Not all publicity is good. Imagine the terrible possibilities of having attention suddenly drawn to your small company for a bad reason: A rogue employee (did anyone NOT see the YouTube video of two disgruntled Dominoes Pizza employees doing disgusting things to the food they were about to serve?), a contract dispute, a customer claiming to have been grossly harmed-the possibilities are endless for all of the ways you would not want to be seen in the press.

Interestingly, while everyone knows it's critical to react wisely in a PR crisis, very few people actually construct a PR crisis plan for what they would do. Hire a PR crisis firm?

If you think about it, by the time a situation requires a PR crisis specialist, the size of the problem is huge and a great deal of damage has already occurred. Instead of relying on the idea that you'd hire a PR crisis specialist IF, heaven forbid, a PR crisis occurred, what if you learned to become more PR savvy yourself? Even better, what if you learned a few PR crisis skills that could help prevent a PR crisis from happening at all?

Now we're talking.
In actual fact, we deal with PR crisis at one level or another multiple times on practically every day. Technology malfunctions. Wardrobes malfunction. Employees speak out in front of your customers when they thought the microphone was dead, or thought that no one was listening... and sometimes they speak out badly even when they realize the microphone is on.

So what can you do?

First of all, realize that you and your business are no different than anybody else in your exposure to problems and potential embarrassment every day. A little bit of preparation - a last rehearsal before you or an employee makes a presentation to a critical customer; a last check in the mirror for broccoli in your teeth or wardrobe issues before you step to the podium; or a last minute double-check of the technology required to run your presentation can solve a myriad of publicity disasters before they ever occur. Take that time, do your homework, and make that last double check.

Secondly, in any situation, do your best to stay calm. No good thing can occur in the heat of emotion. By stepping away from the situation to at least momentarily gather yourself you can consider the following: How much will this issue matter a day from now? A month from now? In a year? In 5-10 years? The issue that carries the headlines today may be forgotten tomorrow or next month. Put the problem in perspective, and it will be easier to frame a reaction that is appropriate to the situation.

Finally, respond. (Note - it is a very different thing to react than to respond. A response is a thoughtful and deliberate course of action after you have considered all of your options and perhaps even gotten other great minds involved. A reaction is generally a shoot-from-the-hip instinct and will pretty much assuredly have pride, anger, retaliation or emotion involved. It will never be your best course and could make a mild PR crisis escalate very quickly into a much bigger event.

Could your response turn the situation into a company win? Quite possibly, yes. For example, an unhappy customer, properly served and addressed, could become your biggest advocate. An on-site disaster could prompt your business to lead the community in putting stronger requirements or protections against disaster (sanitation measures, checks and balances on business procedures, or safety precautions) in place. Based on your bad experience, your business could lead out in becoming an example and a spokesperson for stronger procedures.

In summary, PR crisis, large and small, are happening every day. The best secret weapon you hold is preparation and precaution - and when a disaster happens, to realize that for your company's reputation, it's all about the way you respond.

Source: Laurie Peterson link