For What It's Worth http://melissatizon.posterous.com Occasional musings from a health-care communicator posterous.com Sun, 20 Jan 2013 10:58:00 -0800 A Zen Approach to Facing a PR Crisis http://melissatizon.posterous.com/a-zen-approach-to-facing-a-pr-crisis http://melissatizon.posterous.com/a-zen-approach-to-facing-a-pr-crisis

In every corporate communicator’s career, there is that moment when you find your company on the brink of a PR crisis. Maybe there was an accident or misconduct within the company that could embarrass or damage your brand – or worse, cause harm to individuals and/or the public at large.

It’s only a matter of time before you start getting calls from the media demanding answers. And your mind goes to images of your cell phone, email and Twitter blowing up with reporters who won’t let up. You imagine camera crews parked at your doorstep.

In this moment, especially if you don’t have all the facts yourself, it would be easy to crack under pressure. What you need more than anything is presence of mind and the ability to tune out the panic and completely tune in to your instincts.

But how do you do that when chaos is swirling?

First, identify the people in your organization who know the most about what happened and are in a position to implement a solution and response. Gather them in a room or on a conference call.

Then lead the group through this three-part discussion:

  1. What happened?
  2. What are we doing about it?
  3. How will we make sure it never happens again?

These three simple questions are like a mantra that can help you gain your bearing and get into “the zone” even while your head is still spinning.

As the group discussion unfolds, you’ll gain a better grasp of the situation. Your instincts will kick in, and you’ll soon have greater clarity on the best way to respond.

For me, this approach has been a trusted first step to managing a PR crisis that I learned from Seattle veteran communicators like David Marriott and Sally Wright. It hasn't failed me yet. It’s a sure fire way to mobilize your organization on a response and buy you the time you need to tap in to your inner PR expert. 

 

 

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