When it comes to handling public relations during tragedy, the best advice is simple: Less is more.
It’s clear to most (though not everyone, unfortunately) that pitches, tweets, releases, and any other PR-related activities should be set aside when major tragedies unfold. But in today’s fast-paced and increasingly automated world, it’s often what you don’t do that can get you in trouble.
Here’s a list of must-do things to check to protect you or your client’s reputation – before you glue yourself to the news:
- Postpone scheduled tweets: When your pre-scheduled and suddenly irrelevant tweet pops up as everyone hunts for the latest information, you look lazy and forgetful at best, crude and insensitive at worst.
- Postpone scheduled press releases: On top of protecting your reputation, you’ll want to make sure your announcements aren’t overlooked.
- Postpone sales emails and newsletters: Perhaps most important – because offending a prospect is a fast way to lose business.
- Communicate with clients: Make sure your clients are aware of any items being pushed back – and that they know to postpone any PR or marketing plans of their own.
Can you think of anything else PR firms need to keep in mind?
