On Sunday, Monday and Tuesday, Mosaic Marketing Studio attended Public Relations Society of America’s #PRSAGameChangers conference at the Hyatt Olive 8 in Seattle, Washington. It was an amazing conference bursting with useful and inspiring information.
The funniest — and perhaps most serious — talk was by Matt McKenna of Greenbrier. He is a public relations guru, having worked with the Clintons and Uber.
Here are McKenna’s 11 rules of Crisis Communication:
1. Don’t defend the unknown.
2. Facts don’t need spin. The name of the game is transparency and honesty.
3. FACT: Bad things happen on weekends, holidays and when the weather is nice.
4. We all do windows. We all do floors. = In the midst of a crisis, it is all hands on deck.
5. Don’t answer questions based on hypotheticals. It is ok to say, “I’m not prepared/ready to answer that question right now. Can I get back to you?”
6. Saying, “Don’t quote me on this,” really means, “Scoop incoming!”
7. The media is a terrible lens through which to tell your story. The Obama administration, for example, turned to YouTube, blogs, etc.
9. Never* use your principle to deliver the bad news unless they are exceptionally good with media. *The exception is when your principle is very good with media. He used the Starbuck’s CEO apologizing for the Philly incident
as someone who got it right.
Bonus: Plan ahead for the bad stuff. Create templates that we can use in the event of…