What to do if a meteor falls on your business

Last week, I watched as a meteor fell on someone's business.

One of the founders — who has been a very public face of that business — was convicted of a serious crime.

On the spectrum of bad things that can happen to your organization, this is right up there at the top.

And yet — as awful as that is, it is absolutely possible to make it worse. Which is what today’s early edition of this newsletter is about.

Before we get started, an important principle to start with:

Don’t do crimes

I’m going to talk about some very basic PR strategy. But it’s also really important not to commit terrible crimes.

Once, that would have gone without saying, but these days I feel like I have to mention it.

If someone in your organization is hurting people, it has to be addressed. As early as you start to get wind of it.?

Why don't serious problems get addressed?

Organizations become vulnerable to all kinds of meteors when they allow blind spots to go unchecked.

That usually happens when everyone on the team looks the same.

If your leadership all fall into roughly the same demographic of age, gender, sexual orientation, culture, and skin color, you’re going to miss things.

Because nothing is easier than making excuses for someone you feel warmly about, especially if they look a lot like you.

It also happens when some people on a team are systematically ignored.?

Every time I see a horrifying PR disaster, I wonder about the marginalized person who was in the room and desperately tried to raise a red flag. Because in a company of any size, that person is almost always there.

It’s hard to cultivate a culture that’s truly open to criticism. It’s hard to address uncomfortable problems before they become business-killing nightmares.

Also, running a business is hard.?

This is the hard part — not silly, performative hustle bro nonsense — that you need to commit to.

You can start by making it safe for anyone in your company to come to you with an annoying smaller issue.?

If you’re trustworthy with small stuff, it’s easier for people to come to you with big stuff.

OK, let’s get into some crisis communication 101.

Have at least a basic crisis plan

If you work with a PR or communications pro, a crisis plan needs to go to the top of their list.

Good comms people are experts at this — so listen to them, even if the advice makes you squirm.

You won’t be able to prepare for every disaster, but you can have some pieces in place.

First, designate a trustworthy communications person (with a backup) whose job it will be to manage a ??-hitting-the-fan scenario.

This person needs solid business judgment, the ability to communicate extremely clearly, and the emergency contact information for your entire leadership team as well as your attorney.

They also need to be able to keep some emotional distance.

Bring the group together to discuss in advance how you want to handle different kinds of crises — from natural disasters to a major scandal.?

Even if you get hit by a true black swan, being partly prepared is infinitely better than getting sideswiped.

Talk to your team first, then customers, then the public

If your customers find out about a disaster on the news or social media, rather than from you, that’s bad.

If they find out two days after it happened, it’s unforgivable.

You may be tempted to stay silent and hope your customers won’t notice. That will destroy your credibility.

When you speak first, you have the opportunity to look principled and responsible.

(Related: This also gives you the opportunity to be principled and to take responsibility.)?

In the middle of a crisis, nothing makes you look shadier than staying silent.?

If you need to stay mute about some things for legal reasons, you can always make it clear that you’re aware of the situation, that you are taking it seriously, and that you are taking steps to reduce or prevent further harm.?

Don’t make it about your pain

This kind of event can be emotionally devastating for a business owner.?

Your customers and the public do not care about your pain.

And, since we’re being brutally honest here, your employees don’t necessarily care, either.

Your customers, your team, and sometimes the general public need to hear that your organization is taking the situation seriously, and that you are prioritizing their safety.

Even if your heart feels like it’s just been pulled out of your chest. With a plastic spoon.

Refer to the previous point about business being hard.?

Create a way to listen

Make sure there’s some kind of hotline or other vehicle for people to talk to you.?

The messages are probably not all going to be kind and polite. But you need to know what’s being said.?

And be sure to speak to those concerns and criticisms in your own communication.

You don’t have to accept every random stranger’s garbage hot take.?

But to hold a constructive conversation, you need to acknowledge that you aren’t the only speaker.

Don’t say things that aren’t true

One way you can take an embarrassing situation and turn it into a category-10 shitstorm is to tell lies.

So, don’t.

Don’t go too long without a message

You won’t want to. But, depending on the severity of the situation, you’ll probably need to give an update at least daily.

Even when you don’t feel like you have anything to say.

If appropriate, you can start by apologizing for not having more more news.

Then, tell the truth as you know it, reiterate that you’re serious about the problem, and speak to your plans for reducing any harm.

At that point, your job is mainly to stay calm while people get visibly angry with you.

The public aren’t necessarily reasonable or fair.?

Transparency doesn't mean a lack of boundaries

This post is 100% not about the recent events of a public figure who was less visible than nosy busybodies felt entitled to.

If your “meteor” is a private matter that doesn’t affect the public’s welfare, set a boundary and keep setting it.?

Again, these are scenarios to plan for in advance of need.

Sometimes, the daily message is, “I’m sorry, but that’s personal and we’re not discussing it.”?

There's a lot more to crisis communication than this

There's a reason good PR and communications people are well paid.

This work is hard.

And it benefits from a lot of experience and proven business judgment.

A serious business crisis exposes your worst insecurities. It shreds your ego. It opens you up to nastiness and unfairness. There are a million possibilities for missteps.

Very few people are at their best in a crisis.

But if you plan ahead, and commit to clear, truthful, and frequent communication, you stand the best chance of coming out as strong — sometimes even stronger — than you were before before.

?? May all your disasters be minor ones.?

(My PR and communications brothers and sisters — please add your advice and best practices in the comments!)

Photo by Daniele Levis Pelusi on Unsplash