Crisis Communications 101 - How to Handle Negative Media Attention

A bad press cycle can cause investors to pull back, customers to lose trust, and competitors to gain ground. Without a solid crisis communications strategy, even a minor issue can spiral into a full-blown PR disaster. While no company can avoid every crisis, many issues can be anticipated and contained before they escalate. 

Here how to handle negative media attention: 

Acknowledge the issue right away 

Any delay creates an information vacuum that critics and social media or press can fill with speculation. If your company feels unprepared, the least you can do is be honest and release a statement that reflects your commitment to transparency. 

Here’s an example for you - "We acknowledge the situation and are gathering information. Our priority is a responsible resolution and keeping stakeholders informed." 

Own the narrative 

Any bad press for you is an opportunity for your competitor to shine. Stay professional and avoid over-explaining or reacting emotionally. 

Your company’s strategic response should: 

• Address concerns without amplifying misinformation

• Show accountability if a mistake occurred

• Offer a solution or next steps

• Maintain brand values and professionalism
  

Work with media outlets 

If one outlet runs negative coverage, others may be open to sharing your side of the story. When choosing an outlet, pick one that’s well-respected and neutral, you have existing media relationships with, and will offer an urgent exclusive interview or article. 

Amplify your narrative using social media 

Social media can reach thousands in hours but also fuel misinformation. A clear strategy ensures you stay in control.

• Best practices for handling crises online:

• Keep responses professional; don’t argue in the comments 

• Don’t delete negative comments unless they violate platform policies 

• Address any false claims quickly 
  

Keep your employees informed 

You don’t want your employees to feel uncertain. Don’t wait till the crisis becomes a news and they hear about it from their family, friends, or social media. 

When a crisis first hits, call for an internal meeting to brief them about the situation and what they can or cannot say publicly. We also recommend that you appoint a high-level manager or a crisis team to handle their questions. 

What defines a good crisis strategy? 

A solid crisis strategy gives your company the tools to respond quickly, take control of the narrative, and protect its reputation. It starts with risk assessment, where you identify potential threats. 

Your plan should include: 

• A designated spokesperson trained for media interactions

• A dedicated crisis management team with employees from different departments

• Pre-approved plan targeted for different crisis 

• Internal communication strategies to keep employees aligned

• A real-time monitoring system for press coverage and social media mentions

When researching potential risks, take input from your employees, from the executive to the C-level. Make a list of 9-10 risks and play them out. 

Here’s a list to get you started: 

• Data breaches or cybersecurity attacks 

• Product recalls and safety issues 

• Executive scandals or leadership misconduct

• Regulatory issues 

• Negative videos by customers on social media 

• Mass layoffs

• Unfair labour practices 

• Workplace accidents 

It’s inevitable for a company to face a crisis at some point, but the right strategy can control the damage and protect your reputation. At Bulletproof Media Training, we’ve helped many companies and are here to help you prepare. Book a consultation today.