Crisis communications: Are you ready for unexpected issues?

The Anthony Weiner affair focused attention on a branch of public relations known as "crisis communications." Most situations are not as dire, but sometimes you have to face the media and you need to be prepared. It could be about alleged building violations or tenant complaints, a lawsuit, arrest or indictment, a financial reversal or default or some other incident or issue. If the unexpected happens, are you ready? Rather than ignore or reject calls from journalists, determine what they are seeking. It is possible they may be acting on a rumor, and you need to clear the air. The call could be about a property you do not own or an incident that has no relation to you. Your PR person, lawyer, or an articulate person in your organization needs to clarify the situation. That is usually enough to stop the story or at least your implication in it. But sometimes a journalist is on to something and you need to make sure the facts are correct and your reputation is protected. Consult a lawyer immediately, but be aware you may also have to deal with the media too. Prepare a statement, even if it is for you only. Explain your actions truthfully, and correct misperceptions the media or public may have. Consider an apology, if you feel your behavior warrants it, and describe how you are turning things around. There is a second chance in public relations if you are willing to do what you have to do. Harry Zlokower is president of Zlokower Company, New York, N.Y.