There are dozens of examples of how *not* to react in crises. United Airlines’ recent fiasco is just one such example. The reality is that PR can help you navigate these turbulent waters and keep the ship afloat. Transparency and responses that align with company philosophy and reputation are at the foundation of crisis management.
I use the AARGH theory to maneuver through these situations: Assess, Activate Plan, Respond, Gauge Reaction, Heighten Response. It’s about telling YOUR story, telling the truth and telling it first. You have a better chance of coming away with lessons learned, rather than business lost.