Heroes and Villains

There are a number of constituencies out there who are trying to figure out if you and your company are a hero or a drooler. There's the consumer, the watchdog agencies, and most importantly, the reporters/editors who are the gatekeepers between you and their audiences.

So how do we give these constituencies cues that we should be classified among the good guys? Here's a few ideas, with some examples from the life of one of the heroes in my community (and one of the richest men in the world):

1. Don't be afraid to speak out in favor of good causes. Better yet, don't just join in the fracas, lead it.

The media loves controversy and it's those that lead one side or the other that get the majority of the media's attention.

When Sam Johnson, President of SC Johnson Wax saw the power plant that's between Racine and Milwaukee on the shores of Lake Michigan quietly trying to make expansions into 4 high-polluting coal-burning units, he threw a media hissy fit. He wrote letters to the editor, Op-Ed pieces, gave interviews, paid for signs to be available for the lawns of those who opposed the pollution the coal would produce, spoke at the public comment meetings and more.

Was he putting his company's reputation on the line? Of course! But he did it for a cause that people in this area almost universally support.

For more information on how to gain positive PR using the editorial pages, check out How To Use Newspaper And Magazine Editorial Pages

2. Put your money where your mouth is

There are lots of words, and few who take action, especially if it's not accompanied by an immediate ROI. But those who do good simply because that's the right thing to do will get attention.

When Sam Johnson decided that it was a waste to vent the methane produced by our local landfill to the air, he paid $5 million to set up a system to capture that methane and convert it into electricity that is used to help power the massive Waxdale production plant a mile or so away. There is an ROI there, but it'll take several years to pay out. But it's the right thing to do.

Likewise, when he saw data showing that CFC's were polluting our atmosphere, Sam paid millions and permanently increased the cost of goods sold on all of his aerosol products (Glade, Raid, etc.) to develop a CFC-free aerosol propellant system, significantly reducing the amount of pollution created by SCJ's products. They also have spent millions trying to go even further in reducing pollutants. Will he sell more as a result? Probably not. But I bet the next time you walk to the shelf and try to decide on buying Glade versus Renuzit, you'll think of this and it may just make a difference.

3. Start in house to make the world a better place

Many of us have dreams to leave this world better than we found it. Sam's progenitors decided to start in-house, making a commitment to their employees and the communities in which they live. Thus they sponsor daycare, wellness facilities and profit-sharing for their employees. They also help the communities where they do business, with downtown revitalization projects, donations, and community support, spending at least 5% of profits on their communities.

It's all part of their mission statement - a pretty good one at that.

4. When you do something stupid, admit it, solve it, and go on.

Every company makes mistakes, some bigger, some smaller. Sometimes those mistakes are visible to the public, others aren't.

For example, when SCJ launched its product to kill dust mites (ugly little creatures that live in our beds, pillows, carpets and homes and thought to cause a large percentage of the allergies and asthma we have) they put into it a scent to make it more pleasant.

The problem was that the scent aggravated the very allergies and asthma they were seeking to prevent, actually sending a few people to the hospital.

They quickly made the decision to pull the product and instituted a nationwide recall. In the end, it cost the company millions. Dumb mistake, but they admitted it, solved it, and went on. (See Crisis Communication Planning: Organizing and Completing A Plan That Works for more information)

5. Make sure that the world knows of your heroism; in humility, but you still need to let them know

The media loves to see wrongs righted. So if you handle things correctly, you can get positive publicity to support your good works.

This is especially true when you are a consistent doer of good works. You'll then be able to create relationships with the appropriate media parties, making it easier for you to get attention when it's needed in the future.

6. Finally, keep in mind that one of the best ways to get the media to notice your company is if one of its leaders has a celebrity status with the media. It's easier to recognize someone who already has a public persona and presence. To learn more about how to do this, check out How to Create A Celebrity Image

Techniques like these help you to significantly increase your hero status!

Notes:
1. Full disclosure - I worked in Marketing for SC Johnson for 2 years in the mid 90's, during which time I encountered Sam and his lovely wife personally several times. Also, my children go to a private school led by his wife and sponsored partially by the family.

2. This article is partially a personal tribute to one of those men and companies who, though not perfect, have achieved a level of true greatness. Thanks for your good example, even when facing challenges, Sam!

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