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How to handle a crisis

Crises can happen for a variety of reasons; some of your own making, some out of your control.

There could be a downturn in your sector, a scandal concerning another company in the same sector, a mistake or negligence from an employee.

More dramatically, your business could come under verbal or even physical attack from a pressure group or political activists.

From which ever direction the crisis comes, the media are going to be hunting for a story and because not everyone can afford Max Clifford, sometimes companies have to handle situations themselves.

So what should you do?  The most important thing is not to lie low; shut the doors and pretend nothing is happening. If the media can't get a story from you, they'll get it from somebody else, so it's important you put your point of view across.

Laying low gives the impression you’ve got something to hide and as a result, no comment really isn't an option.

Once you've agreed to say something, make sure you nominate an effective spokesman. A written press release is seldom enough to sate the appetites of journalists; so a well briefed, articulate individual who is prepared to robustly defend the company position without coming across as arrogant, indifferent or condescending is an invaluable asset at times like these.

Naturally, there may be occasions when a legal situation or a health and safety investigation means that you can't be as open as you might like, but always give reasons for your apparent lack of information.

Where there is damage or potential harm to customers, always make sure your concern is for them and not for the future, or lack of it, of your company.

Of course, the very best way to handle these crises is to plan for them. Sitting down with a firm of PR consultants and outlining a series of ‘what if’ scenarios might save an awful lot of trouble in the long-term.

Steve Greenhalgh is a director of Cambridge based Real Public Relations