Viewing posts in "Public Relations"

energi PR’s position on the April 7th Quebec Provincial Election

energi PR is one of less than a handful of members of the Canadian Council of Public Relations Firms that began its business in Quebec before expanding to Ontario.  We hung out our shingle as Communications MECA in  1990 with a clear vision to be a national public relations consulting firm that just happened to be headquartered in Montreal. Independently owned, we were reportedly the only  PR “boutique” (ugh, we hate that term) that had bricks and mortar in two major markets. As such, we provided an option to clients who liked working with a smaller shop but who expected seamless service in English and French Canada. Born and bred in QC, we knew the market, had the connections, spoke the language and understood the political, social, behavioral and attitudinal differences. Counselling Quebec-based companies wanting to do business elsewhere in Canada and the US or firms wanting to come to the Quebec market, we bridged the gap ensuring that programs were neither Montreal or Toronto centric. We’re still here nearly 25 years later.

While politics and religion are two topics you want to avoid in a business context,  we believe it’s  important to our current and future employees, clients and colleagues that we make our views clear with respect  to the current government’s platform of sovereignty as well as to two specific pieces of proposed legislation – Bills 60 and 14.  Should the Parti Quebec government be re-elected with a majority government (not likely given recent polls)  it is our opinion that the way energi PR does business in Quebec and how YOU do business in Quebec will change, and not for the better.

If you live in the ROC it is likely you are bored by this cyclical “neverendum” referendum discussion and either could not care less or feel that you and your firms will not be affected. You may have read about PQ candidate Pierre Karl Peladeau, who in his fist pumping remarks on being named a candidate professed his determination to leave his children a country. He did not mean Canada.

The electoral campaign has gone downhill from then.

energi PR believes in a Quebec within Canada. We believe that the preservation and dominance of the French language and culture should not come at the expense of the rights and freedoms of other cultural and linguistic communities.  We believe that Bill 60 and its proposed ban on “ostentatious” religious symbols for public sector employees including day care workers, healthcare professionals and teachers, described in part as the hijab, turban and kippah is not only restrictive, but will escalate the fear, public humiliation, intolerance and violence that has already been manifested and felt by our citizens.

On Monday, April 7th, Quebeckers will vote to elect their government. We hope that the people speak with a voice of inclusion and respect.

Written by Carol Levine and Esther Buchsbaum, co-founders, energi PR

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ABOUT energi PR
energi PR founded in 1990, is a full service, bilingual, independently-owned firm specializing in public relations, social media/digital and corporate communications. With offices in Montreal and Toronto, energi PR delivers integrated public relations services to national and multi-national clients in the consumer and healthcare sectors. energi PR is a founding member of the Canadian Council of Public Relations Firms and is the Canadian affiliate of the Public Relations Global Network (PRGN) that offers representation in more than 80 markets on six continents. Please visit: http://www.energipr.com.

 

 

 

 

A “Patient First” Motto is not a USP

Most pharma companies want to be known for putting patients first, for unlocking the mystery of serious illness and for improving the patients’ quality of life. These are noble and well-intentioned goals. But they are also ubiquitous; common to most healthcare- focused organizations, and are often not based on an intimate understanding or regular exposure to the end user.  In the classic client customer dynamic, there are two key players:  the manufacturer/marketer/distributor and the prescriber, almost exclusively the physician. So, is the patient really first?

Consumers of healthcare, a.k.a. patients, increasingly see themselves as the preeminent advocate of their own health and this role may extend to others in their circle including a spouse, children, parents, siblings, friends and even colleagues. Therefore, it’s not difficult to see how a personal connection to acute or chronic illness can grow into activism and advocacy. Taking control over one’s condition; being aware and making informed choices is increasingly the profile of the savvy health consumer. To put patients first means accepting that at the end of the day, the patient voice is louder than you might think.

But how does that relationship work best, achieving everyone’s objectives and maintaining the integrity of the process? The principles may seem like common sense, but when applied diligently, they can make or break this kind of partnership.

