Page 139 - Crisis Communication Practical PR Strategies

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1 120 Crisis Communication
leads to the often-precarious way that executives react to negative
news coverage. Business is personal and any attack on your business
seems like a personal attack. The natural response is to react person-
ally and, hence, defensively. On the flip side, a well-conceived, appro-
priate and strategic response to negative news can mitigate damages
while paving the way for your organization’s complete recovery.

Prepare early and often

First, regardless of the size or purpose of your organization, always be
prepared for the possibility of negative news coverage. If you are open
for business, you may be subject to media scrutiny at some point. Just
as you plan for your company’s continuity in the event of a physical
disaster, prepare to manage your organization’s reputation through a
period of negative news coverage related to a crisis. Several important
steps include:

Make certain that your company has sound financial, human
resource and operational policies and that employees at every
level of the company understand them. Errors that create crises
sometimes occur, yet many of the most serious incidents are pre-
ventable with sound policies, rigorously enforced.
Determine who in your organization will serve as a spokesperson.
This person should be in a management or public relations role
and be calm and articulate.
Ensure that this individual has appropriate media training. Find an
independent coach who can help you anticipate tough questions
and your company’s response before the negative coverage occurs.
Prepare professional and factual materials that define your
company. Always have a current company profile or fact sheet that
details your organization’s mission, philosophy and executive
team. This information should also be posted on your website.
Get to know the media outlets that cover your organization. These
include local news and business outlets in the community in which
your company is based and industry trade publications. Subscribe
to those publications and follow their coverage of your commu-
nity’s businesses or your industry.
Get personally acquainted with the media personnel in your area.
Take the time to invite reporters from your community to get to
know your company. The more they understand your business
now, the more accurate their coverage will be when your company
is under scrutiny.