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Every company faces a PR crisis, and while a blog post won’t save you from an onslaught of criticism, it can at least help you defuse a sticky situation.
A blog is used to shape your brand’s public voice, creating trust and humanising the company by using a conversational but authoritative tone.
With this in mind, a carefully crafted blog post shows honesty when you’re hit by a crisis and won’t be misinterpreted as a method of putting spin on the story.
First of all, before drafting a blog piece, address the situation on social media. You only have a few minutes to respond before the information, and the story, slips away from you.
Bear in mind those social media queries as you craft your blog post. You can then use the piece to respond to criticisms en masse.
This will give you the opportunity to flesh out your responses in more than just 140 characters, allowing you to tell your side of the story.
You can then link to the blog post when dealing with social media, but don’t use it as a shield to dodge questions. The purpose of a blog is to show that your company is transparent.
The unfortunate facts
When you are swept up in the eye of the storm, lots of misinformed opinions will be spread around. Your blog piece, which is more personal than a traditional press release, gives you the chance to tackle bad information head-on and deal with the unfortunate facts.
Don’t sugarcoat anything. Accept wrongdoing. A blog post shows your audience that they can trust you to keep them informed.
Journalists may quote the blog post in an article, so make sure the piece is consistent with the crisis management team’s overall message.
PR crisis follow-up
When the story has fizzled out of the news agenda, you can use your blog to keep your audience updated and let them know what you have done to rectify situation and ensure it will not happen again.
Your main objective in a PR crisis is to preserve your company’s reputation. A series of blog posts keeps the lines of communication open and helps you rebuild the trust that was damaged by a crisis.
What are your blogging tips for handling a PR crisis? Tweet us @mediahqnews.
This article first appeared on MediaHQ.com.