Quick Tip: Get Ahead of the Issue
February 8, 2008 by Eric Eggertson
Filed under Marketing
This is nothing new for anyone who’s spent any time in public relations, or watched a week’s worth of political analysis.
But it’s important. If you know an issue is going to get hot, look for ways to take an active stance.
Don’t wait for someone to expose a problem. Take the first steps to resolve the problem, so you can credibly say that you are aware of the situation and are dealing with it.
There are times when it’s better to duck under an issue. But if your organization is directly involved, and it’s an issue that can damage your reputation (or enhance it, if you handle it well), do something.
Don’t sit there and wail about how you don’t deserve the negative attention.
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Eric: I couldn’t agree more. In fact, one of my very favourite sayings in public relations and issues management is a pithy line generally attributed to that great American writer, Mark Twain, “If you’re being run out of town, get out in front and make it look like a parade.”
Looking at it a slightly different way, PR is proving a very useful tool in helping to create (as opposed to react to a negative situation) brand awareness (in ad agencies).