Last week, I came across a blog entry titled, “Why Public Relations Isn’t Working.” As I read the first paragraph, the author referenced BP, Tiger Woods and Goldman Sachs – definitely three big PR disasters of 2010. But as I read the blog entry, I was struck by the fact that it wasn’t that PR didn’t work. The fact is that the three referenced examples didn’t do enough at the front of their crises to mitigate or control them.
The blog entry was referring to an article wondering if crisis PR is dead? Well, I’m here to tell you that it’s not – but it has changed. Crisis PR is alive and well, but social media has extended the reach of a crisis by giving consumers and the public a voice. Now, it’s each company’s responsibility to listen and respond in a proper, timely manner – if necessary.
As detailed in an earlier entry, transparency with any crisis is key. Being honest at the onset of a crisis is imperative, and can help mitigate the crisis. With Tiger Woods for example, had he come out about his scandalous affairs when news first broke, the dozen or so mistresses that emerged over the next several months may have been old news. Sure, they would still have sold their stories to the tabloids or secured spots on “Celebrity Rehab,” but it wouldn’t have been a surprise and our reactions wouldn’t have been “OMG, another one?”
Timing is also important. With BP, company execs initially didn’t own up to anything and didn’t begin their remorseful PR/ad campaign until well into the crisis. It’s like trying to quickly put out a wild fire that has now taken up thousands of acres. If you don’t respond at the first sign of trouble, then you lose control of the situation.
Social media has changed the reach of a crisis. But the answer is not to address every single complaint or negative comment someone has. Companies need to monitor who and what people are saying and quickly evaluate if a response is necessary, and, if so, develop a response that won’t exacerbate the situation. Each response on Facebook or Twitter is public, so make sure it’s well thought out.
So, no, I firmly believe that crisis PR is not dead. And, just like it’s been for years and years, the strategy has to be implemented at the beginning, not in the middle, or the end when you are explaining yourself in front of Congress.
