Putting out the *FLAMES*

Before a crisis can ever truly be “solved,” the damaged relationship between a person or organization and a public must be repaired—a process that can take months and sometimes even years of work. This is where a PR professional steps in. Before a process like this can even begin, the crisis must first be managed, and the job of a public relations specialist is to take immediate action and create buzz to get public opinion on their client’s side, so that a problem does not become so big that the chances of a resolution may diminish.

If a crisis were to emerge, there are three important steps a PR professional must take in order to repair the now tainted image of their client.

1. WORK FAST...WITH MINIMAL COMMENTS
Taking immediate action is vital when managing a crisis. In a situation where events move just as fast as information, and many sources are involved, working fast to get the facts and presenting them to the public is essential. Even more essential than presenting the facts to the public is HOW they are presented. Seeing as to how the typical “no comment,” response can make a PR’s client seem more guilty, John J. Barr, Principal of Cascadia Communication Associates, maintains that making a small comment or a short statement expressing regret or remorse without revealing a lot of details will go further that withholding comments. After all, the purpose of crisis management is to defend a position, but make yourself seem likeable and concerned.

2. CHANGE THE LIGHT
Presenting a client in a different light is key to keeping damage to a minimum. Showing that the person or organization in question has another or better side can help to move focus away from the crisis and towards a more positive direction.

3. MAKE THE MEDIA WORK FOR YOU
The media’s job is to present both sides of an argument. That being said, by seeking out reporters or setting up interviews with other members of the media that seem sympathetic, it may be easier for a PR professional to make their client’s position heard or to present a new angle on the crisis at hand.

Aside from the obvious negative effects a crisis can have, if managed properly, a crisis can prove to be an excellent promotional tool for an organization. As previously stated, a PR’s role in problem management is to create buzz and present their client in a different light. Upon doing so, the attention that a public is directing to an organization can be diverted towards all of the good things that an organization or person has done, in which case, the road to recovery begin. Also, a crisis can ignite a positive and contructive change in structure or personnel within an organization.