PR AGENCY DIARIES: WHAT TO DO WHEN YOU’RE FACING A PR ISSUE
When something happens in your business that has the potential to hit the news and not in a good way, the old adage, ‘any publicity is good publicity’ may not be your best strategy. Unfortunately, no business or industry is immune to an occasional storm, whether it’s a product recall, a social media blunder, or a bigger crisis involving key stakeholders. Whatever the issue, handling these situations with finesse is crucial to maintaining a positive public image. You’ll need quick thinking, planning and sound communication to make the best of a bad situation and avoid a PR crisis.
Here at Auckland PR agency, Undertow Media, we’ve dealt with a number of blunders and accidents for our clients and have laid out some steps to guide you if you find yourself facing a media issue.
1. Preparation is key
Before the storm hits, every company should have a well-thought-out crisis communication plan in place. This plan should outline potential scenarios, key spokespeople, communication channels, and a clear escalation process. Identify the core values of your brand and ensure that your crisis communication plan aligns with them.
When a PR issue arises, time is of the essence. Having a plan in place streamlines the decision-making process, allowing your team to respond promptly and effectively. Super efficient companies conduct regular drills and simulations to ensure that their team is well-versed in the crisis communication plan, ready to implement it seamlessly when needed.
Even if you don’t have a crisis comms plan at the ready, the best thing you can do to prepare for a rainy day is to get some chips in the bank and start sharing your good news stories. Build your reputation with the public, make friends in the media and do good in the community so that it’s not all bad news when an inevitable issue takes place. In the future, when someone googles your company or name, it’s not the best look if only your missteps show up.
It’s a good idea to get your senior leaders and potential spokespeople into some media training too. Even if they never have to front a crisis, the skills they build from the sessions around shaping their key messages and using concise, effective communication will be useful in their day to day.
Note: If an issue has caught you off guard, all is not lost. You’ll just need to think and plan quickly and it’s wise at this point to engage a PR agency if you don’t already have support.
2. Put together all pieces of the puzzle
Think like an investigator or a journalist and list all the possible questions that could arise from the situation. What happened? Why did it happen? What happened immediately prior and after? Who was involved? What is their involvement with the company? How long have they been an employee? Who was the first responder? What is the company policy for xyz? List absolutely everything and make sure you speak to people on the ground to gather as much information as possible. If it’s an accident involving serious injury or loss of life, your company’s most senior person should consider making their way to the scene as quickly as possible to gather the information and offer support first hand. Not only is this a good look internally, but it hastens the process (and in an emergency, going out quickly with something is critical) and ensures you are hearing recounts first-hand.
When engaging a PR agency, give them all of the information you have obtained. They are there to help and can only work with the information they’ve been provided. You will get ultimate approval of what is said, and their job is to craft the message into the most logical and best light possible.
3. Engage your support partners
Engage your legal team and PR support as soon as possible. Establish the roles and responsibilities of each – legal will make sure your response is above board and outline any catches and liabilities, while PR will craft your communication for media and stakeholders and anticipate media moves. As PRs, we need to have a good understanding of the law but we’re not the experts in that field, just as lawyers are not experts in media and communication. Don’t get it mixed up.
Using legal helps you stick to the letter, but often times it can come off as canned and unempathetic when this is exactly the opposite of what you are wanting to demonstrate publicly.
A PR agency brings an outsider's perspective, offering valuable insights and strategies that may not be apparent to an internal team. They have experience dealing with a variety of issues and can provide guidance on effective communication, stakeholder management, and reputation repair.
Good PR agencies also have established relationships with media outlets and you’ll be wanting as many allies as possible when you’re up against it.
4. Front up, fess up and fix it fast
You’ll probably be saying a couple of colourful Fs if you have a media issue brewing, but after you get that out of your system, try saying these ones: Front up, Fess up, Fix it, Fast. Someone smart came up with this line and we still stand by it today (if you know who coined it, please let us know so we can give credit where it’s due). In the age of social media and online news, stories travel at lightning speed. A prompt and transparent response is crucial to managing a cock-up successfully. Delayed or evasive communication can make it far worse, leading to a loss of trust among stakeholders.
Front up and don’t hide from the issue. If it makes for a good headline, it probably won’t go away (although note that a good PR agency will be able to assess this for you and let you know if it could snowball or if it is likely to fizzle).
Fess up and acknowledge the problem and take responsibility if it in fact lies with you. You’ll need to look at this piece objectively and be very honest with yourself. Don’t lay blame if it’s not true, but if it is, work with communications professionals to ensure the language you use is carefully crafted to get this point across without looking like you’re passing the buck.
Fix it and provide a clear outline of the steps your company is taking to address the issue. Sometimes, saying your company will review the situation carefully will suffice, other times you’ll need to have clear operational actions to communicate.
The key point to this part of the process is FAST. Don’t delay figuring out exactly what happened and why, who needs to front up, how you’ll communicate your responsibility and how you’ll fix it. In the absence of information, rumours and speculation can take root, causing further damage to your brand's reputation.
5. Use social media wisely: Engage, don't escalate
Social media platforms can either be a powerful ally or a formidable adversary during a PR storm. It's essential to engage with your audience on these platforms thoughtfully. Avoid confrontations, stay professional, and focus on disseminating accurate information.
Above everything, monitor the conversation closely and make sure the person posting and responding to comments is skilled and equipped with the most up to date, accurate info. Social media can be a valuable channel for rebuilding trust and showcasing your brand's dedication to transparency and accountability, but it needs to be done right.
In a nutshell, handling a PR issue requires a combination of strategic planning, swift action, and effective communication. By preparing in advance, responding transparently, using social media wisely, and consulting a PR agency, companies can navigate these challenges with confidence.
If you’re stuck with an issue brewing now, or if you feel it’s time to start getting some chips in the bank for a rainy day, get in touch for a chat about how we can help.
