You’re in a Scandal, Now What?

You wake up one day to the sound of your cell phone going off, your email inbox flooded with messages and social media notifications blowing up. The combination of the three could only mean your attention is urgently needed. If you find yourself in the throes of a scandal, it can be quite anxiety-inducing. However, with a solid plan and reliable team, you can get through the challenge stronger and wiser. A thoughtful, strategic plan will also prepare you for bumps that might arise in the future. Here are a few first steps to keep in mind as you weave through a crisis.

Pause Before You React

After you’re acknowledged the existence of a scandal, your first instinct might be to respond immediately. But in this moment of a flurry of messages and confusion, you need to remain calm, take a breath and assess what you’re dealing with. Initial silence is acceptable, but only temporarily. Speaking–or typing–without a solid strategy may worsen the problem. Take some time to understand the public’s perception and legal risks before you speak.

Control the Message

First, decide who will speak for your organization. Which spokesperson would be most impactful. You are likely positioned to convey confidence and credibility. Speaking directly to the public shows you are willing to accept accountability and humanize your organization. But depending on the severity and legal exposure of the incident, consider a spokesperson or attorney to signal neutrality and authority.

Remember Impact not Just Intent

At the beginning of a scandal, it is critical not to offer justifications or explanations. If people were harmed by your or your organization and trust was broken, it is crucial to acknowledge that fact. The people matter first. Ground your organization’s response in facts and empathy.

Respond Strategically

It’s important to let people know where you are at this moment. If you don’t have answers or need to investigate, say so. Monitor public sentiment and who’s driving the narrative. Is it advocates, supporters, policy makers or journalists? Understanding who is impacted—and how— shapes the tone and timing of how you respond publicly.

Find optimism and welcome new lessons.

Handled well, the crisis could sharpen your decision-making and strengthen public trust. You’ve responded in a timely manner, have been transparent, assembled the right team and communicated effectively. It’s a great feat, but there is still work to do. Work with a team to prepare for more press, follow-up questions and internal rumblings. Organizations that tackle the crisis thoughtfully and head on will emerge resilient and more credible than before.

Successfully getting through a crisis isn’t about appearing perfectly in the public eye. Your response, however, matters more than how the situation began. With the right strategy and team, you can provide audiences with the accountability, honesty and humility they expect. This approach creates space for recovery and renewed trust. And the lessons learned can serve as the foundation for a better relationship with the public.

If you’d like additional assistance preparing for or managing a crisis, schedule a consultation today.

Coshandra Dillard is a freelance writer with Spotlight PR LLC. Be sure to check out other blogs for additional PR tips.