10 tips to a happy Industry/Patient Advocacy Group collaboration

  1. Transparency is rule number one. Keeping in mind industry regulations concerning engagement, the groups need to be clear and comfortable with what each party wants to achieve through the collaboration.
  2. Write it down. Expectations should be straightforward and recorded in writing to prevent conflict down the road. This sets a reference point by which to measure progress.
  3. Define success. What is the end game? Describe what this will look like in terms of outcome.
  4. Soft skills. It is important to understand the inherent differences between large, professional, for-profit organizations and volunteer, community based not-for-profit groups. It should not come as a surprise that patient groups will view industry with skepticism.
  5. Trust. Trust is not a quick hit and must be earned over time.  When it is achieved (earned) it will signal the beginning of a strong relationship and greater support.
  6. Listening. The patient journey is more than a drama or the content of a news release. It is why the patient or family is devoting time, not only to help their loved one, but the broader constituency of sufferers. Don’t be afraid to enter their world. This may be about business for the company, but without genuine empathy, patience and compassion you risk being seen as opportunistic.
  7. Messaging. The devil is in the details and the words used in getting the points across will be more important than you may think.  Work together to develop messages that are real and compelling for both parties and each of the appropriate audiences.
  8. Training. Offer the patient advocacy group professional training and development in areas that will be relevant to the work you do together. This might include media appearance training, presentation skills; bring in speakers on public policy, market access, and best practices and show relevant case studies. Don’t discount individual and group needs to fully understand what and how things are done successfully.
  9. Accountability. You never want to ask or be asked about whether something was done. Set up a regular time to connect face to face as well as over teleconference to report and discuss progress. Determine how much and how often you need to communicate. Ideally appoint one individual from each group to be the key contact to avoid confusion.
  10. Don’t walk away when the mission is over. Far too often companies wait until they are desperate for the patient voice or endorsement before engaging with them. Successful organizations do stakeholder mapping early in the game and get to know the groups and key influencers well ahead of a need. By the same token, any good relationship cannot be turned on and off without consequence. Stay engaged at some level through a call or lunch meeting and a contribution to further the organization. And continue to provide information on your organization’s contribution in the areas of research, patient programs, awareness, corporate social responsibility and education.

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Carol Levine, energi PRCarol Levine (@Carol_levine) is co-founder and Managing founder of energi PR, digital, communications, an award-winning independently owned Canadian PR consultancy established in 1990 with offices in Toronto and Montreal. energi PR is the Canadian affiliate of the Public Relations Global Network, providing expertise in consumer and healthcare public relations to national and multinational brands. Carol is the immediate past Chair of the Canadian Council of Public Relations firms and is a 2013 Inductee in the Canadian Healthcare Marketing Hall of Fame as well as a Fellow of the Canadian Public Relations Society.

 

Compliance, AEs and PAAB, oh my!

Written by Allison Goodman, Account Coordinator with energi PR’s Healthcare Practice in Toronto.

A friend and I recently attended a panel discussion and, while mingling with one of the panellists who previously worked in the healthcare industry, we discussed how rarely social media is used by pharma. My friend, who works in mobile advertising, immediately asked if it was just a question of who would do it first/best. The gentleman with whom we were speaking and my response came almost in unison: “It’s more so who’s going to do it first and not get in trouble.”

In today’s world, the integration of social media into a communications plan is almost essential. The pharmaceutical industry; however, is still trying to test the waters before fully taking the plunge. Why?

Well, firstly, there’s the need to be compliant with Health Canada’s regulations. As you may or may not know, the healthcare industry is extremely regulated. It goes something like this:

“A social media platform that encourages disease awareness? Sure, why not?!… Just make sure no one ever, ever makes a comment linking to a treatment or brand.” But how can this be done?

There’s the option on Facebook that allows sponsors to review comments before they’re posted, but doesn’t that bring the whole two-way, transparent conversation concept into question? What’s a disease awareness campaign to do?

In addition to regulation, there’s the issue of adverse event/AE (aka undesired side effect) reporting.  What if a patient broadcasts having a reaction to a treatment? AEs are incredibly serious and should not be addressed the way one might address bad customer service or annoying cell phone contracts. Patients who experience AEs should speak to someone immediately, but in a society where problems are solved with “to the Twitter handle, we go!” how can we ensure patients are connecting with the company in question or a healthcare professional?

And then there was PAAB, the Pharmaceutical Advertising Advisory Board whose mission is to “provide a preclearance review that fosters trustworthy healthcare communications within a regulatory framework for the benefit of all stakeholders.” PAAB is committed to ensuring all advertising and communications are equal, accurate, evidence-based and balanced. Its scope includes promotional product communication for prescription, non-prescription, biological and natural health products to professionals in all media…but what about social media? Does everything posted on a social media platform need to be pre-approved? User-generated content (UGC) can be found on the sponsor’s site, but the presence of this content on a sponsored property can go from compliant to non-compliant by the comments that have been made. For example, if users begin a conversation about a product, it becomes promotional and those discussions could be subject to the regulatory requirements of drug advertising. Thus to PAAB it goes.

