Top 12 Concerns in a PR Crisis
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Remember always that you will be tried first in the court of public opinion.In today's world of instant, online communication and 24-hour news channels, your first concern must be surviving long enough to have to worry about potential litigation. That means a rapid response to any crisis.
Use a triangular team for decision-making. The points on your triangle - the members on your team - must include an executive with absolute decision-making power, in-house and outside legal counsel, and in-house (if available) and outside public relations counsel. Outside PR and outside legal counsel provides expertise that is unfettered by internal organization dynamics and conflicts.
Get your story out fast, first, and fully. First to market has greater credibility and retention. If you don't tell your story someone else will tell it for you. Empathize with any damaged parties.
Every story has a hero and a villain. Choose who you want to be and behave accordingly. Careful strategy can move you from villain to hero status. Take the high road in all matters.
Turn talking points into action points. By focusing on a solution, you direct the story away from the crisis, moving it from bad news to good.
The media is a conduit, not the enemy. Use it. When you're speaking to the media, you're not just talking to the reporter in front of you. Over his or her shoulder are all of your stakeholders: stockholders, directors, employees, customers, competitors, regulators, vendors and others that need to know you are in control of the situation.
Next issue - six more top concerns.
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