"It's human nature to want to act immediately and alleviate pressure when you find yourself in hot water. But sharing news that isn't complete yet or telling the public too much too soon can turn up the temperature even more. Avoid the need for a public retraction later by accurately, concisely and clearly communicating with your audience from the start."
"When news of a crisis affecting you is spreading like wildfire in the media (social and otherwise), it's natural to instinctively want to jump in and clarify everything, defending your brand and trying to take control of the situation. But this is extremely difficult to do when emotions are running high and you're feeling overwhelmed by the wave of false rumors and by the threat that others will "fill in the blanks" for you if you don't do so yourself."
PR crisis response should favor brevity and precision: what is said matters more than volume. An instinct to immediately clarify can escalate problems when information is incomplete. Sharing partial or premature details risks inflaming public perception and necessitating later retractions. Accurate, concise, and clear communication reduces rumor-filling and emotional escalation. Organizations should apply specific tenets to determine what to disclose, balancing transparency with restraint. Measured, timely messaging protects brand reputation, maintains control of the narrative, and prevents additional harm caused by overcommunication during high-pressure situations. Resisting the urge to fill every gap in public understanding helps avoid fueling speculation.
Read at Entrepreneur
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