WHAT CAN WE LEARN FROM SHARAPOVA'S PR APPROACH?
As a communications concept – PR is critical and it comes in many forms.
To give you a very current example let’s talk about Maria Sharapova. The world-famous tennis player has just this week landed herself in big trouble when a drug test during the Australian Open has returned positive to a banned substance. Maria’s world is changing every day with sponsorship contracts stripped & reputation tarnished. Regardless of whether you think Maria is in the right or wrong, she has handled the situation as well as that famed tennis racquet. Though the outcome is far from ideal, she has responded with speed and professionalism, approaching the press before they approached her.
You may be thinking, how does this apply to you and your business?
Sometimes situations arise where you find yourself in a position where you need to make a comment –it could require a comprehensive crisis communication strategy like Sharapova, or it may not be as controversial but it is a situation that has happened, that involves your business or yourself personally and requires attention.
Here are 3 steps to ensure you can handle potential PR disasters before they explode:
PREPARE YOUR THOUGHTS: develop your key messages and positioning statements with regard to the situation. Consult all those who need to be consulted (e.g., CEO, key shareholders etc) to ensure you’re crafting the correct messages and get professional communication help if needed.
START FROM WITHIN:
it’s critical if a situation does arise that everyone within your organisation is across your message. There is no point in talking to the media or other external stakeholders if you haven’t discussed the situation with your team, so they are completely across what is happening and what your stance on the situation is.
TALK TO THE MEDIA BEFORE THEY TALK TO YOU:
you may not see it entirely necessary that you talk to the media but if it’s a slow news day and depending on your location, the media may come to you. In a lot of cases it’s best you talk to the media and be proactive. Again, this may be an area where you need some extra support from trained professionals.
In a nutshell – it’s important that you can tell your story, exactly how you want it be told, potentially before the news hits the desk of the journalist through another medium. If handled swiftly and with the best approach, difficult situations can sometimes create opportunity to build rapport, support and reputation for your brand. There’s got to be a silver lining, right?!
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