How to Break Bad News
Whether it's the announcement of a salary freeze, a hold on bonuses, or worse of all, the revelation of layoffs, 2009 will likely present PR professionals with too many opportunities to break unfortunate news. Each time, it's important to take basic steps to do your job professionally, no matter how difficult. First, gain consensus from your management team well ahead of your announcement concerning who will be informed, how and what the message will be. Next, make sure the news has been fully communicated throughout your firm; few things will spark bad press more quickly that an employee who has heard a company announcement through the media. Lastly, keep your statement to the press simple, straightforward, and prepare yourself (and other spokespersons) for how you will respond to the inevitable follow-ups. Have any PR pros been through this experience recently?
Comments
As a silver lining, occasions of bad news give you a chance to show your value to your firm, and beyond that the opportunity to make a hard situation a bit easier for those involved. With some news, especially layoffs, there is a tricky balance involved – to convey and act with humanity but to do your job and stand by your firm in a professional manner. When times gets tough and the news is harsh, the best course is to stay on point and keep it simple.