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By ELIZABETH
KIRKLAND
MBJ Staff
Writer
VICKSBURG
– When Michael Logue formed E-Power PR, LLC, he hoped he
would be able to assist in defeating the misinformation public
relations campaigns can sometimes result in.
“Mississippi businesses,
economic development agencies and government entities lose
millions of dollars in costs associated with public
misinformation campaigns launched by activist groups and
individuals,” said Logue, the CEO of E-Power PR.
To combat this, Logue
developed a low-cost, high-impact process he maintains is 100%
effective in eliminating unnecessary delays and costs
associated with “public involvement, public misunderstand,
irresponsible journalism and unjustified attacks.”
Logue’s process works by
first establishing a 24-hour virtual information center for
the company, government agency or industry.
The information center works
somewhat like an Internet gateway, saturating the public with
information using the site and e-mail.
The site is also open to questions from clients or
customers.
It normally takes us about
seven to ten days to resolve a problem,” Logue said.
“What we do is completely open the project or
organization up to the public and let the public tell us what
their concerns are, what the myths are that are floating
around, then saturate the public’s need for information.”
The problem with the
traditional method, Logue said, is that public information
officials are given information which they then give to the
media or shareholders, whatever the case may be.
This method can work, but the media does not devote
entire sections or newspapers or airtime to any one issue.
The 24-hour service Logue provides with E-Power PR
answers every question and talks the public or shareholders
through any issues they have.
There is also a section for
the media to ask and obtain answers to their questions.
“We allow the media to
quote our client on anything in our Web site,” Logue said. “When they do contact us with a question, a virtual media
center is set up and the question automatically goes to four
different mailboxes. This
frees up clients to go about their normal routines.”
Thus
far, the media and Logue’s clients have responded positively
to E-Power PR’s process.
Logue, a native of Vicksburg,
with a degree in mass communications Mississippi State
University, and a master’s in mass communications from
Mississippi College, said there are hundreds of projects and
proposals in Mississippi and the nation that are being
“stymied by misunderstanding.”
Or worse, by public information activist campaigns.”
Some involve innocent public
misunderstanding that turns into conflict, Logue said.
However, even a relatively minor problem could mean a
business, industry, etc. may suffer the loss of up to
$500,000.
“It affects you in ways you
don’t think of, like increased correspondence, meetings and
stress,” Logue said. “Public
conflict takes a heavy toll.”
For example, delays
associated with public crises would cost one client in
particular of Logue’s about $2 million a day.
That means the economy of an entire community could be
in serious trouble, he said.
Two-way
communication
“The most important aspect
of E-Power PR is the two-way communication,” Logue
explained. “I have people who have written me on an issue they’re
violently opposed to. But,
when the walls come down between us and the public, those
people shrink back into wherever they came from.”
Although, Logue added, “We
never attack, never criticize the public.
No group or individual appreciates being attacked by
anyone. Our job
is to mediate between the client and the public using virtual
tools.”
Anna Schoonover, president of
Solutions, Inc., a company specializing in wetlands
consulting, is experienced in dealing with disputes.
E-Power
PR has the ability to resolve conflict almost instantaneously,
she said.
“Having been on the
regulators’ and on the private side, I think E-Power PR is
going to benefit the regulators because they won’t have to
answer phones in order to answer questions about things that
will be answered on the web site,” Schoonover said.
“And it helps the general public.”
Contact MBJ staff writer
Elizabeth Kirkland at ekirkland@msbusiness.com
or (601) 364-1042.
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