Darren Wilson

Representing Ferguson, MO

People who dislike confrontation should avoid crisis communication. It is all about confrontation, often with your own client.

Denise Bentele, CEO of Common Ground, the PR firm hired by Ferguson, Missouri, which has been rocked by protests and commentary following the shooting death of an unarmed African-American teenager by a white police officer.

Bentele and her St. Louis-based PR team face a tough job. Michael Brown, the shooting victim, died from six gunshot wounds, two to the head. His bleeding body was left uncovered on the street where he was shot for an uncomfortably long time. The police chief refused at first to disclose the name of the officer who shot Brown. Police responded to protests by brandishing military-style armor and weapons. Businesses in Ferguson were looted. Journalists covering the protests were arrested. Scenes flashed across national TV news broadcasts of bedlam in the streets.

It would be fair to say life in this St. Louis suburb pretty much has changed forever. Scrutiny will be intense in a place that has a black majority, an all-white city council and just a handful of black police officers.

Providing crisis communications to Ferguson would be daunting for anyone. Bentele discovered daunting included negative public and professional reaction to her hiring. In addition to the typical rants about hiring a PR spin machine, Common Ground was assailed for the ethnic makeup of its staff.

Bentele defended her firm's involvement, saying she and her team were brought in to help Ferguson field "the overwhelming number of media inquiries" the city received daily. Bentele also said she recommended Ferguson hire The Devin James Group, a black-owned firm, to assist on community engagement.