Avoid These Mistakes During a PR Crisis

Admit the fact that somebody or the company screwed up. If you are positive that the company has not done anything wrong, say so. Bear in mind, always, that the most definite way to destroy your reputation and the company's is to proclaim innocence today only to retract that statement the following day.

The buyers and the public want action, remedies and results. When you drag your feet to address the problem, it creates uncertainty that scares them and makes them angry in return. Take visible actions to calm the troubled waters, otherwise, a seemingly lax method in responding will surely fuel the resentment.

Avoid looking smug or pompous during media coverage. It helps build the perception that your company could not own up to its mistake. Mastering the act of sincerity and showing it will earn the public and the consumers' trust and possibly, a rethink of earlier judgment.

Daily press releases will not help alleviate the situation. All platforms must be utilized by your PR department to connect with the public and provide all the information they need. There is nothing more destructive to your cause than producing press releases that are not believed anyway.

When you don't know the answer, tell them that it will become clear after the investigation or whatever it is the company is doing. Do not shut up. Being quiet will feed doomsday because it creates the impression that your company is above caring for the affected. Do not lie, however. Just tell the facts and be honest to say you are still finding out.

The CEO is the symbol and icon of the company. He represents the identity of the company and the one to turn to in either success or failure. When he is not visible during a crisis, people got no one to turn to with their issues and concerns.

When you speak in general terms, people do not understand and get confused and frustrated. Be specific in answering to make the point clear because the consumers want definite answers. A generic statement like you're on top of the situation will only succeed to alienate the public.