Most of the companies hit by online hackers two weeks ago made it through their crises without lasting damage by reacting in Internet time.
A good thing, considering that as soon as a crisis hits, innuendo, rumor and false information take center stage. And the longer a PR department takes putting the company's
word out, the harder it will be to quell unsubstantiated talk, given the abundance and speed of email, chat rooms and rogue Web sites.
"Your message needs to be out within five minutes of hearing about the problem," says Al Rothstein, president of Al Rothstein Media Services.
Silver Lining
Ironically, a crisis can give your company opportunity to shine under pressure. "Crises strip away all the glitter of PR and marketing and show what a company is really all
about," says Larry Kamer, executive VP and president of GCI Kamer Singer, a New York City-based firm.
Before the crash of Flight 261 on Jan. 31, the Web site for Alaska Airlines posted colorful pictures of romantic get-aways and offered users a 5% discount for reserving their
flight via the Web page. But after the tragedy, the company sidelined those efforts, immediately posting press releases about the downed plane. Company heads knew they had to keep
the public informed. Leaving up its promotional package could have portrayed the company as uncaring, or at least, unaware.
It's Not About You
The online sites hit by hackers were all victims, but their message shouldn't convey that idea. If it happens to you, avoid telling the media or other publics: 1) We don't
believe we are responsible for this, or 2) We are looking to find out how this could have happened to us.
Instead, say: 1) Here is how it is going to affect you, and 2) Here is what we are doing for you to make sure your life isn't completely interrupted.
Message content should focus on what the public wants to know, which usually includes the facts surrounding the crisis and where they can turn to get more facts, like another
Web site that updates its information continuously.
The public also wants to hear what your company has to say about the crisis and to be reassured that every effort is being made to fix it. But, feigning knowledge about any of
these details will only further damage your company's reputation once the truth is uncovered. It's better to admit ignorance now than ask for forgiveness later.
Becoming the Bad Guy
Although it sounds contradictory, too much technical explanation of the crisis makes your company look defensive and possibly guilty. Using jargon or offering excessive detail
about the situation without being asked may appear like you're trying to speak above the public's heads and, therefore, are hiding something. Speak English, not insider
vocabulary.
Contacting Allies
In cases where your Web site is not disabled it should be the first place crisis information is posted. But, as last week's troubles proved, the Internet has its share of
flaws. You can't rely on one form of communication.
"Once you have enough information you should be on the phones contacting the media," says Jeff Ross, manager of public relations for Technology & Business Integrators, an
IT management consulting firm specializing in risk management. Your company's main clients should also be contacted.
"You first have to find out who the victims are and take care of them," says Rothstein.
For example, when Burger King's Pokemon toys caused two suffocation deaths (PRN, Jan. 3), the company knew it had to reach the audience who cared for young children. Its
ads in appropriate targeted media helped ease the public relations nightmare.
(Kamer, 212/537-8140; Rothstein, 800/453-6352; Ross, 201/573-0400.)
Lead by Example
PR pros can learn from the tragedy of Alaska Airlines Flight 261 how quick response times must be in times of crisis. Within the first 24 hours, 11 press releases were posted
on the airline's Web site. Each one seemed honest and spoke to the public's interest. Some of the first press releases, starting on the evening of Jan. 31:
- 5:30 p.m: Alaska Airlines flight 261 from Puerto Vallarta to San Francisco is reported to have fallen off the radar scope.
- 6:45 p.m.: Alaska Airlines flight 261 was involved in an accident.
- 8:10 p.m.: Fatal events since 1970 for Alaska Airlines.
- 12:30 a.m.: Employees, friends and family traveling non-revenue on flight 261.
- 5:10 a.m.: Care teams dispatched to aid families.
- Noon: Thank you for expressions of support and condolence.
- 1 p.m.: Statement on Oakland maintenance investigation.
- 3:30 p.m.: CEO John Kelly's message to all employees.