Slammed in the Media? PR for Small Businesses:

DO’s:

Know what to do when media calls:
Have a basic media plan in place that every employee is aware of. What should employees do if reporters call or visit your business? Who is authorized to speak on behalf of the company? Who should employees contact once media calls or visits? Will you permit photography on your premises and under what circumstances? Be sure to provide an off hours or emergency number for your employees to reach the company’s decision makers in a matter of urgency.

Correct the Facts:
Resist the urge to counter-attack. Instead, stick to the facts. What was misrepresented about your business and what should the community, your customers, potential customers and industry parties know? What proof points help support your side? Any key issues that weren’t addressed that should be?

Be Honest:
Eventually, the truth will be revealed and you’ll fare far better if you were honest to begin with. Do you need to take some part of responsibility? Did any criticism have a morsel of truth to it? Acknowledging vulnerabilities, even mistakes, especially while under attack, demonstrates credibility and character. Don’t miss the chance to show what you’re really made of.

Think Long Term:
You may be pleading for this crisis to be over and to move on, but consider the steps you need to take to dig out from under this crisis over the long run. Any changes you’ll need to make? New initiatives? Use this as a chance to reinvigorate your business and make improvements.

Keep your customers informed and assured:
You are not the only party affected by threats to your business’s reputation. Your clients and customers most likely provide referrals for you. When negative news or controversy hits, they will feel the impact too -- nobody wants to recommend a lemon. Do not assume they haven’t heard the news. Respond publicly with a well crafted statement or Letter to the Editor that clearly and professionally corrects any inaccuracies and tells your side of the story. Comment on a news article or TV segment online in the online comments area. Keep it brief to assure your main points are not edited out. Consider writing a letter to customers to keep them informed and confident that you are taking the right steps.

Enlist support:
If you have access to credible PR counselors, now is the time to reach out to them. Alternatively, seek out a few business-savvy contacts to help sort through your response with professional calm and strategy. Contact a few of your staunch supporters or customers to speak on your behalf, be it within their own circles, to other customers or to the media.

Make yourself available:
Avoid any temptation to go into hiding: your customers, employees, experts and shareholders need you now more than ever. Visibility demonstrates confidence, action and a sense of control. Try to personally address concerns with employees and your customers. Take calls that come in on the issue and discuss how you are taking action. Keep the conversation focused and assure consistency with a quick pocket guide of messages.

Take the High Road:
If you’ve been slammed, your first instinct is probably anything but professional. Responding with dignity will go a long way towards establishing credibility and earning the trust of your community and customers.

DO’S:
• Do Know what to do when media calls
• Do Correct the Facts
• Do Be Honest
• Do Think Long Term
• Do Keep your customers informed and assured
• Do Enlist support
• Do Make yourself available
• Do Take the High Road

DON’TS
• Don’t self sabotage by resorting to public bullying, name calling or unprofessional (or illegal) behavior.
• Don’t rush to put out a defensive, desperate press release or any other communications tactic that screams guilty or emotional.
• Don’t “spin” the truth or hide from it.
• Don’t assume the problem will go away or delegate it to someone else to avoid dealing with it.
• Don’t vent over email, text, online comment or message boards, Twitter or Facebook.
• Don’t lose perspective.