Observed

Sooner or later, we all dig a hole for ourselves. What to do? First, stop digging. Next, if there's bad news to deliver, deliver it yourself.

When you’ve dug yourself a public relations hole, the first thing to do is PUT DOWN THE SHOVEL.

Kentucky’s governor, Steve Beshear, recently demonstrated the wisdom of this maxim.

The hole first got dug last May, when President Obama made a last-minute visit to Fort Campbell, Kentucky, to visit troops.  The story immediately got away from the governor when he told the press that he  couldn’t re-arrange his schedule to welcome the president.

Recently discovered facts, however, lead to an entirely different truth.  Thanks to enterprise reporting by the Associated Press, we’ve learned about some e-mails that prove that the governor was never invited to Fort Campbell in the first place.

Instead of delivering that news himself three months ago, Governor Beshear is now back-pedaling in the naive hope that the media and his political opponents will turn loose of this juicy bone.

So, two lessons:  First, when there’s some bad or embarrassing news, it’s wise to put that news out there first yourself.  And, second, when you find yourself in a hole you’ve dug, best put down the shovel that got you there. (more…)

The recent story of Gen. Stanley McChrystal reminds me of a PR truism. As a rule, it’s better to publicize any bad news yourself.

Why?  First, remember that bad news will very probably get out with or without you…eventually.  There are just too many disgruntled employees, competitors and other forces beyond your control.

Next, don’t wait for a leak or let an enterprising reporter beat you to the punch.  When — not if — a bad-news story gets out without you, it will tend to make you look arrogant (or more arrogant) and as though you have something to hide.  These will only worsen matters.

So, be the one to deliver your own bad news.  Let your customers, constituents, employees and others know before they learn about it from someone else.  Someone other than you who’s in charge of the facts and the truth — your message.

I don’t know what might have saved his job.  Who knows?  Maybe General McChrystal told the president and his other superiors that the cat was on the roof before the news got out.

As for the general’s chances of saving anything else, your guess is as good as mine.