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Crisis PR: Pitch Your Products and Services During a Crisis
Copyright © 2002 - 2010 by Susan Harrow. All rights reserved.
The first question is: Is this appropriate? It all depends
on your intention and how you go about it. Some questions to
ask: Are you being self-serving or are you genuinely
offering help to people? What can you offer for free that
helps people in dire need? Can you comment, give advice, or
put unusual circumstances in perspective? Have you helped
people in similar situations before? Do you have unusual
ideas that some other expert hasn't thought of?
Barry Pascal owner of Gifts & Decorative Accessories, a
combination gift store and pharmacy, told me his story of
how he helped his community after the 1994 Northridge
earthquake when I spoke at the Los Angeles Gift Show. His
story is a timeless one for any disaster.
Shirley and Barry Pascal were sleeping when the earthquake
struck early in the morning January 17, 1994. They rushed to
their store, a 61-year-old pharmacy and the oldest ongoing
business in town. The damage was *a thousand times worse
than our house,* says Barry. Much of their gift store
inventory of glass and other delicate items, along with all
of their storefront windows, was destroyed.
By 9:30 a.m. pajama-clad customers made their way to the
pharmacy, some seeking remedies for their injuries, most
hoping to find prescriptions for critical medication. Many
of these people weren't regular customers, but the Pascals
took care of them and charged them wholesale cost
nonetheless. People who came without cash were given
medications for free.
***SUSAN'S NOTE: The Pascals reacted with genuine concern to the
disaster and assisted people in ways that made sense for
their business.***
Shirley set up a first-aid center at the front door. During
the next four days, teams of pharmacists and clerks stood at
the door to help all who came for products and edicine.
After attending to people's immediate physical needs, the
Pascals turned to their emotional ones. The neighborhood
looked like a depressing *war zone* so the Pascals employed
a sign painter to design a cheery plywood mural of the
Wizard of Oz, complete with the yellow brick road, tin man,
lion, and scarecrow and the words, *Northridge. There's
still no place like home.*
***SUSAN'S NOTE: The Pascals came up with a creative, fun, uplifting
idea that boosted community morale.***
After that they designed T-shirts with the same slogan and
donated some $3,000 in profits to the Northridge Chamber of
Commerce to which Barry belonged, saving it from going belly
up.
***SUSAN'S NOTE: The Pascals were focused on keeping important
aspects of their community in tact.***
Good news travels fast. When the California State Senate
found out about the Pascals outstanding community service,
Barry was asked to serve as one of two co-chairs on the
Northridge Earthquake Task Force whose duties included
creating proposals to improve preparedness. Barry also
served on a committee that worked with the state's Red Cross
and California Pharmacists Association to design a disaster
plan for pharmacies. The walls of the store are covered with
certificates of commendation and recognition, including one
from the California Legislative Assembly, another from the
U.S. Senate.
***SUSAN'S NOTE: Barry was recognized as a leader within his
community for taking action and developing systems that work
during a catastrophe. He also helped restore the community
both physically and emotionally--qualities needed to plan
legislation for future disasters.***
Today, many years later, people still remember. Every day at
least one person comes by the store just to thank the
Pascals for their assistance, or to tell them that although
they've moved out of the area they make a special trip to do
business with Gift Gallery/Northridge Pharmacy.
Barry Pascal, Pharm.D. NORTHRIDGE PHARMACY and Gift Gallery
9167 Reseda Blvd Northridge, CA 91324 818.349.7000
bpascal@pacbell.net
Learn more about getting good press and self-promotion to
gain publicity for your business, product or cause in *Sell
Yourself Without Selling Your Soul®* (HarperCollins). Go to
http://prsecrets.com for your free excerpts today.
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Susan Harrow, CEO of
http://prsecrets.com, is
a top media coach, marketing strategist and author of
Sell Yourself Without Selling Your Soul® (HarperCollins),
The
Ultimate Guide to Getting Booked on Oprah, and
Get a 6-
Figure Book Advance. Clients include Fortune 500 CEOs, bestselling authors and entrepreneurs who have appeared on
Oprah, 60 Minutes, NPR, and in TIME, USA Today, Parade,
People, O, NY Times, WSJ, and Inc. |
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