If you're in the news a lot, some of that news is eventually going to be negative. Even long-time media darlings eventually fall back to earth - and part of being in the public sphere is being open to public criticism.
That doesn't mean reading negative press about you or your company first thing in the morning is all that pleasant. Here's a crisis communications guide on how to immediately react:
🚨 Don't panic. It can feel good to fire off a social media post about the "nasty media" not understanding your business or brand. But this just draws further attention to the negative coverage and could alienate you from journalists. Crisis communication requires careful thought and planning. There may be times when “fighting fire with fire” is the right approach, but it should be a carefully considered response rather than a knee-jerk reaction.
📰 Read the piece closely for actual errors. Journalists have a right to see the world and your company in a different light than you do, but not to make factual errors. If there are factual errors in the piece you should get those corrected - fast. But if it is more an error of omission of context, you are unlikely to win a correction.
This is especially the case if the article is a piece of analysis or opinion, rather than a straight news piece. A straight news piece about your brand should have some balance and the journalist should have given you a chance to comment. An opinion piece should be based on facts - but there is no requirement or obligation for the writer to be balanced or tell your side of the story.
✍ If the piece doesn't have factual errors but is potentially damaging to deserve a response, consider writing a letter to the editor or on social media. This should set the record straight in your eyes without unduly attacking the probity of the journalist in question. Maintaining professionalism is key when handling negative press. Indeed, the next thing you should do is try to take the reporter out for a coffee.
This guide won’t solve every problem you may encounter with media coverage, but it’s a strong start for managing your reputation in the face of negative attention. For more in-depth advice on crisis communication and handling bad press, feel free to reach out to us.
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