What are some of the best practices for responding to negative media coverage?

Not all negative media coverage is created equally, and there is no one size fits all approach. Contrary to popular belief, some coverage is worthy of ignoring. Maintaining control of the narrative, and never losing sight of the impact of messaging on your key audiences, is the most important thing. If you do decide to comment, openness and transparency are key. Don't be afraid to apologize if you need to. Commit to doing better. Never try to sweep problems under the carpet. You'll nearly always be found out.

Sometimes, staying quiet can slow the story. Of course, in the long run, you can’t just bury your head in the sand. It’s all about strategy. And here’s something we miss: we obsess over the immediate storm but underestimate the long-term damage. It’s not just about weathering the storm; it’s about rebuilding after. Then there’s the issue of honesty. We’re always told honesty is the best policy, but here’s a reality check: not every culture sees it that way. In some places, it’s seen as admitting guilt. So understand your audience. One more thing: start building relationships with the press before the crisis hits. It makes a difference. Trust me.

Just as Winston Churchill once remarked, "Criticism may not be agreeable, but it is necessary," similarly, acknowledging negative media coverage promptly is a must. Sweeping issues under the rug can often backfire, fanning the flames of negativity. Whether it's through a press release, a blog post, or a social media update, make sure you address the issue transparently and honestly. Instead of casting blame or making excuses, it's vital to express empathy and understanding, especially towards those affected. If the criticism is valid, taking initiative to own the narrative helps shape public perception better. However, always remember, once in the spotlight, every action of yours is under close scrutiny.

I call this the "15-minute window". If you're not putting out some kind of statement, getting back to a journalist or responding in some way within 15 minutes of learning about the incident/issue, you lose a large part of the momentum responding to the story. Granted, not everyone has a department on standby to respond to bad PR, but you can take steps to mitigate or prepare for such a scenario. Have a canned statement template ready to go if needed, keep a shortlist of notable press contacts on standby, and don't be afraid to address the issue on social media immediately.

Based on my experience, the first step to do is to gather all relevant information about the issue at hand and evaluate whether it is necessary to respond or if it is more prudent to remain silent. If you choose to respond, you have to be concise, direct, and maintain your integrity. However, if you decide not to respond immediately, it is important to monitor the situation closely, keeping a holding statement ready for when it becomes necessary. My tip: building solid relationships with media members during the good times is crucial. When a crisis hits, their support can be invaluable. By nurturing a bond based on trust and integrity, they are most likely to trust your words without hesitation.

Journalists are human. Contrary to popular belief, they don't sit in office cubicles sharpening their knives while waiting for their next "victim" to write a hit-piece on. Mistakes happen. They get overworked, and can miss crucial details. Employ diplomacy and ask for a correction/retraction, while simultaneously promising close access to further updates (or even an exclusive, if the story is big enough).

Did you know that Mark Twain once said, "A lie can travel halfway around the world while the truth is still putting on its shoes"? This speaks volumes when dealing with negative media coverage that includes factual errors or misinformation. As much as you respect free press, you have the right to set the record straight. Contact the media outlet directly for correction, retraction, or clarification, always keeping a professional and polite demeanor. You can also leverage your own platforms to circulate accurate information backed by solid evidence. However, it's crucial to avoid being defensive or confrontational. The focus should always be on maintaining trust with your audience, adhering to legal, ethical, and moral principles.

The danger of not correcting inaccuracies or speculation is that these can become the accepted truth. Better to get the facts out there.

Learning from Apollo 13, effective communication is key during crises. After acknowledging and correcting an issue, sharing your action plan is essential. Highlight your goals, responsibilities, and timelines to show commitment. Emphasize your values and achievements to reinforce credibility. Balancing communication that serves public interest and provides legal protection is crucial. Upholding legal, moral, and ethical standards fosters trust and business longevity.

If the concern your company or client is getting negative press for is no longer a concern or can't happen anymore, say that! Not just on your social media, but more directly to your customer base - they're the ones you need to reassure that "whatever bad thing you did" you aren't going to do to them. DEI misstep? Share corrective actions taken in an honest letter or video from the top decisionmaker. Product lawsuit? Send an email campaign about the new features of that product that prevent the concern from happening again. Customer service snafu? Re-emphasize your mission and standards with service win stories or testimonials. Of course, these steps will only feel genuine AFTER you've apologized and rectified the original situation!

Remember "Cluetrain Manifesto"? Its core message - markets are conversations - is relevant for handling negative coverage. Engage with your audience, listen to their concerns on platforms like social media, webinars, or podcasts. Show that you value their opinions by seeking input and responding respectfully. Social listening, far from being just a buzzword, is a critical tool for continuous improvement. Feedback not only helps manage expectations but also fuels innovation.

You need to keep across what is being said about you on social media and the media so you can quickly identify any new issues and address them

There is an age-old adage that applies here: time heals all wounds. Yes, try to get in-front of the issue, correct the narrative, and ask for feedback, but also understand that you might not be able to change hearts and minds during a hot mess. Be patient and focus on the long view.