When Controversy Comes A-Calling, Here Is How to Answer

Martin Arnold is a public relations professional and an instructor at the University of Connecticut. 

Any business can unexpectedly face a serious issue that could spill over in the press with negative consequences to suppliers, lines of credit, employees and, most important, customers.  Here are some recent examples:

• Toyota is facing lawsuits due to possible mechanical problems with its Prius and other models.

• BP is responsible for the discharge of millions of gallons of crude oil into the Gulf.

• The US peanut industry is recovering from the largest food recall in the nation because of poor manufacturing practices at a Georgia plant.

We may not face serious problems as a million dollar lawsuits, environmental disasters or product recalls, but unanticipated events could happen to any of us on a smaller scale. How we handle such risks in public can mean the difference between the survival of our business or downfall.

You may need help from an experienced PR professional but here are some things to think about beforehand.

--Build a reservoir of goodwill. This will offset negative claims about your business in a controversial situation. Trying to build goodwill during a controversy will be judged skeptically.

--Consider the most likely events that could garner press interest and how you would respond. Besides the aforementioned disasters there are multi-fatality accidents, labor strife, legislative issues, and investigations of business practices to consider.

--If you are sure to be contacted by the press, reach out in advance to explain what happened and your side of the issue.

--Stick to the facts, don’t speculate, and never go off the record.

--Show concern, not defensiveness.

--Make your point and keep repeating it.

--Establish yourself as the authority.

--Stay calm, don’t take on the media.

--Always tell the truth.

Communicating effectively to multi-audiences is the key. If your planning is up to snuff and you communicate early and often, your business will not just overcome public criticism, but prosper in the long term.

Comments

[Liz McGovern]

As a recent graduage of Leadership Greater Bridgeport Class XXI, we had the pleasure and opportunity to hear Caryn Kaufman speak on some of these same pieces of advice regarding public relations. Good will and honestly usually help you in most situations. Good reminder. Thanks for the additional knowledge

[Martin Arnold]

Thanks for the feedback, Liz.