Here are 5 common mistakes made when dealing with a crisis, and why they should be avoided at all costs.

1. Assuming the truth will set you free. Perception can be just as damaging as reality, sometimes more so.  Even if your client was in the right, don’t rely on those facts to set the record straight.  Chances are the damage will already be done and you’ll need to proactively rebuild your image.
2. Strictly sticking to ‘the plan’. Albert Einstein said it best: “The definition of insanity is doing the same thing over and over again and expecting different results.”  Most companies/PR agencies have some sort of crisis communication plan put in place, but rigidly sticking to said plan in the face of changing circumstances can hurt your recovery.  Example:  If you haven’t gotten results by sending in written statements to the media in the past, why would you continue to stick with that strategy in your current crisis? Maybe its time to grant a face-to-face interview or explore other sources.
3. Ignoring the public emotion behind the issue: Take the example of a product recall for safety or health issues.  Of course you initiate the recall and maybe even discontinue the product, but stopping at that is a mistake.  Sure the issue at hand is resolved, but that does nothing to repair the consumer trust your client previously held.
4. Thinking of the media as ‘the enemy’: It may be natural to form an us vs. them attitude when reeling from a recent crisis, but your PR team better not let it show.  Giving media the cold shoulder or being disrespectful to a reporter will only backfire.
5. Attempting to let your reputation speak for itself: No matter what the reputation of a firm, any crisis that arises deserves immediate attention and action.  The public (your consumers) are fickle and have short memories; it’s been said a thousand ways but that does not make it less of a fact.  Not to sound all gloom & doom, but no one is immune here – a big enough crisis can take down anyone. Remember Arthur Andersen?

The corporate feeling, powerful, almost graphic-free save for a logo imagery we are all used to seeing for Financial Services homepages is gone – replaced with a site that looks more like it belongs to a non-profit organization for empowering women.  At first glance I thought I had made a mistake in typing the domain name, then I saw the Goldman Sachs logo placed subtly in the upper corner.

The new design highlights the firm’s philanthropic efforts far more prominently than any of their asset management services.  It’s clear the firm and their PR team is trying to project a more friendly, approachable – or for lack of a better phrase “warm & fuzzy” – image.  An interesting change to say the least, but will it help with the current public relations crisis the industry is going through?

Note: Archive.org was, unfortunately, unable to give me a screenshot of how the site used to look.  However, for comparison purposes the previous homepage design was a cross between Fidelity’s and Merrill Lynch’s.