For Better or For Worse….

in scandal and in triumph

When you think about recent catastrophes like the I-35 bridge collapse or the resignation of Eliot Spitzer, PR firms really do have their work cut out for them. And whether you are working for the Minnesota Department of Transportation or for a well-known public figure or company, you are bound to run into “relationship troubles” that may affect the way the public thinks about them. But you, the public relations practitioner, needs to provide guidance to help them during this difficult time. Therefore, when facing a crisis or if prone to crisis situations, keep the following in mind as they may help you handle a tough situation:

Expect the unexpected. Bernstein Crisis Management, a national consultancy with more than a handful of crisis experts, suggests having vulnerability audits to see how prepared PR is for an unexpected crisis. It seems simple, but is often overlooked. Don’t underestimate the power in knowing the ins and outs of “what-if” scenarios.

Be aware of every word you use to describe a “sticky situation.” Your clients are not perfect. For example--when Don Imus’ spit out racially derogatory comments toward the Rutger’s women’s basketball team last year, it cost him his job.

How did PR people handle the situation? Imus made a public apology, and yet CBS fired him. Officials from the CBS station were upfront because of the nature of his remarks, but they were brief in their response. They made clear that they were going to let him go and his remarks were unacceptable.

The head coach for the Rutger’s women basketball team took the high road and said the team forgave Imus and that they would keep an “open mind” upon meeting Imus.

Lesson learned? Things happen and a crisis cannot be ignored. Be ready to take action. Be even more ready for the media to pick up and run with it. The press waits for moments like these to get the “scoop.” Knowing this ahead of time will help you prepare for the seemingly never-ending questions the reporters will throw your way.

Get ready for a lifetime of happiness and hardships with your clients. And remind society why it needs PR. Know that there will be bumps along the road and be prepared. Or at the very least, be aware.

Kelly Jo Mitchell
JOUR 3279
Blog Assignment