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Contributed to EO by Eden Gillott, an EO Los Angeles member who is president of Gillott Communications, a strategic communications and crisis PR firm. She’s the author of A Business Owner’s Guide to Crisis PR: Protecting You & Your Business’ Reputation, and serves the EO Los Angeles chapter as MarComm co-chair. We asked Eden how to tackle a PR crisis that’s thrust upon your company by external forces. Here’s what she shared:
It’s a quiet Tuesday morning. You’ve finished your morning routine of exercise, gratitude journaling, and reviewing your day’s goal to set yourself up for success. You’re sipping your coffee, quickly skimming through your emails before your daily huddle, when suddenly, an alarming email comes in.
“I know what you did…”
Instantaneously, your heart rate spikes. (And not because you just realized that slasher movie I Know What You Did Last Summer came out 26 years ago.) It’s the beginning of an unexpected PR crisis staring right at you, and your business is about to get thrown in the spotlight for things you didn’t do.
How do you face it? How do you turn it into a narrative of strength? Try these six steps:
1. Deep Breaths and Calm Demeanor
Your first instinct might scream panic. We’ve all been there — and no one is about to threaten your business baby. Yet, pausing and taking deep breaths can clear your head, enabling a structured and effective response. Remember, your reactions influence your team and they’re watching, so if you’re chill, they’ll (more likely) be chill, too.
One morning, a luxury jeweler woke up to an onslaught of bogus negative reviews organized by someone out to extort the owner. The owner was frazzled and pacing the floor, panicked and mumbling. As soon as we arrived on-site, we took them aside, assured them the issue was being handl… Read More
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