Public Relations nightmares don’t happen often thankfully, but they do happen and not necessarily to “evil, corporate empires.” Mistakes, big or small, can happen to any business. Bad things happen to good companies. To err is human, but the problem is forgiveness isn’t the market’s first reaction. No matter what, your company’s response should adequately address the issue. If it’s a minor thing, don’t blow it out of proportion. If it really is a big deal, don’t downplay it. Stuff happens, and how you react will help determine how you rebound. There are things you can do.
A Spokesperson Sets the Tone
Start with a spokesperson. You might engage a PR firm who can provide help with that. At minimum designate an employee that can speak on the company’s behalf. The owner of the company, or company president, shouldn’t take the role of spokesperson. It’s better – especially in the beginning – to address an issue from further down the chain of command. If you start at the top, there’s no higher authority to move up to. A spokesperson’s presence tells the public, “This is important enough to address, but not necessarily worrisome.” You bring in the big guns down the road, not in the beginning. Let the choice of a spokesperson help set the tone.
Make Friends in the Media
Public Relations is easier when you’ve been proactive. Whether or not you hire a PR Firm, or have your own people, develop a relationship with the local media. Get to know reporters that report on your industry. Have a protocol in place to handle any issues on social media. It’s a good way to get the word out, depending on the circumstances.
Take Control of the Story
If there’s a problem, get out ahead of the story. That allows you to control the narrative, at least for a while. Be honest. If there’s something you don’t know yet, admit it. There’s a natural inclination to “spin” the story into a more favorable direction. That’s expected and accepted, but don’t lie. Spinning is something of an art form. It’s shining the best light on the problem. After a loss, a football coach says, “I thought we did a pretty good job containing their offense, no other team has held them under 20 points.” You can emphasize whatever positives you can find, but outright lies will have your message spinning out of control. Your credibility will be shot.
Good PR is often an overlooked aspect of marketing. We’ll take your questions now.