15 Ways To Gain Control Of The Narrative During A PR Crisis

In the modern age of viral social media content and 24-hour news cycles, companies and their employees must be diligent to ensure they’re making the right decisions. One wrong move can land a company in the throes of a PR crisis and tank its reputation.

When the worst happens and all eyes are on them, it’s key for company leaders to limit the damage. Here, 15 members of Forbes Agency Council explain how to take control of the narrative before it does real damage. Their insights will help any leader handle a company PR crisis with grace and humility while working to win back public favor.

1. Acknowledge The Issue In A Timely Manner

Today’s consumers demand authenticity, and rightly so, which is why it’s vital for leaders to acknowledge the issue in a timely manner. Try to understand all of the components of the issue and how they relate to cultural conversations, then take meaningful steps to address the problem. Throughout this process, ensure that you are continuing to communicate with the public. – Buffy McCoy Kelly, Tattoo Projects

2. Don’t Jump To Denial

As recently showcased by General Mills’ response to a tweet about its cereal containing shrimp tails, denying the problem is not the correct step to take. Denial typically spurs more attention and fans the flames of anger. A better approach is to immediately issue a “holding statement,” which is a brief memo stating that the company is aware of the allegations or issue and will have a follow-up by a defined date. – Beck Bamberger, BAM Communications

3. Stay Calm And Gather Your Crisis Team

If you find your company in the public spotlight due to a PR crisis, the first thing you should do is breathe, stay calm and gather your crisis team. Then, craft an honest, accurate response as quickly as possible. You can gain control by sharing accurate and timely information that is delivered with empathy and compassion regarding the situation. – Kim Plyler, Sahl Communications Inc.

4. Focus On Positive Earned And Owned Media

From the digital reputation perspective, there are some things worth remembering. Social media has a short shelf life when it comes to search; today’s Twitter storm will generally not show up on Google next week. News stories last longer on search, so having positive earned media is important. Owned results last the longest. A strong digital presence can prevent search results with a shorter shelf life from derailing a brand’s reputation. – Sam Michelson, Five Blocks

5. Listen To And Understand People’s Concerns

Trying to “control” the narrative is often the first mistake leaders make. Addressing the crisis while listening to and understanding the concerns and outrage in the conversation is the first step. Then, honesty, transparency and substantive action will go a long way in demonstrating the company’s dedication to making things right, which will help change public perception. – David Harrison, EVINS

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6. Appoint A Dedicated Spokesperson

First, determine the spokesperson for the situation. Is it best addressed by a member of the legal or executive team, or a company spokesperson? Credibility matters, especially in these situations. Next, cover exactly what needs to be answered in no more than three to five bullet points. Share these messages on all company media platforms for ease and accuracy in reporting; no more, no less. – Robin Derryberry, Derryberry PR

7. Showcase Company Beliefs And Values While In The Spotlight

There’s a saying that, “All publicity is good publicity, even if it’s bad.” I think this is true to some degree because the No. 1 killer of businesses, in my opinion, is obscurity—not necessarily your product or service offering. While you’re in the spotlight, this is a great time to show what your company’s beliefs and values represent, speaking to why or why not this event aligns with your company morals. – Ryan White, Social Revelation Marketing

8. Have A Clear Message And Confidence In Your Position

Be clear in your messaging and confident in your position on the issue. Be sure you are continuing to build trust with your customers and employees through communication and updates. Build relationships with a couple of key industry reporters and stay in front of the conversation with them so that your side is being represented accurately. – Lori Paikin, NaviStone®

9. Hold Back Your Initial Emotional Response

Leaders will often respond with their first emotional reaction, and this is rarely the best response. Quickly connect with a PR expert and develop a concise statement to address the public. If what happened is true, admit the misstep, explain what you are doing to help those affected, and what you are doing to ensure that it does not happen again in the future. – Lindsey Groepper, BLASTmedia

10. Specify Fail-Safes Being Put Into Place And Ask For Grace

Removing the cause of the crisis and acknowledging it are vital steps; however, there are two additional steps to help control the narrative. First, tell the public what specific fail-safes are being put into place. Second, ask for grace while navigating the situation. If done with integrity and transparency, taking these steps can calm inflamed situations quickly. – Leanna DeBellevue, DeBellevue Global Marketing Firm

11. Get To The Bottom Of What Happened

Even if the truth is ugly, figure out how much of the crisis can be found through publicly available information. Determine if anyone is still at risk of being injured or endangered; if so, disclose this to the public as soon as possible. What steps can be taken to correct or address the situation? Put those basic facts and your goodwill efforts into a public-facing statement. – April Margulies, Trust Relations

12. Deliver An Official Statement Via Social Media

Make use of your social media accounts to issue an official statement and let everyone know where you stand on the matter. It’s important to acknowledge mistakes without engaging beyond what’s necessary. In addition, let audiences know what your concrete actions to right your wrongs are. – Maddie Raedts, IMA – Influencer Marketing Agency

13. Provide A Short And Simple Statement Of The Truth

From a public relations standpoint, the best approach to any false information is a simple, short, clear statement of the truth. Don’t get into a prolonged debate because fiction can always keep a conversation going longer than facts. Post the truth once on each originating outlet, and then let time take care of putting it in the past. – Brian Sullivan, Sullivan Branding

14. Gather The Necessary Details And React Swiftly

You can’t run from a crisis, whether it’s a negative comment in the press or a social media blunder. By refraining to comment, you give up your power to own the situation. Likewise, when you’re too slow to react, you lose control of the narrative. Crisis communication leaders need to gather the necessary details about the crisis, call their dedicated crisis team and decide how to react swiftly. – Heather Kelly, Next PR

15. Cement The Internal Narrative First

Get the main decision makers together to formulate how the company and staffers will be responding to the crisis via conversations and written communications. Once that has been decided upon, gather all staff together and ensure that they are well-versed in how to respond to any questions relating to the issue. This will help you build a strong base and a united front. – Christopher Tompkins, The Go! Agency

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Author: Expert Panel®, Forbes Councils Member