How can you use crisis communication to demonstrate your organization's values?

A crisis is an unexpected situation containing a high level of uncertainty that could lead to disruptions to Firm's products, services, technology, core activities or credibility, and requires an urgent and flexible response. A crisis may start as an incident, or a spontaneous disruptive event. In times of crisis, in specific effective communication with external stakeholders is paramount. 1 Quick and transparent communication. 2 Empathy is essential, acknowledging the potential impact on stakeholders. 3. Choose appropriate communication channels and designate a credible spokesperson. 4. Communicate not only challenges but also recovery plans, demonstrating the firm's commitment to resolving the crisis and preventing future occurrence.

In my role as an ISO standards auditor, I consider crisis communication to be a crucial strategy. Clearly defining the nature, scope, and impact of the situation, as well as the organization's response, is essential. In my experience, I've learned that messages should be clear, precise, and consistent, avoiding speculation, blame, or denial. Additionally, it's crucial to align actions with words, demonstrating a serious and active commitment to resolving the situation. I firmly believe that this approach reflects the values of transparency, accountability, and professionalism. In crisis situations, effective communication can make a difference and mitigate potential adverse consequences.

Alongside engaging stakeholders, I would reassess my business's core values and tailor them in my crisis communication. It is crucial to demonstrate a steadfast commitment to these values throughout the crisis to maintain a clear corporate image and reputation despite the challenges.

In simple words, try and identify the people or groups important to your organization, understand their interests, and prioritize them based on influence and relevance. Most importantly, always keep the list updated for effective communication and engagement.

Crisis communication is a brilliant opportunity for any organisation to showcase what they truly stand for. It is an opportunity to express your commitment to a set of values you have set out on paper and policies. The final epitome of whether you will walk the talk when the chips are down.

Response to any crisis situation could rather be tuned in as a mark of empathy, sense of devotion and commitment. The narrative here may reflect on an org’s core values and resilience firmly based in accountability for its customers, industry and foremost, the larger community. It’s rather a silver lining to let your story out there forge even a deeper connect with the customers.

Show don't tell. For example, it's not enough (or smart) to say you are honest and transparent if your communications are not actually transparent. Your honesty will be called into question.

La comunicación de crisis es una oportunidad para destacar el compromiso con la transparencia al proporcionar actualizaciones de manera oportuna. La comunicación debe ser continua a través de diversos canales a través de mensajes de esperanza resaltando aspectos positivos, y debe contar con canales de retroalimentación para demostrar disposición a escuchar y aprender. Por ello, la empatía y honestidad son clave, comunicando información verídica, reconociendo errores, asumiendo responsabilidad y comprometiéndose a resolver la problemática. También debe priorizar el cuidado de las personas, destacando medidas de apoyo y poniéndolas al centro de las acciones. Aplicar estas acciones construye y mantiene la confianza durante la crisis.

Basically, to evaluate and improve communication, start by regularly seeking feedback from your audience. Always assess the clarity, tone, and effectiveness of your messages. Try and use analytics to understand engagement levels. Make sure that you adjust your communication strategy based on insights gained, ensuring it aligns with your audience's preferences and needs because continuous improvement fosters stronger and more impactful communication.

Un ejemplo que podría aportar es poder contar con lecciones aprendidas que sean difundidas a todos los niveles de la organización, asimismo que en esta difusión se incluya el compromiso de la Alta Gerencia con acciones claras para mitigar el impacto en una siguiente situación de crisis similar que se pueda presentar.