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By Rosie Gillam and Beth Burghgraef, Senior Account Executives
“Put time between anger and response.” – Abraham Lincoln
Crises are never planned and they come in many forms. From violent and immediate – flood, epidemic or major accident – to non-violent and emerging – data breach, product failure or fiscal mismanagement – crisis situations are difficult and they call for smart, effective action.
As public relations professionals, our responsibility is far more broad than advising and implementing news and social media strategies in a crisis. We are to take a lead role in guiding wise decision-making and protecting our client’s reputation.
Last week, we attended "Managing Intense Media Scrutiny," a training session in San Francisco hosted by PRSA, and took away some key tactics for handling media and social media relations during a crisis. While there is no one way to handle a crisis, the following seven steps are guidelines to follow when executing on a crisis situation:
Above all else, know that you have time to respond in a crisis. It’s better to wait and communicate the facts rather than move quickly and have to backtrack for communicating the wrong information.