When 9/11 happened I remember being asked by a number of authors if I would contact the media with their responses to this unprecedented tragedy. My first reaction was disbelief. They presented to me a myriad of ways that their book(s) tied into the news of the day. They would make their contribution to help the country heal. Their intentions were good, but in my estimation, their timing, quite inappropriate. I’m pretty sure I declined every request.
So, when I checked my email on Sunday, I had a similar queasiness in my stomach when I opened messages from Inside Edition, The CBS Evening News, Channel 7 News Miami, and other news programs asking if I had a copy of Faces of Hope: Babies Born on 9/11 to send their way. It was unbelievable to learn that young Christina Taylor Green who had just lost her life in the Arizona shooting was one of the babies featured in our book.
Before I got into the office on Monday morning, The Today Show, Good Morning America, The New York Times, the AP, and most other news wire services had already shown the cover of the book and mentioned it in their stories about the Arizona tragedy. Every time Christina was mentioned, so was the book.
Should I be happy about this? Would HCI get some sales from all this attention? I was uncomfortable with all of it but first and foremost about the tragedy itself. I knew it wasn’t the nature of HCI to exploit a situation like this.
We did tell our customers about the media attention. I told my Facebook friends and the people on a memorial page for Christina that the book could be gotten from HCI since it sold out on amazon.com. We did “Kindle-ize” the book within hours. I thought these things were important since people were searching to learn more about Christina and subsequently the book.
I may even send a press release today sending HCI’s sympathies. I’m even still wrestling with this idea. Will it look exploitative? It’s sad how our world intersected with Christina’s but like it or not, it did.
As a publicist, there really is no blanket answer as how to react to crises. It’s always a case by case situation that needs careful review. But, generally, I find it (and we as a company find it) best to take the reactive rather than proactive position. To stay in the bounds of decency and taste.To answer questions when asked.
It may be a tad hypocritical to even post this piece but I needed to get out of my body the conflicted feelings I experience as a publicist. When tragedy strikes our role as “media hounds” becomes ambiguous. I’m sure some leap forward and others remain more passive (like me). I don’t think there is a wrong or right in these cases.
For now, I stay busy responding to queries about the book, talk to the author to make sure she’s comfortable speaking to the media, if asked, and go about my day struggling for media attention for the rest of my authors.
Ironic, isn’t it?