Page 140 - Crisis Communication Practical PR Strategies

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Negative Press and How to Deal with It 121
Mitigate impact with proactive response

Second, consider that in most cases you are likely to know that
unfavourable news is coming before the first article appears. Journalists
should give you the opportunity to respond, in advance of the story’s
publication, to any affront to your company. Legitimate journalists
operate within a well-developed code of ethics regulated by organiza-
tions such as the US Society of Professional Journalists (www.spj.org).
Examples of the types of tenets upheld by this professional group
include:

seek truth and report it;
minimize harm;
act independently;
be accountable.

It is important to recognize these and other journalistic standards
because, if you are the target of a negative news story, reporters should
uphold these principles. If they fail to do so, you may seek the involve-
ment of the publication’s management, request corrections or pursue
legal action.
One important guideline for journalists is that the subject of a story
should never be surprised by its content. The reporter should contact
you and give you the opportunity to offer comment regarding every
negative accusation or slight against your company before the story
appears. This response is your first opportunity to manage your way
through negative news coverage and it should never be ignored.
The best way to formulate such a response is as follows:

Involve top leadership. The chief executive and other principals of
the firm must be involved in the decision-making process, defining
the company’s position and the development of the message.
Do the right thing. If your company has done something wrong or
created a problem for someone else, work to right the situation in
the way that you treat employees, customers or neighbours. This
may cost the company money and time, but it can also help you to
maintain your reputation. Tangible actions speak volumes and will
take you far in your efforts to control the damage resulting from
negative incidents.
Understand that your first reaction is important and will shape your
future relationship with the media and the credibility of your image
with the public. Any reporter who calls should get a return phone
call, and every response to a journalist should be well formulated.