When it comes to PR crisis management, there are always a few rules to live by. To me, two of these rules are easily the most important. The first is to make a statement ASAP, and the second is to put all the information you have out there. Yes, even the bad news because if you do not let it be known someone else will dig it up and reveal it to the world. It is not a matter of whether or not the information will get out, it is only a matter of when. Now your company looks dishonest and foolish.
The video game developer Bethesda broke both of these rules recently. On November 11, 2011, Bethesda released one of the most anticipated games of recent memory. This game was Elder Scrolls 5: Skyrim. However, those who purchased the game for PS3 began to notice an issue. You can read about the details of that issue here. Needless to say these players were upset, but what did Bethesda due in response to this? Well at first it did nothing.
Bethesda said it was aware of the problem but not much else. It was later discovered Bethesda aware of this issue to some degree with the PS3 version of the game. The problem is Bethesda released this information much later when it really didn’t have much of a choice.
Before this incident, Bethesda was one of the most respected video game developers in the world. Bethesda lost many loyal fans afterward, and all it had to do was follow a couple simple rules.