I’ve been asked to teach a one-day workshop at a local university this fall on Communicating in a Crisis so I’ve been spending hours reviewing my notes and materials from the many high profile events that I’ve worked on over the years. I’ve written in the past about the three things the public expects to hear in a crisis. They are; I’m sorry, I’ve fixed it, it’s never going to happen again. Those refer specifically to the event that has caused the crisis.
Here are three more essential actions that every organization needs to do when a crisis presents itself;
1. Act quickly but not impulsively. The first things you do and say in a crisis will set the tone for everything that follows. The longer you delay in responding, the more you allow someone else to set the agenda. Make sure, however, that your messages are sound. And don’t speculate.
2. Remember internal as well as external audiences. Employees can be your advocates or your enemies in a crisis. Keep them in the loop as much as you can. Also, if you already have a solid reputation among your stakeholders, be prepared to draw on your advocate army to help preserve that reputation.
3. Make every decision defensible. At some point the crisis will be over and you may be judged more on how you handled things than on what really happened. As chaotic and confusing as things may be when the crisis strikes, things will eventually calm down and the rebuilding of your reputation will begin. There may also be regulatory or customer fallout to deal with and decisions made during the crisis will be scrutinized.
My last post was written for journalists, to explain why the head of a company might not be inclined to drop everything to do a media interview (Hey You Reporters, Get off my Lawn). I remember from my days as a journalist thinking that everyone, including the CEO, had an obligation to answer my questions.
I also remember the many calls from cheery-voiced PR flacks who actually did want me to interview their CEO so that they could promote some new product or service. Often I was rude. A journalist’s day is always busy and I felt I needed to get on with the real news.
So, now that I’ve switched sides this is an apology of sorts to those cheery-voiced flacks and a wake-up call for smug journalists who like to torment anyone in public relations. They may have to phone you to pitch a story but that doesn’t mean they have to like you. In fact, here are six reasons why PR people hate reporters;
- Reporters won’t return calls for a good news story but they scream bloody murder if PR people don’t call back immediately during a crisis.
- Reporters never let the facts get in the way of a good story.
- Reporters will interview any crackpot who voices a contrary opinion even if an overwhelming majority is in favour of something.
- A PR person might spend the entire day lining up interviews and the Reporter will cancel at the last minute without so much as an apology. But if something happens a day later, the Reporter expects the PR person to set up the interviews again.
- Reporters never do a follow up story when a problem has been fixed.
- If a PR person tells a Reporter something off the record, it doesn’t necessarily mean it’s off the record. Reporters often print the information anyway and might even use the PR person’s name if it will make a better story.
Over to you, my PR colleagues – did I leave anything out? And I’m happy to give equal time to any reporter who wants to make a rebuttal.