SPEAK CLEARLY AND CARRY A BIG GAME PLAN:
IN THE WAKE OF THE TJX DATA THEFT,
10 CRISIS MANAGEMENT TIPS FOR COMPANIES
& THEIR LEGAL COUNSEL

1)  PR + Legal = a strong team. The most value lies in having all perspectives at the table from the outset to work collaboratively. Embed public relations with the legal team early when constructing a response strategy.

2) Survey the whole landscape. Anticipate the varying responses and concerns of all of your different stakeholders.

3) Play offense. Have a proactive strategy ready at all times, so that you get in front of the story rather than scrambling to play defense and catch-up.

4) Follow the moving target. Media coverage and public perception will change moment to moment, and one negative blogger can build a stronghold of followers. Stay on top of coverage from every possible avenue: print, broadcast, Internet.

5) Going undercover won't result in good coverage. Failure to return calls doesn't make the media go away. Stories will be written regardless, and those who refuse to speak with media lose the opportunity to shape the coverage.

6) "No comment" is a comment. And it is not a viable communications strategy.
In fact, it speaks volumes to consumers, stakeholders and potential jurors.

7) Leadership drives perception. While it might seem instinctual to protect a company leader from the glare of the spotlight, the CEO should be the public face of the company at difficult times. Hiding behind a spokesperson suggests that there is something to hide. Corporate leaders should communicate that they care and be clear about what they are doing to fix the problem.

8) Transparency is critical. Smoke and mirrors won't minimize legal exposure. Tell the truth early and drive the way it is told -- or risk having the story told for you.

9) Saying "I'm sorry" is not a confession of guilt. In fact, it is the angry customers who become class-action plaintiffs. A carefully worded apology isn't an admission of liability, but instead can be an invaluable balm.

10) Become a pioneer. At the right time, assess the opportunity to take a leadership position in effecting industry change around the vulnerability that gave rise to the problem.