Public relations (PR) is an essential part of any business strategy, and crafting an effective PR statement is crucial when dealing with a crisis situation. A PR statement can help businesses respond to negative press, clarify any misunderstandings, and reassure customers and stakeholders.
Acknowledging the Issue
The first step in how to write a PR statement is to acknowledge the issue. Denying the issue or being defensive can make the situation worse. It’s important to acknowledge the problem and show empathy for those affected. Start by acknowledging the issue and expressing concern for those affected.
Providing the Facts
After acknowledging the issue, provide the facts surrounding the situation. Be transparent and honest about what happened. Providing the facts can help to avoid any misunderstandings or rumors. Ensure that the statement is factual and accurate, and avoid speculations or assumptions.
Taking Responsibility
Taking responsibility is an essential part of any crisis statement. If the company is responsible for the issue, it’s important to take responsibility and apologize. If the company is not responsible, the statement should clarify the situation and provide information about any actions being taken.
Offering a Solution
After taking responsibility, offer a solution to the issue. The solution should be practical, realistic, and address the problem. Provide information on what actions the company is taking to prevent the issue from happening again. This can help to reassure stakeholders and customers that the issue is being addressed.
Showing empathy
In a crisis situation, it’s important to show empathy for those affected. Express sympathy and concern for those impacted by the situation. This can help to build trust with customers and stakeholders and show that the company is taking the situation seriously.
Providing a Plan for the Future
After addressing the current situation, it’s important to provide a plan for the future. This plan should outline how the company will prevent similar situations from happening again. The plan should be realistic and include concrete steps that the company will take to address the issue. It’s best to create a crisis communication strategy with various solutions on how the brand can move forward ahead of time.
Proofreading and Editing the Statement
Before releasing the statement, proofread and edit it for grammar, spelling, and clarity. Ensure that the statement is concise, to the point, and easy to understand. Avoid using technical jargon or complicated language. The statement should be easy to read and accessible to all stakeholders.
Effective Crisis Response Statement Examples
Brands across industries and of various sizes can experience crises and need to address the public. Below are some effective crisis response statements from well known brands.
Pepsi
Back in 2017, Pepsi decided to create a brand new advertising campaign. The campaign was centered around an ad that featured Kendall Jenner, which racked up over a million views on YouTube once it was published. The backlash from the public to the ad was prompt, and Pepsi had to release a statement apologizing for the ad, and then completely paused the campaign.
Starbucks
In 2018, Starbucks faced a crisis when two black men were arrested at one of their stores. The incident sparked protests and backlash against the company. Starbucks responded with a statement that acknowledged the issue, took responsibility, and then offered a solution.
Uber
In 2017, Uber had a difficult beginning in the year, as the public found out that the company’s CEO, Travis Kalanick, was advising President Trump. He was on the advisory council for the president and decided to step down after the hashtag #DeleteUber started trending on Twitter.
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