In my experience, the answer boils down to the following: being proactive, practicing emotional intelligence, demonstrating good character, and adapting to feedback from the public.

Be Proactive

First and foremost, it helps to have a crisis communications plan in place before any such emergency happens. This document should outline who the appropriate spokesperson or people should be and procedures for other staff to follow should they receive inquiries from outside the organization.

In addition, the entire staff should already have received thorough training in this plan so everyone knows who is authorized to comment to the media and answer questions. Consequently, they will readily direct inquiries to the right spokespeople and refrain from making public statements themselves, meaning there will be less risk of a team member making erroneous or unhelpful comments based on incomplete information.

If you or your organization doesn’t have a crisis communications plan, it’s crucial to develop one without delay. By definition, emergencies don’t arrive on schedule — they tend to emerge when it’s most inconvenient. The good news is that crisis communications and public relations experts can help you create a customized strategy for your organization as quickly, efficiently, and effectively as possible.

Practice Emotional Intelligence

Sometimes, you won’t know the facts of the matter right away. In cases like these, stay calm. 

Crises are hard on everyone involved, so practice self-compassion and handle any difficult emotions before engaging with the rest of your team. Once you have returned to a calm state of mind, set about collecting information.

Meanwhile, given our fast-paced world, it’s essential to still be transparent, so communicate internally to craft an appropriate message to share with the public. For instance, you could explain that you aren’t in full possession of the facts yet and your investigations are ongoing. 

You could also explain that you don’t want to say anything that might turn out to be inaccurate later, so that’s why you don’t want to say anything more. This demonstrates your commitment to communicating promptly and honestly while giving a good reason for not answering in-depth questions. Many people will grant you the benefit of the doubt if you can present solid grounds like these.

Hopefully, in the course of your investigations, you will discover information that exonerates yourself or your organization. Let’s turn our attention to the worst-case scenario, however. What should you do if you or your organization really are to blame?

Demonstrate Good Character

Many people will feel tempted to hide the truth when that truth casts them in a negative light, believing they can cover it up and continue as though nothing happened. When the bad news comes out, however, it’s often this coverup that outrages the public most. The original incident almost pales in comparison.

Why? The original problem may have been due to poor judgment, but everyone makes mistakes. Choosing to deceive, however, is a character flaw. 

When the coverup is discovered, the public’s trust is irreparably harmed, and the person or organization is unable to recover its reputation. Just as in personal relationships with friends and family, the second you lie, you change the other person’s image of you. From that point on, part of them will probably doubt you.

When deciding between coming clean and lying, it’s best to do the former. While the bad news may seem difficult to overcome on its own, trying to hide it would only allow the issue to fester while adding a lack of honesty.

On the other hand, having the courage to be honest and admit errors is a sign of good character. Apologizing, coming clean, and expressing disappointment in oneself — while it might feel embarrassing — demonstrates that you have the courage and strength to take personal responsibility. The public finds it easier to forgive those who take this stance rather than those who try to escape their rightful share of blame.

That said, only apologize if you or your organization truly were at fault. Apologizing when one hasn’t done anything wrong can make one appear weak. According to psychologist Beverly Engel, you may apologize to try to be nice, but recipients can interpret you as being ineffective and unconfident instead. In addition, apologizing only to take it back later can land you at the bottom of an even bigger hole. Luckily, Harvard Business Review has published a helpful guide that can help organizations decide whether to apologize and how.

Monitor and Adapt

The last step is to monitor the public’s reaction. Since audiences are usually far from homogenous, you can expect responses that run the gamut from supportive to intensely critical. This phase requires being willing to listen to negative feedback and adapt accordingly, refining your messages and planning further to achieve your goals.

I won’t lie — if that sounds challenging, that’s because it is.

That’s another reason why relying on the advice of experienced public relations professionals can prove indispensable during these challenging times. These experts can coach you every step of the way, not only giving you guidance and support, but also supplying you with the exact language to say given your particular circumstances. Since they keep their hands on the pulse of public opinion, they understand best how to maximize your chances of recovering your reputation.

