6 key reasons for PR pros to become problem solvers
When crisis strikes, it’s not enough to be your client’s or organization’s mouthpiece. Helping helm the ship through high seas or perilous shoals has short- and long-term benefits.
Typically, when the proverbial boat starts taking on water, organizations either go the no-comment route or take the perceived high road and issue a carefully crafted statement with hopes the problem fades away.
Option 1 is almost always a bad call. “No comment” screams cover-up or cluelessness—never an impression you want to give the public. Beyond that, it rarely solves your problem; often it exacerbates it.
Option 2 can have its place, particularly when it comes to issues that have legal implications or are still unfolding. Still, this approach is overused and often becomes a crutch, creating a false sense that the problem has been adequately addressed.
A third, better path to deal with many PR issues, is to take the problem-solver approach. Specifically, you position your leaders as problem solvers; through that lens you craft your messaging and lay out your plan for dealing with the issue at hand.
Here are six reasons this approach offers a better path:
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