X-Message-Number: 32060
From: Mark Plus <>
Subject: interesting perspective from a PR professional
Date: Mon, 12 Oct 2009 08:20:27 -0700

Cut-and-paste follows:

http://mediashopprblog.com/2009/10/12/book-thrusts-cryonics-into-spotlight/


Book Thrusts Cryonics Into Spotlight
by lisa ~ October 12, 2009



Oct. 8, 2009 - To some flacks, all communications crises are the same. There is 
an all-purpose response roadmap to follow, standard announcements to write, 
clients to soothe.But then something like this comes along: The former Chief 
Operating Officer of a cryonics laboratory alleges abuse of corpses and other 
misdeeds. Oh boy.


Larry Johnson, who was Director of Clinical Services and later COO of the Alcor 
Life Extension Foundation for less than a year in 2003, has written a tell-all 
book about the cryonics company. Titled "Frozen: My Journey into the World of 
Cryonics, Deception, and Death,” its claims include the jarring disclosure that 
an employee hit baseball great Ted Williams' disarticulated head twice with a 
wrench.


The foundation has responded with a rambling statement that was clearly not 
prepared by a seasoned communications professional with crisis experience. It 
has also posted supplementary documents such as complaints that were filed in 
courts in New York and Arizona.


As in any whistleblower situation, it's difficult for the target of damaging 
allegations to control the flow of information. It's true for Lehman Brothers, 
the target of Larry McDonald's book "A Colossal Failure of Common Sense,” it's 
true for the hedge fund industry, the focus of criticism by Bill Feingold in his
book, "The Undoing of Cowardice,” and it's true for Alcor. But in this case, 
the incredibly graphic photos and secret audio recordings on Johnson's Web site 
may be even more damaging to Alcor than his extensive media tour.


In order to salvage the reputation of its industry as well as its business, 
Alcor should consider bringing in a professional crisis response team. If 
handled carefully, this could be a prime opportunity for the company to educate 
the public - or, in other words, a teachable moment. But if it stays its present
course, Alcor will continue to be the butt of jokes.


Not surprisingly, the media are having lots of laughs at the expense of the 
Williams family. A graphic prepared by Fox Sports is particularly distasteful.


But some media, such as ABC's Nightline, are seriously questioning the entire 
industry as well as Alcor's ethics. And Johnson himself is being forced to 
answer some tough questions about the veracity of his claims and his own 
responsibility at the time.


From a PR standpoint, the author looks nearly as slimy as the company he used to
represent. In fact, Johnson's description of himself as an "adrenaline junkie” 
is at odds with the persona he presents during broadcast interviews. The book's 
publisher, Vanguard Press, a division of the Perseus Books Group, should have 
invested in solid media training for its client. And messaging. And a good 
haircut.


Lisa Tibbitts is the principal of Tibbitts Creative, a public relations and 
marketing service that emphasizes corporate communications. She has an extensive
background in financial services and an MBA in marketing. Follow her on 
Twitter: http://twitter.com/FinancialPR.
 		 	   		  
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