Organizations leverage public relations techniques to manage crises, often utilizing specialized language to control narratives, freeze out critical press scrutiny, and apply "swine cosmetics"—a PR term for putting a positive spin on an ugly situation. By dictating what information is released and when, organizations can obscure deeper secrets and avoid accountability. [1, 2, 3]
The Crisis Management Lexicon
Public relations institutes and strategic communication agencies have built a sophisticated lexicon designed to freeze out aggressive reporters and sanitize unfavorable truths.
- Swine Cosmetics: The practice of "putting lipstick on a pig." This involves reframing a disastrous situation or deeply flawed policy using carefully selected, sterilized buzzwords to make it appear palatable to the public.
- Controlling the Narrative: Establishing a single, rigid version of events that dictates which facts are prioritized, steering the public's focus away from systemic failures.
- Strategic Ambiguity: Using vague or complex language intentionally so that an organization avoids making a definitive statement that can later be used against them in a legal or public context.
Boilerplate Press Release Elements [4]
When a crisis hits, organizations frequently deploy pre-drafted "holding statements". While they project an image of transparency, these statements are often constructed to buy time and release as few hard facts as possible. Common boilerplate elements include:
- Acknowledge the seriousness of the situation: Standard public relations frameworks dictate that an organization must lead with care and validate public concern, stabilizing the narrative before facts are thoroughly verified.
- Reaffirm core organizational values: PR strategies heavily lean on reinforcing commitments to broader concepts like health, safety, and transparency. This psychologically reassures the audience by associating the brand with positive, uncontroversial ideals, rather than the immediate incident at hand.
- The rationale for releasing limited information: Organizations protect ongoing investigations, legal liabilities, or core secrets by citing the need to "prevent the spread of misinformation" or stating that "it would be inappropriate to speculate while the investigation is ongoing." This effectively justifies a media freeze and allows the organization to control the timeline of future disclosures. [11, 12]
[1] https://www.5wpr.com/new/what-is-crisis-pr-a-comprehensive-guide-to-managing-communication-during-critical-times/
[2] https://www.linkedin.com/top-content/marketing/crisis-communication-in-marketing/public-relations-strategies-in-crisis-management/
[3] https://ivypanda.com/essays/public-relations-and-their-functions/
[4] https://channelvmedia.com/blog/what-is-a-boilerplate-in-a-press-release/
[5] https://www.trizcom.com/blog/crisis-holding-statements
[6] https://elliotcommunications.com/key-steps-for-effective-pr-crisis-management/
[7] https://goelastic.com/crisis-communication-for-nonprofits/
[8] https://www.trizcom.com/blog/crisis-communication-examples
[9] https://www.trizcom.com/blog/crisis-communication-examples
[10] https://www.topofmind-pr.com/why-transparency-with-your-pr-agency-prevents-reputational-risk/
[11] https://www.prsa.org/article/trust-and-transparency-in-times-of-crisis
[12] https://www.5wpr.com/new/the-role-of-transparency-in-crisis-pr/
