Tell the truth.
It has been “common sense” in the first reaction of a crisis among the crisis-hit people or crisis handlers. When dealing with a crisis, the first thing coming into mind is to tell the truth, and everyone likes to talk up it. But when it comes to the actual situation, people always fail to do so.
They used to choose keep silent or tend to get out of the issue. The fact is, the so-called “I want to keep private” is unrealistic. The silence or escape will arouse the interest of media and public and lead them to get to the bottom. Consequently, it will cause things worse. Bad news will spread more widely and become more serious.
Tiger’s sex scandal event is an example for it. He didn’t immediately make first reaction when the crisis happened, but froze his mouth. This makes the media and the public want more detail to satisfy their curiosity and catch the chance to well publicize and report the issue. His early negligence causes the crisis out of control.
The problem is common in today’s crisis management cases. A lot of people, especially those celebrities, in hot water keep silence to make stern denials only to go backward into confessions after more evidence are unearthed. This kind of behavior should absolutely be avoided in our effort to deal with a crisis.
In this case, although doing a good remedy afterward, why don’t we actively respond to the incidence from the beginning and not let it expand?
Therefore, when making reactions to a crisis, we should always keep in mind two factors, “Don’t delay” and “Do talk”.
Don’t delay. Make your initial statement at the first hour after a crisis breaks. Hold press conference or make exposure to tell people what happened. You can give an explanation to provide a sense of what led to the issue. Without going into every private detail, you should just give as much information that can let the public know what’s going on and satisfy their curiosity. People always want the truth. If you can tell them the facts at the firs hour before they make different assumptions, they would be more likely to forgive you and move on the incidence. Time control is very important in solving problems.
Do talk. You should open your mouth and speak out your own voice after the crisis breaks. You should actively offer the positive information and do effective communication with the public. Because the longer you don’t talk, the worse it looks for you, and the more you are silent, the more the media and the public are busily doing what they can to get the next scoop. In your silent period, lots of people may be talking about the story and any worse message may be reported. So not talking when a crisis happens is not smart.
In a crisis, it still is much better if bad news came from us rather than someone else. Before we take any measures, remember that there’s no back page on the internet.