Tips to Handle Bad News

Preparing ahead and managing the bad news about company’s or brand reputation is a key public relations task. Bad news can be anything from a poor quarter that has to be reported to the surprise resignation of a key executive, a product recall or the loss of a significant contract. Bad news is normally a disappointment, a set back, and an occurrence, which will impact on the organization and how it is viewed. It’s something you usually initiate and the disclosure of which is your hands.

Here are some principles to follow in planning how to handle bad news.

• Assume that if you know, others will also soon know - Always work on the principle that bad news travels faster than good news. Make an assessment of who is likely to know, when is the earliest they are likely to learn - and plan to give the bad news before that time.
• Determine to tell the truth - There is no substitute for telling the truth. It doesn’t mean that you have to give every detail. Resist every attempt from management to try and take short cuts or give a version that suits some internal agendas. And beware of legal interference.
• Gather history, facts and opinions - While it’s important to get the news out quickly it’s equally important to take the time to find out whether there has been any story around the issue and what’s been communicated to whom in the past. It’s also important to know who has opinions and perspectives on the issue.
• Do your messaging - Determine what you are going to say. Then document it and test it within your own organization by playing the devil’s advocate and trying to pick holes in your messaging.
• Front up, don’t hide - Don’t resort to an announcement by email, and then say that no one is available for further comment. The email, media statement or notice board message should be just the starting point - it’s only the announcement.

The ultimate aim in handling bad news is to do so in a way that protects, and in some instances, enhances your corporate reputation. All organizations face bad news from time-to-time; those that suffer the least from it are those that respond and handle it in a manner that is open, confident and truthful.