How NOT to Handle a Workplace Tragedy (and more!)
Remy Scalza
Thought Leadership and Executive Communications Consultant || I elevate the voice of bold leaders — helping CEOs define their message, craft compelling content and social media, and get published in leading press.
Ahoy, from The Helm — your go-to resource for executive comms and thought leadership tips and insights.
This month
🩹 Behind-The-Headline: How Not to Handle a Workplace Tragedy — A Cautionary Tale for Leaders Who Want to Show They Care.
✏️ 1 Useful Thing: Writing an Effective Executive Bio: A Guide — Tips for Making Your Bio Stand Out From the Crowd.
📣 Trendspotting: CEOs Actually Aren’t Afraid to Put Themselves Out There— Leaders Show They’re Willing to Take a Political or Social Stand.
🤝🏽 Handy Stuff: Public Relations vs. Marketing: The Differences Explained — How the Two Differ and How They Work Best Together.
Behind-The-Headline — How Not to Handle a Workplace Tragedy
It’s every leader’s worst nightmare. When Hurricane Helene hit in October, six employees at the Impact Plastics factory in Erwin, Tennessee, lost their lives after being swept away in the flooding. So what did Impact founder and president Gerry O’Connor do? He released video statement that lands with a thud, to put it mildly.
Reading from a script, O’Connor kicks off by revealing that death threats against him and his family prompted the video. After calling Impact “heartbroken” about the loss, he deflects blame by claiming that employees had time to escape and that “no one perished while on company property.” The impression is of a leader more concerned with covering his ass than offering comfort.
Tip for execs: It’s not about you! In a workplace tragedy, the leader’s No. 1 job as a communicator is to show empathy. Heartfelt condolences to the affected employees and their families should be the first (and only) order of the day. To avoid muddying the message, keep that separate from other messaging.
1 Useful Thing — Writing an Effective Executive Bio: A Guide
There’s a lot riding on your executive bio. After all, it’s often the first thing people read about you online. So stand out from the crowd — by taking the time to create an impactful bio that highlights your experience, achievements and values. In our new guide, we offer some tips for making that happen, along with a few common mistakes to avoid. Your personal brand will thank you.
Trendspotting — CEOs Actually Aren’t Afraid to Put Themselves Out There
CEOs are feeling bolder than we think. In a recent survey by KPMG, 68 percent said they’d take a stance on a politically or socially contentious issue, even if the board raised concerns.
The catch? Leaders recognize that ESG can be a trust-builder and a competitive advantage. But they also know it remains politicized and polarized — as shown by the backlash against companies’ DEI and climate efforts. In response, KPMG notes, some businesses have softened their language, dropping “ESG” for the less specific “sustainability.”
Tip for execs: Having and sharing a POV can still be a competitive advantage. But choose your words carefully and strategically, weighing the potential impact on all stakeholders.
Handy Stuff — Public Relations vs. Marketing: The Differences Explained
Think public relations and marketing are pretty much the same thing? It’s a little more complicated. PR is a marathon; marketing is more like a sprint. Marketing campaigns tend to be more short-term and aim for immediate results — more leads, more sales or more brand awareness. PR is more gradual and shapes a brand’s image over a longer period of time. Learn more in our handy post!
Other Good Reads
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Global B2B/B2C Content Marketing Strategist
2wI feel some of your claims about marketing are more aligned with sales. It’s not “all about pushing leads through the sales funnel” that’s totally sales. Marketing is about attracting, educating, and nurturing leads. For marketing, the end goal isn’t to get customers to reach into their wallets—it’s customer loyalty and brand awareness. By extension, marketing is not a sprint at all. It’s a very long-term and strategic process. If anything, marketing has far more parallels with PR, than with sales due to the communications element, relationships element, tools, and revenue generation only being indirect.
Award-winning author of "Information Crisis" & "Equus Rising" | Freelance science writer & editor | Thought leadership & strategic communications
3wThis is such a great primer. It can be difficult to shift a PR client away from an ingrained marketing mindset. Glad to have some fresh talking points to share.