Last week, I flew to Miami (the Florida one, not the Ohio one) to attend a crisis communications boot camp organized by P World. As Fish’s resident crisis counselor, I was excited about the opportunity to hang with “my people” — those PR pros who have, for whatever reason, willingly accepted crisis comms as part of their already-stressful lives — and learn from those who have been in the business much longer than I have.
The first day’s agenda was packed with speakers, from the former head of communications for Uber, to the VP of Communications for Icelandair, the former press secretary to Prince Charles and Princes William and Harry (consider me one degree separated from Queen Elizabeth II herself), and the team from Edelman’s crisis and risk mitigation practice. Day two was more interactive, including a mock press conference where I stood up in front of a room of 30 people and acted like a spokesperson while a “reporter” grilled me with questions. (That will be a separate blog post to come.)
I honestly could spend hours talking about everything I learned and it was a challenge to narrow it down to only 10 tips. But here are some key takeaways you can use in your business’ crisis response starting today. (Credit for these tips goes to Matt McKenna, Greenbrier; Patrick Jephson; Gudjon Arngrimsson, Icelandair; Colleen Harris; and Harlan Loeb, Edelman.)
1. What you attempt to hide will come to light eventually. Journalists are too good at their jobs.
If there is some deep, dark secret you have, figure out how a reactive plan to address it now. Don’t wait until your dirty laundry is aired as the day’s lead story on CNN. If it can be discovered, it probably will be. Do a vulnerabilities assessment of your business.
2. Bad things happen on weekends, holidays, and when the weather is nice.
This is something I have learned all too well. (Ask my boyfriend about my 31st birthday dinner, some of which I spent standing outside Zaytinya in Washington, D.C., on a crisis call.) Crises don’t happen on your schedule. The news cycle is 24/7. That’s why my cell phone is always by my side and, if I’m truly on vacation disconnecting, I have a strong team back in the office ready to jump in.
3. The days of truly being “off-the-record” are gone.
Remember that reporter from The New Yorker who totally threw Anthony Scaramucci under the bus? Were any of us really surprised?
4. Sometimes saying something, can go a long way.
Sometimes you don’t have anything new to say, but reporters and, particularly, your customers are wanting more. Listen to them. Maybe they didn’t understand your message the first time, so you need to deliver it in a different way. Or maybe, like as is the case with a tragedy, the silence is stifling. Even if you’ve already said it, saying it again may help.
5. Make friends in peace time.
Our first speaker said this and every speaker that followed echoed it. A crisis is not the time to finally try be on good terms with your general counsel or the New York Times reporter that covers your business. Build those relationships before something happens, so when it does happen, your life is a little easier.
6. Say you’re sorry, say it once, and be done. Be authentic. And be forgivable.
A great example of this is Jonah Hill’s apology for using a homophobic slur. Watch it. It’s powerful every time I see it.
7. A bad statement — or a bad spokesperson — can add fuel to the fire.
A great example of this was me standing in front of the room during our mock press conference, but since you weren’t there to see my fail, let’s just say that your spokesperson should be well-trained and able to handle the pressure. And keep your statement thoughtful and concise. Don’t use 100 words when 10 will do.
8. You have to be calm when everyone else is running around.
Build your crisis team based on experience, expertise, and their ability to not fall apart when things get overwhelming. (I feel like there’s a “There’s no crying in baseball” reference needed here, or maybe, “If you need to cry, don’t do it in the war room.”) You need level heads during these times.
9. Global media is on the hunt for the next big scandal, no matter where it starts.
Think of any recent crises that happened 1,000+ miles away. Why did you hear about it? Exactly. Remember Kim Davis, the Kentucky clerk who denied the gay marriage license? Perfect example.
10. Focus on the publications where you’ll get a fair story.
I do have to preface this by saying I came up with this tip after hearing Colleen Harris — former press secretary to Prince Charles and Princes William and Harry, and the spokesperson for Prince Harry and Meghan’s royal wedding — speak. She was referring to how she handled negative or inaccurate coverage of her celebrity clientele in the tabloids, but I think there’s a lesson here for the rest of us. There are going to be publications that are not worth your time. In Colleen’s words, paraphrased, they are going to write the story they want to write and that their readers want to hear, so focus on the publications that will give you a fair story. And having dealt over the years with some very one-sided “news” outlets, you have to pick your battles. Some aren’t worth fighting.
