Nary a word, even though the recall was voluntary. Some organizations opt to create a secondary site to handle the crisis, putting a reference to the special site on the home page. Obviously, this frees the home page for more positive news, but it also creates a site that can be easily referenced in print and other communications. Plus, interested parties don't have to page through extraneous material to get the information they need. Of course, all the aforementioned is critical for a big crisis, but don't forget the power of your web site to offset ongoing issues and ensure that your message is heard.
Timing is everything here.
Every public relations professional deals with a crisis at some point. But it's the major ones you want to avoid. Ideally, if you're fast and anticipate information needs, the Internet will help your organization avert a disaster of Exxon Valdez proportions altogether. Susan Solomon is the Executive Director of Marketing and Public Relations for Memorial Health Services , a five-hospital health system in Southern California. In this capacity, she manages promotional activities for both traditional and new media.