How to handle a PR crisis: Best practices for professionals
How to Handle a PR Crisis: Best Practices for Professionals
Public relations is an essential part of any business, but it's not always smooth sailing. No matter how well-prepared and experienced a PR professional may be, there is always the possibility of a crisis. Whether it's a scandal involving a high-profile client or a negative news article, a PR crisis can damage a company's reputation and bottom line. That's why it's essential for PR professionals to know how to handle a crisis effectively.
Steps to Take When Dealing with a PR Crisis
The first step in managing a PR crisis is to identify the problem and its scope. You need to quickly determine what happened, who was affected, and how extensive the damage is. Once you have a clear picture of the situation, you can start developing a plan of action. Here are some critical steps to take:
- Assume Responsibility: It's essential to take responsibility for the situation, even if the problem was not directly caused by your client or company. By owning the issue, you demonstrate that you are taking it seriously and will work towards resolving it.
- Be Transparent: Honesty is always the best policy when it comes to dealing with a PR crisis. Be upfront about what happened and what you are doing to address it. The more transparent you are, the more trust you can build with your stakeholders.
- Act Quickly: A PR crisis can escalate quickly, so it's essential to act fast. Develop a crisis communication plan that outlines who should be involved, what information needs to be communicated, and how it will be shared. This plan should be in place before a crisis occurs, so you can have a strategy to follow.
- Offer Solutions: Instead of just apologizing for the situation, offer up solutions to the problem. This demonstrates that you are taking concrete steps to resolve the issue and not just going through the motions of damage control.
- Monitor the Situation: Once you have a plan of action in place, monitor the situation closely. Keep an eye on social media, news outlets, and any other channels where the crisis could escalate. This will allow you to respond quickly if needed.
Examples of Companies That Handled PR Crises Effectively
There are many examples of companies that have handled PR crises well and earned back the trust of their customers. One of the most notable is Johnson & Johnson's response to the Tylenol poisonings in the 1980s. When several people died from taking tainted Tylenol capsules, Johnson & Johnson took full responsibility for the crisis, recalled all of their products, and worked to develop tamper-proof packaging. By being transparent about the situation and taking decisive action, Johnson & Johnson was able to regain the trust of their customers.
Another example is Starbucks' response to an incident in Philadelphia where two black men were arrested while waiting for a friend. Starbucks CEO Kevin Johnson apologized for the incident, implemented bias training for employees, and met with the two men to discuss how they could move forward together. By taking responsibility for the incident and working to address the deeper issues at play, Starbucks was able to demonstrate that they were committed to creating a more inclusive environment.
Wrapping Up
Dealing with a PR crisis is never easy, but by following these best practices, you can minimize the damage and get back on track. Remember to take responsibility, be transparent, act quickly, offer solutions, and monitor the situation. These steps will help you build trust with your stakeholders and demonstrate that you are committed to resolving the issue.