6 tips for brand managers shutting down a product or business

It’s happened. The company or client you work for is shutting down, shuttering one of its services, or discontinuing a product.

As part of the PR team, management brings you in to seek your help in communicating the message. What’s the best way to handle internal and external communications in such a scenario?

Here are guidelines to help your audience say goodbye:

“Rumors are bound to swirl around a business closure, so put these to bed as soon as possible. Release a statement to both press and customers providing as much factual information as you can,” says Hayley Smith, director and owner of Boxed Out PR, who went through this with a former employer.

Make sure the news come from you, not from another source. “Use trusted journalists, or set up an exclusive interview with an industry magazine,” Smith adds.

2. Assemble a team.

Just like any other crisis communications situation, a business closing requires assembling the right team and collaborating with the right colleagues.