How to Recover From Bad PR

Summary

The transcript discusses the importance of transparency and accountability in recovering from public relations disasters. It emphasizes the need to acknowledge mistakes, avoid defensiveness, and differentiate between false accusations and genuine errors. The speaker highlights the danger of being labeled a villain in the public eye and suggests that taking responsibility and addressing the issue directly can help shift the narrative. Using Starbucks as an example, the transcript illustrates how a nuanced response can prevent a company from being seen as a villain and promote positive change.

Takeaways

• 🙏 Acknowledge the Problem: The first step to recovery is to admit and acknowledge the issue without going on the defensive.
• 🗣️ Separate Truth from Fiction: Distinguish between the accusations that are true and those that are false, and address them accordingly.
• 🦸‍♂️ Avoid Villain Status: Recognize that the public tends to cast organizations in the role of a villain and work to avoid this perception.
• 🔍 Be Transparent: By being open about the mistakes and the steps being taken to correct them, an organization can regain trust.
• 🤝 Take Responsibility: Own up to the missteps and demonstrate a commitment to making amends.
• 🛠️ Implement Changes: Show through actions, not just words, that the organization is serious about addressing the issue.
• 🏢 Institutional Support Matters: Institutions should not defend the wrongdoers within their ranks but should take action against them.
• 📢 Communicate Clearly: Use clear and nuanced language to explain the situation and the organization's stance.
• 🛑 Take Bold Actions: As seen with Starbucks, taking significant steps like closing stores for training can demonstrate commitment to change.
• 🚫 Deny Accusations Judiciously: Only deny accusations that are false, and be careful not to fall into the trap of blanket denials.
• 🌟 Embrace the Hero's Journey: By admitting to mistakes and working towards improvement, organizations can transform from perceived villains to heroes.

Q & A

What is the primary step to recover from a public relations crisis as suggested in the script?

The primary step is to admit the problem and acknowledge it without going on the defensive or denying everything, even if some accusations are false.

Why is it important to avoid being defensive when addressing a public relations crisis?

Being defensive can lead to a perception of denial and avoidance of responsibility, which can further damage the organization's image and reinforce the 'villain' role in public perception.

What does the script suggest about the public's need for a villain?

The script suggests that people need a villain to feel heroic themselves, and they may use an organization or individual to fulfill that role.

How does admitting to mistakes change the perception of an organization in a crisis?

Admitting to mistakes positions the organization as a hero that made a mistake, rather than a villain, allowing for a more nuanced and sympathetic public perception.

What is the role of truth-telling in recovering from a PR crisis according to the script?

Truth-telling is crucial as it helps to avoid being labeled as a villain and allows the organization to take responsibility for its actions, showing integrity and a commitment to improvement.

How did Starbucks handle their public relations crisis as mentioned in the script?

Starbucks handled their crisis by shutting down every store for racial sensitivity training, acknowledging the incident, and taking clear action to address it.

What is the script's advice on how organizations should respond to bad actors within their ranks?

The script advises that organizations should distance themselves from bad actors, acknowledge their wrongdoings, and take preventive action to ensure such incidents do not recur.

What is the trap that organizations fall into when they deny all accusations during a crisis?

Denying all accusations, even when some are true, can make the organization appear as a villain who is not taking responsibility, which is counterproductive to recovery.

How does the script describe the importance of nuance in an organization's response to a crisis?

The script emphasizes the importance of nuance by explaining the situation in a detailed and honest way, which helps to avoid the one-dimensional 'villain' label.

What does the script suggest about the public's perception of an organization that denies all accusations?

The script suggests that a blanket denial of all accusations can reinforce the perception of the organization as a villain, which is exactly what the public may be looking for.

What is the key takeaway from the script regarding handling a public relations crisis?

The key takeaway is to tell the truth, acknowledge what is true, deny what is not, and take action to correct the situation, all while avoiding the 'villain' label.