In The Spotlight
Managing negative publicity.
It's not fair, but it's true: Perception of your companycan hinge on a singleincident. And it doesn't matter what elseyou've done, says Michael L. Herman,president of EpleyAssociates Inc., a public relations firm in Charlotte,NorthCarolina. Here's how to turn a negative situation to yourfavor:
Think before you speak. Be sure you understand the situation, aswell as anyother related aspects of your company, before you speakpublicly, advisesHerman.
Provide a frame of reference."Remember, [people]don't know what youknow about your company," Hermansays.
Don't try to hide.Be honest about what happened, whyit happened andwhat you're doing about it.
Get some training in dealing with the media.Yourspokesperson needs tolook and sound as professional as your bestmarketing materials, Herman says.Designate and train him or herbefore any crisis occurs.