Know your own morals and values - and stick to them.
Every word you write, every statement you make - really, everything you do or say - should align with your company's core values. If someone in your organization does something to the contrary, it's time to say goodbye.
Netflix realized that, no matter how popular "House of Cards" is, if it kept running, the company risked throwing its values into question and offending its customer base. If Netflix canceled the show, it risked offending Kevin Spacey. Pretty easy decision.
Don't outright admit wrongdoing.
No matter who you're trying to save face with - customers, the media, or competitors - if people smell blood in the water, they'll be all over it. If possible, avoid the words, "We're sorry" unless such an admission is absolutely necessary.
Note how Netflix didn't apologize for the actions of one person because the company knew nothing about the alleged incident. Spacey is a great actor; the only thing Netflix is guilty of is casting him in a lead role. Why paint any element of the company or its decisions in a negative light? Instead, Netflix's leaders took action and made its customer base aware of that action.
Acknowledge the fail, move on, and commit to doing better.
Whatever route you take to regain control of the narrative, don't harp on it or hang around trying to fix whatever's happened. Once you sufficiently address the situation, focus on ways to avoid such problems in the future.
Netflix isn't dancing around the subject, and it's not trying to find a way to do more episodes with a new story arc sans Spacey. It's just ending production (and thus the cycle of bad press), cutting its losses, separating itself from the star's struggles and moving on with other initiatives.
If you suddenly find yourself floundering in the mayhem of a PR mishap, let these proven strategies guide your next steps. No one is going to buy a manipulated, manufactured response. But if you're true to your company's core values and lay blame only at the feet of the perpetrators, making amends with your existing customers shouldn't be as challenging as it was to win them over to begin with.
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