When Under Attack: Start with Google Alerts & a Good FAQ
When your client is under attack,
...Set up Google Alerts
...to track and monitor multiple key words that are related to the attack or the issue. Be sure to include words with typos too. Visit http://www.google.com/alerts.
Review What Has Been Said
...about your client publicly. This could be on Twitter, a web site, or a news report.
Write Down All Points of Attack
While you review, put pen to paper and write down all the main points made by the attacker.
Order the Main Points of Attack
Based on the media's reaction and not on your own, determine and prioritize these points from "Big Issue" to "Small Issue".
Think Up Some Questions
Once you are done, draw up other possible questions that could be raised by this information.
Have One Solid Answer Per Question
Then, meet your client to draft out an answer to each questions. In many cases and if at all possible, draft your own answers and run them by the client for review. See if you can have one solid answer that addresses all internal and external audiences.
Are Your Answers Bullet-Proof?
Once you have answers to all questions, ask yourself if the answers are sufficient or if these answers end up inviting more questions. Go back and rewrite the answers to those questions so that they will minimize new questions.
Check with Corporate Counsel
Be sure to run them by corporate counsel, if there is one, before using these questions and answers (which are also known as frequently asked questions or FAQs).
Use FAQs as Speaking Points, not as a Handout
Confirm the following with your corporate counsel: I recommend using your FAQs as speaking points and not as handout. Be sure to date your FAQs so you know what version is being used when.
For other ideas, please see other related blog posts, such as:
- 15 Ways to Tackle a Corporate Crisis: The First 24 hours
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