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COMMENTARY: On crisis strategies: When facing bad news, you cannot sensor the groundswell
College Sports Information Directors of America
Chris Syme, CoSIDA Chair of the New Media/Technology Department and former athletic communications professional at Montana State, writes a terrific blog on communications and social media trends at CKSyme.org. Several of her blog posts and articles have been written for CoSIDA.com and its members and have been posted here throughout the 2010-11 academic year.
Her recent post focused on how - and why - to face a crisis head-on as a PR/communications director, and offers several books/publications which present strategies and best practices.
Read online: Just (don't) Do It: You Can't Fight the Streisand Effect, by Chris Syme via her blog CKSyme.org
(photo shown below: the famous picture that launched the Streisand Effect. from Wikipedia.)
Wouldn’t it be wonderful if all we had to do to get people to stop writing bad news about us was to ask them not to? Better yet: threaten to sue them—that will put the fear of God in them, right? Wrong.
While digging into the updated version of Groundswell this week by Josh Bernoff and Charlene Li, I was reminded that the groundswell doesn’t like to be bossed. As a matter of fact, if you try and
censor the groundswell, you will make it stronger. The book used several well-known incidents to illustrate this phenomenon including photographer Kenneth Adleman’s famous go-round with singer Barbara Streisand over including her house in a group of aerial pictures he took of the California coastline. Streisand not only lost her attempt at blocking the publication of the picture (in the name of privacy), her whoop-de-do gave the story, the photo, and Adelman’s career a real boost. The book also used the well-documented case of Digg and the DVD decoding story of 2007. Even though Digg originally bowed to pressure from Hollywood, the groundswell didn’t, and Digg finally gave up trying to delete stories on the subject, defying a legal order to do so.
Bad news travels faster, and has more power than good news. You need a bad news strategy. You can fight it all you want, or you can “hunker down” and disappear. Both will produce the same bad results: prolonging the mitigation and strengthening the severity of your crisis. Here are some primary elements for your bad news strategy, using some of my favorite basketball coaching idioms.
So, here’s your part. From student-athletes getting kicked out of school to product recalls to nonprofit heads embezzling funds, bad news is out there. What suggestions would you add to the list of elements for a bad news strategy?
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