7 PR Strategies for Handling Negative Press

Hey there, PR warriors !  Ready to tackle some negative press head-on? You’ve come to the right place. We’re about to dive into the nitty-gritty of handling those pesky PR nightmares that keep you up at night. But don’t worry – we’ve got your back!

What’s on the Menu?

• The Real Deal with Negative Press
• Strategy #1: Speed Is Your Best Friend
• Strategy #2: Own It Like a Boss
• Strategy #3: Craft Your Message Like a Pro
• Strategy #4: Social Media – Your Secret Weapon
• Strategy #5: Get Up Close and Personal
• Strategy #6: Keep Your Eyes on the Prize (and the Press)
• Strategy #7: Turn Lemons into Lemonade
• Reactive vs. Proactive: Which Side Are You On?
• Real-Life PR Magic: A Case Study
• Wrapping It Up: Your PR Power Moves

The Real Deal with Negative Press

Alright, let’s face it – negative press can feel like a punch to the gut. One minute you’re cruising along, business as usual, and the next? Bam! You’re in the spotlight for all the wrong reasons. But here’s the thing: it’s not about avoiding negative press (because let’s be real, that’s nearly impossible). It’s about how you handle it that separates the PR pros from the amateurs.

Negative press is like that surprise pop quiz in school. Sure, it’s stressful, but it’s also a chance to show what you’re made of. So, let’s roll up our sleeves and get into the strategies that’ll have you acing the PR game!

Strategy #1: Speed Is Your Best Friend

Ever heard the phrase “the early bird catches the worm”? Well, in PR, the early responder catches the narrative. When negative press hits, you’ve got to move fast. Here’s why:

• Set the tone: Responding quickly lets you be the first one framing the conversation.
• Show you’re on it: A fast response shows that you’re alert and engaged.
• Nip rumors in the bud: The longer you wait, the more time people have to speculate.

Pro tip: Have a rapid response team ready to go. These are your PR SWAT team members who can spring into action at a moment’s notice.

Strategy #2: Own It Like a Boss

Now that you’ve responded quickly, it’s time to handle it like a pro. People respect authenticity. If you’ve messed up, admit it. Avoid the passive voice. Say it loud and clear: “We messed up, and here’s what we’re doing about it.”

Remember, owning up isn’t a sign of weakness. It’s a power move. It shows integrity, which is PR gold.

For more on communicating effectively in a crisis, check out our crisis communication guide.

 

 

 

Strategy #3: Craft Your Message Like a Pro

Once you’re owning the situation, it’s time to get your message on point. Think of your message as your PR North Star – it’s going to guide everything you say and do during this crisis.

• Keep it simple: Avoid jargon. Be direct.
• Be consistent: Ensure everyone in your organization is delivering the same message.
• Address the issue: Tackle tough questions with honesty.

For tools to help craft a consistent message, try using Cision PR Software.

Strategy #4: Social Media – Your Secret Weapon

Social media isn’t just a platform – it’s your PR battlefield. Here’s how to win the social media war:

• Be present: Don’t ghost your followers when a crisis hits.
• Listen actively: Social media is a goldmine of real-time feedback.
• Respond thoughtfully: Each comment is an opportunity to showcase your values.

Tools like Buffer and Hootsuite can help manage your social media effectively.

Strategy #5: Get Up Close and Personal

Sometimes you’ve got to reach out directly to key stakeholders, like major customers and investors. When they’re in the loop, they’re more likely to back you when things get tough.

• Personalize your approach: Tailor your message to each stakeholder.
• Offer exclusive insights: Give them information beyond the press release.

This personal touch shows you value their support.

 

In PR, it’s not the crisis itself but how you handle it that defines your brand’s resilience.

Strategy #6: Keep Your Eyes on the Prize (and the Press)

You’ve got your message out, you’re engaging on social media, and you’re connecting with stakeholders. But the job isn’t done yet. Now it’s time to keep those eagle eyes on how your story is unfolding in the media.

• Cast a wide net: Monitor blogs, forums, and social media.
• Use the right tools: Cision PR Software or Meltwater can automate monitoring.
• Analyze the sentiment: Is the coverage positive, negative, or neutral?

Monitoring helps you refine your strategy and adjust as needed.

 

Strategy #7: Turn Lemons into Lemonade

Finally, turn that negative press into a learning opportunity. Here’s how:

• Conduct a post-mortem: Once the dust settles, dissect what happened.
• Identify weak spots: Did the crisis expose any vulnerabilities?
• Improve your processes: Use these insights to strengthen your crisis response plan.

Sharing your learnings and training your team will prepare you for future crises.

 

 

Now that we’ve covered our seven strategies, let’s take a step back and look at the bigger picture. When it comes to PR, you’ve got two main approaches: reactive and proactive.

Aspect	Reactive PR	Proactive PR
Timing	After the fact	Before issues arise
Focus	Damage control	Reputation building
Tone	Often apologetic	Confident and assertive
Cost	Can be high due to urgency	Generally lower over time
Effectiveness	Can limit damage	Can prevent issues altogether
Stress level	High	Lower

Real-Life PR Magic: A Case Study

Let’s bring all this theory to life with a real-world example. Imagine a major airline facing a PR nightmare. Here’s how they turned it around:

• Quick Response: CEO issued an apology within 24 hours.
• Owning the Mistake: They admitted they were wrong.
• Clear Messaging: Outlined steps to ensure it wouldn’t happen again.
• Stakeholder Engagement: Worked directly with the affected passenger.
• Policy Changes: Announced new policies to prevent future issues.

While the initial hit was severe, the airline earned respect through transparent, responsible handling of the situation.

Wrapping It Up: Your PR Power Moves

Let’s recap our PR power moves:

• Respond quickly (but accurately)
• Own your mistakes and show empathy
• Craft a clear, consistent message
• Leverage social media effectively
• Engage directly with key stakeholders
• Monitor and analyze media coverage
• Learn and improve from the experience

Handling negative press isn’t about being perfect. It’s about being genuine, responsive, and committed to doing better. Want to level up your PR game even more? Sign up for our newsletter for weekly tips, tricks, and case studies delivered straight to your inbox.

Now, go forth and conquer that PR world, you magnificent crisis-handling unicorn!

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