Typically, when the proverbial boat starts taking on water, organizations either go the no-comment route or take the perceived high road and issue a carefully crafted statement with hopes the problem fades away.
Option 1 is almost always a bad call. “No comment” screams cover-up or cluelessness—never an impression you want to give the public. Beyond that, it rarely solves your problem; often it exacerbates it.
Option 2 can have its place, particularly when it comes to issues that have legal implications or are still unfolding. Still, this approach is overused and often becomes a crutch, creating a false sense that the problem has been adequately addressed.
A third, better path to deal with many PR issues, is to take the problem-solver approach. Specifically, you position your leaders as problem solvers; through that lens you craft your messaging and lay out your plan for dealing with the issue at hand.
Here are six reasons this approach offers a better path: