Erik Burton, President/CEO Profile Marketing & Public Relations

Charlie Sheen could use a good crisis communications person right now. I say that in the most serious way because a great actor has let a comment turn into a crisis and a crisis explode into a disaster. Some of you may think that Charlie is making good with his national show selling out but what we have yet to see is the aftermath of this avoidable crisis and the backlash that has tarnished the careers of many promising actors like Sheen. Let’s take a few steps back and look at crisis communications in a more simple and basic form.

When you have a client that is in a crisis or being bombarded by negative and less than favorable press, then you (the PR professional) have to immediately create a strategic plan that outlines the problem and then immediately reposition the client with a clear, concise and controlled message. Also, set goals for your client. (Example: Michael Vick set a goal to play in the NFL after the dog fighting incident landed him behind bars. Despite various bumps along the way, Vick is now a franchise player in the NFL. Goal accomplished!)

In the midst of any PR storm, the media will scrutinize everything you and your client will and will not say. So state the facts and keep the messaging honest. You don’t have to be honest to your detriment, but be honest and able to stand one each and every word coming from your camp. Have a prompt reply to media inquires even if you are confined to a limited response. It’s been my experience, if you don’t talk, then the media will find someone (who will often be less credible and vested in your situation and outcome) who will talk! Also, find a friend or outside source. It’s imperative that you are not the only one out there saying you “are a good guy.” Find a third party or an outside voice to speak to your character, situation or allegations.

In order to deal with a crisis, there has to be a strategic approach to accomplishing the client’s ultimate goal. While Vick, Sheen and others may have rubbed you the wrong way, there is always a silver lining in every crisis communications cloud!