Debbie Wetherhead, President, Wetherhead Communications.
Here's what you'll learn in this article:
1. How to handle public relations during a crisis;
2. That the secret is to tell the truth, tell it all and tell it fast;
3. What not to release in the event of a PR crisis.
How companies and individuals respond during a crisis leaves a lasting impression on the public -- that can cause irreparable harm or bolster confidence. Since many people make up their minds during the first minute of a response, words and actions immediately following a crisis are crucial to the outcome.
Key Messages
Keep messages simple, using only a few points.
• As a first responder: be human, empathetic and confident. Tell the public or involved constituents what you know and what you are going to do next.
• During a crisis: relay what went wrong, how it will be fixed and what will happen to ensure it doesn't occur again.
Tell the Truth, Tell it All and Tell it Fast
Get all the bad news out at once, instead of leaking fragments that prolong a less than favorable story. By releasing negative news early, the focus can shift from tragedy to remedy.
Threat of Litigation
If threat of litigation prevents your organization from admitting a mistake or issuing an apology, reassure audiences that the company is taking steps to ensure that what transpired never happens again. Be as specific as possible about the situation and all phases of a remedial plan.
Speak from the Public's Point of View
To enhance understanding, speak -- in language, content and tone -- directly to the public. Don't use technical jargon that can be misunderstood or misinterpreted by laypersons.
Do NOT Release
Don’t disseminate the following without legal and public relations counsel:
• Information that invades the right to privacy (personnel records, medical files or information provided to the company in confidence).
• Identities of injured or dead until you receive assurance that the next of kin have been notified.
• Medical condition of injured parties; queries should be referred to hospital authorities.
• Statements attributing blame or speculation about the cause of the crisis unless based on findings of official investigative agencies.
• Information about dollar estimates or financial ramifications until appropriate company officials have conducted an appraisal.
Take a Stand
After getting a crisis situation under control and initially communicating effectively about it, consider developing a platform that presents:
• Expression of reform: promise of action that will prevent reoccurrence, such as, "We've found currently accepted industry standards are not sufficient; we are improving our program…”
• Expression of responsibility: during/after a crisis, the company must acknowledge "the buck stops here," accepting responsibility for the event or management process that failed to prevent the crisis. Consider comments such as, "As (insert title), I accept it was my responsibility to …"
• Opportunity for reputation/brand building: reaffirm and prove intent/aspiration to be a premier organization.
Debbie Wetherhead is president of Wetherhead Communications. Established during 1995, Wetherhead Communications is a full-service public relations agency staffed exclusively by senior PR professionals with proven track records who deliver insightful strategic services and superior tactical execution. The firm is best known for its ability to generate positive publicity, to develop key messaging and to provide nationally acclaimed media training. For more information, contact 770-641-1520 or email Debbie Wetherhead.
Crisis Management: How to Handle PR During a Crisis.
