FPRA - Florida Public Relations Association Blog

Craig Waters, Director of Public Information for the Florida Supreme Court, and Mike Bell, Vice President of Development and Community Relations for The Hospice of the Florida Suncoast, discussed the Terri Schiavo case and their experience working with the media during her final months. The two shared their lessons learned from the case.

Some members privately mentioned to me that they felt the topic was too controversial for a conference session. I completely disagree with that sentiment. Crisis communication is a critical responsibility for public relations professionals, and crises sometimes involve controversy. Furthermore, good case studies should not be simple issues.

The key lesson from the Schiavo case, from a public relations perspective, is that Waters and Bell approached the situation with objectivity and professionalism.

Waters professed that crises should be planned for in advance and a systematic process should be followed. Waters also recommended treated all media fairly, showing no favoritism.

Bell advised the audience to stick to the facts and be honest at all times. During the Schiavo case, his organization remained objective and took steps to not be associated with either side of the issue.

Waters categorized the case as "an intensely personal case involving a family." He stated that he saw his role as keeping a behind-the-scenes role and serving as a resource for information.

Waters also discussed his experience representing the Florida Supreme Court and dealing with global media during the 2000 presidential election.

In discussing lessons learned, Bell mentioned his awe of the power of individual words and phrases. He worked hard to avoid loaded words like "protesters" and "starvation." Waters advocated advanced planning and cooperative working relationships with the media and different constituencies.