Does this all sound like more trouble than it’s worth?

There will always be yea-sayers and nay-sayers, so before hopping into the social media world as a pharmaceutical company, it’s important to take the time to really ask questions and think it through.

Consider:

–       Do you have the in-house capabilities to manage a social media community?

–       Does your company have a social media engagement protocol in place? If not, are you willing to invest in one?

–       Why do you want to join the social world? Who are you trying to reach? What message are you hoping to convey?

And if these questions get to be too much, never fear! Healthcare PR pros are here and want to work through these questions with you. We’re equipped and ready to get creative and social inside the regulation box!

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agoodAllison Goodman is an Account Coordinator with energi PR’s Healthcare Practice in Toronto

On Friday February 14th energi PR will be Closed for the Day

Logo - ALKindnessIt was a throw-back to being in elementary school as I sat down last week with a stack of Valentine’s Day cards, an orange pen and envelopes. Yes, there was penmanship involved in this labour of love!

I had a vivid recollection of receiving such a card from a PRSA colleague more years ago than I now care to remember.  At the time I thought the idea was beautiful and especially warm and personal. There is something to be said for getting a Valentine’s Day card when you are an adult. In addition, I thought she was pretty cool to be shutting down her company for a day that wasn’t a statutory holiday. I had admired Patrice Tanaka, now chief counselor and creative strategist at PadillaCRT, from the first time I met her at Counselors Academy, PRSA. A maverick in our industry, Patrice is one of a kind and she ran her agency in the same way. Acts of Love & Kindness (ALK) was her idea and it ultimately had a strong impact on the US PR community.

My business partner and I talked about bringing ALK into Canada for years, but business kept getting in the way. And then something wonderful happened.

Last fall energi PR was engaged to provide strategic direction and execution for the media relations involved in the launch and promotion of the national My Giving Moment campaign, inspired by His Excellency the Right Honourable David Johnston, Governor General of Canada. This campaign is all about giving, whether it takes the form of time, talent or money.

On the premise that timing is everything, things moved quickly from there and it didn’t take long for me to get Patrice’s blessing to be the agency to finally bring ALK over the border. Our company wide initiative will launch on February 14th.

Since we started our PR consulting firm in 1990, giving back has been a fundamental part of our culture and something we value 365 days a year. But ALK allows us to amplify the importance of being kind. We felt that closing the office for this purpose would send a powerful message about paying it forward. In time we hope to take the message further by inviting our global partners in the Public Relations Global Network to follow our lead and share a greater number of acts of love and kindness in their countries.

You are invited to follow us online on Facebook and Twitter on February 14, 2014 using the hashtag #energiPRALK.

The ‘Brand New Bag’ of Healthcare Communications

Written by Jacqueline Zonneville, Account Director with energi PR’s Healthcare Practice in Toronto.

As healthcare communicators, my colleagues and I have our own glossary of terms to understand and reference. Compliance, regulations, code of ethics, and governing bodies (Health Canada, PAAB, ASC) have quickly become part of our regular vocabulary.

And why?!

The world of healthcare communications has always been intricate, requiring a balance between innovative thinking and the Canadian regulatory guidelines. Today, more than ever, organizations struggle with how to uphold this balance. They look to us as consultants to ensure appropriate compliance, and to clarify the distinction between various forms of communications channels (i.e.) advertising, public relations, digital media, etc.

Specific to PR, we work with media as a conduit to disseminate important messages to key audiences through editorial coverage about a disease area, therapeutic advancement and so on, on behalf of clients. Here, the concept of editorial, in other words, earned (not bought), is the key! We constantly strive to push our thinking to the limit to ensure creativity that will peak media interest, while achieving brand-supportive messaging in light of the regulations. With that comes a shift in thinking about the use of brand placement.

Common questions that typically arise include: How is a key message document/Q&A used? When can a news release be issued and to who? What level of information can be included in a news release and the supporting media materials, and do they need to be submitted to the Pharmaceutical Advertising Advisory Board (PAAB) for review?

