With all the sensationalism around recent media stories on Toronto Mayor Rob Ford and his brother, Councillor Doug Ford, it’s important that one take a step back and appreciate what is currently at stake. In an era driven by internet gossip sites and the 24/7 news cycle, building and protecting one’s image and brand with an effective PR strategy is becoming ever more important.

The recent battle between the Toronto Star and Toronto’s Mayor, while still evolving, will likely become a textbook example of how not to not to manage your public relations in the face of a sustained media attack.  While Mayor Ford has provided the media with numerous opportunities and incidents to criticize and attack his character, the most recent stories concerning his alleged drug use are by far the most serious and have the potential to fatally damage his brand.  In politics, your personal brand and reputation are everything.

Media reporting has changed drastically since the advent of the internet, and in particular the growth of social media. Traditional print and TV reporters no longer have a monopoly on telling the news; anyone can now broadcast stories and rumours, without credentials, instantly to the world via sites like Twitter.

In today’s instant-news era, when a story breaks via social media, mainstream media outlets will often be quick to pick it up.  The rapidity and demand of the current news cycle leads many of these stories to be published without verification; casting aside the older tradition of investigative reporting and identifying and confirming sources. In an era of limited attention spans and crowded communication channels, speed and sensationalism at times trumps accuracy and validation.

Effective public relations involve telling your story in a controlled manner, while building support for your cause. The Fords have been hit with serious allegations, which if true could ruin their political careers. It’s not surprising that they are fighting back with everything they have, vehemently denying the accusations and criticizing media for publishing defamatory stories with unnamed sources.
The media is in the business of selling newspapers.  While the sensationalism of these stories will undoubtedly help the bottom line in the short term, should these allegations ultimately prove to be untrue, the choice to publish articles without validation and proof may lead to increased public skepticism on what they report and a reduction in circulation.

While this story is far from over, it highlights the need to always be on top of your brand, and to always be prepared for the unexpected. While events and news impacting your business will come and go, it is essential to remain ever-vigilant and prepared for the unexpected in today’s 24/7 news cycle.  Let the Ford’s struggle with the media serve as a lesson: the best counter to a PR disaster is a timely, well-planned, and decisive response.