If you or your company is facing a crisis, one option to get your message out is with a self-produced video statement. You are basically stalling for time.  Mainstream and social media will pick up your content, and you avoid tough questions from reporters. But this should not end your crisis communications.  Think about what the next logical step is if the story doesn’t go away.

 If the public has been negatively impacted by your actions, your services, or your products, at some point you need to answer questions.  That doesn’t necessarily mean you need to have a no-holds-barred press conference.  You could do a single sit-down TV interview with a journalist of your choosing.  Your team should research journalists and choose someone who will give you a fair interview.  You don’t want an attack dog, but don’t expect a pushover either.  Some newsmakers make the mistake of believing a reporter is a friend.  Even if you have had friendly encounters in the past, reporters have a job to do.  Be prepared to answer tough questions. You should do mock interviews with an outside crisis expert/media consultant or your in-house communications team.  Prepare for worst case scenarios. 

Maine Senate candidate Graham Platner has dropped out of the race, amid allegations of sexual assault.  He chose to put out a video statement rather than to step in front of media cameras to issue a live statement, or to do any immediate media interviews.  I am not surprised he went with this option.  But if he was a client of mine, I would have advised him to keep it short and simple.  He maintains his innocence and his statement was by no means an apology.  His video statement ran about eleven minutes long and was picked apart immediately by pundits on TV and across social media. 

No one in business or politics is immune from a crisis—sometimes of their own making; other times through no apparent fault of their own.  Even small businesses can face crises that require a public response.  Common issues…

• CEO or another top exec is accused of wrong doing. This can be in the workplace or in his/her private life
  
• A workplace accident
• A product recall
• An anonymous source is making allegations and getting media coverage
• You have been slapped with a lawsuit and the plaintiffs are talking
• Allegations of discrimination in the workplace
• Allegations of sexual abuse 

Every crisis is unique, and there is no one right way to respond.  Gather a bright, diverse group of advisors and brainstorm.  You would hope these discussions would be kept private, but you cannot be certain.  Mobile phones and other mobile devices should be off.  If you hire an outside crisis expert, make sure she/he signs a non-disclosure agreement.