If you even sniff a crisis is looming, the value of an experienced crisis communications expert cannot be overstated. There are many fantastic internal PR staffers but perhaps they aren’t well versed with handling aggressive reporters or breaking news with damaging stories.
For example, I was fresh off a job as a broadcast journalist and it was my first year in Communications as a Public Relations Manager at an amusement park. That summer there was a tragic accident on one of our rides that resulted in major coverage. Being a former TV news reporter and with guidance from an experienced corporate office we managed it ourselves. However, the story became national news and I found myself underwater. Someone smart – and I am still not sure which Executive – recognized we needed external help with an agency who honed their craft through repeated exposure to various crisis scenarios.
Boy was I thankful!
This public relations nightmare with legal liabilities extended the typical news cycle and lasted for months. We relied heavily on an outside group with a unique skill set required for effective crisis communications management. They helped safeguard our brand image while assisting me through complex challenges under intense scrutiny. I was delivering sensitive messages externally, while also focusing on internal staff members who needed us amidst adversity. This is where an outside expert stands apart, offering unparalleled support in navigating crisis with confidence and resilience.
They are able to separate emotions which cloud judgement. They offer impartiality and help you answer tough questions without the fear of politics being involved. They help you minimize damage based on facts not feelings. This is paramount in moving your organization forward.
It’s also important to note what you say during the Golden Hour of a beginning incident sets the tone and pace for what’s to come. I had a client (before outside help stepped in) blurt out a comment to reporters that conveyed an admission of fault. The press had a field day. These are circumstances that occur when one is under extreme duress without an objective third party to guide you.
People wince at the cost, but in the long run an expert reduces your news cycle and allows your company to get back on its feet quicker both in terms of reputation management and lost revenue.
