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Crisis Management: Is it true that any press is good press?

Written by: Sarah Waffle

Article Overview: How to Handle When Bad Press is Eminent

Crisis Management: Is it true that any press is good press?

How to Handle When Bad Press is Eminent

Admit the problem
If it’s clear that no one is more outraged by the event or behavior that’s causing bad press than you, it’s a lot easier to get the press to listen as you try to clean up the mess.

2. Fix the problem
If a chef in your restaurant broke health code violations, fire him. If your CFO was embezzling, clearly and obviously cooperate with investigators. Whatever the problem, have a clear, concrete solution that you can make visible to the press.

3. Have a plan and help on hand
When you’re in the middle of a PR nightmare, you’re too occupied cleaning up the disaster to run the media dog-and-pony show. Having a firm on hand to handle the media lets you say, “Please talk to so-and-so” when the media calls instead of taking questions all day long. If you can see the train wreck coming ahead of time, make a clean-up plan then.

4. Create talking points
You and your staff will be asked for comments. Have appropriate “talking points” prepared so no one is caught off guard by media questions and let them know that it’s ok to say that they aren’t going to answer a question if they aren’t comfortable. Just have them direct the media to your or your firm.

5. Rebuild your reputation
Accept that it will take time to rebuild your reputation, but good PR can erase problems over time as long as your company is back on the right track.

Related Articles
  Master Effective Crisis Management Skills through the Media
  5 Benefits of Publishing a Press Release
  Knowing Your Rights with the Media and Press
  The press release is not dead – it’s not even sick
  The Myth of the Press Kit

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