Ask GiGi: full-time PR blogger, all-around sage. She's like Dear Abby focused on communications. GiGi will answer your questions about PR strategy, tactics and crises - or even a vital life question - to help you stay on message.

December 22, 2011 :: In Strategic Execution
Dear GiGi: Can you show our readers how Group Gordon is celebrating the holidays this year?

- Jeremy Robinson-Leon

Holiday 2011

Best wishes for the holiday season,

- GiGi

November 30, 2011 :: In Crisis, Strategic Execution
Dear GiGi, What is a good opening statement for a crisis involving stolen information in a cell phone company to reassure customers their information is safe?

- Crossed Wires

The security of personal information is one of the most important things to a consumer, especially in the telecommunications business. While I’d need more information to talk specifics about this company’s challenge, here are a few principles to follow:

1. Take ownership of the situation: accept responsibility for the breach, be transparent about the scope, and show contrition about what happened. The last thing customers want to hear is a deflection of responsibility; they want an apology.

    2. Reassure customers: Clearly explain what the company is doing to secure the information that was stolen. What steps are the company taking? Are you working with law enforcement?

    3. Look forward: Address what the company will be doing differently moving forward to better protect customers’ personal information and avoid a similar situation.

      The bottom line: the company needs to restore the trust of its current and future customers; without that basic contract between customer and company, it could have a serious problem.  And remember, playing the blame game or obscuring information won’t help.

      Good luck!

      Stay on message,

      - GiGi