One of the most important aspects of Public Relations is crisis management. It is crucial for any PR professional to know how to handle a scandal before it erupts to help keep the ideals and image of the client in tact. This is an extremely difficult and daunting job- each of the decisions you make during crisis management are extremely important and dictate the future of the client. You must think through every possible outcome because their image is pretty much walking an extremely thin line. However, I believe with the right mindset you can face crisis management head-on and do what needs to be done.
Here are my tips for facing crisis management, as scary as it may seem:
1) Leave your emotions at the door.
This is easier said than done. Depending on the situation you are in, you might feel a variety of emotions ranging from anger, sadness, embarrassment, etc. As humans, it is normal to feel these feelings, but as PR professionals, we have to put all of that aside, put our superhero capes on, and face the problem. Plus, emotions might fuel a biased decision or something spur of the moment. Neither are good! Stay calm, stay level-headed, and make thoroughly-planned decisions. You'll be commended for your strength through these trying times, I promise!
2) Face the music.
You're in a crisis- obviously something did not go according to plan. Instead of shying away, denying, or making an excuse for it, take blame where it is due. This isn't just for the press- if your client slips up, there are going to be a lot of people looking right at you. Again, keep your cool. Accept blame where it is due, but I strongly advise not to play the blame game. Look at the situation for what it is and move forward. Don't dwell on the fact that it happened- you've got more important things to do.
3) Take advice, but don't listen to every opinion.
When faced with a scandal, everyone and their mother is going to have something to say about it. You will be faces with a lot of opinions from everyone around you. You have to learn to take the advice that could help you with the situation, but ultimately stick to your own guns. Your client hired you to maintain their image, and the job is yours to complete. Don't get caught up in the water-cooler talk.
4) "No Comment."
Overdone, sort of gives away the fact your client is in trouble, and reporters hate it. But when in doubt, and before any planning has transpired, use it. "No comment" is better than an unfortunate soundbite.
See the situation for what it is and face it however you choose. Everyone will have their own technique and spin regarding the way they handle these issues, but it is important for everyone to remain calm. Do not get so wrapped up in the negativity that it takes a negative toll on you! Your job is to be the one who shows everyone, including your client, the light at the end of the tunnel.
6)Keep the client trust in tact.
These can be really difficult emotionally for them, so it is important that you keep that relationship strong. Be there for them, value their opinions and wishes, and do not do anything without their consent. They might be vulnerable at the time, but your care and effort will not go unnoticed later.
Do not dwell on mistakes. Crisis management time is high-stress, and throughout your career you will do things that you could have done better. Learn what you have to in order to grow and make yourself an even better PR professional. Embrace your mistakes as learning lessons. It'll only make you better equipped in the future and you'll be ready to tackle the next crisis.
I hope this helps! Have a good week, everyone!
xxx
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