(Right up front, I have to say that my post may very well upset those folks at PETA and other animal lovers. I can only swear up and down that I love my dog, and hope everyone realizes that, though I take full responsibility, this was an accident.)

How do you handle a crisis? In PR, a client or reporter calling at all hours of the night screaming about whatever fire of that minute is pretty standard. It’s the nature of the business, really. But not everyone really knows how they’d act until presented with a situation that tries your nerves at the least opportune time. This is especially true when the crisis is personal, increasing the possibilities that one could lose his or her head tenfold.

On Saturday, I was tested, twice, and came out with the answer of what I’d always known about myself under pressure.

With blue skies, a light breeze, and shorts-warranting weather, a Jeep ride to the beach with my Bodhi seemed perfect. I dropped the top, loaded up the puppy, filled up water bottles for the two of us, and tied him to the Jeep bar so he wouldn’t jump out. He really loves to stand towards the edge and stick his paws on the inside, right near the edge.

Well, I don’t know what happened, but I turned the corner to my neighborhood, only going about 10 miles an hour , if that, and somehow he must have slipped and fell out of the car, dangling from the car just by his collar! I was mortified and slammed on the breaks to unhook my 135-pound puppy! Luckily, he’s very big, and I hadn’t made the leash too short, so he reached the ground, and wasn’t choking, and wasn’t hurt….just a little stressed out (he gets stressed easily). Though I was extremely upset, I calmly unhooked him, apologizing to him the whole time, and got him situated in the car and chilled him out.

But all I could think was, what if he’d fallen out on the highway? I only could imagine, so to prevent any further issues, we drove back, got his car harness (which is what I should have done first off), and continued our trip.

Not more than ten minutes later, as if to retaliate for the previous incident, Bodhi left me a present on the back seat, and climbed up front with me, while we are driving on the highway at 65 miles an hour. The fact is that he’s relieved himself in all three of my cars, numerous times, so, I wasn’t all that surprised, especially since he was stressed early. But with my puppy, stress=diarrhea. And let me reiterate, he’s a big boy. Needless it was a mess and a simple trash bag wasn’t going to do the trick.

Normally, I keep paper towels, plastic bags, and a scrub brush in the truck, just for this situation, but unfortunately was SOL. All I had was the brush, some Tupperware, and a couple of towels. After pacing up and down the street, to which I’d pulled off, considering how these three tools could factor in, I finally broke down and knocked on the door of the house I’d parked in front.

Barbara, probably the nicest lady in the world, invited me, offered me her hose, let my puppy play in her back yard, and even offered me Woolite Pet Stain Remover…an added bonus that takes the smell out of things.

While addressing the issue slopped in the back of my car, grateful for the generosity I was fortunate enough to receive (what are the odds?), all I could do was laugh. My nerves were at an all-time high, after being so racked with stress, that I had nothing left, but humor.

Just with this crappy situation (yes, that’s an intentional pun), life both in our personal and business worlds offers daily challenges in which we have to decide how to react. Our choices have direct repercussions to how the rest of the situation will play out. I’ve found, both in my personal and business dealings, the best way to handle difficult, sometimes messy, situations is to take a breath, address the problem directly and immediately, try to find the humor, and take away the lesson.

My lesson from this situation? Before leaving the house with Bodhi, always cover the seats in a tarp and pack supplies.  How do you handle conflict?

(Dear PETA people…You can rest easy…the puppy is back to his normal ways of destroying my home with the same exuberance and zeal as pre-incident.)

Composed of how one walks, talks, acts, and dresses, communications studies show that image, how others perceive a person, plays a major role in his or her success in life. Even the simplest or seemingly absurd details, like how many pieces of jewelry you wear to an interview, can determine which doors open and which remain triple padlocked. Because of this, we, as a society, carefully choose what we wear to work, on a date, or to church, etc., to coincide with the how we want others to see us.

In fact, our culture goes to such extremes to procure the best reputation that we spend millions of dollars every year on courses, workshops, and consultants dedicated solely to this purpose! Most times, we are prejudged based on the aforementioned traits, and the truth about our real personalities gets lost in the mix. Instead, what remains are the opinions others form based where we stand in their paradigm. Whether we like it or not, perception matters.

And the business world is no different.

Customer beliefs and views of a company and its product directly correlate to whether the finances stay in the black or fall into the red. Take the once-popular Mexican food restaurant, Chi-Chi’s, known for its signature margaritas and reasonable prices. After a hepatitis outbreak in Pittsburgh in 2003, allegedly due to a bad case of green onions, the food-chain suffered tremendous losses. Despite proactive efforts by the organization to ensure the safety of all the restaurants, patronage fell and stayed down. Where once you were guaranteed to find a Chi-Chi’s in most cities, the notoriously yellow-painted buildings closed their doors. Sadly, I’ve yet to see one open today.

The lesson to be taken from this is that the public’s perception of a company can determine how strong of a player it is in the marketplace. However, that’s not to say that business owners are at the mercy of the customer, with no control in the situation. Through strategic public relations campaigns, consisting of publicity, promotions, and crisis management (something Chi-Chi’s could have used), companies can take a proactive approach to forming a positive position in the industry.

