It's A Crisis
- Oct 24, 2016
- 2 min read
PR 101
How to manage a Issue/Crisis: Issue/Crisis Management
“Issues management is the capacity to understand, mobilize, coordinate, and direct all strategic and policy planning functions, and all public affairs/public relations skills, toward achievement of one objective: meaningful participation in creation of public policy that affects personal and institutional destiny.” ~ W. Howard Chase.
Handling an issue or crisis within PR can be an extremely daunting task. I have even asked myself “how would I have handled that issue if it was up to me?” So where do you begin. Well here are some ways that you can prepare for and manage a crisis in PR.
Anticipate issues: Issues will come, that is a given. You always need to be aware that one can come and it can come at any time.
Opportunities and vulnerabilities: When issues come they bring both of these, the key is recognizing them.
Identify the signs: When a crisis hits there will be signs such as surprise, loss of control, increased scrutiny and panic.
Define the issue and define the cause of the issue: You need to know what the issue is before you can plan how to fix it. Also, knowing what caused the issue will help in preparing your game plan.
Communication is key: always remember the cardinal rule in PR during a crisis, tell it all and tell it fast! The old saying the truth will set you free should be remembered when dealing with a crisis. In order to limit the damage and restore any credibility good, clear, and concise communication is essential.
Engage the media: oh the media loves a good story don’t they. Give them one, just make sure it is the right one. When dealing with a crisis the media is probably the most critical element. Make sure that you give the facts and give them fast.
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