How to be the bearer of bad news

PR thrives on good news. Our industry is built on generating positive results and sharing the success. So when things don’t go exactly according to plan, it can be difficult to broach this with your client while maintaining that close working relationship. We’re discussing how to best approach the difficult subject of bad news without jeopardising the transparent, trustworthy rapport you’ve built with your client.

Mistakes are fine, it’s how you handle them that counts…

We’re all human and mistakes happen -  whether it is an underperforming campaign, a press release that didn’t get the traction you’d hoped for or your social media has seen a slump. But how we handle the setbacks is what counts and that is what clients will be judging. Notifying the client of the issue and not only assuring but demonstrating that the situation is being handled is what will maintain your credibility and reliability. 

Don’t go into panic mode…

Yes, the clients need to know the issue is being taken seriously but you ranting to them on the phone does not instill the reliable and composed persona you want to portray. You want the client to remain calm and know the issue is being taken care of. You don’t need the conversation to be overly polished, but the client should feel they are being acknowledged, kept in the loop and that everything is being done to resolve the situation.

Honesty is always the best policy…

Being honest and transparent doesn’t translate as blunt and unsympathetic. It means explaining the situation sensitively, clearly and taking responsibility when required. Covering up the issue is never the answer. Clients know when there’s something wrong, brushing off the issue or passing the blame just makes you seem unaccountable, untrustworthy and quite frankly…false. You have to acknowledge the situation, communicate effectively and then comes the most important step:

Reflection…

This is when you need to ask the important questions: Where did we go wrong? How can we improve? What can we take from this mistake? You can’t present a client with a problem without any sort of plan or resolution; this will leave them feeling panicked and uncertain. Creating a crisis strategy creates peace of mind for all involved.

Clients often don’t remember the crisis itself, but take note of how the situation was handled and how well their PR team took action and kept them at ease. Many relationships can be tested during the tough times, but become much stronger through good recovery.