PR nonsense and the horrors Lebanon

I did wonder how long it would take – but it seems I was more optimistic than most on how the PR industry would deal with the horrors of Lebanon. I understand that every crisis offers an opportunity but Alan Caruba, I think, has crossed a line with the following press release:

War poses PR problems says Public relations Expert

South Orange, NJ – “Doing public relations in times when the nation’s attention is focused on the war between Israel and Hezbollah in Lebanon requires careful judgment and sensitivity,” says Alan Caruba, a veteran public relations counselor.

Event-related PR and publicity “must go on no matter what is occurring,” says Caruba, “but some PR campaigns should probably be delayed and rescheduled rather than compete for the public’s attention.”

While life may seem normal in America, the issue for public relations professionals is how much attention is being directed to the war “and right now events in Lebanon dominate the news cycle 24/7. It is virtually the only story and has pushed news out of Iraq off the front page along with other major issues such as immigration reform.”

“Lebanon is a news tsunami and public relations programs requiring national outreach and attention need to be cognizant of its impact,” says Caruba.

For those who have a business-related interest in the outcome of the current conflict, however, the opposite applies. “Any entities whose interests are going to be directly affected by the way events unfold in Lebanon and the Middle East need to be maintaining an pro-active PR program to insure those interests are protected, reassuring investors and the business news media.”

This advice has been borne out in the way corporations, financial services, and other elements of the business community have been providing analysis to the news media relative to their enterprises. The stock market has been a good indicator of the success of this effort.

“For anyone who has a dog in this fight,” says Caruba, “public relations is going to be a key factor in how events are being perceived.” This is a time, he says, when public affairs PR is going to demonstrate the important role it plays in shaping public opinion.

In September, Merril Press will publish “Right Answers: Short Takes on Big Issues”, a collection of commentaries excerpted from his weekly column from 2003 through 2005. Caruba’s writings are widely read on news and opinion Internet sites, disseminated on many blogs, and often published in the mainstream press.

Back to me again! What’s going on? Sure people are dying (whichever side you are on – and I side with no one here other than the innocents who don’t deserve to be bombed). But I do wonder that people can spot an opportunity at times like this.

“For anyone who has a dog in this fight,” says Caruba, “public relations is going to be a key factor in how events are being perceived.”

I’m sorry! But this is an event you cannot spin - and why would you? Commercially and, from a brand point of view, stay far away. Hezbollah have their agenda – the destruction of Israel - and Israel, has their’s ie protecting their people and putting down people who threaten that and... the destruction of Hezbollah. To address it as a PR exercise is nonsense. PR does play a part but it should only be one wrench in the toolbox of negotiation, where it will ultimately end (I hope!) in a more appropriate press release.

PS – I’m not Jewish or an Arab. Although, curiously, I’ve been asked by both tribes whether I am - dark swarthy, looks help inform every prejudice. By the way my background is Irish, via Liverpool – which, given what is happening in Lebanon, is another story that we might learn from.