By Josh Sommers
Posted: February 05, 2010 – 2:00 AM
My brother, David, was working in the north tower of the World Trade Center on Sept. 11, 2001. After watching, in horror, as the towers fell, we didn’t hear from him for several hours. My family was lucky. We eventually heard from him. Two of my neighbors on my block with loved ones in the towers unfortunately did not get the same call.
Newburgh Mayor Nick Valentine wants to host the 9/11 terrorist trials, including that of admitted mastermind Khalid Sheikh Mohammed, at his city courthouse. Valentine, in numerous news media interviews, said he believes Newburgh can benefit from the economic and tourism impacts, including $200 million from the Obama administration to cover security costs.
Officials, such as Orange County Executive Edward Diana, think Valentine’s idea of hosting the terrorist trials in exchange for economic and tourism profits are not worth the potential safety risks to local residents.
While not passing judgment on the merits of Valentine’s plan, 9/11 is just too close to us to make it only about the potential economic gain. The scars of the terrorist attacks run so deep in our community that the notion of “seizing an opportunity” by hosting the trials is offensive to many, as Diana stated during the past week.
While economic spin off is a rational argument, Valentine’s promoting financial gain in exchange for hosting the trials is not acceptable to a community so impacted by this tragedy.
When I develop crisis-communications programs for clients and counsel others on issue campaigns or controversial matters, we always connect with stakeholders early — before doing a media push. If you truly want success on an issue, you need to build coalitions, or at least start the process. Valentine’s admitting that he had yet to start making calls to Washington, at the same time as he did a Fox News interview, demonstrates that his push lacks a campaign focus and coherent strategy.
Valentine can certainly be credited with creating buzz for Newburgh, grabbing headlines in newspapers around the country, and even making his case on national television.
He comes up short, though, with his message. Most importantly, without building support with vital stakeholders needed to make the plan happen, it’s just a lot of noise.
Josh Sommers is president and CEO of Focus Media, a leading Hudson Valley advertising and public relations agency. He can be reached at josh@advertisingandpr.com or 294-3342, ext. 303. Read his blog at www.advertisingandpr.com. His column appears Fridays.
