BEST PRACTICE: Adrenalin rush
You're the head of PR at a large UK manufacturing business. You wake up at 8.30 on a Saturday morning to seven missed calls on your work mobile phone. You quickly have a browse through and see that at least five are from journalists.
Despite being half-asleep, it doesn't take long for your brain to start putting two and two together. For weeks now, covert talks have been ongoing about large-scale redundancies in the wake of plummeting sales. Local papers have been full of speculation but so far that is all, as management have been keen to give the impression of business as usual. On hearing your first voicemail message, however, it becomes clear that the cat is out of the bag. The local business editor wants your reaction to news that 600 staff will be losing their jobs.
Our PR man is only human. And like most humans, his first thought is to pull the covers over his head and go back to sleep. It would seem that many businesses, metaphorically speaking, make the same mistake when confronted with crisis.