linda... Excellent points. Next few days/weeks should be interesting as we learn more. One thing we do know is that the board, chief executive and PR team were not on the same page. As far as ethics, it would seem she was open and honest and had the authority and approval to speak.
ReplyDeleteInteresting case study for us all.