| Negative or incorrect information that goes unchecked, | | | | - Tell the truth. |
| uncorrected or un-refuted can erode and even | | | | Next, take these five steps to defuse negative |
| destroy your company's positive reputation. That's | | | | information and prevent a crisis from developing the |
| why you must negate and neutralize harmful stories | | | | first place: |
| before they cause a public relations crisis. | | | | 1) Monitor the Internet. Sign up to receive Google alerts |
| The dissemination of news by only newspapers, radio | | | | that tell you when and where someone has used your |
| and television is almost a quaint memory. Now, just | | | | company's name or keywords associated with your |
| about anyone can generate what they consider news | | | | company or industry. |
| and important information at the speed of light via the | | | | Go to Google's homepage; click onto "more" in the |
| Internet. They can also use the Internet to smear your | | | | search index at the top of the page; click onto "even |
| company's name and reputation. | | | | more;" click on the "Alerts" icon; follow the directions to |
| When we were dealing only with print, radio and | | | | receive email updates based on your choice of a topic |
| television, our ability to monitor and respond to the | | | | or keyword -- such as your company's name. |
| news was relatively straight forward. We had time -- | | | | 2) Immediately respond to damaging comments about |
| however limited -- to organize our facts, develop a | | | | your company. Don't assume no one will notice. |
| response, plan our actions then get the word out. But | | | | Respond directly to the source whether it is a |
| that situation has changed dramatically. | | | | newspaper, blog, TV or radio report. Post your |
| At a recent crisis communications conference, Roger | | | | response on your website and in your company's blog |
| Conner, Vice President, Communications for Marriott, | | | | and make sure you inform all key audiences. |
| said the new acceptable level for a first public | | | | 3) Immediately correct inaccurate statements. The |
| response to a crisis is 10-15 minutes. | | | | same rules apply as when confronting damaging |
| With the proliferation of blogs and networking sites, | | | | comments. Respond directly to the source and through |
| both good and bad news, correct and incorrect | | | | other media outlets. Post your response on your |
| information can spread and consume like electronic | | | | website and in your company's blog. Inform your |
| kudzu. Under the right circumstances, a miniscule blog | | | | customers and other constituencies. |
| can pump out information with the strength, reach and | | | | 4) Create a blog to disseminate important information. |
| impact of the New York Times. | | | | By creating a permanent or temporary blog, you can |
| Don't ever underestimate your critic's reach or ability to | | | | add postings and new content that search engines will |
| do you harm. | | | | find in minutes. This allows you to respond quickly to a |
| Many large and small companies have lost control of | | | | crisis. Also, the blog can create an interactive |
| important issues by dismissing or not taking steps to | | | | environment if you desire. A website has no |
| counteract seemingly insignificant bloggers' negative | | | | counterpart for providing such fast results or |
| comments. | | | | interaction. It may take weeks before a search engine |
| Search engines give blogs preferential treatment in | | | | surveys your website for new content or changes. |
| their rankings because bloggers frequently update their | | | | 5) Generate as much positive publicity about your |
| sites and search engines love to give web surfers | | | | company as quickly as possible. According to crisis |
| fresh content. That's why bloggers' posts wind up on | | | | communications practitioner Joe Wojtecki, Senior |
| the Internet long before new information on your | | | | Fellow at the Center for Risk Communication, it takes |
| website sees the light of day. | | | | at least three positive "hits" to balance one negative hit. |
| So what should you do to protect your company | | | | He refers to this aspect of negative dominance as |
| against damaging or incorrect information? | | | | 1N=3P. Furthermore, he points out, you need a fourth |
| First, under all circumstances, follow the three-part | | | | positive hit to dispel the negative impression. The |
| Golden Rule of crisis communications: | | | | lesson is, when you're on the defensive, you must |
| - Tell it first, | | | | work much harder and faster than your critics to |
| - Tell it all, | | | | counteract harmful publicity and burnish your reputation. |