Net/net: as communicators in a highly regulated environment, we need to stay up-to-date and compliant with changing regulations, policies, as well as industry trends to deliver the best value to our clients. Reviewing Health Canada’s guidelines is the best starting point – http://www.hc-sc.gc.ca/dhp-mps/advert-publicit/pol/actv_promo_vs_info-eng.php.

As the great James Brown made known, “Come here mama…. and dig this crazy scene. He’s not too fancy, but his line is pretty clean. He ain’t no drag. Papa’s got a brand new bag.”

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JZonneville-300dpiJacqueline Zonneville is an Account Director with energi PR’s Healthcare Practice in Toronto.

 

Canadian PR Firm CASACOM extends services with CASACADEMY professional development centre for C-Suite and Managers

To help organizations and leaders adapt to change and transformation, CASACOM announced today: the creation of CASACADEMY, a professional development centre; STRUCTURAL PR™, an exclusive systematic approach to public relations; and a manifesto that elevates the value of Public Relations (PR) as an essential component of business.

“CEOs and leaders are facing unprecedented challenges as they seek to innovate and transform their organizations,” said Marie-Josée Gagnon, APR, CEO and Founder of national PR firm CASACOM. “With our business-focused approach to public relations built around these three new initiatives, we help leaders build solid organizations focused on sustainable growth and common good.” To learn more, please watch her video.

CASACADEMY, a new professional development process

After months of consultation with industry experts, CASACOM opened CASACADEMY, a new professional development center in Montreal and in Toronto. The center will welcome CEOs, senior executives, communications practitioners and spokespeople. CASACADEMY offers a rigorous and unique action-based learning process overseen by a team of experienced coaches and trainers who customize offerings to organizational needs. This highly effective program delivers immediate, tangible results to time-strapped business professionals.

“CASACADEMY has been in place internally for several years to support the professional development of our employees, and now we are making it available to clients,” said Stéphane Ethier, Director, CASACADEMY. “We offer a different approach to learning and development. Much more than a training centre, CASACADEMY is designed to result in the highest possible level of professional development to achieve business impact.”

STRUCTURAL PR™: a new approach to public relations

CASACOM also launched STRUCTURAL PR™, a systematic approach that uses public relations as a powerful means for stronger, more sustainable organizations.  STRUCTURAL PR™ builds on the synergies between an organization’s vision, brand and its relationships. Using a set of innovative methodologies and tools, it integrates public relations firmly with business objectives and metrics to accelerate success.

“With STRUCTURAL PR™, we’ve combined our vision of public relations that we’ve used successfully over the last 13 years. It’s a proven approach for more authentic and effective leadership,” explained Gagnon.

 A manifesto to elevate the value of PR

CASACOM is also sharing its manifesto, which outlines its vision for public relations as an essential component to build and strengthen businesses.  The manifesto clearly enunciates the value that PR offers when integrated throughout an organization.

 

When the elevator doesn’t go all the way up

This post was written by Marlo Taylor, Senior Vice-President and Practice Lead, Healthcare at energi PR in Toronto.

So, here’s the thing. I was at the Economic Club of Canada’s luncheon yesterday. The keynote speaker? Mayor Rob Ford. I admit, I was there out of morbid curiosity. I had yet to experience the Ford phenomenon in person and I wanted to see it for myself. As a PR practitioner and tax-paying Torontonian, I have been following Mr Ford with that looking-through-my-fingers anxiety I usually reserve for crime shows and Drew Barrymore movies.

As it turned out, our esteemed municipal leader arrived more than an hour late for his speech. My table was auctioning off the butter plate by the time lunch and Mr Ford arrived and we’d run through our entire combined repertoire of Ford jokes and impressions. At least we didn’t leave. One full table did.

When he eventually took to the podium, Mr Ford told us he had been stuck in an elevator. And, it seemed, no one believed him. Of course he was stuck in an elevator – wink, wink, nudge, nudge – and we settled in for a canned speech offering us the Ford Nation’s brash, unapologetic version of his accomplishments and contributions to our city. And thank goodness he did. Here I was, believing he had become an unmitigated and parasitic liability on the fine name and well being of our city when all the while he was saving us BILLIONS at every turn and we were living in unprecedented prosperity. Definitely good to know. My bad.

But watching him in action and thinking of him as a client and me as his PR advisor I was struck by a few thoughts. Importantly, it reinforced what I have come to know as immutable truths about public relations.

