When a company faces a crisis, there’s often a temptation to hide it, in the hope that no one will notice. Research shows this is always a bad approach. Attempts to sweep incriminating information under the rug will attract extra attention if and when the crisis surfaces, further damaging your company’s reputation. It’s far better to get out in front of a crisis and do what’s called “stealing thunder”: self-disclosing the problem before the media gets hold of the story. This is not just more ethical; it’s more sensible, as well. Here’s why: Self-disclosing increases the credibility of your spokespeople and your organization. When a company breaks the news about its negative event, the problem can appear less severe. Consumers perceive any subsequent media attention about the crisis as a follow-up — they think, “I’ve already heard all about this” — and therefore pay less attention to it.
Adapted from "Companies Fare Worse When the Press Exposes Their Problems Before They Do," by An-Sofie Claeys, Verolien Cauberghe, and Mario Pandelaere
