There are many variables in crisis management, but one thing that remains consistent is that when things really heat up, the media gets involved. Why is learning to use all forms of media to your advantage a must? This quote from an HFMweek.com article demonstrates the answer:
…how well your company manages the media during a crisis could determine whether your company gets hurt, recovers, or even goes to the wall. Many companies who do not handle these issues suffer the ultimate fate – the death or reorganization of the company.
The fact is that if you don’t communicate to the press immediately, you lose your greatest opportunity to control events. This means that you need to get your message out quickly to prevent falsehoods becoming fact. In the recent insider trading allegations, one company took a week to verify that the accusations related to their employee’s personal trading account, and had nothing to do with his work for the firm. But by that time, the impression had taken root that the firm itself had been involved in dodgy dealings.
As soon as you allow others to control your story (or rather, their version of your story), things begin to spiral downward. Any space you leave will undoubtedly be filled quickly with damaging rumor and innuendo that causes unnecessary reputation damage. In the event of an unpredictable crisis, even a short holding statement will hold back the media onslaught long enough to put a basic plan of action together. Except for in extremely rare cases, remaining silent will always do more harm than good.
The BCM Blogging Team
https://www.bernsteincrisismanagement.com/