The Toronto meeting was hosted by Metrolinx, a provincial government agency. Toronto councillor Georgio Mammoliti used it (hijacked it?) to reinforce his perspective that the $1.2 billion Finch LRT should be scrapped and replaced with more expensive subway service.
According to a Toronto Star article, residents “appeared to be divided on the LRT-versus-subway issue.”
The Star article says meeting descended to shouting when Councillor Mammoliti refused to let a Metrolinx representative finish a presentation about the LRT project. (I wasn’t there, so I can’t say if this was what was presented at the meeting, but Metrolinx has a presentation on its website about the Finch LRT.)
There are three concepts to be considered here that anyone involved in public consultation should consider.
First, questions should be answered, not ignored. At 1:07 of the video, a resident is interviewed by the CTV reporter. “I asked the question ‘what are you going to do for safety for the children’,” this resident says. “He started talking about the budget. I don’t care about the budget. I care about my kids.”
If Councillor Mammoliti was asked and he bridged to the budget, my advice would be that he might want to be perceived as a better listener, especially during an election year and at a meeting attended by someone who ran against him during the last election and may very well run against him this fall. When child safety is the issue, people are never swayed by talk of dollars, cents and projections.
If a Metrolinx representative was asked the question, the opportunity was missed to respond with: “Everything we can.” If people want to know what that involves, based on their understanding of the project at that moment in time and their own children, they’ll ask more questions. I would, and so would many others.
Second, people with burning questions care less about a presentation than they do about the answers to their questions. At 1:30 of the embedded video, the reporter points out that the Metrolinx presentation was cut short to move on to questions.
I’ve often counselled that when the room is divided, it can be prudent answer first and present later—if it’s still necessary to present at all. I’ve seen many situations in which dozens of questions answered clearly and concisely provides the community with everything it needs to know. If they want to know more, they can read it or inquire about it later. Sometimes, the "Contact us" slide needs to be the only one shown.
Third, the kiss of death in issues management is the phrase “you’re not listening.” In any form of public consultation, listening triumphs all. And there is no better way to demonstrate listening skills than answering questions clearly and concisely. Logically, you can’t answer someone’s question if you’re not actually listening.
If remembered and applied, these three concepts can help manage real or perceived hostility. When they’re combined with the polarization model (which I presented to the North American conference of the International Association for Public Participation last September in Denver), they’re a powerful force for ensuring that those affected by a decision can understand and potentially have input into that decision in a meaningful way.
And makes it less likely that the "other" side, whichever side that is, can hijack the meeting and decrease its success.
Contact Eric if you'd like to pursue better listening at public meetings, or if a balanced approach to media training is something you seek—one in which spokespeople learn to manage exchanges with journalists to win-win outcomes, while protecting themselves and their organization every step of the way.
Presentation to the Canadian Public Relations Society by
Sarah K. Jones, APR, FCPRS, LM and Eric Bergman, APR, ABC, MC, FCPRS
Earlier this month, I had the pleasure of co-presenting with Sarah K. Jones to the Canadian Public Relations Society on the topic of “Issues, crises and social media tornadoes.” Using Tim Hortons as a case in point, Sarah and I provided insights into how public relations professionals could better prepare their organizations for the issues, crises and social media tornadoes that often lie just beyond the horizon.
Anticipating Stormy Weather
Sarah began by encouraging participants to think of the weather as a metaphor for managing issues. During winter, for example, Canadians assume that the weather will be cold, so they dress appropriately. If they’re planning a road trip during winter, they check the forecast for snow.
“For any communications professional, assuming there’s stormy weather somewhere on the horizon ahead should be a primary job motivator,” Sarah explained. “Preparing for same should be part of every job description.”
She pointed out that it’s critical to constantly ask questions. Where do storms pop up for the organization? Does it happen regularly? Is there a pattern?
How do you monitor what your stakeholders are saying? What are traditional and social media saying about your industry, your competitors, or your company? How do you monitor social media?
As the Tim Hortons case proved, whether or not PR professionals work in a directly regulated environment, it’s critical to pay attention to provincial and federal government activities and events—things like election promises, ministry initiatives, proposed legislation, economic statements and budgets all provide insights. If you don’t monitor the landscape, be prepared to be busy.
“My personal motto throughout my career is that it’s always better to spend five minutes at the front end identifying what needs to happen,” she explained. “It’s always better than spending five weeks at the back end cleaning up the mess.”
