My PR Crisis Surivor's Guide
Author:
Kathy McShea
Published: February, 2009
Somewhere in the depths of my files on public relations, I laid my hands on what I named a ”crisis survivor guide” – the origins of this document have long since faded, but the top ten list is well worth keeping in mind we think about lessons to learn about the “Purple Tunnel of Doom.”
10 Tips to Survive a PR Crisis
10. Consult emergency crisis plan and map of personnel to call.
What do you mean you have no plan? Have a plan!
First, do no harm – your words have consequences. Make sure they are the right ones.
One person handles the crisis from beginning to end.
9. Know what you want to say and say it.
Don’t babble. Have a message, know what you want to say and say it. They say it again.
Know who you are talking to and what you are trying to accomplish.
Don’t answer negative questions negatively: rephrase!
8. Communicate with facts.
If you don’t know what you are talking about, stop talking!
If you don’t know the answer, say “I don’t know”.
Never assume your comments are off the record.
Never lie (or speculate) … you won’t get away with it.
7. Make yourself available to respond to media or to the crisis team leader – or the stakeholders/community!
Don’t think journalists – the mainstream media or the citizen journalists -- are your enemy. They have jobs to do and are critical to your ability to communicate effectively.
Don’t think journalists – MSM or the blogosphere -- are your friends. They don’t owe you any favors and don’t expect any.
Be open and accessible to the stakeholder leaders
Don’t make things worse; If you don’t have an answer, give a reason
6. Do not discuss unsubstantiated allegations or legal matters.
Don’t discount a crisis or assume it will go away. Conversely, don’t turn a simple problem into a crisis.
Carefully analyze the situation and respond accordingly.
Don’t let a lawyer be the spokesperson
5. Monitor all print, TV, radio coverage and social media channels in order to cite and correct errors which may be reported.
Never say anything you don’t want to read on the front page of tomorrow’s newspaper.
Don’t be afraid to comment in the social media and keep the conversation two-way.
Be sure to use news feeds and alerts on your published Web comments so you get real-time notice of developments and aren’t caught behind the curve
4. Don’t further debates, try to end them.
Don’t ascribe blame -- accept blame when you are at fault.
Put events in context, but remember: your job is to bring the story to an end
3. Don’t get angry and never argue.
As Mark Twain said, never get in an argument with someone who can buy ink by the barrel
Convey respect to the individuals or groups that have a grievance with you
2. Speak with compassion, empathy, honesty and commitment.
Put people first: show sympathy to the victims.
Be honest: disclose everything because you will have to eventually…off-the-record doesn’t exist.
1. Don’t Be Defensive! But apologize when necessary.
Remember your reputation is on the line.
Follow up with media contacts and stakeholders/grassroots groups to demonstrate steps taken to avoid future crisis or to provide additional information demonstrating that the problem is solved.
Discuss
Are there any tips you would add to this list?
And to evaluate a recent PR crisis: from my point of view the folks in charge of managing the "purple tunnel of doom" fiasco missed the boat on all 10 on my list - at least at the beginning. Agree? Disagree? Discuss!
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