Don’t put the cart before the horse. Think before you speak or act, and you’ll be less likely to regret it later.
If you rush willy-nilly to throw out words, you’ll only make matters worse. Ill-considered statements won’t make problems evaporate just because they’re quick. Nor will they dissuade those who are asking uncomfortable questions.
It doesn’t matter whether something just happened and the information is still rolling in, or whether the facts are already established.
You need to reassure your audiences that you’re aware of the situation, what you’re doing to fix it, and what it means for them.
Whim is your enemy. Off-the-shelf and off-the-cuff seldom works. Everything must be aligned with your long-term strategy.
Fast isn’t inherently bad. But to make it work, you need to know that you’re right and that you’re not shooting yourself in the foot.
This doesn’t mean slow is better. Too much delay makes you look guilty, and that’s as bad as too much haste. You need to strike a balance.
Always remember this golden rule: You can’t unring a bell, and it’s hard to walk back what you say or do. So measure your words and acts carefully. Be certain of the facts. Never speculate.
Before you commit to a strategy, ask yourself the following, and don’t sugar-coat the answers:
- What’s known now, and what’s likely to become known?
- What’s important, and what’s peripheral?
- Who knows what? Who needs to know?
Your audience isn’t just the media. Often those who are most important are your employees and their families, your customers, your donors, and your vendors. The closer they are to the situation (and the more they are affected by it), the more questions they’ll have.
They’re looking to you for answers, and it’s up to you to provide them.
You must reassure. You must inform. You must show respect.
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You can reach Roger Gillott and Eden Gillott directly at 310-396-8696.
Gillott Communications is a Los Angeles-based public relations firm that specializes in high-stakes Crisis & Reputation Management with more than 50 years of expertise in strategic communications, corporate public relations, and working with the media.
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