Ten Rules of Crisis Communications in 2024
The media is constantly changing, and so are the rules for surviving–and monetizing–a crisis.
Some people spend their summer vacation surfing. I’ve spent my summer managing several clients’ crises. I wouldn’t have it any other way. There’s nothing more rewarding than helping a client walk through the fire, primarily when they’re being held to misconstrued or outright made-up fires.
When you speak to veteran media figures (people who’ve been in the game since the seventies or eighties), they share stories about how the same playbook worked in various decades. Not anymore.
The rules to surviving–or, in many cases now, monetizing–a crisis change weekly, if not daily. We are in a constantly evolving media industry; therefore, we’re in a constantly changing crisis communications field. Here are some of the rules we’ve seen work this year.
One Scandal Means You’re Cancelled. Igniting a Bunch of Scandals Is Building a Career
The old adage was to avoid a crisis. Today, it’s more complicated. If you have one crisis, it defines you. You’re canceled. But if you have multiple scandals, you aren’t in trouble. You’re building a career. You’ll have so many controversies that nobody will keep up with them. Even better, the endless scandals will keep your name in the headlines, maintaining your ability to monetize your brand.
Keep on Posting
Crisis communications firms once advised people to disappear for a bit. This strategy needs to be corrected in 2024. Vanish, and the second you resurface, you will be hit with headlines like “So and So Resurfaces After Scandal.” You will be pushing your scandal straight into Google all over again. Better approach: Keep on posting on social media. The more you post, the quicker the algorithms and search engines forget whatever got you in trouble.
He Who Tells the Story First Wins
Let’s say two parties are in a public scuffle. Whoever gets out of the gate first enters the ring with an advantage. They tell the first story, which sets the foundation for the rest of the match.
You want to get out there first. Sometimes, you will get out there with embarrassing information. Take RFK Jr.’s video telling Roseanne about how he dropped a dead bear off in Central Park. There’s no good way for him to tell this story, but the video with Roseanne was so absurd that people were making jokes about Kennedy before they could attack him. He set the tone as absurdist when the tone could have been “animal abuser.”
Stop a Crisis Before It’s a Crisis
Similarly, you should extinguish the fire before your entire house is on fire. Too often, people seek help when it’s too late. They usually try to save money and don’t want to spend money on a comms consultant unless they know they’re in dire need. This is one of the biggest mistakes. The faster you hire someone, the quicker you can strategize and potentially even end the scandal before it breaks.
Go to Alternative Media
The entire Hollywood trade press ruled Will Smith out because of the slap. Then he bounced back this summer without gracing a single old-media magazine cover or sitting down with a Gayle King type. But Smith didn’t avoid the press. He went to digital-first outlets, which his primarily black female audience watched. Smith’s team was brilliant for three reasons: 1) They avoided the “serious” journalists who would have relitigated the slap; 2) They negotiated with digital programs, which offer way more control to publicists; and 3) They went where his audience is. Who cares if Puck hates Smith? That’s not what his audience reads, anyway.
Never Lose the Opportunity to Capitalize on a Crisis
Speaking of digital mediums, the Internet is filled with controversial figures. They make a fortune, many more than A-list Hollywood talent. If your public image is about to blow up, there’s a good chance it will create a debate about if you deserve to be “cancelled.” A scandal is the perfect time to go independent, launch your Substack, and make a direct connection with your fans.
Build a Brand with Controversy Baked into the Cake
Monetizing a crisis is easier if controversy is factored into your brand. When creating your brand pillars, identify a way to be slightly controversial from the beginning. It will save you in the long run. Just ask Trump!
Do Not Give in to Your Opponents
Too often, people presume their opponents will stop critiquing them if they fold. This is wrong. If your opponent smells blood, they will continue to attack you.
Do Not Give in to Reporters Who Want Your Head on a Platter
The same goes for reporters. If they are haranguing you, they want you to give them an apology. However, if you do apologize, they will keep attacking you, asking for more apologies. They want your head on a platter. Do not, under any circumstance, give in.
If Your Statement Is Long, You’re Losing
On that note, you will still have to give reporters statements. If you give them a lengthy statement, you are losing. Nobody is reading that. You must tell your story in a sentence. Brevity is your friend.
Have questions about surviving a crisis? I am happy to discuss. Email me at Mitchell@BCCcommunications.com.