During tragic, high profile situations, the media turns to a company’s public relations representative for information. How the PR person responds within the initial critical moments sets the tone for news coverage, and either comforts or alienates the public. When Tony Troiano faced a crisis communication challenge, his ability to think and act quickly helped to meet the media’s immediate needs. Learn more below about Troiano’s experience and much more in this blog series featuring communication, PR and design pros.
Tony Troiano
Troiano possesses more than 20 years of communications experience in corporate and government sectors, including two Fortune 500 companies. Additionally, he has operated a freelance writing business since 1997. Learn more by visiting Troiano’s LinkedIn profile.
What is the biggest challenge for today’s communicator and how do you work through it?
My response may not be one addressing so much a challenge as relaying what I believe is the most important presentation by a person, business or corporation.
From a personal and professional viewpoint, I have always thought a first impression is the key that unlocks a healthy and successful relationship. I believe initial perception is a major factor in success or failure in whatever you are trying to accomplish. Your reputation is not necessarily driven by your accomplishments and a company’s success by its product. I maintain it is just as much about a person’s or the public’s opinion or feelings.
Describe your best career moment.
As Firestone brand public affairs manager, I handled the public/media relations for the IndyCar program. A driver had captured the pole position on the weekend before the race. The driver, on Firestone tires, was practicing a few days before the event when his right rear tire lost air causing a fatal crash.
I was the only Firestone official on site except for the tire engineers. I immediately informed the vice president of public affairs at the corporate headquarters in Nashville who relayed the news to other upper management.
While the tire was returned to the Firestone garage for analysis, the lead engineer and I went to the ABC Television truck to monitor replays. As expected the engineer was unable to determine the cause of the tire losing air. We returned to the garage where a large contingent of media was gathering. I conferred with my superior again and was told to handle it as I saw fit.
I prepared a statement, briefly rehearsed and then stepped outside to meet the media. I gave the statement explaining initial examination could not reveal the reason for the accident and that the tire was being shipped back to the company’s technology headquarters for further examination. I stated we would have additional information just as soon as analysis provided clues. Of course I spoke of the driver and his family. The incident made national news via all mediums.
A short time later I visited the media facility and made myself available to anyone with questions. The next morning all top management from corporate headquarters was in Indianapolis.
I am a firm believer that a crisis situation should be addressed immediately and forthrightly. Obviously, there may be things you cannot say initially, but get front-and-center with the media and public. Provide updates whenever possible and make yourself available. Never, ever ignore or run from the moment, or definitely the media. Developing a bunker mentality will make a bad situation much worse.
Share one or two things on your bucket list.
I have been freelancing for some time and it is my desire to return to a more stable environment. Corporate was a very good fit, but I am not limiting myself. Just returning to consistent full-time employment is first and foremost.
The second item is writing a book, which I am currently doing. During World War II a very large U.S. Army Air Force base was built in my small, rural hometown in West Tennessee. This was for the final phase of training for B-17 bomber crews before they were shipped to Europe. The book will cover the military aspect, but also thousands of servicemen from across the country descending on this small town and West Tennessee and how life changed. For instance, my father, from New York, met my mother from the town, married her after the war and remained in Tennessee. There are countless interesting and personal stories. The title is Beyond the Blue, World War II Visits Rural America. This one is a labor of love, and I may not stop here.
In this constantly changing industry, how do you stay current?
I belong to several communications groups, view various group’s newsletters, etc. on the internet, network with people, attend local business and communications functions, and surf the internet observing what companies are doing from a communications standpoint.
What’s the first thing you read in the morning?
Several national and local news sites online, a quick check of the ESPN website for sports, the local newspaper, New York Times and USA Today.
If you are an experienced communications, PR, marketing or graphic design professional and would like to be featured in this series, send an email to daawriter@gmail.com.
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