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.