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10 Tips on How to Manage a Public Relations Crisis

In a recent interview for NZ Business Magazine, PR Consultant Fleur Revell was asked to suggest her top 10 tips for managing your appearance in the eyes of the media:

1. Tell the truth quickly and clearly.
2. Establish a crisis team, made up of official spokespeople, plus PR and legal counsel. Discuss the key objectives and messages you wish to convey. (The key objectives for a product recall, for example, could be: protect consumers; withdraw products from shelves; establish an 0800/tollfree number for consumer queries; inform consumers that the situation’s under control; and minimise brand damage.)
3. Ensure that the spokespeople are briefed on the situation and provide them with refresher media training is appropriate. 
4. If journalists call you directly, take notes and tell them the appropriate person will contact them to answer their questions. Seek advice before returning their calls. Remember you don’t have to answer on the spot – respond only when you have all the information at your fingertips. (NB: If they say they’re on deadline, ask for a time frame for your response!)
5. Establish a press office for news flow. This will ensure there is no misinformation and that all facts are reported correctly. It will also take the heat off you so your PR team can deal with media enquiries and provide additional information as it unfolds.
6. Keep the media updated on the positive way you are responding to the crisis (sell the solution).
7. If necessary, set up an 0800/tollfree number (manned by fully briefed staff) for customers to contact you directly with concerns. This gives immediacy to the problem. The number can also be listed on your website and in media releases.
8. Provide your crisis team with any key facts or new information as it unfolds. And when necessary provide experts.
9. Keep a record of all information released and queries you’ve responded to. Debrief, review and evaluate your company’s response and ensure that all crisis materials (protocols and policies) are updated following the event.
10. When the crisis has passed, communicate to the media how quickly you responded to the crisis, the positive outcomes for customers/consumers, and the steps you’ve taken to prevent such events from occurring again. 

 

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