5 questions to ask before reacting
 

Image by Jim Fischer. Used under Creative Commons licensing.

Strategic level communications requires instantaneous decision-making that can either hurt or harm organizations and their publics. Public relations practitioners instinctively know this, but they also have a tendency to over-communicate. In many, if not most, instances, communication is key. In other situations, it can prove to be an organization’s death knell.

Humans have ingrained into their psyches the inherent need to react, perhaps as a biological defense mechanism. When under the gun, this need to respond can easily get out of control, and it is this trait that contributes too often to public relations disasters.

Former Illinois Rod Blagojevich’s mission to clear his name illustrates this point. His incessant defenses ultimately led to public ire. At a certain point, his chatter led to people simply wanting him to go away. Whether or not he was (is) truly guilty of alleged crimes, his defensive behavior contributed to a perception of him being guilty – or, more likely, he is commonly viewed as an annoyance.

Blogajevich is not an abnormality, however. Just about everyone is quick to rush to their defense when allegations arise and attacks occur. It is a normal part of human behavior, and the public relations view of the world reveals inappropriate defenses occurring daily.

From a strategic standpoint, it is also cause for careful consideration before responding. Here are five questions to ask before reacting to a negative charge:

1. Will the response create more ire?
2. Will the response say too much or too little?
3. Will the response contribute to entropy?
4. Will the response engender a positive outcome?
5. Will the response be about you, or will it express concern for your greater publics?

These questions can create justification for a timely response. Similarly, increased dialogue and/or conflict can be a legitimate strategy for any given situation – it all depends on the desired net outcome. From conflict can arise great alliances.

But to put A Response, or Any Response, at the top of the list is a grave error. Misquoted in the newspaper? A perspective is taken out of context? A belligerent attack is posted about you on a Web site? Giving considerable weight into responding to these kinds of situations is likely to create more memories where they’re not needed, and it can actually legitimize the antagonists.

With that in mind, from the outset, a non-response should always be the first option to consider when under the gun. A strategic mind knows when to shut up.

IMAGE: Image by Jim Fischer. Used under Creative Commons licensing.