Writing for Wired.com and drawing from her experiences with both Google and Twitter, Karen Wickre offers some insights as to how to respond to a PR crisis, and how to keep your PR team focused on that same response. Beginning with identifying the type of problem at hand, whether self-inflicted, or due to unanticipated data error, public misinformation, or outside forces, she also offers a shared process for developing a response.
Consisting of six stages, this process includes:
- Performing internal fact finding — find out where the problem first started.
- Gather the team — identify those within the company who have the expertise in the issue that’s being faced.
- Make a public statement — even if you don’t know the solution, acknowledge that you’re aware of the problem.
- Keep employees informed — make sure those within the company are aware of what’s happening, and don’t let them get surprised by announcements from outside the company.
- Be aware of media members — work to establish relationships with members of the press who may be covering the story, and respond to them in a timely manner.
- Not everything has to be in house — recognize when you may need outside expertise or additional assistance, whether legal or professional.
Sources:
https://www.wired.com/story/what-really-happens-inside-a-pr-crisis-war-room/
http://www.dmnews.com/social-media/bad-news-can-move-at-the-speed-of-light/article/675862/
