McDonald’s media relations chief explains the best and worst things to do in a crisis

Usually, the organizations that make it through choppy waters most intact are the ones with a plan.

Danya Proud is well aware of the necessity for any company—big or small—to be prepared for such a situation. Proud, who is director of media relations at McDonald’s USA, shared with PR Daily the best and worst practices during a crisis.

According to Proud, you should never:

Inflate the situation before you’ve figured it out, Proud says. Sending an email to your entire company when in crisis mode is unnecessary. Identify the key players and departments, and focus on communicating with them.

Be a slacker. Social media moves quickly. “Gone are the days that you can procrastinate about what you’re saying,” Proud says. “You have a responsibility to get back to people.” If you aren’t informed enough to address the problem at hand, a simple tweet or post letting people know you’re looking into the issue will show that you’re listening.

Miss an opportunity. A crisis can be an opportunity to set the record straight. “I seize every opportunity to educate,” Proud says.