How Not To Use a Blog & Facebook for PR

The TSA Public Relations Disaster

The Back Story of a “Terrorist” Cub Scout

Mikey Hicks

Eight-year-old Mikey Hicks has been given extra security screening at the airport for most of his life. The airlines says he’s on the TSA’s “Watch List”. The TSA eight-year-old’s aren’t on a watch list.

After Mikey’s story got a LOT of news & press from The New York Times and CBS, it gained traction on Social Media sites because people were outraged that this poor child was being patted down time & again. His parents set up a Facebook Fan Page, Get Mikey OFF “The List”, to increase awareness so the problem could be resolved. I had heard the story and joined the Fan Page last Saturday.

The TSA has an official employee, Bob “Blogger Bob” Burns that writes on behalf on the agency. He published a blog post addressing the story.  Instead of doing what a good PR agent should do, and calm things down, he poured fuel on the situation.

It’s inevitable that every several months or so, some cute kid gets their mug posted on a major news publication with a headline reading something like: “Does this look like a terrorist to you?” Anything involving kids or cats gets tons of mileage and everybody starts tweeting and retweeting that there’s an 8 year old on the no fly list.

There are no children on the No Fly or Selectee lists.

What happens is the child’s name is a match or similar match to an actual individual on the No Fly or Selectee Watch List.

He goes on to address how the non-existent problem will be fixed by mid-2010.

Blogger Bob was fully aware of the problem & pain of this family, because he was a FAN of the Facebook Fan Page!  He took time to be commenting on the thread discussing how upset and outraged people were over this blog post, and proudly said he approved all comments on the official TSA page.  He did not however, actually RESPOND to any comments on the blog, and ignored any direct questions from the public on the Fan Page.

Don’t Be Like Bob: Lessons for the Rest of Us

Mistakes Happen. So Admit It and Start Moving On.

When they do, the other party first wants to know you understand the pain they are feeling. The next thing is they want their problem fixed.  NOW.

I understand that TECHNICALLY there is no 8-year-old on the list.  But that doesn’t matter because there is a problem going on.  A technical excuse is NOT good enough.

Be Respectful

Starting a public apology by comparing a victim to a cat is not a good way to win over the other party.  Making light of anyone’s pain, whether real or imagined, is not going to open the lines of communication.

Don’t get snarky. If you are being paid by American tax dollars, then you better be sure you are speaking on behalf of your agency and being respectful to the public.  Same thing if you work for a private corporation, but even more so if you are a public representative.

Know Your Role in the Situation

If you are not the one to do anything about it, since you offered the apology, then you now have an obligation to help them fix it if you want a resolution. Recognize the problem then take the next step towards getting it resolved. Be their personal connection to a faceless agency or corporation.

Respond to Comments

Blogger Bob was so proud of himself for taking time ON A SATURDAY to approve comments on the TSA blog. At first, I thought that was great that he was looking into it. But then I realized:

• If he didn’t think this was an actual PR problem, why would he take the time to use his personal Facebook profile to comment on the situation outside of work time?
• How come he’s been back on the clock and has just approved, but not commented on, any of the new responses?
• Why should he get bonus points for fixing a problem he escalated?

The purpose of comments is to START A DIALOG to find a resolution. So if you aren’t going to respond, don’t even bother to waste your time.

Or in this case, tax dollars.

Time To Play TSA  & Blogger Bob Off, Fatso!

Just because Blogger Bob is snarky doesn’t mean we can’t enjoy my favorite piano playing cat meme.

Share Your Thoughts: This Family Needs Support

Please take the time to join the Facebook Fan Page, Get Mikey OFF “The List”, or let TSA know how you feel on their blog! Or sound off in the comments!