These Are the Worst Things You Can Do in a Media Crisis

Strategic Communications Tips for Navigating a Crisis.

At some point you may experience a crisis that develops into a public relations nightmare. While many people will experience a crisis, not everyone will manage it well. What you do when your back is against the wall will determine your near- and long-term viability. Here are some of the worst things you can do in a crisis.

 Get Defensive.

One of the worst things you can do when experiencing a crisis is to become defensive. When a person is defensive, their sole focus is on self-preservation. They are no longer able to hear the other party nor are they considering how their words and actions may harm others. They are narrowly focused on escaping the current conundrum. Getting defensive looks like reactivity. It also looks like deflection and blame-shifting. It includes not being willing to hear another person’s perspective or to put yourself in another’s shoes.

It is important to remain open, including open to feedback, as that is often a strategy for repair – in the near and long term. When you feel yourself getting defensive, take a break and ask yourself what is true. It is true that you can make a mistake but that doesn’t mean you cannot repair or rebuild. By focusing on what is true – as opposed to being overcome with fear – you will be better able to navigate crisis situations.

Hesitate.

When navigating a crisis, it is important to be decisive. Yes, you want to be thoughtful and conduct due diligence. It’s important to carefully think about what your audience needs, what they need to hear and who they should hear it from. But you do not want to fall into the paralysis of analysis trap. Some people are so afraid of doing the wrong thing that they end up not doing anything.

In a crisis, your team, organization and base needs to hear from you. Silence is not always golden. In the absence of direct communication, people form conclusions and the conclusions may not be in your favor. It is better to collect feedback from trusted sources, and make a decision.

Fail to Communicate with Your Employees.

When we think of a crisis, it is easy to focus on external audiences. But it is imperative that you communicate with your team as well as with the public. Your employees are your first spokespeople. If they have concerns about a situation they will communicate with their friends and family as well as the public. They should know what is happening, why it matters and where the organization is heading. Not every person needs to know every detail but it is a mistake to overlook communicating with those closest to you. Communicating with your team could involve a direct conversation as well as a reiteration of your vision and values. It could also include sharing why you did what you did and what you hope to accomplish. A pattern of open communication will go a long way in building the trust you’ll need to successfully navigate a crisis.

Feed the Beast.

When you’re in a crisis, one of the worst things you can do is fuel the crisis. A person can fuel the crisis by what they say, and what they do. For instance, former NFL-football player, ESPN host and podcaster Shannon Sharpe was recently accused for sexual assault. I felt he made matters worse by naming his accuser, and describing her as an OnlyFans model. His remarks felt mean-spirited and retaliatory. Before you take an action, ask yourself whether what you are doing will give oxygen to the very thing you want to subside. If you want a story to die, for instance, don’t continue talking. Release your statement and move on.

We know that despite the best laid plans, crisis situations will come. If you are navigating a crisis, you do not have to do it alone. Reach out to Spotlight PR for a paid crisis communications consultation.

Jennifer R. Farmer, aka The PR Whisperer,^® is the principal of Spotlight PR LLC. Be sure to check out other blogs and subscribe for regular communications updates.