It will happen at least once in your career. You will have a PR crisis related to something the Marketing Dept. or Agency has done. You’ll need to respond quickly. I’ve always made it a policy to have pre-drafted statements ready to go in case this is needed. It allows me and PR to really think through what main points should be covered. This might just be a list of things you need to consider vs an actual pre-written drawer statement… but it’s better to pre-plan now, vs responding when all hell has broken loose.
Also, determine what qualifies as an issue. Having an individual complain might not warrant any special attention. However, if 60 Minutes is camped outside your office one morning that’s another thing.
Some areas which might bit you…
- Creative or messaging which is in poor taste.
- Advertising which slanders, is inaccurate, etc.
- Media placements on questionable programming (I’ll have a blog post on this coming up)
- A promotional stunt gone bad
- Hacked customer data
It’s better to be a Boy Scout and “always prepared.”
Scott
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