How to Deal With Negative Publicity

Today, we feature an excerpt from the book, The Public Relations Handbook. This section of the book on how to deal with negative publicity is written by Jonathan Dedmon of The Dilenschneider Group.

Invariably, a company or organization will experience bad news, resulting in negative publicity. Possible reasons can include:

Poor revenue or earnings
Product recalls
Consumer health and safety issues
Strikes
Plant closures or layoffs
Attacks by politicians and non-governmental organizations
Accidents causing employee deaths or serious injuries
Attacks by activist investors questioning the overall company strategy and its management
Environmental issues
Worker conditions and sourcing, particularly in the developing world

It is important to acknowledge the facts of the situation versus trying to “spin” them for short-term gain; once again, credibility and trust are your most important assets. And remember that relations with the media need to be viewed as a long-term game. If you spin the facts, then when there is good news, will you be believed or trusted?

Several other tips on dealing with a negative media situation:

Identify how much traction the story is getting. Do not make more of your denial than is warranted, as it creates the equivalent of being hit by a truck and then having the truck back up over you. To the extent possible, make it a one-day story and respond with equivalency—what is needed but not more than the story deserves.

Articulate bold, positive steps you are taking to fix the problem.
Don’t be argumentative. As longtime Republican political operative Bill Greener aptly put it, quoting others: “Never argue with someone who buys ink by the barrel.”
Don’t repeat negative or inflammatory language from the reporter. Even a denial using such language can be repeated as from you in the story.
A corollary to that is to take the high road. As former first lady Michelle Obama put it: “When they go low, we go high.”
PROTECT THE RECORD. If you make a mistake, correct it. If the reporter makes a mistake, ask for a correction. While few people read the small corrections in newspapers, by getting one released, you will ensure it is recorded in digital space, frequently even in the online version of the story.

Last, recognize that news stories need a villain and that corporations are rarely viewed as being on the side of the angels. Internationally renowned political scientist and management scholar and chancellor of Vanderbilt University Daniel Diermeier notes in his excellent book, Reputation Rules, “Executives operate under the mistaken belief that the public trusts them. But CEOs are among the least trusted professions, just barely ahead of used-car dealers and politicians.”

About the Editor of The Public Relations Handbook:

Robert L. Dilenschneider formed The Dilenschneider Group in October, 1991. Headquartered in New York and Chicago, the Firm provides strategic advice and counsel to Fortune 500 companies and leading families and individuals around the world, with experience in fields ranging from mergers and acquisitions and crisis communications to marketing, government affairs and international media.

Prior to forming his own firm, Dilenschneider served as president and chief executive officer of Hill and Knowlton, Inc. from 1986 to 1991, tripling that Firm’s revenues to nearly $200 million and delivering more than $30 million in profit. Dilenschneider was with that organization for nearly 25 years. Dilenschneider started in public relations in 1967 in New York, shortly after receiving an MA in journalism from Ohio State University, and a BA from the University of Notre Dame. For more information, please visit https://robertldilenschneider.com

Jonathan Dedmon is a Principal of The Dilenschneider Group with more than forty-five years’ experience in the media and agency public relations and marketing communications, including twenty-eight years with The Dilenschneider Group in Chicago. During his public relations and marketing communications career, Mr. Dedmon has worked across a variety of industries, including real estate, architecture and construction, legal affairs, financial services, education, energy, manufacturing, transportation, environmental services, healthcare, food and agriculture, and consumer products. He also has worked with e-commerce clients and with a number of trade associations and in education and the arts. For more information, please visit https://www.dilenschneider.com

Excerpted from The Public Relations Handbook copyright © 2022 by Robert L. Dilenschneider. Reprinted with permission from Matt Holt Books, an imprint of BenBella Books, Inc. All rights reserved.

Comments

A Guide For How To Dream Big And Win In Business

In Dream Big and Win , author Liz Elting shares the lessons she learned ― both the successes and failures ― while building a billion-dollar company from scratch. She explains why you need not only passion and purpose to win big, but also: a willingness to take decisive action grit sweat equity determination positive attitude Elting’s fascinating story began with her entirely self-funded business launch that started in a dorm room. By possessing a disciplined set of principles and focusing on carefully developing her leadership skills throughout the process, she was able to achieve her goal of becoming #1 in the translation market that was already dominated by established competitors. Today, Elting is the Founder and CEO of The Elizabeth Elting Foundation, which creates scholarship opportunities for entrepreneurial young women, funds exciting women-led startups and social businesses, and supports women-led organizations that foster women’s success through educational prog...

How To Be An Impact Player In The Workplace

Within the workplace there are Contributors and Impact Players – each representing a distinct way of working – the first leads to a job well done while the other carves a path to true leadership and generates immense value. More specifically, Liz Wiseman , author of the new book, Impact Players , explains that: While others do their job, Impact Players figure out the real job to be done. While others wait for direction, Impact Players step up and lead. While others escalate problems, Impact Players move things across the finish line. While others attempt to minimize change, Impact Players are learning and adapting to change. While others add to the load, Impact Players make heavy demands feel lighter. “ Impact Players is written for aspiring leaders, striving professionals who want to be more successful at work, increase their influence, and multiply their impact,” explains Wiseman. “It is also a book for today’s leaders, those managers who want t...

