Things You'll Need:
- Media contacts
- Press release/stand-by statement
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Step 1
Stay ahead of the game. Be aware of any problems that could turn into bad publicity.
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Step 2
Stay aware of what is happening in the media. Skim media outlets everyday, and keep on the lookout for any potential topics that could relate to your client.
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Step 3
If you know a bad story is about to break, bring it to the media first. When you break the story, you control the message.
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Step 4
Write a compelling but simple stand-by statement to bring to the media. Demonstrate clearly that your client is free of any wrong-doing, or, if it is apparent that they are implicated, detail your cooperation with the proper authorities.
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Step 5
Do not give away too much information. A good statement will be no longer than two short paragraphs. Do not volunteer any information that is not already public knowledge.
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Step 6
Do not say anything you may have to take back later.
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Step 7
After sharing your statement and a few days of vigilance and handling questions, stop talking about it. Move on. Do not immediately bring new stories to the media--even positive topics will be associated with your former crisis. Instead, lay low and allow the public time to forget.
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Step 8
After a suitable amount of time, go back to the press with a positive, proactive story that casts your client in a whole new light.
