Too many self-proclaimed "crises experts" in our small egocentric business feel they have the answers to all of their client's problems and that the entire world is interested in hearing what companies in crises say.

The truth is that people interested in most PR crises are the media, especially pundits, and individuals and corporate entities directly affected by a crisis. The great majority of the public doesn't give a give a hoot. They have their own problems to worry about.

Another truth is that all too often flawed responses to PR crises needlessly keep it in the news. Here are several examples that resulted in additional negative media coverage or, at the best, didn't help the situation. As usual, only space limitations prevent the list of being considerably longer.

Major League Baseball's long-rumored suspension of players finally materialized on August 5 after many months of media coverage, based on information that was leaked from insiders. By waiting for what seemed to be as long the 211 games suspension given to Alex Rodriguez before announcing the names of the suspended players, the media often rehashed the "steroid era," when MLB officials looked the other way as fans flocked to stadia to see the much-heralded record-setting bombs. 

What Would Have Been Better: MLB should have announced the players to be suspended as soon as the list was finalized.  By delaying the list as news stories daily named the players it gave the appearance of vindictiveness by the commissioner's office as well as attempting to ruin some players' careers.

The Democrats muddled responses to the killing of  Ambassador J. Christopher Stevens and other Americans in Benghazi, Libya, gave the Republicans the opportunity to challenge the Obama administration's foreign policy and truthfulness, put the administration on the defensive for weeks leading up to the 2012 election and will have legs in the elections of 2014 and 2016. 

What Would Have Been Better:  For the president to issue a statement of sympathy to the families of the deceased and then say we will not make further comments until the investigation of the situation is complete, as new information is being uncovered daily. Statements made in the heat of a media frenzy, such as U.N. Ambassador's  Susan Rice's talking points before facts are ascertained, tend to make situations worse, (and it did) which I've always preached.

Shortly after the Sandy Hook shooting tragedy various pro-gun control organizations mounted a PR effort against Congress urging them to enact gun control legislation.  Despite receiving major media coverage for months not one piece of federal legislation was enacted.

What Would Have Been Better:  Instead of being splinted,the pro gun control forces would have had more clout if they had organized under one banner which has resulted in so much success for MADD and the NRA.

Obamacare has received poor polling numbers ever since it was enacted because the Republicans have been attacking it even before it became law (remember "death panels")  and the Democrats have remained largely silent in defending it, until recently, thus letting the GOP frame the issue.

What Would Have Been Better: Instead of waiting until mid-July to begin a counteroffensive against the GOP attacks, President Obama should have been out front many months ago defending the law and the Democrats should have instituted a" truth squad" to immediately respond to misleading opposition attacks.

The New York Times onNovember 21 published a story that St,Jude Medical,which had been in the news for months regarding the malfunction of one of its heart products, redacted a critical Food and Drug Administration report, which it then submitted to the Security and Exchange Commission.  The Wall Street Journal and other publications also had stories about the redaction of the FDA report and the Times ran a follow-up article on November 22.

What Would Have Been Better:  It's always better for a company with a crisis problem (as British Petroleum's flawed responses showed) not to fudge facts.  Doing so only raises questions of other company statements and leads to additional media coverage. 

The National Rifle Association's Facebook page was taken down after the horrific slaughter at Newtown's Sandy Hook Elementary School and media requests to NRA executives went unanswered, according to the December 18 USA TODAY.

What Would Have Been Better:  The actions of the NRA resembled the "no comment" stance of guilty parties.  At a minimum, the NRA should have posted a sympathy message on its Web site; better still the NRA should have distributed a statement expressing its sympathy and condemned the shooting at Sandy Hook to news organizations immediately after the shootings.  

Chrysler Group refused to recall some Jeeps saying they were safe despite the National Highway Traffic Safety Administration request, which said the product was involved in too many deaths.  But two weeks later, on June 18, Chrysler agreed to a smaller recall.

What Would Have Been Better:  If Chrysler believed that the Jeep was safe and should not be subjected to a recall they could have launched a pubic relations campaign highlighting the safety of the vehicle. But by first refusing the government's recall request and than agreeing to a reduced recall just two weeks later (on June 18), the story resulted in major media coverage, giving the impression that the company put money ahead of the safety of its customers.

Paula Deen, who received negative media coverage for promoting a diabetes medication while hawking recipes that are considered unhealthy by most dieticians and doctors, lost her Food Network gig and major sponsors when it was revealed that she had used racially inappropriate language.

Result:  There are four important lessons that should be learned from the Deen circumstances:

1) Most corporate entities, with the exception of the sports marketing industry that hardly ever saw a sponsor or celebrity that they didn't like, will not tolerate controversial remarks. 

2) When a celebrity is in a crisis situation, it is best to make one statement and not continue an "apology tour" or have people speak to the media on an individual's behalf.  (By talking about how sorry she was and didn't mean what she said for days, Deen kept her remarks in the spotlight, bringing more pressure on her sponsors.)

3) Very few celebrities are important to a sponsor.

4) The varied advice from "crisis experts" about how they would handle the Deen situation shows once again that there is no such thing as indisputable expert advice. 

So when choosing a P.R.. "crises expert," let the client beware.

solomon* * *

Arthur Solomon is a former senior VP/senior counselor at Burson-Marsteller, responsible for restructuring, managing and playing key roles in national and international sports and non-sports programs. He is a frequent contributor to PR publications, consults on projects and is on the Seoul Peace Prize nominating committee. He can be reached at [email protected].