PR Briefs

“A successful person is one who can lay a firm foundation with the bricks that others throw at him or her.”
- David Brinkley

How to Manage Bad News and Minimize the Effects of Negative Publicity

Even the most honest agencies operating with the best intentions can find themselves in the limelight of negative publicity. Follow these suggestions for minimizing the damage:

When a Crisis Hits…

• Respond within 24 hours.
  You will look guilty if you take longer. Since the negative publicity is more likely to penetrate public opinion, hold a news conference if you can.
  
• Prove that you are solving the problem.
  Be sure to clearly state that you are taking steps to improve or rectify the situation.
  
• Demonstrate leadership.
  The president, CEO or other top official in your agency should be the one to address reporters. A top official will be more credible than a spokesperson.
  
• Be accessible to the news media.
  Make phone calls from the media your top priority. Avoid having them transferred to your voice mail. You will appear like you have something to hide if the media can’t reach you.
  
• Be honest.
  If you lie, it is likely you will be caught, and your crisis will snowball.
  
• Show concern.
  Demonstrating you care about the people affected by the situation will help you win the public’s understanding.

When Interviewing with Hostile Reporters…

• If they keep trying to get you to answer a question you don’t want to: Tell him or her that you are “not in a position to answer that” and explain why.
  
• If they ask unfair questions:
  If you don’t agree with how a question is being asked, say so.
  
• If they repeat questions:
  Repeat your answers.
  
• If they ask questions paraphrasing your comments in a way that misrepresents your position:
  Say “No” to the questions and restate your position.

Source: http://www.cucliscommunications.com/crisis.html