Without constant dedication to create and maintain this identity, organizations can, and have, fallen to the wayside, letting others that understand the value of image, control the market. For Nike spends hundreds of millions of dollars annually promoting its image globally. Year after year, the athletic gear giant commands one of the highest portions of its sports-centric market. The reason is not necessarily because Nike shoes are better than all the other footwear. The reason is because we, the consumers, are led to believe in the strong, dedicated attitude of the brand. We believe in the image, and that’s what sells us.

You may have great products and great employees, but if your customer service leaves people less than thrilled to be doing business with you, ultimately your brand will suffer. Consumers have to trust your company to be loyal, but first, they have to feel appreciated and valued. Without this, they’ll be willing to switch to any other company who offers comparable goods and services—one that goes out of its way for each and every person.

Sound like a lot? Maybe not so much if you’re a little guy, but when you’re dealing with thousands of individuals every day, it tends to add up. For this purpose, you need to have systems in place that dictate how you will take proactive stances to ensuring your customers keep coming back time and time again. These are set methodologies you’ll use to show each and every person how you appreciate their business.

Here are three ideas to get you started:
• Pre-sale – Maybe you’ve only spoken with Bob, either in person or on the phone. Now is a great time to show them how you’ll go the extra mile. Send Bob something, nonthreatening, that you know will be of interest. If he randomly mentioned just buying a rare Swiss Mountain Dog and how there is minimal information about training that breed, find an article of relevance and send it to him! Every time Bob thinks of his training his puppy, which will be all the time with the indoor bathroom adventures, he’ll remember your kind gesture!

• During the work – My general rule is go above and beyond, in any way possible. Say a client wants to have a PR campaign, I’ll quote them a week, and then, if my schedule permits, turn around the work in only three days. The first thing I always here is, “Wow, you didn’t need to get it to me that quickly, but I really appreciate it!” While they may not think you have a life, they will know you take their patronage seriously!

• Post sale – What are you doing to re-ensure your customer that his or her purchase was a valuable decision? This is a critical time to remind her of your unique market niche and why Susan should feel good about her choice. Doing so will position you in her mind for the next time she requires similar services. I like to send my clients a gift card to a store I know they’ll like, such as Starbucks, a thank you card for their services, and a coupon for their next round. Not only will they save money by returning to you, they’ll be happy because of that Venti Mocha Frapp! Everyone wins!

(Image modified from go.pressconnect.com.au)

During a speech I gave this past weekend on PR secrets and techniques, we touched on the importance of business owners’ participation in the social media stratosphere. As we were discussing the issues with which many people are faced, one attendee brought up a different problem related to this subject. It wasn’t her ignorance or fear about using these platforms, but her inability to step away! More often than not, when she sits down in the morning to log on, hours fly by, and her husband has to send a search party to go in looking for her. The more people I talk to, I learn that many have this issue. There are endless blogs and tips on how to use these sites effectively, yet I’ve not run across too many articles concerning how to walk away in a timely manner. Thus, I thought of the following tips to help pathological users find freedom and a new world beyond their computer. Notice that I’ve kept the tips to a minimum for a reason!

1. Define Your Objective – Before jumping onto Facebook, determine what it is you wish to accomplish. Are you logging on for personal reasons or business? Do you intend simply to respond to your messages and send a few off to your friends or will you also respond or begin a thread on a specific topic? Knowing what you want makes it easy to remove your hand from the mouse once you’ve completed the task.

2. Establish a Schedule – Allotting an amount of time every day, at a specific time, will help you control how much time you spend Twittering. If you are like me and running in 20 different directions at the same time, it’s hard to get anything done without living by a daily planner. Make this tool work for you by picking some free time (what’s that? Haha) and setting half an hour to an hour aside for social media

3. Manage All Your Sites from One Platform – Scan my blog for my article on Flock, but I’ve been using this for a couple weeks now, and it saves me so much time and energy. I love (!) having everything right in front of me all at the same time

4. Set a Timer – Go to the dollar store and pick the loudest most obnoxious timer there, bring it home, and set it for the time you’ve decided in #2. It’s easy to say “Oh, I’ll just stay on for twenty minutes.” But more often than not, twenty minutes turns into thirty then an hour, and then two. The timer will remind you when to remove yourself from MySpace and serve as your source which to direct your resentment…I’m sure all loved ones will be happy to relieve themselves of this role! J (Thanks to Shelby, who suggested this one)

5. Write Down Your Plan and Stick with It – Nothing works better to ensure we follow through with a desired task or goal than to write it down. I have mine on a large Post-It in the back of my daily planner, again the keeper of my life, so I don’t lose it, and I see it every day.

Now, I understand this may be painful at first, but think of all the benefits that will come from it! Your family will revel in all this free time you have, the house won’t look like a tornado stopped by, and your skin will rejoice from being a ghostly white to slightly beige color once you reconnect with the sun. Try this for a month and see how it goes. I think you’ll be pleasantly surprised at how much you accomplish without spending days in the social media black hole!

(Image source: samerowdycrowd.wordpress.com)