| The answer is... yes and no. Often it's how well | | | | in November 2006, along with the media |
| the message is managed when the story hits the | | | | management of a very difficult personal time has |
| headlines. | | | | cemented her place in the pages of entertainment |
| In May 2005 came the shocking news via | | | | history. |
| worldwide media of Australian pop singer Kylie | | | | Publicity Crisis |
| Minogue's diagnosis with breast cancer. | | | | Although no one on Kylie's management team or |
| Unfortunately being the public figure that she is, | | | | those on the event management team of Kylie's |
| there was no way this news was going to go | | | | original concert tour in 2005 could have predicted |
| unnoticed. | | | | such an astonishing outcome - there was no |
| 'Team Kylie' reacted quickly. They were very | | | | doubt some sort of crisis management plan was |
| up-front with the media, answered their questions | | | | in place. |
| and explained exactly what the situation was. | | | | Even though your event or publicity campaign |
| Kylie's Showgirl tour about to hit the road in | | | | may not be of this scale it is still a good idea to |
| Australia was postponed. Although disappointing to | | | | have a plan in place in case of unforeseen |
| her many fans booked into her concerts, by being | | | | situations. There's two ways of approaching it. |
| honest and open about the situation these same | | | | * An issues management plan is identifying what |
| fans - and media - remained on side during this | | | | could possibly go wrong and have a plan in place |
| crisis situation. | | | | to ensure the issue doesn't become a crisis and |
| There was a huge wave of support for Kylie as | | | | or |
| she underwent intensive treatment and emerged | | | | * Have a crisis management plan where if it does |
| 18 months later with a clear bill of health. | | | | blow out and become a major catastrophe you |
| Throughout this time the media were kept | | | | know how to handle it |
| informed and remained supportive until the time | | | | Here is a brief checklist to an issues and crisis |
| came to promote her rescheduled Showgirl tour. | | | | management plan: |
| The Power of the Press | | | | 1. Identify anything possible that may go wrong |
| Although Kylie's diagnosis was absolutely | | | | and prepare a plan to handle the crisis |
| devastating - the upside - if there is one, is that | | | | 2. Organise a crisis team and allocate |
| this story created much more public awareness | | | | responsibilities |
| of the importance of early diagnosis of breast | | | | 3. Have a spokesperson in place that will handle all |
| cancer. Every major Australian newspaper, TV | | | | media inquiries. If the media calls someone else - |
| current affairs show, magazine and radio talkback | | | | those calls can be directed to the most |
| station did some story on breast cancer. Kylie's | | | | appropriate person. Make sure the spokesperson |
| diagnosis has had a major influence on a whole | | | | is media trained |
| generation of women. | | | | 4. Do respond to the media quickly with respect |
| According to The Sydney Morning Herald, a | | | | to their deadlines and have all your facts and |
| September 2005 article in the Medical Journal of | | | | statistics in place |
| Australia argued that publicity about Minogue's | | | | 5. Be prepared for any possible questions and |
| illness prompted a doubling in bookings for | | | | negative responses |
| mammograms by women being screened for the | | | | 6. Remain calm and tell it as it is - the truth |
| first time. Eight weeks after the story broke, | | | | 7. In the case of an individual do respect their |
| bookings were still 40 per cent higher. "The | | | | privacy but don't ever say "no comment" - have |
| dramatic increase in initial and rescreen | | | | some response prepared or say, "we don't have |
| mammography among eligible womein is | | | | the answer to that yet." |
| unprecedented in the Australian breast screening | | | | 8. Do show concern and respect other people's |
| program," the authors, Simon Chapman, Kim | | | | position in the crisis - those of your clients, |
| McLeod, Melanie Wakefield and Simon Holding, | | | | customers and employees |
| found. Commenting on research linking historical | | | | 9. Do be aware of any legal implications before |
| rates of screening with a 26 per cent fall in | | | | admitting any fault |
| mortality, the authors predicted the significant | | | | 10. Keep media and other stakeholders informed |
| 'Kylie effect' on screening may further reduce | | | | at every step of the way |
| breast cancer deaths". | | | | 11. Make an announcement and initiate a positive |
| Kylie has proudly re-emerged as a leading pop | | | | public relations campaign after the crisis has been |
| icon with a reputation as an astute | | | | averted |
| businesswoman and manager of "brand" Kylie. The | | | | 12. |
| successful launch of the Showgirl tour in Australia, | | | | |