Got a Crisis?

Forced error or self-inflicted, tiny or colossal, bad publicity is inevitable. It’s the response to that which dictates whether a mishap exacts lasting harm to a business’s reputation—or is quickly forgotten.

PR crises bloom in many flavors, from an ill-timed social post or customer complaint gone viral, to product recalls, data/privacy breaches, or other unwelcome developments that tarnish a business’s standing and threaten the patient relationship.

Smart damage control goes beyond a mea culpa, says the unflappable Jean Medina, a senior communications executive with deep experience in business sectors not immune from controversy. As spokeswoman in the airline, energy, and telecommunications industries, Medina handles the hot seat with grace, providing a voice of reason when national media like CNN, Fox News, ABC, CNBC, and others come calling with the tough questions.

Most recently vice president of communications for ComEd, Medina is a former journalist who was SVP of communications for the Airlines for America trade association; managing director, external communications at United Airlines; and media relations manager for AT&T.

DO! COMMUNICATE SWIFTLY.

Some companies are slow to craft a response when bad publicity strikes, but Medina says speed is crucial.

“The news cycle is 24/7, and everyone with a phone is a reporter,” she says. There is much that can be communicated immediately while facts are still being gathered:

➤ Acknowledge the event.

➤ Inform customers and staff that the matter is currently being investigated.

➤ Talk about the standards you hold employees to, their training, awards, and recognition.

➤ Post updates via one dedicated channel such as a website, blog, or Twitter feed that can be kept current easily.

“Importantly,” Medina says, “you can express empathy, even sympathy.” Fearing legal repercussions, some resist any move that could imply fault, and rely on evasive, empty messaging. That’s misguided.

“When you worry about sounding corporate, and not sounding human, you have already lost,” advises Medina.

DO! OWN IT. APOLOGIZE.

“Some of the biggest mistakes in communication happen when companies get defensive, or double down, rather than just acknowledge their mistake. The public is surprisingly forgiving when they believe a company has owned up to its error,” Medina says.

Be sure to own the mistake and take corrective action. Never blame the customer (even if the customer is at fault). Public shaming reflects poorly on the finger-pointer.

DON’T! SPIN—YOU WON’T WIN.

“Don’t try to ‘spin.’ It doesn’t work and it goes against the basic tenet of being honest,” she says. Be truthful and elegant. “That means you probably don’t want to repeat the negative event in what you say. Nor will you want to use inflammatory words. Less is more.”

If the faux pas catches media attention, it’s likely only one or two company-issued statements will get quoted, so choose words carefully. Acknowledge the wrong. Convey understanding and detail steps taken to prevent a repeat.

Media trainers honor the credo: “When you mess up, fess up and then dress up,” she adds, meaning: Own your mistake and then do something about it. People know companies, or their employees, make mistakes. It’s how they respond that matters.