Negative press can strike any company.

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As a leader, you could see your brand’s reputation potentially damaged to the point of no return. A point at which customers don’t trust you, nor do all other stakeholders.

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However, a well-executed response can turn the tide.

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Most times, bad press only becomes almost irreversible if you don’t work smart against it.

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A good reaction to a PR crisis could turn it into an opportunity for growth and improvement. 

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Here are ten steps to help you manage the impact of negative press and come out victorious.

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1. Stay calm

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Panicking can lead to rush decisions that make matters worse. Get your team together and assess how bad things are and the impact it could have on you. Stick to the facts and identify key issues being reported.

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Ask yourself: Can this crisis be averted? Do I see the problem? Will hurrying get me anywhere?

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2. Form a crisis management team

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Assemble a team of representatives from various departments, including PR, legal, leadership, and any involved areas. This team will be in charge of strategy and response. Make sure everyone understands their role. This needs to be a group effort.

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Ask yourself: Who can provide unbiased perspectives? Is there anyone who could have hidden interests?

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3. Monitor media and public sentiment

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Keep your eye on media outlets and social media platforms. You need to check the extent of the negative coverage. Use media monitoring tools like Google Alerts or Hootsuite to track mentions of your brand and identify shifts in public opinion.

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Ask yourself: Is there a growing consensus? Or is it just a small group of critics? Are people from different backgrounds agreeing?

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4. Come up with a transparent response

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Transparency is crucial when dealing with negative press. Acknowledge the issue and provide a truthful account of the situation. Control the narrative. But avoid downplaying the problem or making excuses. Instead, focus on being accountable and addressing any concerns.

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Ask yourself: Would I find this response appropriate if I were on the other side? Does it feel genuine?

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5. Craft a consistent message

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Be consistent across all communication channels. Establish talking points that address the main issues and stick to them. Consistency helps reinforce your message and avoids sending mixed signals. A united front is stronger, more believable, and more trustworthy.

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Ask yourself: Is our position clear, no matter who’s speaking? Are we contradicting ourselves anywhere? 

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6. Engage proactively

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Address questions and concerns respectfully. Show that you are listening and taking their feedback seriously. This can help rebuild trust and prove your commitment to resolving the issue. Doesn’t matter if you’re hurt, you need to be a businessperson first.

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Ask yourself: Will people feel heard and seen? Am I being kind and understanding? Are we building something together?

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7. Highlight the positives

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Highlight positive stories and achievements related to your organization. Success stories. Community contributions. Positive developments. Balance the narrative and remind your audience why they trusted you. But don’t make it seem like you’re covering up, this should just be auxiliary.

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Ask yourself: Does it seem like we only do good for bragging rights? Should we be doing more?

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8. Implement corrective actions

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Address the root cause of the negative press. Improve processes. Offer compensation or apologies. Make policy changes. The necessary steps to show you want to make things right. And communicate these actions clearly so people know you’re serious.

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Ask yourself: Did we do all we could to solve the problem? Did we identify the source correctly?

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9. Learn from mistakes

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After issuing your response, evaluate how effective your crisis management efforts were. Refine your plan and prepare for future challenges to strengthen your organization’s resilience against PR crises.

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Ask yourself: What worked? What could have been handled better? Are we ready for another crisis?

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10. Keep communication up

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Even after the storm has passed, maintain open lines of communication with your stakeholders. Keep them informed about improvements and additional measures being taken. These updates help build trust and transparency, they’re proof of commitment.

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Ask yourself: Will people feel reassured? Are we showing how hard we’re working to improve?

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Turning the page

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PR crises shouldn’t be underestimated.

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While some may stem from false accusations, often they’re a wake-up call. A warning that tells you the way you’ve been doing things won’t hold up for long.

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So, take them seriously. Even if the issue seems insignificant to you, it might mean the world to someone in your audience.

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Remember, every crisis is an opportunity to show your organization’s values and commitment to improvement.

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Not all press is good press, but even bad press can lead to the brightest places.

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If you want to hear more about dealing with negative publicity, check out this week’s episode of TOP CMO with Visit Orlando’s CMO!

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