There has been a lot of bad news recently, especially in the tech industry. Regardless of the causes of this industry-wide distress, which has brought on massive layoffs and pay cuts, executives have had to figure out how to communicate these issues to stockholders, employees and the media.  

Bad news and navigating choppy waters is one of the reasons why, even in tough times, a PR firm is invaluable for a business, helping to craft messaging in unexpected crises, both big and small. Whether or not you’re working with a public relations firm right now, here are four ways to make bad news sound better:

Don’t Hide Behind Jargon.

When SpaceX recently had a rocket explode in mid-air, they called it “a rapid unscheduled disassembly.” The term went viral, becoming a meme instantly, but not in a particularly positive way. It’s evident that the company’s attempt to spin what happened only brought more attention to its failure, a phenomenon known as the Streisand Effect. The lesson here is simple: if you need to discuss bad news, don’t underestimate people’s ability to see through the jargon. Convey the information in a straightforward manner that anyone can understand. It may feel counterintuitive at the time, but companies typically are not punished for it. 

Stick to the Facts.

Clarity is vital when sharing bad news. Whatever kind of news needs to be delivered, a company spokesperson must explain the relevant facts economically, without editorializing. Anything subjective could be misinterpreted or used against your company in bad faith. Communicating bad news is not the time to make offhand remarks, air personal opinions, or make speculations. Times like these require a skillful writer who can thread together a narrative that explains what’s necessary and keeps questions to a minimum. 

Don’t Scapegoat.

Nobody wants to be part of the story when terrible news gets delivered. Nowadays, however, there is universal skepticism when “low-level interns” are blamed — or other groups or anyone not in a position to defend themselves. Deflection of this sort rarely softens the blow and usually makes the messenger look like they’re desperately trying to find a scapegoat. Is there a clear and proven cause? Identify it. If there are still questions, wait until you know the facts before making public accusations.

Do It Quick.

Another reason to have an experienced PR team is that they understand how to create messaging amid bad news — and know how to do it fast. A good narrative isn’t as compelling if one is already out there. A seasoned writer can tell the difference between the perfect and the good and make fast editorial decisions to shape better how people will view the situation. Moving fast but thoughtfully positions you to establish the story on your terms. 

 No matter the industry, how a company communicates bad news can significantly increase or minimize its financial and reputational damage. Executives need to prioritize learning these skills or partner with someone who has them to make sure they’re prepared. 

In search of a PR firm that knows how to navigate negative news? Mercury Global Partners is an “all senior” tech PR firm that’s helped many companies weather challenging times. Drop us an email at hello@wearemgp.com to learn more.

There has been a lot of bad news recently, especially in the tech industry. Regardless of the causes of this industry-wide distress, which has brought on massive layoffs and pay cuts, executives have had to figure out how to communicate these issues to stockholders, employees and the media.  

Bad news and navigating choppy waters is one of the reasons why, even in tough times, a PR firm is invaluable for a business, helping to craft messaging in unexpected crises, both big and small. Whether or not you’re working with a public relations firm right now, here are four ways to make bad news sound better:

Don’t Hide Behind Jargon.

When SpaceX recently had a rocket explode in mid-air, they called it “a rapid unscheduled

disassembly.” The term went viral, becoming a meme instantly, but not in a particularly positive way. It’s evident that the company’s attempt to spin what happened only brought more attention to its failure, a phenomenon known as the Streisand Effect. The lesson here is simple: if you need to discuss bad news, don’t underestimate people’s ability to see through the jargon. Convey the information in a straightforward manner that anyone can understand. It may feel counterintuitive at the time, but companies typically are not punished for it. 

Stick to the Facts.

Clarity is vital when sharing bad news. Whatever kind of news needs to be delivered, a company spokesperson must explain the relevant facts economically, without editorializing. Anything subjective could be misinterpreted or used against your company in bad faith. Communicating bad news is not the time to make offhand remarks, air personal opinions, or make speculations. Times like these require a skillful writer who can thread together a narrative that explains what’s necessary and keeps questions to a minimum.

Don’t Scapegoat.

Nobody wants to be part of the story when terrible news gets delivered. Nowadays, however, there is universal skepticism when “low-level interns” are blamed — or other groups or anyone not in a position to defend themselves. Deflection of this sort rarely softens the blow and usually makes the messenger look like they’re desperately trying to find a scapegoat. Is there a clear and proven cause? Identify it. If there are still questions, wait until you know the facts before making public accusations. 

Do It Quick.

Another reason to have an experienced PR team is that they understand how to create messaging amid bad news — and know how to do it fast. A good narrative isn’t as compelling if one is already out there. A seasoned writer can tell the difference between the perfect and the good and make fast editorial decisions to shape better how people will view the situation. Moving fast but thoughtfully positions you to establish the story on your terms. 

No matter the industry, how a company communicates bad news can significantly increase or minimize its financial and reputational damage. Executives need to prioritize learning these skills or partner with someone who has them to make sure they’re prepared. 

In search of a PR firm that knows how to navigate negative news? Mercury Global Partners is an “all senior” tech PR firm that’s helped many companies weather challenging times. Drop us an email at hello@wearemgp.com to learn more.