One of the most impactful lessons in communication comes from my favorite football team’s coach. While I’m not sure about his play calling, I appreciate one of his favorite lines: “Adversity is an opportunity.” This is particularly relevant in public relations. In any organization, customer complaints arise. However, how we respond either damages or strengthens our reputation.
Take, for instance, the customers who are so frustrated, they vent their anger online with negative reviews. The issue isn’t just the complaints themselves, but the wrong employees handling them. When the wrong person speaks with a customer, the situation escalates, turning what might be a small issue into a larger public problem. However, when the right person steps in—someone trained—the tone can shift. Customers feel heard, and some actually take down their negative reviews. This is how strategic communication can turn negatives into positives. We’ve seen former critics of organizations transform into supporters after strategic and thoughtful conversations.
One of the biggest mistakes organizations make is failing to have a communication plan in place. The analogy of a football coach rings true: “You don’t want to show up to the game and then decide you need a game plan.” Just like a football team wouldn’t take the field without a strategy, an organization shouldn’t handle public relations without a clear plan.
Without a strategy, the wrong people within your organization might end up speaking on your behalf. Employees might unknowingly share information tarnishing the organization’s reputation and create further confusion. A communication plan tries to ensure only the right people speak publicly, protecting the integrity of your message and business.
Having a plan in place, ensuring your team receives training and knowing how to handle criticism are key to a successful communication strategy. When you’re prepared, you can handle challenges confidently and protect your organization’s reputation, even in the face of adversity. Often, it’s about preventing problems from escalating in the first place.
