Illinois Senator Roland Burris is being investigated by federal authorities as they question the legitimacy of his appointment to the Senate seat. With questions looming and stories changing, Burris is in the middle of a challenging public relations crisis that could have been avoided. In the wake of Rod Blagojevich’s impeachment, it’s plausible that Burris wanted to distance himself from the former governor. However, as Blagojevich’s appointee strong political affiliations between the two were inevitable. If Burris did nothing untoward, then he should have come clean and spoken out about his professional relationship with Blagojevich. Instead, this detail surfaced after the fact. In the midst of the sensationalism that has followed, we are left wondering whether Burris is hiding even more information.
Another PR misstep for Burris is that he has not taken a clear, consistent position on the events leading up to his appointment. He recounts situations and conversations differently each time he is interviewed. Instead of enlightening this confuses the public and builds mistrust in him. The level of public confidence he holds - if it were ever high – is extremely low.
Burris left the public and the media to their own devices. In a crisis situation, you must tell your story. Otherwise, others will tell it for you and fill in the blanks as they see fit. Denying wrongdoing is simply not enough if you expect the media or the public to feel real empathy and believe you.
Here are some lessons we can learn from Burris’ mishap:
1. There are no closets big enough to hide high-profile skeletons. Ask Elliott Spitzer. Gary Hart. And now Senator Burris.
2. Come clean - early. You’ll appear honest and it will downplay the story.
3. Consistency is key. Develop some clear key messages. If you change your story, or if you backtrack, the public will not know what to believe.
4. Make a statement. If you don’t speak for yourself, others will speak for you.
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