Actually, let me save you the time.
Just ask Liam Neeson or Burberry - two recent examples from the 'how not to do PR' school or perhaps just the 'where in God's name is your common sense?' school of thought.
The harsh reality is...your reputation matters.
On the 23rd April 1991, Gerald Ratner spectacularly destroyed his family jewellery business and, 28 years later, is still remembered as the PR disaster to beat all PR disasters. So clearly, the 'all publicity is good publicity' brigade have never had £500 million wiped off their share price in a matter of days or been trolled and vilified in today's unforgiving instant access society.
If the worst does happen, an experienced PR professional will help manage reputational risk and avoid any crisis scenario. Here are my top tips on the best way to deal with a potential issue:
1. Act fast.
2. Take ownership & immediately acknowledge any flaws/mistakes/actions.
3. Be open, honest & completely transparent - warts & all.
4. Use every channel possible to clarify (with complete consistency) your position.
5. End any statement on a positive.
For more information on how Lakes PR can advise on reputation management or crisis communications, call Julie on 078909 11722 or email firstname.lastname@example.org.