How to Manage Bad News
Avoid these Two Common Mistakes
- Not responding within 24 hours of the crisis.
- Not responding in a problem solving manner.
Bad News Can Happen to Anyone
Even if you are honest and always operate with the best of intentions, at some time you may unexpectantly find yourself in the limelight of negative publicity. If so, follow the suggestions below to minimize the damage.
What To Do When a Crisis Hits
Respond Within 24 Hours
It makes you look guilty if you take longer. Plus, the negative publicity is more likely to penetrate public opinion. If possible, hold a news conference. Or else fax news releases and call reporters.
Show You Are Solving the Problem
Make it clear you are taking steps to improve or rectify the situation.
Demonstrate Leadership
The President, CEO or other top official in your organization should be the one to address reporters. Words coming from the mouth of a chief executive will be more credible than those of a spokesperson.
Be Accessible to the News Media
Make phone calls from the media your top priority. You may appear like you have something to hide if the media can't reach you.
Be Honest
If you lie, you will likely be caught and your crisis will worsen.
Show Concern
Demonstrating you care about the people affected by the situation will help you win the public's understanding.
How to Handle Hostile Reporters
If they keep trying to get you to answer a question you don't want to:
Say you're "not in a position to answer that" and explain why.
If they ask unfair questions:
If you don't agree with how a question is being asked, say so.
If they repeat questions:
Repeat your answers.
If they ask questions paraphrasing your comments in a way that misrepresents your position:
Say "No" to the questions and restate your position.