I know you're waiting with bated breath, so here's the second half of dealing with a PR crisis (check my previous articles for Part 1):
- Include preemptive measures when you know a crisis is brewing in advance.
- Post statements your owned media, such as your website, social media and newsletters, in addition to distributing a press release or statement.
- Respond to press inquiries on time for the deadline, and for the love of everything, do not say, ‘No comment.’
- Ensure your PR person is in the room to take notes during the interview to ensure the subsequent reporting is accurate to the statements given.
- Debrief after the crisis has passed or at intervals if it’s longer lasting by discussing what went well and what improvements could be made in the future.
