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Howie Fenton

10 Spin Doctoring Tips

November 17, 2008 An article entitled 10 Tips for Communicating in Tough Times written by Market Wire was posted on the Wall Street Journal Digital Network last week. This article discussed how to address bad news (which some people refer to as "spin doctoring”) during bad times. The article recommended the following 10 Tips.

1. Prepare a Communications Plan – If there is an issue that needs to be addressed make a plan, set a time table and train a spokesperson.

2. Rip the Band-Aid Off Quickly – Once a story breaks, release all the details as quickly and forthrightly as possible. It's much better to suffer one very bad day in the public eye than to become a regular bad-news feature as details dribble out over time.

3. Bad News Starts to Stink When it Gets Buried – There are two kinds of news releases: candid releases, and the baloney sandwiches with bad news hidden between thick layers spin. Dressing up a horrible story might make stockholders feel better, but it’s usually temporary.

4. Choose Your Spokesperson Well – A well-informed, credible and sincere spokesperson will be a blessing in any crisis. But a spokesperson that is evasive, defensive and combative will arouse suspicion and fear.

5. Don't Launch Your Story Till You Know Where It Might Safely Land – Being a straight arrow is a virtue, but there is no point rushing to talk about your troubles until you understand the problem, have crafted solutions and a plan to put the elements of that solution into effect.

6. Accentuate the Positive – Put up a good front but don’t dwell on it. Most people are aware that we're in tough times. But they'll be happy to hear compelling news that better days are ahead.

7. Correct Negative Rumors – It's risky at the best of times to ignore the news, and it's always a good idea to correct factual errors in stories.

8. Listen: It's the Best Step in all Communications. While not paying attention is at the root of most public relations problems, listening builds understanding; and responding to what you hear builds relationships. Always try to look for new ways to get feedback. Talk to people, conduct surveys, and have coffee with your employees.

9. Make the Most of Social Media – The internet, Google, Plaxo, Facebook, YouTube, Twitter, websites and blogs beyond number have changed media forever, making it harder to hide bad news, but easier to convey your message. Social media allows you make information widely available without relying on the filter of conventional media.

10. Do the Right Thing – This, ultimately, is always the right advice if you are serious about building and protecting a good reputation. Reputable companies all follow this path: 1) they do the right thing; 2) they are seen to be doing the right thing. Hard times usually offer an opportunity for struggling businesses to display their true character. This is the way to ensure that opportunity works in your favor.

Readers, please e-mail your comments to Howie.

Posted by Howie Fenton on November 17, 2008 | Comments (0)