Most notably:

  • Tell the friggin’ truth. Your reputation is one lie or half truth from being a late night talk show joke. Tell the truth until it hurts. And, when it hurts, learn your lesson, say you are sorry and do better next time.
  • Use good manners. Always. There is no excuse for being late, lazy or lackadaisical. Please, thank you and the whole list of things our moms taught us go a long way to establishing a reputation as dependable, reliable and credible.
  • Understand and respect your audience. Time is valuable. Your time. My time. An audience’s time. If I offer you an opportunity to speak, respect the chance. I’m giving you my time. It’s valuable and I expect you to be relevant, respectful and real.
  • Answer the question. Elephants in the room (and no, that’s not a Ford joke) will continue to dog and flat out squash any PR progress you think you are making until you address the issues head on. Be brave and be transparent. Avoiding questions means you are avoiding accountability. Don’t do that. Own your situation and messages, whatever they may be.

Mr Ford may well have been stuck in that elevator. It’s an unfortunate development in addition to his recent public troubles. But the principles above would have meant that the elevator was a small, laughable glitch a crowd of reasonable business folk would have easily forgiven. But when you don’t adhere to the basics of good communication, you remove yourself from the bank of good will and help ensure that your messages fall on deaf ears. Sadly, Mr Ford’s elevator seems firmly stuck in the PR basement.

 

PR firms play nice in the sandbox

As a PR professional and entrepreneur I have lots of competitors. The multi-nationals, mid-sized independents, small boutiques and the one (wo) man bands.

There is no shortage of PR talent. But what separates the “I love people” and “I can organize a great party” people from those with knowledge, experience, resources, and stability?

In Toronto we’re fortunate to be home to the Canadian Council of Public Relations Firms, twenty-five and climbing leading PR consultancies who represent thought leadership, ethical business practices, and solid credentials. CCPRF firms meet eligibility criteria in terms of minimum number of employees and billings, but the greatest scrutiny comes with being vetted by your peers (and competitors). You can bet these agency heads and decision makers have a great memory when it comes to playing fair.  Ironically, while one would think that we’d be a secretive, paranoid bunch there is plenty of chatting going on about issues of common interest and some sharing too. In short, being in the room and not a fly on the wall has made me appreciative of my colleagues and their values in generating and conducting business in an ever challenging environment.

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Carol Levine (@Carol_levine) is co-founder and Managing founder of energi PR, digital, communications, an award-winning independently owned Canadian PR consultancy established in 1990 with offices in Toronto and Montreal. energi PR is the Canadian affiliate of the Public Relations Global Network, providing expertise in consumer and healthcare public relations to national and multinational brands. Carol is the immediate past Chair of the Canadian Council of Public Relations firms and is a 2013 Inductee in the Canadian Healthcare Marketing Hall of Fame as well as a Fellow of the Canadian Public Relations Society.

Heartfelt Appreciation for CASACOM’s Successful 12th Year!

Last week, we felt the need to pause, which, admittedly, happens very little in the dynamic world of public relations. This gave us the opportunity to reflect on the journey of our communications firm and its very successful and positive 12th year of existence.

This is a moment to express our gratitude to the CASACOM clients in Quebec, Canada and the United States who have entrusted us with their fascinating projects, from corporate communications, marketing communications, branding, public affairs or media relations. We are extremely grateful for the trust and confidence shown to our firm year after year, which has contributed to our growth over the past 12 years.

Among the top Canadian Firms

CASACOM continues to grow and establish itself as a leader in the public relations industry in Quebec and Canada. This year, we placed second on the annual ranking of Quebec public relations firms of Infopresse. In addition, two years ago, CASACOM established an office in Toronto, and will expand to larger quarters in the near future. Our firm has also been selected by the Ontario government to be part of a very small pool of firms allowed to bid on public mandates.

Recognition by Our Peers

We are very humbled by the North American-wide recognition from our industry colleagues. First, in June, in New York, CASACOM won the Silver Anvil Award from the Public Relations Society of America (PRSA) for our work on the iögo yogurt brand.  CASACOM was the only Canadian firm among the 800 finalists to win this prestigious award.  We also received an Award of Excellence from the Canadian Public Relations Society (CPRS) in June.

CPRS also recognized our work in the area of marketing communications to introduce Michaels Arts & Crafts stores in Quebec.  We also received a Platinum Award from the Quebec Society of Professional Public Relations (SQPRP).

And last but not least, our Montreal-Toronto Citybook, our employee-recommended end-of-year gift that we offered to all CASACOM clients, received two Greniers d’Or last December.

