How do you manage sensitive info in PR?

1 Know your sources

Before you share any information with the media, stakeholders, or the public, make sure you know where it came from, who authorized it, and how reliable it is. Verify the facts, check the context, and avoid speculation or rumors. If you are not sure about something, ask for clarification or confirmation from your source, or wait until you have more evidence. Never lie, exaggerate, or misrepresent the truth.

2 Protect your data

Sensitive information can be anything from personal details, financial records, trade secrets, legal matters, or crisis scenarios. You need to protect your data from unauthorized access, theft, loss, or leakage. Use secure platforms, encryption, passwords, and backups to store and transmit your data. Follow the relevant laws, regulations, and policies regarding data privacy and security. If you have to disclose any sensitive information, do it only to the relevant parties, and with their consent and acknowledgement.

3 Be transparent and accountable

Transparency and accountability are essential for building trust and credibility in PR. You should be honest, open, and respectful when communicating with your audiences, and acknowledge any mistakes or errors. If you have to withhold or delay any information for a valid reason, such as legal, ethical, or safety issues, explain why and when you will provide an update. If you face a crisis or a negative situation, do not hide or deny it, but address it promptly and proactively.

4 Plan and prepare

One of the best ways to manage sensitive info in PR is to plan and prepare for different scenarios and outcomes. Have a clear strategy and guidelines for handling sensitive information, and train your staff and partners on how to follow them. Anticipate potential risks and challenges, and have a contingency plan and a crisis communication plan ready. Monitor the media and the public sentiment, and adjust your messages and actions accordingly.

5 Seek feedback and advice

Managing sensitive info in PR can be stressful and complex, and you may not have all the answers or solutions. That is why it is important to seek feedback and advice from your colleagues, clients, experts, or mentors. They can offer you different perspectives, insights, or suggestions that can help you improve your communication and decision-making. You can also learn from their experiences, best practices, or mistakes.

Managing sensitive info in PR is a skill that requires professionalism, ethics, and judgment. By following these tips, you can communicate effectively and responsibly with your audiences, and protect your reputation and relationships.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?