Tips for Announcing Bad News to the Public

By Thomas Mustac, Publicist — OtterPR

Has your company become embroiled in a controversy or scandal? While no one plans to undergo such a crisis, situations like these sometimes occur. 

If your investigations into the incident reveal bad news, you might feel tempted to hide it in hopes it will go away. In my experience, however, this isn’t the best approach. 

Here, I explain the best way to go public with difficult information.

Be honest

While honesty might seem challenging, it’s actually the quickest (and often best) way to deal with bad news. Lying risks tarnishing your or your organization’s reputation, creating another problem in addition to the existing one, and making it even harder to recover your positive image since you have given the public cause to doubt you.

If you or your organization is in the wrong, acknowledge it and present a clear plan of action to fix the problem. Only by confronting the situation can you start to put it behind you. 

No matter how bad the news is, it would be a mistake to try to ignore, deny, or obfuscate the facts. Instead, identify a goal you want to achieve. 

Formulate your goals

Here are some good examples of possible goals: expressing empathy, clarifying the situation, outlining a plan of action, and managing expectations. Even just demonstrating openness and transparency is a good goal. 

Depending on your goal, a period of silence might help, as events could naturally play out beneficially without interference. In most cases, however, it’s necessary to make a public statement as soon as possible, so identify the right spokesperson to deliver the message.

Pick an appropriate spokesperson

Spokespeople represent you or your organization, so it’s important for them to communicate clearly and concisely and answer questions from the public skillfully. They should have high emotional intelligence and refrain from being provoked even in the face of skepticism or anger.

We live in a fast-moving society, so your spokespeople should begin communicating with the public as soon as possible, but many times, not all of the facts are known in the middle of a crisis. In cases like this, make your stance known. Even just explaining that your organization’s investigations are ongoing can demonstrate good faith while buying more time.

Be open to feedback

When your spokesperson starts to communicate with the public, you can expect feedback in return. Listening to these reactions is crucial, as they indicate if the public is interpreting your spokesperson’s messages correctly.

If things are going sideways, you may need to change your approach. Adapt to this feedback and adjust your strategy accordingly. 

Emerging stronger than before

If you have bad news to break to the public, it’s normal to feel frightened and want to bury it. However, you can overcome these difficulties best by being honest, identifying your goals, mobilizing an effective spokesperson, and adapting to feedback.

There is a light at the end of this tunnel, but the only way forward is through. If you are having trouble finding a way out, consider enlisting the help of public relations experts. Take heart from the fact that you’re not alone — many other individuals and organizations have weathered similar storms and emerged stronger for them.

— Thomas Mustac is OtterPR's medical and health industry PR specialist. He previously held positions at the Dr. Oz Show and New York Medical College. He has his Master's Degree from Iona College and received an Advanced Certification in Nonprofit Public Relations. He has a diverse background in healthcare, pharmaceutical, telehealth, tech, cosmetics, sports, and interior design public relations.