Rat droppings and such
In northwest Florida we have an amazing asset, The ZOO-Northwest Florida. Home to more than 1200 animals and the Safari Line Limited Train that winds through more than 30 acres of free-roaming wildlife, The ZOO saw great distress after Hurricane Ivan devastated much of the property in 2004. So what does all this have to do with PR?
Today, The ZOO handled a PR crisis. A reporter called because they heard The ZOO’s snack bar had been shut down. It seems an old rat dropping had been discovered behind the stored soft drinks. On top of that, The ZOO had reopened its snack bar after completing renovations, but didn’t get an updated license. I can only imagine the story that will run in tomorrow’s paper. But The ZOO’s management handled the reporter’s call well, following a few simple guidelines listed below.
In the world of PR, crises can range from embezzlement to a layoff to rat droppings, and everything in between. Talking to a reporter is an opportunity to tell your side of the story and when you do, it’s good to keep a few things in mind:
- Be honest. Admit fault if there’s fault. Give the facts.
- Focus on the positive. What are you doing to facilitate/correct the situation?
- Communicate internally first, so that every one of the staff knows what’s going on and who will be the point person if a media call comes in.
Fortunately, The ZOO completed everything needed and has already passed its inspection to reopen. Had ZOO management tried to downplay or cover up the situation, the news could have lasted much longer than it will. So, although I’m sure there will be some pain when the story runs tomorrow, this too shall pass and The ZOO can get back to its mission of educating and entertaining northwest Florida.
