What would you do if your product inadvertently caused illness or injury? How would you handle a scenario where the media was calling you demanding answers concerning negative comments someone was making relating to your business?
On the whole, generating publicity may be a positive promotional tool, but it's wise to be prepared should your relationship with the media turn sour. Here are five steps to require to manage a crisis that spills over into the media.
1. Respond quickly. The longer you wait to comment, the additional seemingly a journalist is to seek negative comments from others, or worse, say that you're refusing to comment. Nothing screams 'guilty' faster than a response of 'no comment'.
2. Be honest. It's no use attempting to cover the facts or blame someone else. The media will see through it immediately. The general public and a journalist can be a lot of willing to forgive an honest mistake than a calculated lie. A lie can be much a lot of damaging to a business than the reality (no matter how dangerous the truth would possibly be).
3. Provide as much data as you can. If you're not informative, the media and the general public can create their own rumours and return to their own conclusions. Best you put forward all the facts you'll be able to therefore the house isn't filled with inaccuracies that are usually tough to rectify once they're in the general public domain.
4. Show you care. If something your business has done has hurt, injured or upset anyone, it is vital to point out you care about the apparent victim. Saying it is not your responsibility, or offering no resolution or recompense won't win you any points in the eyes of the public. The worst thing you'll do is to attempt and avoid accepting responsibility however then be bullied into it every week or 2 later - the general public can assume you have solely taken a better course as a result of of mounting pressure, rather than a need to create amends. Typically, even a easy apology will diffuse a negative situation.
5. Listen. You'll have a terribly strong idea of what went wrong and the way you would like to repair it, however this could be fully at odds with public opinion. You can learn a ton by taking note of your shoppers and customers and maintaining a sensible two-means relationship.
Whereas crisis management on the dimensions of a national disaster or major corporate issue may never be a downside you need to face, using the higher than ways when faced with any criticism or drawback will help diffuse a negative state of affairs quickly and effectively. Good PR skills can be used across all areas of your business - whenever you come into contact with your customers.
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Barbara K Howard has been writing articles online for nearly 2 years now. Not only does this author specialize in PR, you can also check out his latest website about:
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