I recently had the privilege of being in the delivery room while my sister had her first child, meeting my nephew in the first moments of his life. It was a transformative experience on many levels, and much of it is a blur, despite my status as a well-rested and supportive bystander.  

Reflecting on the experience, I’m struck by the stark difference between the version of childbirth we see in media and the real thing. But first, a massive caveat: no two births are alike, and those without access to state-of-the-art medical facilities face a vastly different experience and level of risk.  

In movies and TV shows, childbirth is chaotic, frantic and dire, with lots of rush and strain and yelling. The fictional setting always provides some reason that it’s “too late for an epidural,” so the person giving birth is sweating and often screaming in agony. When it’s time to push, it’s “Now! As hard as you can! Go go go!” 

In my sister’s case, this process unfolded methodically. She had methods of pain control available when she needed it, and most of her labor was peaceful. During their routine checks, when the doctor confirmed it was time for delivery, the nurse stood at the foot of the bed and calmly walked us through the process of pushing: Three big pushes with each contraction, ten seconds each. Five on your back, five on one side, five on the other, and then on your back again. The goal is to find a rhythm, and it will take as long as it takes. They could have been talking about a simple workout routine.  

A few more people came into the room in those final moments when my nephew entered the world, but the environment remained relaxed. It was a routine day for the medical professionals involved: They were focused, precise, efficient, and completely unbothered. 

Parallels to crisis management 

As I reflect on the experience, I consider the parallels to our communications work. The public relations industry has its own reputation in media, and even when it’s portrayed positively, PR solutions are usually brilliant media gambits, clever smoke and mirrors, or some other form of deus ex machina à la Samantha Jones or Olivia Pope. 

So when clients come to us seeking PR help navigating a crisis or emerging issue, they may be surprised to find a methodical process in place. Rather than rushing to develop a dramatic and first-of-its-kind solution that erases the problem (spoiler: these don’t exist), our counsel is often the opposite of flashy: Gather information, evaluate viewpoints, identify stakeholders, understand their concerns and needs, map out messaging and spokespeople, secure buy-in, and launch a communications cascade. Act with transparency and ethics. Don’t extend the life of a negative story, don’t spin or deflect. In fact, the PR people in the room are often the ones advocating for a plain acknowledgement of the truth.  

While each situation and crisis is unique, the process for handling them is surprisingly straightforward, and built on best practices. 

If you’re facing a new or uncertain situation and you need a cool head to consult and help with a plan, reach out to us anytime.