Emerging Stronger than Ever

While breaking bad news to the public can feel like the end of the world, the good news is that it doesn’t have to be. With the help of public relations experts, you and your organization can solve the problem, reforge your reputation to make it stronger than ever, and move on.

The post How Spokespeople Should Announce Bad News appeared first on SiteProNews.

For PR experts, credibility becomes the lifeblood of their profession. With AI-powered technologies poised to reshape the media landscape, maintaining a spotless reputation and an image of trustworthiness has never been more critical. It’s essential to anticipate the risks that accompany AI and proactively plan for contingencies. While some institutions have attempted to ban specific AI tools, it’s crucial to understand and leverage them responsibly. 

Staying well-versed in the latest technological advancements is vital, as clients may inquire about AI implementation and its potential benefits. By evaluating the risks, balancing the use of AI with human judgment, and preparing robust strategies, PR professionals can navigate the complexities of the digital age while preserving their brands’ credibility and effectiveness.

The Blurring Line of Reality

The gap between reality and fiction has become increasingly blurred with the rise of influencers, people documenting only the best part of their lives, and catfishing. The culprit is a widespread reliance on social media as a primary source of information. We tend to form our opinions based on what we see on these platforms, often disregarding content that does not align with our preconceived notions of reality.

However, the emergence of AI-generated images and videos adds a new layer of complexity. These visual representations have reached a level of sophistication, virtually indistinguishable from genuine content. As a result, the notion of “seeing is believing” is being put to the test. 

Our framework for determining what is real and what is not is no longer a reliable guide, as AI blurs the boundaries between fact and fabrication. Tidio recently published an article that puts you to the test if you can determine if something is human or AI, and according to their survey, “87 percent of respondents mistook an AI-generated image for a real photo of a person.”

This requires a heightened sense of vigilance and commitment to thorough fact-checking for publicists. The responsibility to separate genuine content from AI-generated deepfakes lies squarely on their shoulders. Identifying and addressing false or misleading information becomes a core competency in maintaining trust and credibility in the digital realm.

Ensuring Credibility and Building Trust

One of the key strategies for ensuring credibility is the rigorous vetting of sources. PR professionals must go beyond surface-level scrutiny and deep into the origins and reliability of information by utilizing multiple sources and cross-referencing information to verify the accuracy and integrity of the content they disseminate. This diligent approach strengthens their credibility and guards against inadvertently spreading misinformation.

Publicists must also maintain a clean, professional image. In an era where credibility can be easily tarnished by a background of falsehoods or promoting false information, it’s essential to project an image of trustworthiness and integrity, which requires a proactive stance in aligning one’s actions and communications with ethical standards. By upholding transparency, accountability, and a commitment to truth, PR professionals can cultivate and preserve trust with their audiences.

Preparing for potential crises is another vital aspect of credibility management, as developing a comprehensive crisis management plan allows PR professionals to stay ahead of the news cycle and respond promptly and effectively to any challenges that may arise. By anticipating potential risks and devising strategies to address them, they can mitigate damage to their reputation and maintain trust even in adversity.

AI Is an Empowering Tool

AI offers immense potential for streamlining and automating various PR tasks, increasing efficiency and productivity. From data analysis and trend monitoring to content creation and distribution, AI-powered tools can handle repetitive and time-consuming tasks, allowing PR professionals to focus on strategic thinking, creativity, and relationship-building. By harnessing AI to analyze vast amounts of data, publicists can gain valuable insights and make data-driven decisions, resulting in more effective and targeted PR campaigns.

Furthermore, AI can significantly enhance research capabilities by rapidly sifting through large volumes of information. PR professionals can use AI-powered tools to gather and analyze data, identify patterns, and monitor public sentiment to aid in their understanding of target audiences, tailoring messages, and identifying emerging trends or potential crises. By leveraging AI as a research tool, publicists can make informed decisions and stay ahead of the curve in a rapidly evolving digital landscape.

