If you’ve ever heard the term “any press is good press,” you also probably know that it’s a motto used by most celebrities, politicians, and even corporations in mainstream media today. Even less-than-favorable publicity is considered a bonus for these groups simply because of the brand recognition it creates.

But unfortunately for HOAs, this is rarely the case; it’s pretty rare to see a flattering story in the news about an HOA. Most of the time, these stories are positioned as a case of the big guys (the HOA) against the little guys (the homeowners), and don’t do much to bolster the public perception of HOAs as a whole. In fact, some of the most recent headlines include an HOA seeking enforcement with a homeowner for building a dangerously constructed wheelchair ramp on his front porch, and in another instance, a different HOA board required a homeowner to rip out expensive xeriscaping. On the surface, both stories seem to justify the vilification of HOAs. What the news didn’t tell you is that neither project was approved and both were in violation of published community rules. These homeowners breached contracts they had signed when they moved into the community. As discussed in a previous article (link), homeowners should always seek approval of exterior home improvements.

So what happens when your HOA finds itself in the midst of a difficult situation that has potential to turn into a media crisis? How can you avoid becoming just another headline that gives readers a reason to roll their eyes at HOA management?

Here are 6 tips to help your HOA develop a crisis communications plan so you can avoid becoming a headline in the first place, or successfully deal with it if you do.

  1. Delegate

    Start now to build your crisis communications team before you need to utilize them in the midst of a crisis. This team can consist of board members, managers, legal counsel, and even an on-hand PR specialist. Key spokespeople who work well under pressure should be identified and trained effectively beforehand to be the only individuals to speak on behalf of the HOA.

  2. Plan in Advance

    Develop a notification plan and make sure that when a crisis occurs, you can access important employee and association information from any location, at any time. Conduct trainings with the crisis communications team to map out various crisis scenarios in advance and work through questions likely to be asked.

  3. Always Aim for Early Resolution

    Oftentimes issues with the HOA only reach the media when homeowners feel that there’s no other option to get noticed. If you see that an issue has potential to become a media crisis, do everything you can to resolve it early on, before the media is even notified or gest involved.

  4. Move Quickly to Identify Audiences and Key Messages

    If an issue does reach the media before the HOA can resolve it, it’s important to address it quickly and with the right messages. Identify your audiences (those affected by the crisis) and create up to three key messages per audience that your team incorporates into all media statements, whether spoken or written.

  5. No Comment? No Way!

    In the midst of a media crisis, take the option of saying “no comment” off the table. It only makes you appear to have something to hide. Don’t lie or avoid communicating, and recognize that the media will try to get the story from somewhere, so it’s best to give it to them straight from the source, if possible. But if you’re still not sure what to say in place of a “no comment” answer, here’s one approach from some crisis management pros:

Always express a desire to cooperate, and follow with a reason why you can’t respond directly to the question. You might open by saying: “I wish I could comment on that (or “help you,” or “share that information with you,” or something similar and relevant), (use reporter’s name).”

Structure your response this way and you decrease the chances that you will “loop” back to the question you were trying to dismiss. Looping frequently occurs when spokespersons try to ad lib. When you use this technique, you also increase the likelihood that the reporter will move on to the next question.

  1. Show that You Care

    In most HOA media crises, people don’t really care about the board proving what they know or that they’re right. Most of all, they care that the HOA cares about the issue. With any crisis, make it a point to show that your HOA isn’t just picking a fight with the “little guy,” but rather, show that you really care about the issue, those involved, and that you’re making an effort to resolve it and ensure that it doesn’t happen again.

For any media crisis, preparation and planned execution can make the biggest difference in helping your association preserve its reputation. So don’t wait – start planning now for when a crisis occurs.