Page 115 - Crisis Communication Practical PR Strategies

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wrongdoing, appropriate compensation or apologies are made and
the public should be informed that these actions have been taken to
address the problem.
PR crisis management requires an internal communication plan as
well as an external plan directed at the larger public, so that the
message is consistent and reinforced at every level. The internal plan
must ensure that all key members of the organization are informed of
the facts that have been gathered and the organization’s message. A
single spokesperson should be designated, whether it is a top execu-
tive of the firm or the PR consultancy, to deal with the issue of fraud.
Once news organizations suspect that fraud is involved, they may try to
speak to individuals in the accused company or to the victims to get
another perspective. If all key personnel, including consultants who
may work with the organization, are in the loop and working as a
team, your message will come through with clarity.

Conclusion

Whenever fraud becomes an issue, the PR crisis management team
must act with a sense of urgency appropriate to the high stakes that are
involved in protecting or restoring an organization’s reputation. Time
is critical and each day that follows accusations of fraud or victimiza-
tion by fraud should be treated as if the firm were promoting its side in
a public referendum. A successful outcome requires a total commit-
ment by all parties that have a stake in such a result. It is the challenge
of the PR crisis management team to make that clear and use that
sense of urgency to override inertia and take the necessary steps to
protect or restore the organization’s good reputation.