Mistakes happen. Every person, company, organization, or government, will one day face the reality of having made a bone-head mistake, that requires you having to handle the problem with the public and the press. Unfortunately, most mistakes are not addressed properly... which leads to even more problems, regulatory intervention, lawsuits, or just plain embarrassment for your lack of planning or incompetence. Here are five simple tactics that anyone can (and should) use to make the best out of a bad situation... 1. ACT IMMEDIATELY... Speed is your ally. Delay is your worst enemy. Attempting to sweep the problem under the rug... or stonewall the media... is an invitation to disaster. Nothing can stir up a media feeding frenzy faster than a hint of foot dragging in your response. The delay is perceived as you "having something to hide" and it makes reporters, regulators, and the public more curious. The words 'no comment' are a bright red flag that will result in the worst opinions and conclusions about you. Immediate action on your part is perceived as honesty, forthrightness, and decisiveness. Even if the mistake is a huge one... quick action will help diffuse the problem. 2. ADMIT YOUR MISTAKE... this is not time for hedging or mealy-mouthed excuses or passing the buck. Take the problem head-on. President Truman was famous for his desk sign which said "The Buck Stops Here". Every CEO should have one on his/her desk... and pay attention to it. Direct action by top management will be seen as the sign of strong leadership and responsibility. It may ward off legal actions or regulatory intrusions. It's savvy PR... and good business. 3. APOLOGIZE FOR YOUR MISTAKE... say the words. "We regret and apologize for this error.". Those, or similar, words will take a lot of heat away from the situation instantly. The public is generally forgiving of honest errors in judgement... IF you admit the error quickly. Wait too long to make an honest apology and you will be perceived as acting out of pressure or hind-sight. Delay your apology and you aggravate the situation unnecessarily. 4. OUTLINE, IN SPECIFIC TERMS, WHAT YOU ARE DOING TODAY TO RECTIFY YOUR MISTAKE. Nothing will put you on the right side of the issue any faster than outlining a specific plan-of-action to make amends for your errors. Again this is seen as honesty and decisiveness. Reporters will often start reporting the responsible way in which you addressed the problem... instead of beating you to death with the problem itself. Responsiveness and taking responsibility with a quick plan of action are the order of the day. 5. OUTLINE, IN SPECIFIC TERMS, STEPS YOU ARE TAKING TODAY TO INSURE THIS MISTAKE NEVER HAPPENS AGAIN. This is where you set yourself apart from most problem reconciliation methods. It's this last step, combined with the first four above, that sets you head and shoulders above the pack. So, there you have it... a simple forumla to turn publicity nightmares into advantages. Every corporate and government executive should stencil this formula on his/her forehead. |
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