The golden rules for crisis PR
The Chinese word above means crisis and chance, yes it is not contradictory. Crisis and chance can live together, especially after I had this Issue PR course.
Today we have a guest speaker from Westminster Harrow Department, she tells the PR stories in harrow area. What she said in class is truly inspiring and educational.
The first rule is you always should have a plan, which is vital.In their department, they have a special planning team, preparing for emergencies at any time. When something happens, they are able to take action as quick as possible.
Second,always having contact in your phone. When it comes to me, I have similar feeling as well. Sometimes I think this contract is not that important, I don't need to put the number down in my phone, but when I am in trouble, that number is just in need. I am sure things like that are always happening in our lives. So, don't look down upon a single move: putting all contracts you have in your mobile, and make sure when you hurry to solve certain problem, you enable to find the potential person to sort it out.
Third, as for potential crisis, think about several basic questions such as what is the problem? what should we do about it? Try to have key messages as you can, it will be very beneficial to crisis, when it comes you have already some preparations in mind.
Fourth, settling down and kicking off the whole process of the plan. The Westminster department take going through the plan as an usual routine. Rehearse, rehearse and rehearse again.
Fifth, seize the "Golden Hour". So called golden hour means the one hour after the crisis happens. For this time, you must react very quickly during this hour in order to make everything under control. Otherwise, the crisis will enlarge in a dramstic speed which could be a disaster later.
Sixth, filling the gaps.
Seventh, twitter feed. Social media like twitter can spread the news very fast. Watch out.
Eighth, organisation should tell the turth, or their own opinions. Try to be open and transparent. Don't tell lies. Public is not stupid.
Ninth, find a good spokesperson who can reassure people in panic. It is important as well, people who are in a trouble situation can easily get panic and nervous. It is the very time to let the spokesperson stand out to comfort the public.
Tenth, look smart. Be professional.
Eleventh, share compassion.
Twentieth, brief stakeholders.They are the VIP audience for PR practitioners. Without their support, the budge and the decision and all the other objectives can influence directly to the crisis.
Thirteenth, staff in shift. They need have a good rest before taking actions to solve crisis. 24/7 is good but people are not robots. Arrange a flexible time shift for staff, making sure it is well planned.
Fourteenth, learn what you have done in the past. Learning previous experience can avoid new problems to happen.
Finally, build up a sound relationship with local media. The press is able to manipulate all the issues, powerful enough to control all the situations. If local media doesn't agree with you, then next day you will see all negative reports full of newspapers at all levels. Media relations are essential as well.
15 crisis PR golden tips above teach me a good lesson. Crisis and chance does coexist. When dealing with crisis in a good and professional PR way, chance will come naturally, after the cirsis.
Reference:
Iedp, How not to Lose Your Head in a Crisis, http://www.iedp.com/Blog/How_Not_to_Lose_Your_Head_in_a_Crisis
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