What To Do If It All Goes Wrong

Contrary to the saying, bad publicity is rarely better than no publicity at all. Of course it is better to prevent bad publicity than trying to cure it once it has happened. However, one day you might be faced with having to deal with some. So what is the best way to tackle it?

Journalists have a duty to their editor to get good stories and write them in a way which will interest their readers. The desire for a good story sometimes means information is selected to give a particular slant. Occasionally, it leads to sensationalism and misrepresentation.

When something goes wrong (e.g. a disgruntled client or an accident) it can become a news story. Make sure your staff knows who to refer journalist's enquiries to and ensure that only employees authorised to do so respond to those enquiries.

When the press contacts you, don't be rushed into talking before you know all the facts. Ask what the reporter's deadline is and then spend some time preparing a written statement. Make sure you get back to the reporter, as it does not look good if you refuse to comment.

If you are asked for a TV or radio interview make sure you are prepared for any questions you will be asked and try to answer truthfully. In many ways it's better to hold your hands up and say "Yes, we messed up, we're sorry, we are going to review how we do things to make sure it won't happen again".

Take Stock of the Damage

What has been said or printed? How serious are any allegations? What will they mean for your reputation? Are the allegations untrue? Are you sure?

Who will have heard it or seen it? Where has the damaging item appeared? In the national press? On your local radio station? In a small independent publication?

You need to consider very carefully what to do next. Sometimes, even if a story is misleading it may be better to leave well alone, especially if it has not had a very wide audience. This may be annoying for you, but it may cause fewer problems in the long run.

A small piece in a local paper which says something negative about you may be read by lots of readers - but they will almost certainly forget the details very quickly.

…. A printed apology may lead more people to look up the original story.

…. An angry letter from you which gets printed on the letters page will undoubtedly draw a lot of attention from people who overlooked the article in the first place.

…. A press release that you distribute to all the region's media organisations contradicting the story will make sure that most people in your area know something about the matter.

Unfortunately they are more likely to remember the nasty things that have been said rather than your claim that they are not true.

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