In Crisis, Will You Sink or Swim?
Image by Todd Coats
Media Relations
01.19.2009
Sec. Paulson may not be named Time’s “Person of the Year,” but he has to be applauded for knowing the No. 1 rule in crisis communications — be available.
In times of crisis, companies often switch into panic mode and shut off lines of communication. Spokespeople are suddenly unavailable, and the words “no comment” get translated into “guilty as charged.” But if you’re not keeping an open line with the press, they are going to find answers elsewhere. Then you’ve lost control of the message.
Sec. Paulson didn’t have many answers that day, but by being available for questions, he took command of the situation and demonstrated that he was committed to correcting the issues at hand.
Remembering the basics of crisis communications will help you navigate through troubled waters and get back on solid ground.
Be Available. To emerge with your reputation intact, you’ve got to communicate quickly and effectively with the media. The story is going to be written whether you talk or not. Do you want to control the message or have it control you.
Be Responsive. When under fire by the media, it’s easy to get overwhelmed and lose confidence in your ability to respond effectively. Communicate commitment to your audience by delivering crisp and confident key messages.
Accept Responsibility. If you’re responsible, admit it. The public will respect your honesty and that will help you re-establish credibility more quickly. Rebounding may take time, but not nearly as long as being caught in a cover-up.
Make it Personal. Nothing says “I don’t care” like an emotionless tone or face. Keeping your cool is important, but balance calmness by showing that you’re human. Although the situation is unsettling, your empathy will be appreciated
Be Proactive. Don’t wait to be hit — strike first. Anticipate negative media coverage by working with reporters as they develop their stories.
Crisis communications is a critical element of every PR toolkit. And if you play by the basic rules, you can turn a crisis into an opportunity to strengthen your reputation.
