Crisis Communications 101

by jill ~ November 18, 2008

As public relations professionals, we are constantly at odds with two distinct but important groups: our clients who demand news coverage and the reporters who cover them.  It is a delicate balance we have to achieve - walking a fine line between offering our contacts the information they need in a transparent way and pushing the points that our clients desire to be known. 

I have never worked in crisis communications - per se - at least, not part of a crisis team for a major corporation dealing with, let’s say…. a syringe in a bottle, major celebrity scandal or widespread system failure, for example.  These are the things most people think of when they think about “crisis” in the communications industry.

But crisis communications comes into play on an almost everyday basis in what we do.  Whether it’s finessing news that been inaccurately reported, clients who violated exclusive agreements, last-minute changes to interviews, or talking clients off the ledge after an unfair article about their business is published - we deal with the crisis everyday.

In some ways, crisis is easy.  There are specific rules that should be followed, and when they are, the crisis can be averted or at least downplayed.  They are:

1. Be aware of the facts.
2. Be proactive in responding.
3. Be transparent and honest.
4. Apologize when necessary.
5. Stop talking at the right time.

It seems so simple, but these five rules can be applied to almost any situation.  The problem is that our gut instinct - and that of the client - is to sometimes do the exact opposite.  When bad things happen, our instinct often is to flee, instead of staying to defend ourselves.  I have to constantly remind myself of the rules of crisis - but when I do, and when I follow the rules and help my clients do that too, we get through it and gain consumer confidence, as well as a stronger trust among the reporters who cover our clients. 

Some crises are obviously mishandled. Take this case study in crisis communications failure for Roger Clemens and his inability to zip it.  Or perhaps you remember when Michael Richards took too long to apologize for his racist comments in a stand-up routine a few years back.

But when crisis communications works, you’ll rarely hear about that because by then the situation is diffused.  If you have a questions about crisis communications, we want to hear about it.  Email jill@mediashoppr.com and we’ll be happy to help you.