How do you handle negative media coverage or criticism?
The question is how should you handle it and how can you prevent it?
Firstly, you need to get some PR experience or contact someone to represent you. Whether you’re someone with a high profile or a SME having someone looking out for your public relations is essential.
If you’ve already done this, you’re ahead of the game. But when it comes to crisis management I condone and promote two strategies:
- Acknowledge and act.
- Admit, acknowledge and act.
If you are hit with a crisis, reputationally impactful allegations or stories, you will fall into either one of the two categories. If you’re not at fault you will need to acknowledge and act. This is often the category people want to fall into. Think carefully about is you are at fault or not and consult your PR representative about the way you wish to address this. Their advice will be essential.
It’s vital you do not pretend something isn’t happening. You make a statement making people aware this is happening and the state the action you’re taking around it.
If you are at fault you fall into the second category. You CANNOT pretend it’s not happening – you will lose more positive reputation and protection from your audience if you do this. You need to admit the wrongdoing, acknowledge what has happened and provide examples, then state any actions you’re taking around the issue.
Crisis management is something you should be prepared for, not as some dark omen but because it means you’re prepared and know what actions to take. The worst thing in a crisis is not knowing what your next steps are.
If you fail to plan you plan to fail.