Have a plan. Presidents should assemble a group of advisers whom they can call on quickly in a crisis, says James H. Newberry Jr., a lawyer who counsels colleges. The group should include senior administrators as well as communications and social-media specialists. Looking for outside public-relations help at the last minute could delay a response by several news cycles, and “that’s a killer,” he says.
Think before you speak. It is important for leaders to respond quickly to a controversy, but an ill-considered response can make matters worse. “Attempt to respond in substance very quickly, and it’s easy to make a mistake or overlook something,” says Cornelius M. (Neil) Kerwin, president of American University. A quick statement that sounds tin-eared or clueless about the issue at hand can prompt a reaction that makes things even more contentious. Then, says Mr. Kerwin, “you begin to lose control over your own narrative.”
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