How to Manage Small Business PR Disasters

As we all know public relation is a tool that every entrepreneur must use to run their business smoothly. However, you must be very careful while handling this tool as it can make or break your brand image. Often, it has been seen lousy earnings report, an industrial accident, or legal issues have damage the brand image of companies in an instant. One of the best examples of legal issues damaging the reputation of a company is the lawsuit fought between a fast food and beverages restaurant and two environmental activists. The case ran for around two and a half years and is termed as the biggest corporate public relation disaster of the world. This lawsuit had an devastating effect on that particular chain of restaurants and campaigns were launched against the company.

Though some of the situations like natural calamity, unfavorable corporate move, scandals and rumors  are unavoidable, a properly planned PR strategy is a necessity for every business to lessen the effect of such disasters. Earlier, we have discussed how one should develop an effective public relation plan and in this post we shall focus on what to do if situations are unfavorable and goes beyond one's control.

First and foremost, accept the fact that you are into a big trouble. Though you can close your eyes and pretend as no body have noticed, the media out there are always looking for such loopholes to create a sensation. Thereby try to get ahead of these media people. The moment you realize that there is a possibility of a PR disaster, get your public relations department ready or hire a PR firm. The bottom line is to plan a crisis intervention strategy at the earliest. Internal communication plays a great role in these situations. Tell all your employees not to open their mouth in front of the media. Explain them that every word they say can be used against the company. Let you PR people handle the media and press and you can dedicate you time in getting into the bottom of the matter that caused the disaster.

One of the most important thumb rule of managing any PR crisis is to tell the story yourself to the world before the media people dig it up. But be truthful while telling the story. In fact, tampering the facts can create controversies and further damage your reputation. Telling the story yourself and being truthful will not only help you to attract the favorable light, but will also create a trust factor amongst your followers.

In case the disaster has affected others adversely, show your sincere concern. For example, if it was an industrial accident that caused the PR disaster send messages to those who are affected and their families showing your concern. Try to help them as much as you can. The next step is to investigate the factors that caused the disaster. And finally, take necessary measures to avoid similar problems in future.

While fighting a PR disaster, you need to keep the media people on your side. Never ask them to hide the story or tamper the facts. Rather help them to find the reality. You can actually earn their favor by telling them the real story. When the media speaks about your real concerns and the positive steps that you have taken to deal with the situation, it creates a good image of your company amongst the people out there.

A big “no no”while handling such a crisis is blaming others for your misfortune. If a disaster has happened and your company is somehow involved in it, take the responsibility rather than pointing the fingers at others faults. You aim is not merely maintaining the brand image, but maintaining good  relationships with public. This is what public relationship is all about.