It never ceases to amaze me how some companies, even very large corporations, can bungle a simple photo op and totally sabotage its media coverage. This always ends with a “what were they thinking?”
Yesterday, Husky Energy barred the media from its annual general meeting in Calgary (updated story here). This story was picked up around the world in both news and business publications. What should’ve been a routine business story with a routine photo of its CEO, turned into the loud negative headline: “Husky Energy bars reporters from annual meeting”.
Of course, there were photos of Husky personnel blocking the doorway to the meeting and security escorting photographers off the property. The security guard picture was also picked up around the world.
Great PR move, folks!
After 25 years of news photography in Toronto, including covering lots of business and politics, I’ve learned that when a company or politician refuses to talk to the public (through the media), it usually means they’re trying to hide something. I’ve also learned that this silly strategy always backfires. A company that’s honest and open always wins public support.
The best example of being honest and open with the public was during the 2008 Maple Leaf Foods recall of tainted meat products after several people died and many others fell ill. That company’s CEO did every interview, answered every question and gave factory access to photographers and TV. The company never tried to hide anything and it maintained (relatively reasonable) public support throughout.
After yesterday’s fumble, Husky Energy is now on the defensive, trying to play down its inept handling of routine press coverage.
Husky claimed that the only reason it barred the media was because Husky felt the meeting wasn’t newsworthy. How nice of them to play news editor. But wasn’t it their CEO’s last general meeting before stepping down?
Husky said information would be posted on its web site. Of course, no questions were allowed and no meeting coverage was included on its site. Then Husky said that it was just trying to help the media by not letting them into the meeting because it really wanted the media to attend next week’s meeting instead.
As every marketing person knows, as every public relations person knows, as every promoter knows, as every celebrity knows and as every journalist knows, media coverage is always good. It doesn’t matter if the news coverage is positive or negative. Any coverage can be a positive opportunity.
But only if you don’t mess it up.
