{"id":3847,"date":"2018-09-06T12:34:54","date_gmt":"2018-09-06T12:34:54","guid":{"rendered":"http:\/\/www.5wpr.com\/new\/?p=3847"},"modified":"2020-11-19T16:57:37","modified_gmt":"2020-11-19T16:57:37","slug":"proactive-responses-to-a-pr-crisis","status":"publish","type":"post","link":"https:\/\/www.5wpr.com\/new\/proactive-responses-to-a-pr-crisis\/","title":{"rendered":"Proactive Responses to a PR Crisis"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Sometimes, a PR crisis happens when you least expect it. Something you say, do, or publish that you feel is perfectly innocuous sets off a chain reaction of negative headlines that catches you completely off guard and knocks you on your heels like a heavyweight uppercut to the chin. When that happens, what you do next can often determine if you can fight your way to a win, or if you go down for the proverbial ten-count. Here are five ways to respond proactively to a PR crisis, even if it catches you completely off guard.<\/span><\/p>\n<h2><b>1 \u2013 Keep Your Powder Dry<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">This adage is borrowed from a military practice. In essence, it means there\u2019s a fight coming and you need to be prepared, no matter what. If your gunpowder is wet, your weapon won\u2019t fire. In PR, if you don\u2019t have effective tools for responding when attacked, your brand may take a fatal shot before you can even return fire. So, keep your proverbial powder dry by making sure your rhetorical tools are sharp, your media connections are tight, and your reputation is solid in your market.<\/span><\/p>\n<h2><b>2 \u2013 Don\u2019t Let Them Put You on the Ropes<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">No matter what is said, when you look defensive, that creates seriously negative optics. Consider the recent issues surrounding OSU coach Urban Meyer. One of the big reasons so many people just assumed he was guilty was that disastrous press conference at the Big Ten media day. If Meyer had been prepared for anything, he could have kept his composure and not looked defensive, which, again, often means \u201clooking guilty,\u201d regardless of the facts. So, answer questions directly and avoid pointing fingers. Keep your rhetorical hands up and stay balanced.<\/span><\/p>\n<h2><b>3 \u2013 Pick Your Battles<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">These days, between the 24-hour news cycle and social media, attacks can be constant, and they can come from anywhere. If you try to counter every message and fight everyone, you will be exhausted, and your resources will be stretched way too thin. You will end up doing yourself more harm than good. So, when under attack, consider the source. If it\u2019s not worth responding to, don\u2019t respond. No matter how aggravated or hurt you may be. Let it roll off. Keep your focus on the important battles.<\/span><\/p>\n<h2><b>4 \u2013 Be Honest and Brief<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">When the crisis first hits, all your instincts will come to the surface. You will either want to hide or to go on an all-out assault. Neither of these options is generally the best decision long-term. Instead, work to get out ahead of the narrative. Come out, make a brief, honest statement. Project the right amount of concern, then shut up and walk away. Do not be baited into saying too much too soon, or into saying something that can be twisted or something angry that you can\u2019t take back. Instead, spend some time crafting a considerate response. Weigh the potential consequences and choose the appropriate media outlet through which to convey your message.<\/span><\/p>\n<h2><b>5 \u2013 Flip the Script<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Mistakes are opportunities to improve. Problems are a chance to discover a solution. The reality is, if you are putting yourself or your brand out there, sooner or later, you will upset someone, make a mistake, or create a problem. That\u2019s just the facts of life as humans. We don\u2019t know everything, and, sometimes, we screw up. It\u2019s what we do in those moments where the real gold of the story can be mined. Be honest and empathetic, focus on what you\u2019re doing to get better and, where appropriate, take the opportunity in the public eye to remind people of what you\u2019re doing well.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Sometimes, a PR crisis happens when you least expect it. Something you say, do, or publish that you feel is perfectly innocuous sets off a chain reaction of negative headlines &#8230;<\/p>\n","protected":false},"author":13,"featured_media":3849,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[19],"tags":[50,158,133,251],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\r\n<title>Proactive Responses to a PR Crisis | 5W PR Agency Blog<\/title>\r\n<meta name=\"description\" content=\"Sometimes, a PR crisis happens when you least expect it. 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