When something bad happens, don't make people dig and dig and dig to find it. Now I mentioned it in the previous lecture. Apologies for anyone who thinks I'm being repetitive, but I just have to stress because so many people don't get this. I see major, major, huge communications companies even committing this sin, something bad happens. Customer was beaten on their premises. And it's in the news everywhere.
You go to the company's website, you cannot find anything. You go to their social media outlets, you can't find anything. And then if you look around long enough, you'll see a story you'll see a statement that the company put out that was quoted in the story, but you can't find the original statement. You certainly can't find the video of the CEO talking about what has happened. I recommend that you come up with a statement quickly It only needs to be 100 words or so three points, three sentences, a few sound bites for each and the most relevant facts. As far as any specifics of number of people harmed, injured deaths.
If that occurs, have it on a tight, tight, concise sheet of paper screen, but then put it on your website but on the homepage of your website, but in the news section of your website, put it in the press release section of your website, put it on your Facebook page, your LinkedIn page, whatever corporate social media outlet you have posted there. Any reporter that has covered your company in the last year or two or three. Don't wait for them to find out an hour two or three hours later. Reach out to them first. Send out my emails Any other form the release with a video link attached, make it really easy for people. When reporters hear from you first.
It's only human nature. Their first reaction is, maybe this isn't that bad. They're trying to talk about it. Maybe it's not even that big a deal at all. Now, they'll still do the story. If something genuinely bad has happened, explosion of fire or death.
But the sheer fact that you are reaching out first is going to make you come across much more credible. It's not going to kill the story, but in some cases it will minimize the story will make it seem like less of a big deal. Regardless, the reporter is not going to then just run with rumor. If a reporter is being called or lobbied by someone else who's out to get you or to attack, you are saying you've always been bad for the environment or you've always had a hostile work place for minorities or others, they're going to be a lot more likely to call you and get your response, rather than just running with it. If they feel like you're difficult, and they've got to like call five times and work through a public to even get you on the phone, they're going to be much more likely to quote other people reaffirming the negative storyline about you.
So as much as you want to go into hiding, and I can understand that no one loves talking about their dirty laundry. No one loves talking about bad news. But you're only going to make it worse if you make people dig for. I mean, everyone loves a good scavenger hunt. If you've got to go around and fight it and dig for it. It's that much more satisfying your through the reporter to get it.
But if everyone is given all the information right away, you take the fun away from the reporters, and you demystify this process. It makes it so much harder to paint you as the bad guy, the bad person who is doing nefarious things in secret because you're not doing anything in secret. You're letting it all hang out.