Confronted by breaking reports of reputation-damaging issues, pr and communications managers can either do the right stuff, or get it wrong and stay in the news headlines, exacerbating the issue.
How refreshing to see a UK government department getting it right this time:
A Sky News “breaking news” report that a further claim of UK troop involvement in rape, torture and physical assault against Iraqi civilians has been served on the Ministry of Defence could have been a news story for several days.
I suggest that the way Armed Forces Minister Bill Rammell (and his communication/pr team) dealt with the alleged revelations should be benchmarked by pr students of how to deal with allegations and reputation- damaging issues.
So what did he do? He:
- acknowledged the issue – “formal investigations” would be carried out. ”
- did not make hasty judgements without proof, and antagonising anybody - “without judgements made prematurely.”
- gave credit and appreciation to the “good people” and not alienating them - “Acknowledging the massive operation in Iraqi and that in the majority of cases, they adhered to the highest standard of behaviour.”
- acknowledged that the allegations are serious and that if proven, action will take place - “but where, in a tiny minority of cases there has been abuses, it is absolutely right that it is investigated and if proven ...action takes place.”
The sting has been taken out by sound PR principles with the result that it is not a news story anymore - all the issues were addressed succinctly and to the point.
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