When it comes to public relations, the average day likely includes pitching media on grand opening events, prepping for television segments or collaborating with influencers on the promotion of a new menu.
But sometimes things can go differently than planned. To prepare for the unexpected, it’s important to know the basics of crafting an effective PR statement to share with media and customers seeking answers.
Confer Internally with Key Players
When drafting your statement, ensure all major internal stakeholders are on the same page. Everyone involved should have all the facts and agree on the response, as well as the official channels for distributing your statement. A crisis situation can be made worse if you have multiple members of your team providing contradicting statements to the press.
Be Upfront
If your business made a mistake, get ahead of the story and be upfront about that in your statement. Don’t try to deflect blame or shift the narrative. The public values both transparency and honesty, and will likely recognize deception. It’s also important to show empathy and offer an apology to those negatively impacted.
Keep it Clear
Lay out the facts of the situation but don’t muddle your message with a long-winded and confusing explanation. If your business made a mistake, your statement should clearly identify what steps your company is taking to rectify the situation.
Time is of the Essence
Remaining silent on an issue while the public demands answers can open up your business to additional scrutiny. Getting a statement out as soon as possible is imperative in mitigating damage. It’s a good idea to have multiple statements drafted and approved ahead of time for any potential issue which can then be tweaked accordingly for the specific situation.
Need help crafting your crisis PR statement? Contact the Social Ape team here to learn more about how we can help your business with crisis management.
