This document provides guidance on crisis management and responding to potential public relations crises. It outlines several steps to take including evaluating the crisis, monitoring online conversations, determining an appropriate response, identifying communication channels, crafting a message, and reviewing the response. It emphasizes choosing the "least bad" option, acknowledging fault appropriately, and monitoring the situation after the initial response. The overall message is on preventing and managing crises through careful planning and response.
24. #6 - Review
• Review again.
• Then publish.
• A wisdom test trumps all tests. (it’s own slide)!
• What’s the wisest thing to do?
• Notice we did not say “a legal test” or a “moral” test or any other
standard.
• Don’t fool yourself into thinking “because I can, I should.”
• If it could be perceived incorrectly or negatively, it fails the test.
• If you have to explain it - you’ll never be able to explain it.
R E V I E W
R e v i e w a g a i n .
T h e n p u b l i s h .
40. Evaluate crisis.
Monitor online conversation.
Determine response.
Identify channels.
Craft message.
Review. Review again. Then publish.
Starve the beast.
Monitor aftershocks.
Acknowledge the situation.
R E C A P