PR Made Easy

Anita Syvret

When things go pear-shaped

. . . and you’re left holding the fort

Facing the press posse

The press conference

It could happen to you . . .

Turning disaster to your advantage

Turning disaster to your advantage

Turning disasterto your advantage

When disaster strikes

• Don’t say ‘no comment’• Forget trying to keep it quiet• Nominate a spokesperson• Tell your staff the score• Treat all media equally• Prepare a statement

Press statement: damage limitation

• Stick to the facts• Honesty the best

policy• Give enough info • Don’t bury bad news • Say ‘sorry’• Keep it simple

• Add quotes• Avoid jargon• Add Editor’s notes• Contact details• Send to staff• Your website• Pictures?

Monitor social websites

Talking to journalists

Talking to journalists• Get name, number

and email• What info do they

have already?• Challenge false

assumptions• When is story going

in?• When to respond?• How to respond?

• Where to respond?• Radio: live or pre-

recorded?• Simple statements• Don’t fill silences• Speak at 100wpm• Be confident, in

control• Practise in advance

Don’t be flippant

“I lost my business, my £650,000 salary and £500 million was wiped off the valuation of the company overnight,” Gerald Ratner

Think before you sink

“I want my life back,” Tony Hayward, former BP CEO

When the story’s ‘all wrong’• Two sides to every story• Press release won’t be used

verbatim• Is article fair?• Ask for a correction, follow-up• Use Letters page• Use your own website• Don’t be rude, be realistic

Turn bad news to your advantageUse it to build positive PR

PR Made Easy

Anita Syvret