PR is Transformational. When a crisis issue hits the media, any public relations firm would advise that while there may be times you can hide, but when the news questions come you cannot ignore them. Warren Buffett once said: “It takes twenty years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.”
A few tips from Ronn Torossian of 5W Public Relations:
Act quick: The Court of Public Opinion Doesn’t Wait: In an era of social media, and bloggers putting out content (true or false) instantly, rumors and news moves very quickly. Understand it and adapt.
“Truths are more likely to have been discovered by one man than by a nation.” Descartes
Keep it simple: Fancy language, technical speak or business babble won’t help. “Our illusions are the house in which we live; they are our news, our heroes, our adventure, our forms of art, our very experience.” Daniel Boorstin, “The Image”
Get your story straight: Don’t announce every detail and then change your story. Pre-plan and be prepared.
“Truth is like a lizard; it leaves its tail in your fingers and runs away knowing full well that it will grow a new one in a twinkling.” Ivan Turgenev to Leo Tolstoy
Do what you say: Don’t say one thing and do another.
“With social media, there are no editors. There is no waiting for confirmation. When you tweet or retweet, you are not checking the facts or even so much covered if you are spreading a lie… But this is how process journalism now works. It’s journalism as beta.” Jon Orlin, Techcrunch
Crisis PR Firm CEO Ronn Torossian is the author of “For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations” an Amazon best selling Public Relations book available.