Posts tagged ‘PR crisis’

Understanding and Responding to Different Types of Communications Crises

There is a common misconception that there is only one type of communications crises in the world of public affairs and that all crises should be responded to in the same manner. There are essentially three different types of crises: systemic, adversarial and image.

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A systemic crisis often involves something related to the organization. The employee crisis is the type that is faced whenever a workforce is affected in some manner, such as through layoffs, loss of life, Media Relations Handbook, by Bradford Fitchetc. The consumer crisis takes places whenever the public confidence in an organization is lost due to an error in operations. This would include a defective product. The consumer crisis can quickly escalate into an image crisis if the matter is not dealt with in a rapid and effective manner.

The most frequent mistake made in attempting to handle any crisis is not simply following common sense. The worst thing you can do when facing any type of crisis is to ignore the problem and not change priorities. It is important to implement the protocols you established in advance to deal with the crisis – you did that, correct? Never allow lawyers to direct the public relations policy. Do not make the mistake of trying to withhold information and always correct errors immediately.

To learn more about crisis communication, consider TheCapitol.Net’s 2-day Advanced Media Relations Workshop.

Reference: Media Relations Handbook, by Brad Fitch, Chapter 12 Crisis Communications in Public Affairs.

For more information about media training from TheCapitol.Net, see these resources:

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5 Mistakes to Avoid in a Crisis

Trying to avoid a crisis with the media may be well and good, but the fact is that a crisis can not always be avoided. When one does occur, it is essential to know how to handle it, and, as importantly, what you should not do.

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1. Ignore the problem
One of the most common reactions to a crisis is to ignore it and hope it goes away. This rarely works, especially when it is a media crisis. When you have a crisis, you must meet it head on and deal with it immediately.

2. Not changing your decision making model
One of the most common mistakes organizations make is to try to overcome the problem by working harder. Whenever there is a communication crisis, a team that is already overworked suddenly must take on even more of a burden. To effectively deal with the crisis, new decision making protocols must be established. In some cases, you may need to form a completely separate Media Relations Handbook, by Bradford Fitchcommunications team to specifically address that crisis.

3. Allowing lawyers to direct public relations policy
While it may be advisable to have the best attorney representing you if you go to court, when you are facing a crisis in the media you need an expert on the court of public opinion. Choose the right advocate to handle the right battleground.

4. Withholding information
If you attempt to withhold information, it will eventually come out. When that happens, it will add to the crisis and make it appear as if you are trying to hide something.

5. Not immediately correcting errors
The public understands that people are human and will, from time to time, make mistakes. When a mistake is made during a communications crisis, it is going to be amplified. If you say something erroneous, do not hesitate to correct it immediately. Failure to do so will only cause reporters to believe that you misled them on purpose. The result? They might just tell a few million listeners or readers that you deliberately deceived them. It is far better to come clean and own up to your mistake and correct it on your own.

To learn more about how to effectively handle a media crisis, consider TheCapitol.Net’s Advanced Media Relations Workshop.

Reference: Media Relations Handbook, by Brad Fitch, Section 12.15 Eight Mistakes to Avoid in a Crisis

For more information about media training from TheCapitol.Net, see these resources:

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