When he wrote the book, "The Crisis Counselor, a Step-by-Step Guide to Managing a Business Crisis," public relations guru Jeff Caponigro cemented his reputation as the master of crisis counseling. But he also does a lot of things people don't know about, and one of them just earned him some impressive industry accolades to add to his lengthy list of accomplishments.

This past July, PR Week, the trade magazine for the public relations profession, named a public relations campaign that he helped manage for eight years as one of the single greatest PR campaigns ever. Caponigro, then an executive with Casey Communications Management, which later was bought out by Shandwick and recently closed, headed up (along with Jack Casey, founder of Casey Communications) the massive public relations effort for Traffic Safety Now, which ran from 1984 to 1992. The campaign, funded by the U.S. auto industry, was credited with more than tripling safety belt use in the United States, from 12 percent in the early 1980s to nearly 50 percent by 1992. Today's seat-belt use stands at 73 percent, due primarily to the efforts of Traffic Safety Now.

It was one of the most challenging and personally satisfying opportunities of Caponigro's 23-year career.

Caponigro is now president and CEO of Caponigro Public Relations Inc. In an interview at his Southfield office, he spoke about how the right kind of public relations can help any business, small or large.

What was most noteworthy about the Traffic Safety Now campaign?

An effective PR campaign gets measurable and meaningful results. In this case, our campaign triggered a behavior change. And the most challenging and rewarding public relations programs are those that focus on changing behavior, as opposed to simply increasing awareness or shaping attitudes. The behavior change that resulted from this campaign was among the most significant in our country's history because it resulted in helping to avoid thousands of needless deaths on our roads and highways.

Why did you decide to start your own company?

I knew that I would want to start my own firm at some point, but I just wasn't sure when that would be. A company called Shandwick purchased Casey Communications from Jack Casey in 1986. Jack left the firm in late 1988, which is when I took over as the CEO. Shandwick always treated me very well, and it was a great company to work for. But, as Shandwick decided to become more centralized which resulted in directing us more – rather than allowing us to be autonomous like they did from 1988-94 or so – I decided the time was right to start planning for my own business.

You've had a remarkable career. What's your secret for success?

I suppose a strong work ethic and a lot of good fortune. Everybody wants to be successful, but not everyone is willing to invest the time and effort to put themselves in a position to be successful. I've always believed that if you work hard and smart, do quality work and treat people the right way, everything else will fall into place. I'm very hands-on in my business, because clients expect a lot from me and my firm with the reputation that we have earned over time, and I think it's important to be a good role model for others at my company. After all, you can't ask employees to do something that they think you are not willing to do.

What exactly is crisis management?

Crisis management is the function that works to minimize the potential damage of a crisis to a business, and helps gain control of the situation. If done well, crisis management works to minimize the damage to a company's reputation and takes advantage of any benefits that can be obtained from the crisis.

What does crisis planning do for business?

Planning for a crisis, a significant part of the public relations function, is as critical as preparing a strategic or financial plan for a business. Crisis situations can happen in any business, and you need to be prepared to handle them whether you are running a franchise, a small widget manufacturing company or a large Fortune 500 corporation. Any and all businesses are at risk of events or situations that, if mismanaged, can damage their reputations – such as employee layoffs and downsizing, a lawsuit, negative media coverage, storm or fire damage, government probes or fines, or death of an owner or senior executive.

How do you prepare for and manage a crisis?

In my book, I outline seven steps for any business to follow to prepare for and manage a crisis. They are:

1.	Identify and assess the vulnerabilities in the business.
2.	Prevent the vulnerabilities from turning into crisis.
3.	Develop plans for moving quickly and confidently if a crisis occurs.
4.	Identify the occurrence of the crisis itself and react quickly.
5.	Communicate to all those important to your business and obtain their input and feedback.
6.	Closely monitor and evaluate your crisis work, and make any necessary adjustments.
7.	Conduct ongoing PR throughout the year to build up the company's goodwill and help insulate the business from a future crisis.

How can a well-managed crisis help a company?

It can increase visibility and name recognition for the company, which in some cases can help increase market share. Also, it provides an opportunity to show competency and leadership and improves relationships and bonds with those important to the success of the company. A well-managed crisis also often results in changes that are made to the business that are necessary for the long-term success of that business.

What are some common mistakes businesses make during a crisis?

The most common mistake is failure to plan in advance. Others include ignoring warning signs that precede crises, making decisions too slowly, failing to communicate with employees, customers, suppliers and the news media, failing to prepare information materials in advance, failing to get input and feedback from those important to the business's success, failing to return phone calls, saying "no comment" to the media, and being inflexible, misleading or dishonest.

How can a company without enough money to hire an outside PR firm get the media to cover a story?

There are several steps:

•	Make sure you have a real story; never pitch a non-story.
•	Do some research; find the right media outlet and the right reporter or editor.
•	Draft a clear, concise, accurate and grammatically correct query letter or news release.
•	Distribute the letter or news release by e-mail, fax or regular mail (or transmit the news release by PR Newswire or BusinessWire).
•	Follow up with a call. Be clear, concise and brief in your pitch; avoid leaving lengthy voice-mail messages.
•	Build relationships with the media over time, and work to have a positive and credible relationship with specific editors, reporters and producers.
•	Make yourself available as a resource to the media, and respond quickly to inquiries in good times and bad.

What are the first steps you think a person should take when considering launching a new business?

The principles of public relations apply to small businesses as well as the larger types. Start with a comprehensive strategic business plan and begin with the fundamentals:

•	Identify the position/brand you'd like to build.
•	Know what type of business you want to be in (and why).
•	Identify what will make you different from the competition.
•	Make it clear exactly what you do and how you will do it.
•	Ensure you have the right skills.
•	Know your audience.
•	Develop a comprehensive marketing/public relations program and implement it aggressively.

Why should a business hire an outside PR firm?

The right public relations firm can provide a third-party perspective in offering experienced counsel to take advantage of positive opportunities or to help avoid needless damage to a hard-earned reputation. A PR firm can help provide the contacts and build relationships that a business doesn't already have. And, a public relations firm can be an extension of the clients' staff by putting greater resources on an assignment in order to get it done faster and more effectively.

When should a business hire an outside PR firm?

When you are not exactly sure what road you need to go down, or when you see an opportunity or have a need to communicate something successfully, whether internally or externally. Remember, the firm you choose is your agent, and you should feel very comfortable with the firm's reputation before selecting the firm to represent your business to the media, business community or any other audience.

File on ... Jeff Caponigro

Title – President and CEO, Caponigro Public Relations Inc.

Born – Aug. 3, 1957; Kankakee, Ill.

Education – Bachelor of arts in journalism and English, Central Michigan University (1979)

First job – Sports reporter/columnist, Observer & Eccentric newspapers (Troy and Rochester editions)

Favorite movies – "Wall Street," "Marathon Man," "All the President's Men" and "Goodfellas"

Favorite leisure activities – Playing golf, exercising, listening to music, reading, attending sporting events/concerts and watching television

Tidbits – Sports column written by him for the Midland Daily News was included in the book "Best Sports Stories-1978;" won a new Dodge Intrepid RT as a door prize at a luncheon; and caught foul balls in back-to-back innings at a Tigers game.