Stormy Weather Components
During the middle section, I talked about separating stormy weather into its components, so it can be better prevented and managed. To do this, I briefly explained the differences between issues, emergencies and crises.
“The dictionary defines an issue as an unresolved problem that has the potential of escalating into a dispute,” I said. “But that’s a long definition for someone originally from Alberta. To me, an issue is a fight looking for a place to happen.”
When someone “takes issue” with the organization, they’re mapping out the lines of that dispute. The crisis occurs when issues escalate out of control. Media attention, whether traditional or social, leads to public scrutiny. The organization goes on trial in the court of public opinion.
An emergency is sudden, relatively unexpected event that demands serious attention and prompt action. But an emergency is not necessarily a crisis.
A crisis is a turning point. The crisis point is successfully passed if the resolution of one or more issues leads to positive change—a healthier organization after the resolution of an issue. If the positive turning point is not achieved, however, negative change is most often manifested as a hit on the company’s brand.
“It’s amazing how much crisis management and brand health have become intertwined over past 25 years,” I pointed out. “As Sarah so eloquently stated, if issues are clearly identified and subsequently managed, the odds of them escalating into crisis is drastically reduced.”
Mitigating Stormy Weather
For this section of the presentation, we provided three actions that public relations professionals that can use to help decision-makers do the right thing.
Once you speak their language, it’s important to get their attention. Humans will not change their behaviour without feeling some form of discomfort. The difficult part of this concept is that to get the attention of decision-makers, it’s important to make them feel uncomfortable with the status quo. If not enough discomfort is introduced with the weather report and potential fallout, they will ignore it. Likewise, if too much discomfort is introduced, the weather report will also be ignored. The sweet spot is somewhere in between.
Finally, once you have their attention, it’s important to change their behaviour. We introduced a number of ideas and tools participants could use to help change the behaviour of management groups they advise. It’s never a good idea to bring a problem without a solution, and we introduced a final tool that helps define potential solutions, identifies pluses and minuses of each solution, and the potential outcome of each proposed solution.
If participants learn to effectively manage stormy weather, they’ll spend less time dealing with the aftermath. If they learn to break stormy weather into its component parts—issues, emergencies and crises—they better manage and prevent stormy weather. If participants have a larger tool base, they will better mitigate and manage any storms that arrive.
“We hope we’ve provided a wider range of tools to better prepare your organizations for issues, crises and social media tornadoes,” Sarah concluded. “That way, you’ll better help your clients and yourself prepare for any problems that often lie just beyond the horizon.”
Currently, it's a very relevant question. Toronto Police Service recently applied to march in Toronto's annual Pride parade, only to be asked by organizers and other community groups to withdraw their application. The relationship between the Toronto Police Service and the community has been strained for decades; it's something I've observed since arriving to Toronto 31 years ago. This strained relationship recently came to a head with the arrest of alleged serial killer Bruce McArthur, and investigators are probing for links to potential disappearances of gay men in Toronto as far back as 40 years ago.
Before interviewing deputy chief Barbara McLean, Galloway played a short clip from an interview the previous day with Toronto city councillor Kristyn Wong-Tam, who weighed in on the relationship between Toronto police and the LGBTQ community.
"There is something very wrong with the institution of the police—and policing—with the LGBTQ community," she said.
When he started the interview with the deputy chief, Galloway's first question built on Wong-Tam's quote. "Do you agree with Kristyn Wong-Tam that there is, in her words, something very wrong with the institution of police and policing with the LGBTQ community?"
Folks, this is a closed question. Closed questions generally require a "yes" or "no" as the answer although, as I teach in my media training program, it is possible to also to use "it depends," "potentially" or "under certain circumstances."
However, in this case, the answer is "yes." Everyone knows it. The police service was just asked to withdraw its request to march in the community's annual parade. They weren't asked to withdraw because the relationship is working well.
Does the deputy chief acknowledge this fact? Barely. In a typical, outdated, bridging approach, she then proceeds to talk about what's important to her.
"I'm actually focused on that issue, Matt," she begins, leaving us with some hope that she'll address it directly. But she doesn't. She has obviously been trained to then talk about her message.
"Looking at where I sit on the organizational chart in human resources command, focused on what we're needing to do for our modernization. And when we think about what a modern police service is, it's about relationships. And that's what I'm really focused on in the work that I'm doing."
Galloway cuts her off and asks—heaven forbid—another closed question. "Do you think there's something wrong with the way police are policing the community?"
"I actually always think there's opportunities to listen to the community and take that back and see if there are ways we can do things better …"
Blah. Blah. Blah.
