If you have viewed our website, you clearly see that one of the services we provide is crisis communications, or reputation management as it has come to be called. Organizations — commercial, nonprofits and institutions — sometimes find themselves in trouble and they need expert PR counsel to try to contain whatever public damage may result.
This is not an essay on crisis management, but rather one small aspect of the process. And that is determining when a crisis is really a PR crisis; and when action should be taken or perhaps it is best to lay low.
These are simple questions with no easy answers. Every potential crisis situation is different. Every organization is unique and the events that may occur are endless. Sometimes the organization has done something wrong and it needs to make it right. Sometimes an organization is wrongly accused and we need to set the record straight.
But step one is always an analysis of whether what appears to be a PR crisis truly is. The worst thing a client can do is overreact to what they think will be a public attack when no such attack is imminent. Then, they have created a crisis of their own.
When we are brought in by organizations for crisis PR counsel, the first thing we do is gather the facts and make a determination as to whether a crisis exists. Sometimes we are able to bring clarity to the situation and remind the client that the world’s eyes are not on them and whatever happened will blow over.
There is a saying in crisis PR to “get ahead of the story.” We understand and often practice this ourselves. But there have been situations when clients have been advised to get ahead of a story that hasn’t yet been written. Why write the story and create something negative unless you have to?
Reacting is usually not a good strategy, and overreacting is worse. It is a fine line, and that is why PR counselors who have been in crisis PR situations many time are invaluable in sorting out reality and helping clients understand the nuances of PR and how to develop a strategic plan that addresses all situations.
The key is preparation. Being prepared for launch at a minutes notice, but not launching until we have to. That is the key to effective and smart crisis PR.