The 12th anniversary of CASACOM is also the anniversary of a vision: our President’s vision, Marie-Josée Gagnon, who began to build a “house of communications” on September 11, 2001. Since then, she has constantly shared her passion for public relations and her pursuit of elevating our profession, as evidenced by the article published last week in Marketing Magazine. And as she often reminds us, with 12 years of age, we are just learning how to fly.  The best is yet to come!

Edward Burkhardt: Here’s Some Free PR Advice

If the tragedy of the train derailment in Lac Megantic wasn’t so horrific, it could be a laughable PR case study about what not to emulate. To the Chairman of Montreal, Maine and Atlantic Railway, let me give you some advice, on the house.

Preparation: There is hardly a business that is immune from the risk of exposure whether it is an accident, fire or scandal. If you had a crisis communications plan, it didn’t work, but most likely you didn’t have one. You were grossly unprepared and it shows. Like death and taxes, the only certainty is that the unexpected will happen. Be prepared for it.

Get out ahead of the news:  Almost everyone knows that ordinary citizens and the media get to the story immediately – MM&A needed to get out in front of it. Instead, you waited to be chased.  All that you needed to say immediately upon learning of the tragedy was “Our thoughts and prayers are for the victims, their families and the residents of the town. We are by their side.” Follow that by saying you would set up a schedule for regular briefings.

Take a cue from NASA Public Affairs with regard to the Space Shuttle Columbia –

“When things are going well, tell the media everything they want to know.  When things are going wrong, tell them even more.”                                                                 

Presence: It took five days for you to show up at Lac Megantic. From what I’ve read you said you could accomplish more being in Chicago where you could deal with insurance, the media etc. Are you kidding?! Do you not have other senior members of your team competent to deal with such things? You are the public face of the company and needed to rush to the scene and share in the communal pain; call the mayor and show yourself as human. Your actions and statements made you seem distant and uncaring and now you have positioned yourself as the enemy. Good luck rebuilding in that community.

Don’t speculate: You don’t know what you don’t know – so say so. Don’t make it up as you go along.  Engaging in a blame game, whether it’s your employee or the fire department, before all the facts are in is unwise. When asked about accountability you could have said simply, “We are cooperating with all of the regulatory bodies and municipal, provincial and federal authorities. Like everyone involved, we are waiting for the information to unfold as the investigation continues. Right now our primary concern is for the families and the residents of Lac Megantic.” Instead you use words like “obligation”, “probably”, and “the information gets better every day”. Your statements are confusing and show lack of coordination.

Speaking to the media – According to a news report you told TVA that you hope “(you) won’t get shot” when you finally visit Lac Megantic. That’s like Nixon saying “I am not a Crook” or Bill Clinton saying “I did not have sexual relations with that woman…” Why didn’t you issue a statement at the news conference where you could have at least articulated what you wanted to say, before being hammered by questions? The answers you gave satisfied no one.

Doing business in Quebec – Given that the Caisse de Depot de placement reportedly owns 13% of MM&A, and, that you operated in Quebec I have to wonder why the French language communications were described as clumsily translated and why there is nothing in French on your website, including the message on the French version that it’s in the works?

Being online – When I visited the MM&A website I saw that the last news release was dated July 7th, and that there was no message of sympathy – in fact nothing to suggest that it was anything other than business as usual for your company. It would have been so simple to have you prepare a video statement on the site or better still, uploaded to YouTube.

At the end of the day the spectre of a communications and public relations critique is of little consolation to the victims, families, townspeople and emergency service personnel in the quiet hamlet of Lac Megantic, Quebec. However make no mistake, that it will likely never be business as usual in this locality for MM&A. If not for the safety factors alone, but for the sheer heartless and defensive way this was corporately managed.

Don’t take my word for it – just look at Michael McCain and Maple Leaf Foods to find out how to do it right.

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Carol Levine (@Carol_levine) is co-founder and Managing founder of energi PR, digital, communications, an award-winning independently owned Canadian PR consultancy established in 1990 with offices in Toronto and Montreal. energi PR is the Canadian affiliate of the Public Relations Global Network, providing expertise in consumer and healthcare public relations to national and multinational brands. Carol is the immediate past Chair of the Canadian Council of Public Relations firms and is a 2013 Inductee in the Canadian Healthcare Marketing Hall of Fame as well as a Fellow of the Canadian Public Relations Society.