Page 138 - Crisis Communication Practical PR Strategies

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9 Negative press and

how to deal with it

No ostriches need apply

Elizabeth Seigenthaler Courtney
(United States) and Willem Buitelaar

(The Netherlands)

Introduction

Suddenly and often without warning, it happens. The company or
organization that you have managed, cultivated and cared for is under
scrutiny by an unforgiving journalist or group of reporters.
Negative coverage may result from a very public incident that
shines a harsh spotlight on your company’s operations or practices. Or
it may be caused by an investigation of a corporate practice. Or
perhaps your organization is under scrutiny by a government agency
or involved in contentious litigation that leads to damaging news.
Regardless of the reason for the coverage, negative news – whether a
singular article or a seemingly endless series of print, electronic and
broadcast stories – can cause long-term damage to your company’s repu-
tation and hence its financial performance. This is especially true during
this age of electronic communication when even stories that appear on
minor news outlets can have a long and healthy life on the internet or can
instantaneously be forwarded to hundreds of people whether they are
your customers, your competitors or your shareholders.
Negative news stings, because you care about your company and its
reputation. Often, when derogatory news hits, your first concern is for
those who know you best of all – how will your employees feel? What
will your family think? How does this look to your business associates,
neighbours or friends? The very personal nature of these questions