Why would anyone believe the Toronto Police Service listens to the community—any community—when one of the service's top representatives isn't listening to what this interviewer is asking about concerns this specific community is openly asking?
As I've said to thousands of participants in my media training program over the past 25 years, the best way to demonstrate effective listening skills is to answer someone's questions clearly and concisely. The "constantly bridging" approach during media interviews is an outdated paradigm that fools nobody. Don't try to be clever by talking about what's important to you. Answer the question because, if you don't answer the question—especially a critically important question—everybody will assume the worst. You're not fooling anyone except, perhaps, yourself.
A little later, Galloway asks the critically important question for this interview: "Do you believe police treat members of the LGBTQ community differently than they treat other members of the public?"
"I believe our relationship with the LGBTQ community is important," deputy chief McLean waffles forward, "as it is with any community."
Galloway politely cuts her off. "This is a specific and important question," he says. "Do you think the police treat members of the community differently?"
"I think what we want to do is that relationship is very important," she waffles. "The relationship is very important and we're listening to the community …"
"But I'm not sure that answers the question," Galloway says, before attempting a third time. "Can you unequivocally say that people in the LGBTQ community are treated the same as they would be if they are from another community?"
This time, the deputy chief at least admits she can't answer that because she's not at the front lines (which is, in essence, a bit of a copout—pun fully intended). If I were a member of Toronto's LGBTQ community, I would be extremely disappointed by her response. And, if I were an officer on the front lines, I wouldn't be all that motivated to change my behaviour if I am treating someone differently.
As my media training clients know, I believe messages should be directed to specifically identifiable audiences important to the organization's success, with the goal of influencing the attitude, opinions and behaviour or those specific audiences. In this case, there was a clear opportunity to both answer the question and send a message internally and externally.
"I sincerely hope that members of the LGBTQ community are not treated differently," she could have said, particularly as an openly gay individual herself. "And if any issues of being treated differently come to my attention, I can assure members of the community that they will be dealt with immediately."
Judge for yourself. The interview is posted below.
Contact Eric if you or your spokespeople would like to pursue a balanced approach, which is vastly superior to constantly bridging to messages.
This particular issue is unfolding in the village of Witless Bay, Newfoundland, a community of 1,000 souls on the Avalon Peninsula—located about a half-hour south of St. John’s and east of Butter Pot Provincial Park.
In other words, they are using taxpayer money to investigate whether they can retaliate against those who speak up against them on social media.
Perhaps someone should remind them that they were acclaimed as elected officials, not named supreme leaders because nobody ran against them.
There are a few other things worth noting. First, one of the councillors, developer Fraser Paul, was recently taken to court by local resident Lorna Yard. Mr. Paul was elected in a by-election in 2016. However, Ms. Yard made the case that he faked his residency in the town prior to the election and did not meet the six-month residency requirement required in municipal election rules, which require candidates to be residents in a local area 30 days before being nominated.
The Supreme Court of Newfoundland and Labrador agreed. Mr. Paul was forced to step down before establishing a permanent residence in the community prior to the 2017 election, when he become one of the acclaimed members of council.
Second, there is a long-standing dispute over Ragged Beach, an area for whale- and puffin-watchers that someone (perhaps a developer who’s now on council?) would like to see developed. There’s a big hint here. Whenever someone develops a “Friends of …” presence, whether on or off social media—such as “Friends of Ragged Beach”—it’s a strong hint that it’s time to stop talking, sit down and listen. In my experience “Friends of …” movements do not go quietly into the dark night.
You have the same choice I've seen while advising clients on issues across the country. Either listen to what they say or enter into a dispute in which they try to ram their words down your throat—some more gently than others.
Third, one of the first acts of this new council was to revoke the town’s existing policy manual that provides direction on a number of issues, including transparency. To be fair, the manual was only enacted by the previous council. However, transparency is much easier to evoke than revoke because, when it’s revoked, everyone’s first thought becomes “what are they hiding?”
I have some free advice for this council. First, although my understanding of libel and slander is rudimentary, I do know that I can say or write anything about someone as long as: a. It’s true and b. I can prove it’s true.
For example, it’s quite easy to say that Mr. Paul cheated in 2016. Ergo, it wouldn’t be a stretch to call him a cheater. Obviously, that’s not what the Supreme Court would have said, but the inference can be made when he was asked (forced?) to step down for stretching the rules. The people posting on social media for which this council decided to seek legal help to quash opinions have been nicer than I was in this paragraph.
