From the looks of this and this, it’s clear that PR scandals and gaffes are alive and well. But, if your client gets thrown under the bus unnecessarily, there are some bona fide ways to address or diffuse it.
“Burying your head in the sand and hoping it will go away is one of the biggest mistakes you can make when it comes to negative publicity,” says Mark Scott, director of media relations at MSL Group.
Instead, try getting reporters to help share your side of the story. Be transparent and admit any mistakes, if necessary. “With a short attention span and an affinity for the comeback story, Americans allow you to dust yourself off and make good again,” according to Brian Heffron, senior vice president at CTP Boston. “The media love to write those stories.”
Get more tips on handling a PR crisis in mediabistro.com’s AvantGuild article, PR, Perfected: How to Bounce Back from Negative Publicity.
— CLAIR PHILLIPS