However, it’s essential to recognize the limitations of AI and understand its role as a tool rather than a replacement for human expertise. While AI can process data and perform specific tasks efficiently, it lacks the human element of creativity, intuition, and emotional intelligence that are integral to PR. Human professionals can interpret nuanced information, understand cultural contexts, and make judgment calls in complex situations. AI should be seen as a complement to human capabilities, augmenting PR strategies, rather than replacing them.

Ethical considerations are also essential when utilizing AI in PR. As AI technology advances, it becomes increasingly challenging to discern between authentic and AI-generated content. PR professionals must ensure that their work is original and ethically represents their brand. Transparency and authenticity should be prioritized, and any use of AI-generated content should be disclosed to maintain trust with stakeholders. Additionally, publicists must be aware of the potential biases and limitations of AI algorithms and actively work to mitigate them.

Understanding the Risks and Planning for Contingencies

One of the primary risks of AI lies in its ability to generate deepfake content — artificially manipulated images, videos, or audio that convincingly depict people saying or doing things they never did. Deepfakes have the potential to spread misinformation, damage reputations, and manipulate public opinion, so PR professionals must be aware of the increasing sophistication of deepfake technology and its potential impact on their clients or organizations. By staying informed about emerging AI techniques and tools used to detect deepfakes, publicists can effectively identify and counteract this risk.

A comprehensive contingency plan is essential for effectively addressing AI-related risks. This plan should encompass protocols for identifying and responding to deep fake content, crisis management strategies to address any negative repercussions, and guidelines for maintaining transparency and trust. 

Publicists should also establish clear lines of accountability to determine the responsible parties in case of AI-related mishaps. Assessing the potential consequences of AI implementation and having predetermined courses of action can help mitigate the impact of any unforeseen challenges or failures.

Preparing Clients for AI Implementation

One crucial aspect of preparing clients for AI implementation is developing a comprehensive plan that outlines the potential risks and rewards of integrating AI into PR strategies. This plan should include an assessment of the client’s specific needs and goals, and an evaluation of how AI can align with those objectives. By establishing clear objectives and expectations from the outset, clients can understand the potential outcomes and make informed choices about incorporating AI into their PR initiatives.

Communication is vital during the preparation phase. PR professionals must effectively convey the capabilities and limitations of AI to their clients. It’s vital to educate clients about the role of AI as a tool, highlighting its potential to enhance productivity, streamline processes, and provide valuable insights. 

Simultaneously, it’s essential to underscore the need for human expertise in critical areas such as strategic thinking, creativity, and decision-making. By fostering a clear understanding of AI’s role and promoting a collaborative approach, clients can better understand how to leverage AI effectively within their PR campaigns.

Moreover, it’s extremely important to discuss the accountability and responsibility of AI technology. Clients must understand the importance of establishing clear lines of accountability for AI-driven initiatives. Determining who is responsible for overseeing and monitoring AI systems and addressing any issues that may arise is essential for maintaining transparency and ensuring ethical practices.

The risks associated with AI, such as deepfakes and unintended biases require PR professionals to proactively address potential challenges. AI has the potential to revolutionize PR practices, but it must be approached with care, responsibility, and a commitment to ethical and transparent communication. By embracing AI as a tool, understanding the risks and benefits, and staying true to the values of PR, professionals can thrive in the digital age and drive impactful outcomes for their clients and organizations.

The post Facing the Digital Age of AI in PR and Avoiding its Potential Evils appeared first on SiteProNews.

However, by the end of 2022, we realized that this was not enough. Examples from last year reveal that organizations must participate fully in the conversation or risk being blindsided by negative news stories. 

In this new year, we embrace a new reality — 2022’s lessons have changed the way we approach crisis communications forever. Here is what we learned about approaching crisis communication quickly, calmly, and honestly.    

When Addressing a Crisis, Communicate Quickly

During 2022, we learned the value of planning for a crisis. If an organization prepares ahead of time, almost any problem can be handled before it gets out of hand. Looking back, Southwest Airlines revealed the pitfalls of failing to create a thorough crisis plan. Wintry weather grounded hundreds of flights, and disgruntled customers spiralled into a public meltdown. During the first nine months of the year, this carrier led the pack in profits, but cancelling over 60% of flights over two days and failing to communicate in a timely manner devastated the company’s financial standing and reputation. 