Second, if you think that eliminating a policy for transparency or changing meeting times for council in an effort to make it difficult for others to attend is all you need to do to get your way, you are truly being witless. These people aren’t going away. Threatening them is nothing short of bullying and all you’re doing is bringing a global social media microscope to everything you do. If you thought it was tough to get your way before, welcome to the 21st century.
Third, if you can’t sit down, listen and negotiate, no amount of criminal lawyer assistance will help you. This issue has extended well beyond Witless Bay (I can’t wait to see how you plan to financially punish me from my office here in Toronto for criticizing your actions).
Gather your wits, swallow your pride, listen carefully and talk prudently, and represent your constituents effectively.
And be thankful you don’t live in a place called Transparency Bay.
When the minimum wage in the province of Ontario increased by approximately 21 per cent to $14.00 per hour on January 1, two franchisees in Cobourg, Ontario (about an hour east of Toronto), sent a letter to employees stating that benefits would be scaled back to offset the cost.
Other franchisees followed suit, cutting back on everything from medical insurance to paid breaks and a free drink at the end of a shift. While we could argue that some of these seem petty, there is an economic reality here of which we shouldn’t lose sight.
The increase in minimum wage will hurt franchisees, costing approximately a quarter million dollars per location. This is money that comes directly out of owners’ pockets. And it will hurt. Their profitability has been declining. About a year ago, they formed a franchisee association to bring this fact to the attention of the owner of the Tim Hortons brand, Restaurant Brands International (RBI)—months before anyone in Ontario even heard of a $14.00 minimum wage.
For managing their businesses to adjust to labour costs that could rise from 30 per cent to 43 per cent of franchise costs, franchisees have been labelled “bullies” for picking on workers by Ontario’s premier Kathleen Wynne and “rogue(s)” for messing with the Tim Hortons brand by RBI.
Quite the tempest. And nary a teapot to be found!
Advising the Franchisees
With an issue like this (which is not yet a crisis), if I were advising the franchisees, I would encourage them to not back down. I would strongly urge them to not stoop to the name-calling tactics of the premier and brand owner—to instead tell the honest story of how this impacts their stores, their families and their communities. I would also suggest that they consider focusing on the profitability of the Tim Hortons brand owner as a lever to get the corporation's attention.
The objective of any media relations activity would be to motivate the premier to acknowledge that franchisees are hard-working, tax-paying contributors to Ontario society and the communities in which they operate—ideally she should apologize for calling franchisees bullies—and to entice RBI to work with franchisees to find some middle ground while subtly reminding the brand owner that the minimum wage will soon rise elsewhere across the country.
This can only be done with a balanced, logical response—not by stooping to the name-calling tactics of the other players in this drama.
Advising the Brand Owner
If I were advising Restaurant Brands International, Inc., I would encourage them to sit at the table and listen—really listen—to what franchisees are saying. There are many hints that franchisees believe the brand owner is not listening— the formation of a franchisee association and an article in The Globe and Mail last September that highlights declining profitability.
As I’ve pointed out to clients for nearly 30 years, the phrase “you’re not listening” is either one or two things, and it’s their choice which. “You’re not listening” is always an early warning sign in issues management. If the warning isn’t heeded, “you’re not listening” can become the kiss of death in a crisis.
How likely is RBI to truly listen? Not likely, I’m afraid. A recent study showed that the very best organizations at listening devote less than one-third of their resources to listening—i.e. they talk twice as much as the listen.
For RBI’s sake, I hope they’re different. Right now, failing to listen may be the biggest threat to the Tim Hortons brand. (And make no mistake, other franchisees are watching.)
Advising the Government
If I were advising Kathleen Wynne, I would first urge her to quit being a bully by calling franchisees bullies. (If you’re interested in more about bullies, look me up on Facebook and read my post there.) And I would point out that she may have missed a glorious opportunity to come out of this smelling like a rose.
A quick search would have revealed that franchisees feel they’re being squeezed. Instead of calling them names to champion the downtrodden, she could have advocated on behalf of franchisees—perhaps not a bad thing to do during an election year.
She could have said that she knows they’re under pressure. But she could also could have used her spotlight to publicly encourage Restaurant Brands International to meet with franchisees and work out a solution beneficial to all. After all, as the company has publicly said: “Owner profitability is the backbone of our system.”
A media-savvy premier would encourage them to put their profits where their policy appears to be.
Contact Eric if your organization needs assistance with managing polarization effectively.