Anticipate a crisis with better client communication

Anticipating problems is paramount to successful PR in 2016.

Some say social media and its continuous news cycle fuel many PR crises. Experienced PR pros should use the current news cycle as part of their strategy for anticipating and heading off problems.

The New York Times' article How the Internet is Loosening our Grip on the Truth discusses a familiar challenge for many PR pros: In a crisis, how do I cut through the noise and verify fact from fiction?

A recent influx of “fake news” is challenging how many view the state of journalism. An implicit set of journalistic standards has been abused. Too often, facts become falsehoods that are embraced through internet memes and various social media platforms.

It’s a self-perpetuating, subjective process that has become the norm. Objective criteria for validating a source or set of facts are being thrown by the wayside in exchange for spin and inaccurate information.

How can PR help?

In an era when everything is documented, it’s important for PR pros to embrace fact-finding, reporting and expectation management from the start of a media relations or client relationship. Agency execs must strive to eliminate falsehoods.

The New York Times says the challenge of weeding out fake news should become a daily task. Why? People want factual and pertinent information, and it’s our responsibility to deliver that.

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When starting a PR/client relationship, you must establish operational ground rules and mutual goals. The tenet of under-promising and over-delivering won’t go out of style.

Aly Saxe via PR Daily says some agencies mismanage clients by appeasing their outbursts. A desire to look and act busy does not equate to accomplishment. To succeed—and manage your clients successfully—you must set realistic expectations and goals.

PR pros must tell the truth. Healthy campaigns require fact-based research, attainable projections and setting realistic monthly benchmarks. Understanding the communication between clients and agencies can help head off problems.

Courtney Lukitsch is the founder of Gotham PR in New York and London.

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