| Business leaders everyday watch the news or read | | | | doorstep, catches off-guard the first employee who |
| the paper and see other companies in the midst of a | | | | answers the door or phone, and then publicly humiliates |
| public relations crisis -- and they naturally wonder, | | | | your company on the big screen. |
| "What if that happened to our company?" | | | | Instead, anticipate possible attacks and criticisms |
| For example, take Michael Moore's new political | | | | against your company. Take an honest look in the |
| documentary film SiCKO. The film will undoubtedly | | | | mirror: What is your company doing that others might |
| mean unfavorable attention for the Food and Drug | | | | find fault in? Remember, no company or organization is |
| Administration, some large U.S. pharmaceutical | | | | immune to attack. Even charities and churches come |
| companies and healthcare companies. | | | | under media scrutiny. |
| So, what should a company do when a Michael | | | | But it's not always easy to see one's own faults. |
| Moore, 60 Minutes crew or other type of "investigative | | | | That's why your company should hire an outside |
| journalist" shows up on its doorstep unannounced? | | | | consultant to "hack into" your company's image and |
| Too often, companies and organizations make the | | | | assess where potential PR problems may arise. |
| mistake of waiting for a public relations crisis to happen | | | | Correct the problems you can and, if something can't |
| and then responding to it. No matter how much | | | | be fixed, have a good reason why things are the way |
| damage control a company does, it's hard to | | | | they are. Don't be afraid to admit that your company |
| overcome an embarrassing clip from a popular movie | | | | isn't perfect and needs to improve things. The public |
| or TV show that will be indelibly stamped in the minds | | | | likely will respect your candor. |
| of millions of Americans. A better approach is what | | | | Finally, train a "crisis person" or "crisis team" who can |
| many of us in the PR industry call "crisis prevention." | | | | be ready on a moment's notice to succinctly and |
| What does crisis prevention entail? Here's an analogy: | | | | intelligently respond to Michael Moore's inquisition. Don't |
| Many companies nowadays hire professional hackers | | | | just say "No comment" and slam the door - the public |
| to uncover potential security breaches in their | | | | will think you have something to hide. Remember, |
| networks and servers. Why not do the same for | | | | investigators such as Moore ambush without warning |
| public relations? Protecting a company's image is just | | | | and without an invitation. They prey on the |
| as vital as protecting its physical plant. | | | | unsuspecting. Be ready before it happens. |
| Don't wait until Michael Moore shows up on your | | | | |