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Ithaca Public Relations
| Ithaca Public Relations 159 Snyder Hill Road Ithaca, NY 14850 607-280-3840 info@ithacapr.com |
Regardless of the cause, or who is ultimately responsible, the BP oil rig
explosion and resulting spill in the Gulf of Mexico is a tragedy. The
environmental and economic impacts will be felt by everyone for years.
The Insider won’t pass judgment on those responsible, but it will take up
the issue of how to respond to media inquiries when a crisis or reputation
management situation strikes.
THE GOLDEN RULES OF PUBLIC RELATIONS IN A CRISIS
Apologize
Express Sympathy
Provide Specific Details on How You'll Resolve the Situation
Don’t Speculate
That’s exactly what BP CEO Tony Hayward did in this interview with CNN
on April 28th. The Insider encourages you to watch the video now, and
then read the rest of the discussion. Be sure to note a few things as you
watch…
Hayward’s genuine reaction to the question of how the explosion
occurred, and how he immediately changed the subject to concern and
sympathy for the families who lost loved ones.
And, how he discusses specific details of the efforts that were already
underway to contain the spill, but declined to speculate on why the fail-
safe mechanism failed, or whether the spill will reach the coastline.
Watch the video here: CNN/BP CEO Interview
Crisis Management 101 teaches us to express empathy and/or sympathy
in situation such as these, even if the reporter does not solicit it. CNN
reporter Brian Todd did not, but Hayward came right out of the gate with
both.
"I feel great grief and sorrow because of the people who have lost their
lives".
Just as importantly, Hayward’s words and tone of voice expressed those
emotions.
It’s also important to note that as of the date of this interview, April 28th,
we knew a lot less about the cause of the explosion and spill, than we do
now. Hayward handled Todd’s questions about the cause and the
potential for the spill to reach the shore, exactly as he should have. He
declined to speculate, pointing out that federal investigators would make
a final determination on what happened with the fail-safe mechanism, and
that others are much more qualified to talk about whether the oil would
reach the shore.
Hayward also did an excellent job of briefly and concisely elaborating on
the specific efforts to contain the spill.
THE BOTTOM LINE
The Golden Rules: Apologize. Express Sympathy. Provide specific details
about how you’re resolving the situation. Don’t speculate about future
events.
One other key, critical rule that applies to a crisis control/reputation
management situation is to control or funnel the flow of information. You
do that by appointing one person to act as a media spokesperson for the
organization, and that‘s the only person who talks to the press.
As a final tip, it’s no secret that some industries are more prone to front
page/top of the news coverage than others when the news is bad. If you
work in one of those industries, consider getting some media training or
coaching in how to respond to a crisis management situation, and
consider developing a crisis management media strategy or outline. Do it
now. Waiting till the crisis hits is too late.
Related Articles:
The Tiger Woods Affair
The John Edwards Media Disaster
Toyota: The Next Tylenol or the Next O.J.?
Posted on 5/5/10
explosion and resulting spill in the Gulf of Mexico is a tragedy. The
environmental and economic impacts will be felt by everyone for years.
The Insider won’t pass judgment on those responsible, but it will take up
the issue of how to respond to media inquiries when a crisis or reputation
management situation strikes.
THE GOLDEN RULES OF PUBLIC RELATIONS IN A CRISIS
Apologize
Express Sympathy
Provide Specific Details on How You'll Resolve the Situation
Don’t Speculate
That’s exactly what BP CEO Tony Hayward did in this interview with CNN
on April 28th. The Insider encourages you to watch the video now, and
then read the rest of the discussion. Be sure to note a few things as you
watch…
Hayward’s genuine reaction to the question of how the explosion
occurred, and how he immediately changed the subject to concern and
sympathy for the families who lost loved ones.
And, how he discusses specific details of the efforts that were already
underway to contain the spill, but declined to speculate on why the fail-
safe mechanism failed, or whether the spill will reach the coastline.
Watch the video here: CNN/BP CEO Interview
Crisis Management 101 teaches us to express empathy and/or sympathy
in situation such as these, even if the reporter does not solicit it. CNN
reporter Brian Todd did not, but Hayward came right out of the gate with
both.
"I feel great grief and sorrow because of the people who have lost their
lives".
Just as importantly, Hayward’s words and tone of voice expressed those
emotions.
It’s also important to note that as of the date of this interview, April 28th,
we knew a lot less about the cause of the explosion and spill, than we do
now. Hayward handled Todd’s questions about the cause and the
potential for the spill to reach the shore, exactly as he should have. He
declined to speculate, pointing out that federal investigators would make
a final determination on what happened with the fail-safe mechanism, and
that others are much more qualified to talk about whether the oil would
reach the shore.
Hayward also did an excellent job of briefly and concisely elaborating on
the specific efforts to contain the spill.
THE BOTTOM LINE
The Golden Rules: Apologize. Express Sympathy. Provide specific details
about how you’re resolving the situation. Don’t speculate about future
events.
One other key, critical rule that applies to a crisis control/reputation
management situation is to control or funnel the flow of information. You
do that by appointing one person to act as a media spokesperson for the
organization, and that‘s the only person who talks to the press.
As a final tip, it’s no secret that some industries are more prone to front
page/top of the news coverage than others when the news is bad. If you
work in one of those industries, consider getting some media training or
coaching in how to respond to a crisis management situation, and
consider developing a crisis management media strategy or outline. Do it
now. Waiting till the crisis hits is too late.
Related Articles:
The Tiger Woods Affair
The John Edwards Media Disaster
Toyota: The Next Tylenol or the Next O.J.?
Posted on 5/5/10
BP OIL'S TEXTBOOK INTERVIEW
| The Insider - The Golden Rules in a P.R. Crisis |
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Should, Too
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Roadblocks to Press Coverage
The Tiger Woods Affair
How to Change Opinions
Calling All Experts part one
Snail Mail Marketing That Works
The Key to Getting Press Coverage
Calling All Experts part two
Calling All Experts part three
Postcards as a Marketing Tool
Advertisers Know This... You
Should, Too
Shattering P.R. Myths
Roadblocks to Press Coverage
The Tiger Woods Affair
How to Change Opinions
Calling All Experts part one
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