A Girl Scout's advice for PR when the s*** hits the fan.

I've been fortunate enough (or unfortunate, depending on your view) to be involved in many MAJOR crisis PR problems.  Katrina, 9/11, and the BP Oil Spill to name a few.  What I learned with both large and small crisis, is that spin is just a fancy word for lying. 

Here's the truth no one will tell you:  You have a PR problem, because you have an actual problem.  

Next time an unexpected problem (from Social Media trolls to major issues) arises, start with the truth.  We are savvier than ever and you are not going to find an unbiased reader.  Tell the unvarnished, bleeding, open wounded truth.  The very best you can glean is advocacy and empathy.  If your crisis is your own fault, throw yourself on the sword.  Just do that, pride doesn't belong in the world of communications in this fashion.

1.  Take stock.  What is the situation?  How long term and far reaching can it be?  In all three major crisis mentioned above, none were preventable by the destinations affected.  Admitting it was out of control, reporting the truth and showing tremendous empathy for the situation were the steps taken by brands with  integrity and an understanding of their advocates.

2.  Be responsible.  Someone is going to give you money to deal with this.  Use it wisely and responsibly.  Dollars should be used to help the area recover, not for office equipment, trips, etc.  Every reporter follows the money, stay accountable.

3.  Rally.  Your businesses are affected.  Your residents are affected.  In a crisis, differences are set aside and the common goal of recovery can repair years of ill-will.  Sometimes, and always in major crisis, multiple destinations will be affected.  Is it more productive to spend ad dollars against them?  Or maybe, promoting common interests is a better strategy. :-)

Bonus advice:  Trolls.

Trolls are really today's daily crisis problem.  Negative and unhappy with their own lives, they live to tear others down online.  You can actually follow the same three steps with one addition.  If you are SURE, and I mean SURE you are above reprieve, you can activate the advocates.  Reddit is a good place for this if you are brave enough.

Do not just delete the comments, deal.  But, do not debate!  There's absolutely no troll with common sense alive, they will argue the sky is green .. all while degrading your brand like a slow tire leak.

If you find yourself in a situation that requires PR crisis management, and before you call those hourly PR professionals drooling on the sidelines...get your strategy down and hire (if you MUST) a professional who will do whatever it takes on value pricing.  Here's the result, here's the price.  But, good luck finding one (other than moi) who doesn't run the meter and secretly hoping your problems stay!

Hope you are enjoying my daily posts again.  If you like them, give them a like - share them, or comment.  I appreciate the feedback and I really love being able to dust off my experiences and impart what I've learned.

Peace, Love and Bed Tax, 

xoxo

Jenn