The Rules of Crisis Management

Seize Control Fast.
The most important aspect of crisis management is moving out front quickly and decisively. Procrastination does nothing to defuse the situation, and silence simply fosters speculation. Try to answer all accusations within 72 hours. The best way to take the wind out of your accuser’s sails is to address the situation immediately and forthrightly. But be sure to have all the facts first, or you will only compound your problems.

Learn All the Facts.
Just because you have been accused of wrongdoing does not mean that you have done something wrong. Even if the allegations are true, there may be mitigating circumstances. This is where a solid research team is critical. The team can determine if the attacks are legitimate or if there is something in your opponent’s record that makes them hypocritical.

Assess the Crisis Carefully.
Not every charge warrants a response. Sometimes, rebutting a minor attack only brings more publicity. Determine whether the story will simply go away if unanswered. If a public response is necessary, decide how much publicity it should receive. If you want maximum publicity, you should time your news. If the charge is truly embarrassing, you should bury your response in the late evening or weekend news.

Never, Ever Lie.
This is a cardinal rule, and it is especially applicable under the spotlight of a crisis. Any lie you tell will eventually be caught, either by the media or the opposition. At that point, you not only will find yourself engulfed in an even deeper crisis, but you will lose your credibility—and probably your job—in the process.

Get Everything Out at Once.
Omission can be more damaging than admission, and nothing is more certain to increase the shelf life of a story than a slow, steady leaking of truths. The primary goal is to move the story off the front page and ultimately out of the news. Nothing lures the media to a story quicker than the scent of a smoking gun.

Focus Your Defense.
Take whatever element of the crisis you can turn to your advantage and repeat it frequently. Keep in mind that you need not try to persuade everyone; your only concern should be assuaging swing voters and loyal supporters.

Do Not Attack the Press.
No matter how wronged you may have been, you will gain little by publicly blasting the press. If you truly have a legitimate beef, take up the matter quietly with the particular reporter and editor involved.

Put the Crisis Behind You.
Remember, the goal is to keep the crisis out of the news. In this instance, that means let sleeping dogs lie. However strong your desire to vindicate yourself, you should do nothing to remind people of the crisis.

Beyond Control
Damage control is easier if your campaign already has a good relationship with the media. If reporters trust you, your side of the story is much more likely to play well. Damage control is an art form combining experience and insight.