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Unless you have been living under a rock this year, you would have heard about two icons and their “indiscretions” – David Letterman and Tiger Woods. What has been fascinating from those on the outside is how their respective PR agencies have handled the same issue, and the results they have generated.

Lettermen took the “in your face” approach – as soon as the smallest whispers started, he broke the story himself, made a very public apology in person, took a week off to spend with his family and then proceeded to make fun of his own stupidity.  He dealt in a positive and supportive way with the women he had been with, reminding them that they had the right to state their side of the story if they wished. Yes the media covered the story. Yes he was the butt of jokes – but everyone quickly moved on.

Contrast this to Tiger Woods. Silence for three days. A very stilted press release that didn’t answer many of the allegations. His press release was 75% complaining about the invasion of his privacy, coupled with a few statements about letting his family down. There was no apology to the women he had been with (including his wife). The media feeding frenzy has been the equivalent of a school of sharks smelling blood.As a result of his PR approach there has been increased interest as people try to fill in the blanks, a chorus girl parade of  “other women” touting their stories and irreparable damage to Tiger’s brand.

Letterman on the other hand has come out of the same event with his reputation substantially intact, with increased brownie points for “manning up” and dealing with the issue with honesty.

If you want to read up on the psychology behind why one approach was more effective than the other, then check out “Mistakes Were Made: But not by Me” . It is a fascinating insight into why people do the things they do.

But what lessons can be learnt from the situation? It is unlikely that your business will be rocked by the same sort of scandal as Letterman and Woods, but the PR strategies are applicable no matter the disaster you sail into.

One of the best Sydney PR firms, Catriona Pollard from CP Communications had this to say on her blog:

What lessons can be learnt?
If you or your business find yourself in a crisis situation it is important to respond truthfully and quickly.  If someone refuses to respond, the immediate thought is that they are hiding something. If you really can’t release any information it is important to take control of the situation and explain why. By offering an explanation, you appear responsive and cooperative even if you are not sharing a great deal of information.

What to do if you are in a similar situation If you or your business find yourself in the midst of a crisis you should keep in mind the following suggestions:
•    Never, ever say “No Comment.” Instead tell reporters the situation is still being reviewed and you will have a statement available as soon as you have all the facts.
•    Offer as much information as possible to avoid the chance of inaccurate information being reported to the public.
•    Respond quickly to define and control public perception of how you are handling the crisis or the media will do it for you.
•    If the crisis affects members of the public, always show compassion and concern for the people involved.
•    Don’t allow for speculation. If the interviewer says something that is not factual, correct the information.
•    Report your own bad news before the media catches wind.  This will avoid the media assuming you are guilty without getting your side of the story.
•    Always admit your mistakes. Explain why the mistake occurred and what you are doing to fix the problem. Never under estimate the power of “sorry.”
•    Forget about “on the record” “off the record” promises. If you don’t want something reported, then avoid discussing it completely.

So – in a crisis, take a leaf from Letterman’s book rather than lessons from Tiger Woods.

Until next time

Ingrid Cliff

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Heart Harmony – Freelance Copywriter