This might be the worst picture ever taken of me.
When your company winds up in the gossip rags…
If you know anything about me it’s that I am obsessed with all things celebrity. I’m the guy holding up the line at the grocery store, because he’s shamelessly flipping through the latest edition of US Magazine. The reason I love all things celebrity, is because I hope to one day be one, in some form or fashion. I’ll admit it, I’m a subscriber to both What Would Tyler Durden Do? and Perez Hilton. I’ve even had one of our videos on Perez Hilton. I just love gossip. But, many times I feel sorry for the celebs that are targeted in the many gossip rags. Too often does the press just take the worst photo of you and publish it. Anyone who has ever been the subject of a photoshoot knows that for every good picture there are, at least, ten bad ones. The picture of me above is one of the “bad ones.” So, what happens when your company ends up in the spotlight for something not so attractive? Do you run and hide and let the press have their way with you, do you lash out at the people making you look bad, or do you roll with the punches?
Right or Wrong, Talk to the People
People aren’t stupid and information spreads fast. So, if you’ve made a mistake or your company has some poor light being shed on it, the worst thing you can do is not comment. Too often, whether it be a scandal, a mistake, a random mishap or a bad photo of you on Sunset Blvd, I see companies and people brushing the media away and not owning up to the truth. In our media ripe world, your story is going to get out there no matter what you do. So, you might as well tell your side of the story, so that someone else doesn’t make it up for you. But, don’t backlash against those people calling you or your company dirty names. Instead, roll with the punches and make light of the situation. Admit you’re wrong or weren’t at your best for once and the public will have mercy on you. But, admit you’re right, when you’re obviously not; or choose not to comment, when you’re obviously at fault and the public will crucify you. Look at the A&P Supermarket Ganster Rap Parody Video lawsuit and you’ll see a PR nightmare because “Corporate America” is suing two kids for being kids and making a video. If A&P wanted this thing to go away quickly, they picked the wrong way to go about it. Had they just fired the kids and been done with it, I wouldn’t be writing this post right now.
How do you handle press, good or bad?
I’m a big fan of spinning anything negative into a positive, which is pretty easy to do. The public is surprisingly forgiving as long as you’re honest with them. It’s only when you try to hide the truth and then are outed that they go for your throat. So, how do you handle less than perfect media coverage? What ways are you spinning negative into positive? Is your company afraid of admitting that it isn’t perfect? Guess what…no one is.
Just trying out some new types of writing to those who read this far. Apparently, I’m a writer now, so that means I have to find a voice, supposedly. Feel free to tell me exactly how you felt about this style, story, content, etc. Hurt my feelings if you want, I just need the feedback or the people who pay me money will beat me with a bone whip. And if you're enjoying this blog, consider commenting or subscribing for free.
{ 3 comments… read them below or add one }
This is great advice. Large companies and some celebrities often hire Crisis Communications Specialists when they face bad press. This is successful when they engage these professionals quickly. Those who just wait and hope the bad buzz will pass have a much tougher time of getting out in front of the negative.
For smaller companies or individuals without the budget for hiring such folks, they still must act in crisis communications mode on their own. A few things to remember-
1. Don’t lie. If you are guilty, admit it and show remorse. Saying you are sorry (and meaning it) goes a long way in our society.
2. Don’t hide. While you may want to pull the covers over your head, eventually you will need to surface, so do it sooner rather than later.
3. If it is not something illegal or awful ….laugh at your self (this does not work if you killed someone, or something else equally as bad) and hold yourself out as a lesson for others.
I like you blog, you have a lot of amazing insightful thoughts you share here.
@thom - Great addition, Thom! Laughing at yourself in life and in business a wonderfully simple strategy that always works out for the best. Thanks for chiming in.
Who let the Colombian howler monkey out of his cage? Wait … look at him, this monkey can blog! He even knows about press kits and PR! Calling Cooper Andersen, hold please.