Thanks to growing awareness of how people use technology to share stories, information, and opinions, we have a better understanding of the need for timely communication. Social media transformed how people and organizations communicate and is a game-changer in crisis communications. Before social media, companies controlled their messages by talking only to select news outlets or providing information on their websites. Today, social media gives everyone a platform and moves at breakneck speed. 

As social media became a tool for public communication, organizations faced both challenges and opportunities in their crisis management strategies. Perhaps, more than anything else, 2022 showed us the value of staying ahead of a crisis with timely communication.

Approach Crisis Communication with Composure

For a clear demonstration of the value of approaching a crisis calmly, look no further than Ukrainian President Volodymyr Zelenskyy. This once-TV actor and comedian was thrown into the spotlight as the world watched him and his nation defend themselves against a global powerhouse. This young leader managed the situation with remarkable composure, despite only entering the presidency and political scene in 2019. He unified his nation and gave them the courage they needed in a crisis. 

To approach a crisis with a cool head, organizations must realize they cannot control the message: they can only influence it. When organizations step back and relinquish the need to control, they are far better at participating calmly in the conversation. To analyze the conversation and know how best to participate, organizations need to understand their audience and what that audience wants. In 2022, we learned that the audience is the focus during crisis communications, not the organization.

In a Crisis, Take Accountability

Organizations prefer to portray themselves as perfect; however, just like people, they are prone to make mistakes. Coverups are never the answer. When organizations lie — even about something minimal — a lack of trust builds up amongst employees, consumers, and investors alike. 

Slack, in 2022 didn’t even try to test their loyal fans. It stood authentic throughout its outage, even making fun of itself during its crisis response, and this transparency kept loyal users committed to the organization. Looking back, many only remember the crisis if their organization was affected because it was resolved quickly and without any headaches from the Slack organization.

In 2022, we learned that people are not passive recipients of information but active participants in a conversation. Organizations must remember that they are not selling to markets — they’re selling to people, and people deserve respect. Because organizations are dealing with human beings with feelings and personalities, they cannot avoid or control conversations. Although, they can influence them, and that is where the opportunity lies for organizations looking to win. We must participate in discussions honestly and openly to be considered trustworthy.

Sweeping a Crisis Under the Rug is Never the Right Answer

Prior to 2022, many organizations operated with the strategy that ignoring an issue was the best way to get people to forget it. However, FIFA’s hosting of the World Cup in Qatar last year brings to light a nearly decade-long employee crisis that isn’t going anywhere. Since FIFA fans and sports lovers learned of bribes, all the organization’s past grievances — women’s rights and LGBTQ+ rights, for instance — came to the forefront as well. If organizations refuse to admit they are wrong, the situation only snowballs, as we saw in Qatar. 

It is time to embrace the conversation. Organizations cannot expect people to just stop talking. On social media platforms, the discussion is happening on a level playing field where everyone has an equal voice, and organizations must participate if they want to influence their message or reputation. Not participating in this conversation is equivalent to ignoring reality. If you choose not to participate in the conversation, then someone else will fill that void with their own narrative — often one that casts your organization in a negative light. 

Gone are the days of hiding behind the catchphrase of “no comment.” In today’s world, organizations must be transparent and honest at all times, even if it means admitting mistakes or flaws in the business model that led to a crisis situation. If an organization cannot be authentic or admit shortcomings, there is no point in communicating — the company will never earn trust or respect. When faced with a crisis situation, the best thing to do is to be part of the conversation rather than trying to shut it down.

Conversations in a time of crisis reveal more about organizations than they realize. The lessons of 2022 make it clear that organizations need to listen as well as talk. 

In order to effectively communicate in a crisis situation, organizations must recognize they’re no longer in control of what people are hearing or saying about them. In light of this, they must respond quickly and with composure. Ignoring the problem never makes it go away. Instead, they must be open and honest with the public about their actions (good or bad) and be transparent about how they handle the nitty-gritty details such as product recalls, customer complaints, and employee misconduct allegations.

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