A crisis at an event can damage your reputation, your relationship with your attendees, and your future prospects. Whether it's a natural disaster, a security breach, a technical glitch, or a public relations nightmare, you need to act quickly and effectively to rebuild trust and confidence. Here are some tips on how to do that.
The first step is to acknowledge the crisis and apologize sincerely to your attendees. Don't try to hide, deny, or downplay what happened. Be honest, transparent, and empathetic. Explain what caused the crisis, how you responded, and what you learned. Take responsibility and show that you care about your attendees' safety, satisfaction, and feedback.
I have been running events for years. Let’s face it the last few years has been fraught with problems. Covid and now a financial crisis. Event planners are swans in many cases as they look like they are prepared and organised but underneath they are frantically working like mad to bring things together. Therefore not all things are plain sailing and problems happen and in some instances you have to cancel. The key is to be up front and make the decision earlier. Communicate the issue and offer and alternate date or solution. Always be apologetic but explain it is out of your control and not something you wanted to happen. People will be accepting if you communicate early, explain the circumstances and offer an alternative.
What I have experienced is that complete transparency is currency. Openly admit, this is what happened, this is why and this is how we plan to correct the course. Then offer a bridge to INVITE persons to listen to that future course and nibble on what your original intent was prior to the crisis. You won't win anyone over by simply rescheduling a meeting or an apology email. You've got to lay it all out.
The second step is to communicate frequently and consistently with your attendees. Don't leave them in the dark or make them feel ignored. Update them on the status of the event, the recovery process, and the compensation or refund policy. Use multiple channels, such as email, social media, website, and phone, to reach them. Answer their questions, address their concerns, and thank them for their patience and support.
The third step is to provide value and support to your attendees. Don't just focus on the negative aspects of the crisis. Highlight the positive outcomes, such as the valuable insights, the inspiring speakers, the networking opportunities, or the community spirit. Share useful resources, such as recordings, slides, reports, or articles, that can help them achieve their goals. Offer them exclusive access, discounts, or bonuses for future events or products.
The fourth step is to solicit feedback and improvement from your attendees. Don't assume that you know what they think or feel. Ask them for their honest opinions, suggestions, and testimonials. Use surveys, polls, interviews, or reviews to collect their data. Analyze their responses and identify the strengths and weaknesses of your event. Show them that you value their input and that you are committed to enhancing your event quality and experience.
The fifth step is to rebuild relationships and loyalty with your attendees. Don't treat them as one-time customers. Treat them as long-term partners. Follow up with them after the event and keep them engaged. Share relevant news, updates, stories, or tips that can benefit them. Invite them to join your online community, newsletter, or loyalty program. Recognize their achievements, contributions, or referrals. Reward them with incentives, recognition, or appreciation.
The sixth step is to plan ahead and prevent future crises. Don't repeat the same mistakes or ignore the risks. Learn from the crisis and implement the necessary changes and improvements. Review your event goals, strategies, processes, and policies. Evaluate your event team, vendors, partners, and stakeholders. Assess your event risks, contingencies, and scenarios. Prepare your event budget, resources, and communication plan. Test your event technology, security, and logistics.
Your future must begin in the past. Have you prepared and constantly updated a crisis plan? Assume the worst. Plan for it and hope it never gets used. Communications…safety and recovery are the tent poles. Transparency from the first moment with an emphasis on the people affected…not your business. Be sure that you have taken care of everyone’s safety. Continue communicating when it’s over and in recovery. Then comes business. What do you offer everyone? How do you make them whole? Bottom line…by that time…if you have followed the plan they love you
The “Why?” is an important aspect as well as in: why did it happen and/or why don’t you know how it happened. Add to that why can’t you make it whole again to previous state in conjunction with what you can do for them. Empathy is the critical element in crisis management.