3 Tips for Handling a PR Crisis
By Kaitlyn Wynn
Communication crises happen all the time in the world of Public Relations. When this happens, it can mean the downfall of an organization, or an opportunity to make it better. Though you may not be a Crisis Communication Expert, it is still important to know a few basic principles to ensure your company comes out on top.
Tip #1- Take Responsibility
When faced with a crisis, it is important to get out in front of the issue and take responsibility. This shows your clients and customers that you recognize the problem and are working towards fixing it. Blaming the issue on someone else or deflecting to a different matter altogether tells people you don't think you did anything wrong and you're probably not going to change anything to ensure it doesn't happen again. The most important thing during this time is not assigning blame, it is keeping the trust and faith your clients and customers have in you. So, take responsibility and work to make the situation better.
Tip #2- Be Honest and Transparent
Just like it's important to take responsibility for an issue, it is also important to share what you're taking responsibility for and what your plan is to make things better. Don't share half of the truth in hopes to avoid further scandal- because most likely, the rest of the story will come out eventually and then your credibility will be tainted. It is important to get out the entire story before someone else has the chance to break the news and change up the story.
Being open and honest about the situation also increases the customers trust that something is being done to correct it. This is an opportunity to establish your organization/business as one who is continually honest with the public.
Tip #3 - Be Better
After you've taken responsibility and been transparent, it's time to implement change. Whatever the situation was, chances are there is something you can do to grow from the experience. Recognize what this is and use it to become a stronger organization. Your business could come out of this with strengthened customer trust, higher employee morale, and maybe even some free publicity!
Time is of the essence in crisis situations, which is why it is so important for all of us to know a few basic crisis-averting principles. Check out the 13 Golden Rules Of PR Crisis Management (forbes.com) if you want to read more on PR crisis communication.