Today in my Issues in PR class, we touched on the popular area of Crisis Management, and I couldn’t have been happier!
This far in my (mini) PR journey, I’ve dealt with quite a fair share of issues that escalated into crises – which after today’s class – I’d say I handled quite skillfully. *pats back*
The most pivotal part of successfully managing a crisis is acting within the “Golden Hour” – that is – the one hour slot of time immediately following the media widespread of the issue. If you don’t, you will be unable to control the story and your comms. team will be less able to decide what your key messages are and what your company really wants to say – because the media will feed their audiences with whatever content they wish – even if they’re largely rumours … and we all know how horrible gossip can get!
At all costs, if your team can prevent a story from reaching the media, whether it be by: talking to the right people, communicating well with people or pulling the affected person(s) aside to sincerely talk them down – grab that option!
“Time and again, major problems turn into crises or worse due to lack of initial momentum to do something, to make decisions, and to begin grinding down on the problem.” Lukaszewski, 2011
So what’s your best bet? Feed the beast! If your client is the sole subject of any news portal, activate your response strategy ASAP via both traditional and social media. Begin talking to your publics and REPEAT! REPEAT! REPEAT! – always restate what you DO know, never be trapped with questions about what you don’t know!
And lastly, it is absolutely vital that your organisation is telling the truth! Be as open, honest and as transparent as possible!
Thats it!
With these tactics in the bag, you’re suited up to tackle any major crisis thrown your way.
But never forget. The mountain looks a lot bigger the closer you are to it!
Life in TWO Suitcases 