The document provides 8 dos and don'ts for positive brand management during a PR crisis. It advises to gather facts quickly, prepare a crisis plan and team, communicate empathically with key audiences, prioritize public interest over the organization, be transparent and honest in communications, recognize public opinion can be harsh, address issues openly rather than hoping they disappear, and engage with media directly to control the narrative. Good PR focuses on building people and relationships.

1. 8 simple do’s and don'ts for positive brand management. Practical advice should you ever find yourself responding to a PR crisis.

2. how you respond to crisis has a direct impact on your brand. Strategy and communication are both key. While there is a risk of responding too soon to a PR crisis, just staying back from the issue allows others to step up and fill the void.

3. do make sure you have the facts. Investigate quickly to establish if the story is true. Gather as much information about the situation as rapidly as possible.

4. do prepare for the worst. Plan ahead by assembling a crisis team of credible individuals you can trust. With a plan in place, you can spend crucial time implementing the plan rather than trying to figure out where to start.

5. do consider your key audience. Show those affected by the issue that you care. Customers, clients, shareholders, and employees should hear the facts directly from you. Communicate with them empathically.

6. do the right thing. Value people over property. When communicating bad news, always put public interest ahead of the organization.

8. clearly

9. quickly

10. and oftenBeing transparent when reporting the bad news prevents your business from falling into a weakened, defensive position - further spinning out of control.

11. don't assume you’re bulletproof. Public opinion can be harsh. Your reputation alone won’t save you or your brand in a crisis.

12. don't think it will disappear. Keeping silent on the issue won’t do you any favours. Never try to minimize a serious problem in the hopes that no one will notice or that your crisis will go away.

13. don't ignore the media. Wouldn’t you rather the information come directly from you? If you don’t supply the information, the media will look elsewhere and get the information from other sources.

14. good PR is about People and Relationships. That's because it allows media and target audiences to engage in your conversation, which can only lead to better results! What’s your story? mystory@storylinepr.ca