Cleveland PR expert offers advice on how to manage a corporate public relations disaster

BP's public relations team could probably use a vacation right now, and one man in Cleveland knows how they feel.

Tom Welsh headed First Energy's public relations department during the 2003 blackout, so he knows what it's like to defend a company before the public in tough times.

He spoke at a Cleveland Networking Luncheon for Kent State University on June 16 at the Cleveland City Club. Welsh talked about the best ways to avoid sinking a company into the quicksand of bad public relations.

According to Welsh, here are some of the best ways communications professionals can deal with the public:

1. Tell the truth, especially when it's difficult.

"It's always easier to start with the truth," Welsh said, "than it is to go back later and spin it. All you have is your credibility."

2. Saying "No comment" is a cop-out.

"It's better to explain why you can't comment," he said.

3. Always be available to reporters.

"Being there to help them is part of your job," Welsh said. "If you can be there for them 24/7, it could help how your company looks."

4. When communicating with employees, explain as much as you can as soon as you can and as well as you can.

"Employees want to feel like they are part of the team," Welsh said. "They need accurate, timely information to help them do their jobs.

"They need to know where the company is going and how to get there," he added. "They also want to receive their information from the highest ranking official possible."

In the aftermath of the blackout, Welsh stood by his executives' side - literally - at Congressional hearings.

"We fielded 1,000 media calls in the first week," Welsh recalled. "CNN and the networks were camped outside our building for a week. I didn't have a day off for three and a half months."

Welsh said the blackout started at another company before spreading to First Energy's power grid.

Welsh retired from First Energy in 2009 after 32 years and opened his own communications consulting firm called TMWelsh Consulting. One of his customers is the Cleveland Browns.

"I help write the letters from (new head coach) Mike Holmgren to season ticket holders as well as helping the team with marketing," he said. While it's part-time, Welsh considers working with the Browns "a dream job." Welsh started his communications career as a sportswriter for the Daily Kent Stater newspaper.

Welsh also serves on the Playhouse Square Foundation's Board of Trustees.