PERSPECTIVES

Life is a Storm
by Erica Fenik, October 2007

“Life is a storm, my young friend. You will bask in the sunlight one moment, be shattered on the rocks the next. What makes you a man is what you do when that storm comes.” -Alexandre Dumas

Those words were originally published (in French) in 1844, and yet the matter of character in the face of challenge is one still faced in modern times.

Recently, there has been a lot of attention surrounding an incident involving a celebrity and an animal rescue organization. Without delving into it too deeply here, let me sum it up by saying that actions were made, words were said, and the media and the public got involved. Some were so incensed by the incident that threats were made against the lives and personal safety of both parties. Talk about being in a storm!

While most of us don’t face this type of public assault on our beliefs, those of us in public relations (and actually any business) occasionally find our core values in jeopardy. This can occur due to any number of events - a disagreement of strategy, the degradation of a client relationship, even possibly requests that push the boundaries of professionalism. When these types of incidents occur, there are juxtaposed positions to be considered: the preservation of the relationship with the client and the protection of the reputation you and your business have built.

In the midst of such a storm, the defining moment is the choice to face the wildest winds and raging seas with the same aplomb and conviction as the mildest spring breeze. In the case of animal rescue versus celebrity, those involved in the incident have not bowed under considerable pressure from fanatical fans, dedicated detractors, malicious media, and even their own friends and family. Their rules, and the principles on which those rules are built, have stood strong against enormous opposition.

In my work life, I previously had the misfortune to work for (and with) companies whose mission statement is a plaque on the wall and nothing more. In these workplaces, the clients suffer from a lack of consistent service quality and the employees are left with a distinct sense of being nothing more than a warm body to fill a cube. Dissatisfaction abounds on all sides, and I have to wonder: how will they ever survive the next storm?

Like a boy scout, I believe in being prepared. There will always be surprises and unexpected occurrences, but these are less likely to capsize you if you plan for the best-case scenario and yet still prepare for the worst. I think of value statements as preparation for the worst—if all else fails, at least you know where you stand and what you stand for.

At KPR, our core values are more than a plaque on the wall. They serve as a reminder to bring quality, passion and compassion to everything we do. All of this shows in our work, in how we interact with our clients and how we treat our co-workers. It means that we’re prepared to face whatever nature throws our way. Come the next gathering of storm clouds, we’ll be the ones already holding the umbrellas and wearing galoshes. Come stand near us, and stay dry!