Rothstein Associates Inc.

SURVIVING 60 MINUTES AND THE OTHER NEWS MAGAZINE SHOWS©
Executive Action(r) Crisis Communication Management System
by James E. Lukaszewski, APR, Fellow PRSA

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“Television news magazines have become the principal new force in television news. The
reasons for their success and the prediction that their power will continue for some time are
supported by the three most crucial aspects of any successful commercial broadcast venture
- audience acceptance, advertising acceptance, and profitability. But the story of the power of
these programs goes even farther and the news magazine format is here for the foreseeable
future.

“Jim Lukaszewski shares lessons, insights, and response/preparation strategies for the
organization approached by investigative news magazine producers along with two unique
flowcharts, Preparing for the Crucial Interview and Dealing With the Impact of the Broadcast,
which describe the steps the program producer follows as production proceeds and offer
appropriate target responses to each.”

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ABOUT THE AUTHOR

JAMES E. LUKASZEWSKI, APR, FELLOW PRSA

“James E. Lukaszewski (loo-ka-SHEV-skee) advises, coaches, and counsels the men and
women who run very large corporations and organizations. The bulk of his practice is in the
Western Hemisphere, although he has clients from most parts of the world. He believes that
the communications problems they face can be solved through superior personal leadership
skills combined with positive, strategic communication.

“He is a specialist in trouble-shooting tough, touchy, sensitive corporate communications
issues. He provides counsel to companies facing serious internal and external problems
involving: activist counteraction; community relations and grassroots campaigns; corporate
relations failures; reputational threats; crisis communication management; employee
relationship building; ethics/integrity/compliance; litigation visibility management;
management communication strategies; media relations strategy and analysis; public
affairs/exposure management; strategic Web site construction; Web-based attacks; and
strategy. His broad-based experience ranges from media-initiated investigations to product
recalls and plant closings, from criminal litigation to takeovers. He is frequently retained by
senior management to directly intervene and manage the resolution of corporate problems
and bad news. The situations he helps resolve often involve conflict, controversy, community
action or activist opposition. The fastest growing portion of his practice involves civil and
criminal litigation.

“He helps prepare spokespersons for crucial public appearances, local and network news
interviews including 20-20, 60 Minutes, Dateline NBC, and Nightline, financial analyst
meetings, legislative and congressional testimony; and personal coaching for executives in
trouble or facing career-defining problems.

“He is a prolific author (several books, more than 130 articles), lecturer (corporate, college
and university), trainer, counselor, and public speaker. He is quoted in publications such as
The New York Times, The Wall Street Journal, The Miami Herald, the Harvard Business
Review, and industry trade journals. He authors the quarterly column strategy for pr reporter,
is a member of the editorial board for Ragan's Public Relations Journal, a contributing editor
to Public Relations Quarterly, a contributing columnist to PR News, and was the first crisis
columnist for the PRSA's member publication, PR Tactics. His book Influencing Public
Attitudes: Strategies that Reduce the Media's Power was published in December 1992 by the
Issue Action Press. The Public Relations Society of America released fully revised editions
his Executive Action(r) Crisis Communication Management System in September 2000: War
Stories and Crisis Communication Strategies, An Anthology; Crisis Communication Planning
Strategies, A Workbook; and Media Relations During Emergencies, A Guide. He published
19 unabridged monographs on critical communication subjects since 1994, three based on
chapters he authored in books published by Gale Research, Exxon Valdez: The Great Crisis
Management Paradox; McGraw-Hill, Building Quality Community Relationships: A Planning
Model to Gain and Maintain Public Consent; and the Public Relations Society of America,
The Newest Discipline: Managing Legally Driven Issues.

“His clients will tell you that he is a pragmatist and straight shooter. He has won a reputation
for doing as well as thinking. He is a teacher, thinker, coach, and friend with the unique ability
to help executives look at problems from a variety of principled perspectives, to think through
and strategize in new ways and to take appropriate, highly focused, ethically appropriate
action. He has personally counseled, coached, and guided thousands of executives in
organizations large and small across the U.S. and from many cultures representing
government; the military and defense industry; the agriculture, banking, computer, financial,
food processing, health care, insurance, paper, real estate development and
telecommunications industries; cooperatives; trade and professional associations; and
non-profit agencies. He is one of the few who can and truly does coach CEOs.

“An accredited member (APR) of the Public Relations Society of America (PRSA) and a
member of its College of Fellows (Fellow PRSA), Mr. Lukaszewski is a member of the
PRSA's Board of Ethics & Professional Standards and is active in the Counselors Academy,
the Corporate, Employee Relations, and Public Affairs/Government Sections and the New
York City Chapter. He is also a member of the Center for the Study of the Presidency, the
International Churchill Society, and The Issue Management Council. He is an Adjunct
Associate Professor of Communications at New York University's School of Continuing and
Professional Studies and has served as a civilian advisor to the United States Marine Corps
and several federal agencies. He lectures annually at the U.S. Marine Corp's East Coast
Commander's Media Training Symposium and is an internationally recognized speaker on
crisis management, ethics, media relations, public affairs, and reputation preservation and
restoration.

“Lukaszewski received his B.A. degree in 1974 from Metropolitan State University in
Minnesota. He is a former deputy commissioner of the Minnesota Department of Economic
Development and assistant press secretary to former Minnesota Governor Wendell Anderson.
He founded Minnesota-based Media Information Systems Corporation in 1978. Prior to
founding The Lukaszewski Group Inc. in 1989 he was senior vice president and director of
Executive Communication Programs for Georgeson & Company and a partner with Chester
Burger Company, both in New York City.”

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2000, 16 pages with two flowcharts. Order #DR511.

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