Nelson Mandela Leadership Quotes

Here are my favorite Nelson Mandela leadership quotes: "Lead from the back--and let others believe they are in front." "The greatest glory in living lies not in never failing, but in rising every time we fall." "It always seems impossible until it's done." "I like friends who have independent minds because they tend to make you see problems from all angles." "I've learned that courage was not the absence of fear, but the triumph over it. The brave man is not he who does not feel afraid, but he who conquers that fear." "Do not judge me by my successes, judge me by how many times I fell down and got back up again."

Job Descriptions Should All Fit Together Logically And Strategically

Whether you have one or many employees, be sure each has a current and accurate job description . A job description is a written document that should include the: employee's duties employee's responsibilities outcomes needed from that position. It should also include the required qualifications and reporting relationship. If your employee has a poorly written job description, or one that is out-of-date, it will lead to confusion and misunderstandings. Once you have a job description for each employee, you'll be able to ensure the descriptions all fit together logically and leave no holes in the duties that need to be assigned. Check your job descriptions at least yearly to be sure they reflect the employee's proper title and current duties. Very often employees get new job titles or are assigned new tasks mid-year, and those don't get reflected in their job descriptions. Don't let that happen. Finally, if you don't have access to a Human ...

Mission Statements Are Not Always About Money

From the book, Light A Fire Under Your Business : A clear and concise mission statement defines, in the simplest terms, your organization's core reason for being, and it had better not be all about money. Money is definitely important to most of society, and it is a motivator. But many people aspire to be part of something more meaningful than just a paycheck. They want a paycheck that is also connected to a culture that offers greater intrinsic values.

Full Engagement By Brian Tracy

Best-selling author Brian Tracy's book, Full Engagement , provides practical advice for how to inspire your employees to perform at their absolute best. He explains that above nearly every measure, employees' most powerful single motivator is the "desire to be happy." So, Tracy teaches you how to make your employees happy by: Organizing their work from the first step in the hiring process through the final step in their departure from your company so they are happy with you, their work, their coworkers, as well as in their interactions with your customers, suppliers and vendors. Full Engagement includes these chapters and topics: The Psychology of Motivation Ignite the Flame of Personal Performance Make People Feel Important Drive Out Fear Create That Winning Feeling Select The Right People Internal Versus External Motivation At a minimum, Tracy suggests that managers do the following when managing their employees : Smile Ask questions Listen ...

Thanks HCI For Naming This Blog In Your Best Blogs - Talent 2011

A big thanks to Human Capital Institute (HCI) for including my blog on management and leadership in its list of the Best Blogs - Talent 2011. HCI is a global association for talent management and new economy leadership, and a clearinghouse for best practices and new ideas. Its network of expert practitioners, Fortune 1000 and Global 2000 corporations, government agencies, global consultants and business schools contribute a stream of constantly-evolving information, the best of which is organized, analyzed and shared with members through HCI communities, research, education and events.

Three Quick Tips For How Best To Explain Change

When you communicate change to your team, explain the logical and the rational reasons for the change: 1. Explain how the change will make employees feel before, during and after the implementation. 2. Explain the tactical plan and goals . 3. Answer questions from your team.

Business And Life Lessons My Father Taught Me

On this Father's Day , I thank my dad for teaching me the following business and life lessons : Listen - Growing up, I thought my Dad was perhaps shy or quiet. Really, he was just a great listener. I believe that's what made him so wise. He would listen to anyone. Young or old. New acquaintance or friend. Provide - My Dad provided for me. Music lessons. Vacations. Summer camp. Boy Scouts. He gave. He put others' needs first. Today, I find in volunteering likely the same satisfaction he felt when he provided. Educate - My Dad's passion was education. He loved to learn. He loved even more to teach. He lived to help other people learn. In the workplace, providing learning opportunities is one of the most powerful things you can do for an employee. Mentoring is equally powerful. Train & Prepare - All those years of hearing, "Have you done your homework?" and "practice your trombone," served me well....

The Five Critical Roles You Need To Build A Winning Team

The new book, Team Players , by leadership expert and New York Times bestselling author, Mark Murphy , explains why a team needs more than strong leaders—it needs the right mix of five roles and talents to succeed. In addition, Murphy reveals that the secret to extraordinary teams isn’t making everyone the same—it’s embracing and leveraging fundamental differences through those five distinct team roles. No amount of teambuilding, trust, or cohesion can overcome having the wrong mix of people in the room. The five essential roles and talents are: The Director assumes a leadership role within the team, guiding its direction and making important, difficult, and even unpopular decisions. The Achiever immerses themselves in the details of accomplishing tasks and getting things done, with a keen eye for delivering error-free work. The Stabilizer keeps the team on track with meticulous planning, processes and procedures, clear timelines, and organi...

Eric Jacobson On Management And Leadership

Search This Blog