It’s the perennial crisis communications question for all industries: how do you control negative news once it’s out? And when you know more bad news is coming, how do you release it?
The end-game strategy of crisis communications is to get your business out of the news as quickly as possible. You don’t want a story to linger, or new developments to unfold because it keeps your story in the news cycle.
News is always about advancing a story. During my time as Executive Producer with NBC, we would frequently see a story in the morning’s New York Post or Daily News – and try to figure out how to advance it. No one wants to read old news. It’s why the phrase is a cliche.
Every day new information unfolds about your scandal, the more heavily favored your story is to remain in the news.
How do you Release Bad News?
If your business is in the headlines with negative news – and more bad news is still buried away – make sure you get it out as quickly as possible. All of it.
You don’t want a drip, drip, drip because it gives reporters new elements to advance their story. Every new release of more negative information gives your story another element to gain traction.
The challenge with managing negative news is you must provide a solution that demonstrates why the problem won’t happen again. Without that element, the story is still unresolved. The public also wants to know why this bad incident won’t happen again.
And it’s more than just issuing an apology. Many politicians wrongly believe an apology will lead to forgiveness with voters. Yes – Americans are very forgiving, but they don’t won’t support a hypocrite. Yet, another reason to reinforce why this pattern for negative behavior won’t return.
MACIAS PR has run crisis campaigns for politicians, nonprofits and financial organizations. If you’re facing a difficult situation and need private consultation, feel free to email us and we’ll coordinate a time to speak.
Marketing peers named MACIAS PR the 2017 and 2018 Strategic PR Firm of the Year. In 2015, 2016 and 2017, Finance Monthly named MACIAS PR the Financial PR Firm of the Year. The founder – Mark Macias – is a former Executive Producer with NBC and Senior Producer with CBS in New York. He’s also a frequent contributor with CNBC and author of the books, Beat the Press: Your Guide to Managing the Media and the Tao of PR.