The art of crisis management

Proven ways for you to deal with crises that will help your company preserve its good name and reputation.

Whoever said “there's no such thing as bad publicity” probably never went through a crisis that played itself out in the media. While most businesses want to be recognized for their good work, products, and service, having your dirty laundry aired in public can put your company at risk. Fortunately, there are proven ways for you to deal with crises that will help your company preserve its good name and reputation.

The best way to deal with a crisis is to prevent it in the first place. This may seem like a pipe dream, but the reality is that most situations percolate for a while before becoming full-fledged emergencies. Let's say you own a dry cleaning business, and one of your employees continually steals customers' shirts. Instead of waiting for word to get out that your business is not to be trusted-or perhaps getting hit with a lawsuit — dismiss the employee before a handful of isolated incidents snowballs to a crisis point.

Of course, despite your best efforts, some crises are bound to make themselves known beyond the four walls of your business. These can include everything from lawsuits to challenges to the quality of your products. Regardless of what the specific nature of your particular crisis may be, a few basic steps will help you mitigate the risks and quickly get past the problem.

Don't Overreact. A negative article in the press may make it seem like the sky is falling, but it's important to keep the scope of the problem in perspective. If one magazine reports that an employee is suing you for discrimination, don't call a press conference announcing that you are a fair employer and denouncing the unhappy worker. Instead, be aware that overplaying your hand may actually create more media attention.

Recognize the Crisis' Shelf Life. Most crises are “one-hit wonders,” meaning today's front-page story will likely not even be a blip on the radar next week. Most crises are successfully weathered by sitting tight and letting the unwanted attention fade — even if that flies in the face of your desire to react out of fear or anger.

Don't Go to War with the Press. As the old saying goes, “never get in a war of words with someone who buys ink by the barrel.” You may think of the media as the enemy, but pitting yourself against a particular press outlet is usually a losing proposition. Why? Because even if you are in the right, the newspaper, television station or magazine in question will ultimately control the flow of stories — and keep you on the defensive.

Know What to Say — and When to Say It. If a crisis erupts, carefully craft what you are going to say. When a microphone is in your face, it's probably too late for you to start formulating a response! Write a Q&A document to help guide you in the heat of the moment. You should also know when not to open your mouth. If you suspect that a reporter is out to get you, or wants to paint you in a negative light, it's okay to decline to comment.

If you do decide to respond to a crisis situation, a written press release is often your best option because it allows you to control your response while still influencing the outcome. Words are less likely to be misconstrued when they are in written form, so a formal statement is least likely to be misinterpreted.

When possible, let audiences know you care enough to respond, that you're doing everything you can and that your organization is flesh and blood — not just bricks and mortar.

Crisis management is an art more than a science, but a few basic principles can help guide your response and minimize damage to your business. Keep in mind that what may seem like the end of the world to you may really be no more than a tempest in a teapot to everyone else.
-- Derrick Daye