Too many corporate officials and PR professionals recoil in the face of a crisis. The director of media relations for McDonald's, who is no stranger to crisis, sees it as an opportunity "to educate."
To earn a teachable moment, Danya Proud tells Ragan's PR Daily, you must "acknowledge you're not perfect."
"If you made a mistake," Proud says, "own up to it. Let people know you're listening to them."
The temptation many succumb to when facing a crisis is to dissemble or head for the bunker, hoping the storm will blow over.
Proud's advice: "A crisis can be an opportunity to set the record straight. I seize every opportunity to educate."
"It's not about what you want to say," Proud adds. “It's about what your audience wants to hear."