Public opinion is a tricky thing. The way people feel toward you and your company are influential no matter how you slice it. So, when bad press strikes, it’s an understandably stressful time. Luckily, there are steps you can take when in a press crisis (and ideally beforehand to prepare). It’s just about figuring out which ones work best for your goals and situation. Here are a few to consider:
1. Work With the Professionals
When you’re walking on eggshells with your reputation, the last thing you need is a misstep. Saying the wrong thing in the wrong tone can further diminish your company’s reputation. That’s why hiring a professional is your best first course of action.
With expertise in perception and tone, a digital PR agency can steer you in the right direction. Their team can create a custom strategy for dealing with your situation, including the ever-important nuance. Not to mention, there’s credibility that comes with investing in your PR approach. Backing its importance with money and a commitment to an agency displays how much value you put on your company’s reputation.
And, of course, there’s the time savings. It’s no easy task monitoring a plethora of media landscapes — from social media to traditional media, there are tons of channels. You and your team will be able to focus on what you do best, leaving the rest to the experts. If you work with a PR agency before a bad publicity campaign, they can put in the work to build up your image.
2. Try Not to Panic
When your company is publicly dragged into the mud, it’s an anxiety-inducing feeling. Your heart races, your stomach drops, and your mind runs to the worst-case scenario. But staying in a panicked state isn’t going to help you come out the other side relatively unscathed. That’s why it’s so important to try and remain calm.
Of course, that’s easier said than done. Start by trying to steady your breathing and not let your mind wander. You can only deal with the here and now, not something that will come tomorrow or next week. From there, you can identify the best next step to take. Follow suit with each impending obstacle and, soon enough, you’ll land on your feet.
When you start to feel panic take over, as it naturally will rear its ugly head, don’t be afraid to step away. Go for a walk, do some yoga, or take any step you need to try and separate yourself from the chaos. While you need to be involved in the resolution to help with damage control, it can’t all be done at once. And any leader in a purely panicked state isn’t of a clear mind anyway.
3. Communicate a Consistent Message
After bad press strikes, it’s only natural to go into survival mode. You’re wading through the negative responses and trying to do as much damage control as you can. However, that can lead to saying one thing in one place and something else entirely on a different platform. That confuses and potentially leads to even more bad press.
Instead, pay special attention to consistency when crafting your PR message. Take a senior leadership change riddled with scandal and rumors, for example. You’re in a tough spot if the new CEO says their predecessor amicably left but your CFO says it was tumultuous. News outlets and social media users alike can run wild with the narrative that something is afoot at the company. People may assume the leader’s departure is just the first domino to fall of many.
The same scenario with the same message — an amicable departure, most likely — negates that narrative entirely. You’re no longer feeding the media or public with information that can further dig your reputation into deeper despair. Ultimately, getting aligned on messaging and maintaining it throughout bad press is your best defense.
4. Focus on Authenticity
Companies are run by people. That, however, doesn’t mean the general public doesn’t reserve the right to criticize the people running them. As such, human standards tend to apply even in the professional corporate workspace.
That looks different for specific industries. However, a few things remain consistent. For one, you must incorporate authentic emotion into your response. If your company made a mistake that led to an oil spill, for example, acknowledge and repent for the damage. Be sincere about the role played in the circumstance and express regret for its impact.
This sort of authenticity won’t right the wrongs that occurred. However, it can show that the people behind the company genuinely care. They are aware of the impact the decisions made had and own the subsequent effects. Take this authentic approach seriously, and you’ll be much more likely to come out the other side in a better light.
5. Learn from Your Mistakes
No one is perfect when it comes to navigating bad press. Your original approach may not have the desired effect. You could get wires crossed and do more harm than good. You may be just a hair late in saying anything leaving room for speculation. Whatever the case, mistakes will happen.
The good news? With every misstep comes an opportunity to learn. You can train your team to speak to the media in a strategic way. You can educate your customers on what they should (and shouldn’t) expect from your offerings. You can improve the way you navigate treacherous waters.
It’s not fun to go through tough times in the professional world — that much is obvious. However, turning something like bad press into an opportunity for growth is the best possible approach. After all, you’ll better prepare yourself and your business for the road ahead, hopefully without having to experience the same issues again.
You’re Only Human
There will be instances in which your company isn’t in the best light. Whether it’s a few negative reviews or a full-blown PR nightmare, something is bound to go awry. So, planning, working with the right professionals, and creating an approach that feels authentic is your best bet. You’ll weather the storm and help return your reputation to its previous stature, it just takes time.
Written by Lara Harper
