QUOTE OF THE MONTH: “The lead dog gets the
best view.  The rest of the dogs’ view is butt ugly.  Of
course, the lead dog is also the first to fall into the
ravine.”
– Richard Saunders

TODAY’S DECISION
MAY BE TOMORROW’S PAGE ONE STORY

Before an organization’s leadership makes a decision, they really
should stop and asked themselves this question: “What will this
look like if it appears on the front page of tomorrow’s newspaper
or it becomes a TV station’s lead story on tonight’s evening
news?” How much better off a lot of organizations and individuals
would be if they had considered this.  It could save a lot of
embarrassment, or possibly avoid some serious reputation damage.

NEGATIVE EXAMPLES

There are plenty of negative examples to choose from.  Corporate
executives accept huge bonuses while large numbers of their
employees are being laid off.  Companies take the easy way out and
accept totally ineffective emergency response plans when they know
they have hazardous materials stored on site.  A state official’s
wife goes on a “cultural tour” to Europe that costs the taxpayers
megabucks (including expensive limousines and outrageously
priced meals which far exceed the allowances set for regular state
employees).

Look in your own daily newspapers for articles that are written by
investigative reporters, highlighting actions that leave the
general public dismayed or enraged.  You will probably find someone
who made a very poor decision, or series of decisions, trusting
that they would get away with it - that no one would notice.

A POSITIVE EXAMPLE

Contrast this with a story that came out in our Raleigh News and
Observer daily newspaper just over a week ago.  One of the leading
electrical utilities in our area is celebrating its 100th birthday
in 2008.  Not many companies make it to that milestone, so it is
worthy of a celebration.  The company’s first thought was to hold a
rather extravagant centennial ball for its employees.  But someone
within the organization - be it a senior executive, a public
relations professional, or someone else - had the good sense to
stop and reconsider.  How would it look for the company to be
spending a lot of money on this event to benefit only its own
employees when the company was in the midst of asking for a 16%
increase in rates?  With many people losing their jobs, the company
realized this would not be well perceived by their customers, many
of whom are already struggling to pay their energy bills, buy gas for
their cars and food for their tables.  They could just envision the
screaming headlines and the nasty Letters to the Editor, dragging
their name through the mud.

The centennial celebration planning committee went back to the
drawing board and came up with a very different idea.  For a
respectively moderate outlay, 1,500 cupcakes were purchased to
distribute to employees when they arrived at work on Monday.
More importantly, management instituted a new “Summer of Service”
program. Employees in the three states in which they operate
were encouraged to volunteer their services to one of 150
charitable projects including food banks, rescue missions, Boys &
Girls Clubs, the YMCA, the United Way, and Salvation Army centers.
This effort was personally spearheaded by some senior executives of
the company who led over 100 employees packing meals for an
organization fighting local hunger.  By assembling and packaging
40,000 meals, they believe they have extended a challenge to other
local companies to step up and similarly serve their community.

Now THAT’s a story any organization would love to see on Page One!
Consider this question, “What would this look like on Page One
tomorrow?” as you discuss future decisions.  Not only could it keep
you out of a lot of trouble, but it would go a long way toward
showing your company to be the Good Neighbor that so many corporate
annual reports claim they are trying to be!

# # #

Special Note:  Next month’s e-zine may be a few days late.  On
August 30, when I would normally be sending it out, I will be
finishing up what should be a lovely River Cruise on the Rhine,
travelling from Amsterdam to Basel, Switzerland! I’m not bragging,
just letting you know why I might miss my deadline…My
husband/business associate and I will be celebrating our 42nd wedding
anniversary. I’d consider saying “I’ll be thinking of you,” but
that’s probably not true!  And I always tell you honesty is the
best policy.

So, until early September…KEEP COOL!

Judy Hoffman
(919) 550-8302
www.judyhoffman.com
jchent@earthlink.net

JCH Enterprises, 116 Nelson Lane, Clayton, NC 27527, USA