The Tight-Rope of PR

Risk = Walking a tight-rope.

Issues = A lack of balance.

Crisis = Falling fifty feet to your doom.

Recovery = Accepting medical help.

At least this is what these terms refer to if my brother, the semi-professional, adrenalin addicted; teenage wrestler ever gets the stupid idea to try tight-rope walking without any safety harnesses. In public relations the effects are somewhat less extravagant but no less important to understand.

Risk is essentially being put into a situation where the outcome is unknown; therefore, in this case the public relations practitioner must be able to make an informed guess as to what the outcome may be. This is managing the risk.

Management skills are also needed when dealing with a crisis, after all, no matter how well a campaign is planned its almost guaranteed that something unplanned will happen. According to this week’s readings, the ten steps to good crisis management are:

1. Tell the truth.
2. Tell it quickly, consistently and fully.
3. If blame is deserved admit it and apologise.
4. Explain what is being done to overcome the crisis.
5. Contact effected families, employees and other important stakeholders.
6. Provide email addresses, fax and phone numbers for media queries.
7. Keep the media and important stakeholders informed of progress.
8. Do not speculate.
9. Keep a log of media queries and return calls promptly.
10. Be alert to rumours and correct misapprehensions as quickly as possible.

Readings: Chapter 11 ‘Risk, issues, crisis and recovery’ in J. Johnston & C. Zawawi (Eds.), Public Relations: Theory and Practice (pp. 298-327). Crows Nest, NSW: Allen & Unwin.