Ostriches don’t hide their heads in the sand. Neither should you.

By Jon Harmon

We’ve all heard the myth that ostriches bury their heads in the sand to avoid danger, imagining that their whole bodies are hidden. (They don’t really do this.)

It’s a laughable concept. Yet, this is precisely the approach too many organizations take when faced with reputational danger.

• They take the chance that “no one will find out.”
• They decline to comment to an inquiring reporter, hoping the story “will just go away” or that “no one will notice” because it’s “no big deal.”
• They don’t tell their employees ahead of a damning story appearing in the media, hoping that “our people will know better” than to believe it.
• They continue to avoid commenting when the original story gets picked up by bigger media outlets.
• Then they complain when the resulting media coverage is “so one-sided;” employees are disheartened, and customers are fleeing in droves.

Failing to tell your side of the story means forfeiting any expectation of balanced coverage. Failing to sincerely express concern and empathy for those affected is tacit acknowledgment that your organization is callous and uncaring.

There is a better way:

• Develop a cohesive crisis management plan flexible enough to cover multiple potential scenarios. Seek help if your organization lacks a truly experienced crisis manager.
• Form a senior-level, cross-functional crisis action team with individuals who will drop everything at the first whiff of a serious problem in the making.
• Train the team. Learn from practicing. Repeat.
• Keep the phone number handy of an experienced crisis communications pro who can provide trusted counsel to guide the team’s communications to all stakeholders, and handle adversarial media relations if that isn’t in your wheelhouse.

Remember: Burying your head in the sand is no way to protect your back flank.

Guest blog by:

Jon Harmon
Strategic Communications
[email protected]