What are some mistakes to avoid when developing a digital strategy for crisis management and reputation?

You have to have a crisis plan. But, more importantly, that plan needs to be a living, breathing, actionable document and not some tome enshrined on the shelf. Your plan needs to be reviewed and updated (ideally quarterly). And once you have the plan, you need to put it to use. Everyone needs to know what will happen if there is a crisis: how will it be triaged, who is in charge, and how do you move forward? Tabletop crisis exercises for key departments are a great way to role play the plan and make it real for people. By all means, have a crisis plan, but there's much more work to accomplish after you have it.

A crisis plan is like an insurance policy for your business - you hope you never need it, but when you do, you're grateful you have it. Assuming you won't face a crisis or that you can wing it when one arises is a recipe for disaster, as it can lead to inconsistent messaging, inconsistent messaging, and a lack of clarity in your digital communications. A crisis plan is not only a comprehensive document that outlines your protocols and messages, but it also helps to align your team and create a shared understanding of how to respond in a crisis situation. Having a crisis plan also helps you to anticipate and prepare for potential issues, reducing the likelihood of missteps or mistakes during a crisis.

N?o esque?a de considerar em seu plano de crise quais s?o os profissionais que devem ser acionados em cada situa??o, bem como os meios e canais que devem ser usados por essas equipes. Desenhe comitês ou grupos de trabalho que possam ser ágeis no momento da crise. Se há uma temática que a empresa considera como potencialmente sensível, esse grupo precisa ter rotinas que antecedam o momento da crise, trabalhando dados, informa??es e discursos que de forma a antecipar um momento mais conturbado.

La comunicación de crisis conlleva la capacidad de anticiparse a las posibles situaciones a las que se enfrenta un empresa y cómo planificar estratégicamente este momento desde tiempo de paz. Son premisas para este proceso la anticipación, el levantamiento preciso de información, la transparencia y fiabilidad de la comunicación, la vocería, el monitoreo y la evaluación de los canales tradicionales y digitales.

No revisar casos pasados o antecedentes de la crisis en otras empresas.Es importante para mejorar la solución y no caer en posibles errores ya cometidos.

Too often, we make assumptions about what our stakeholders' challenges or problems are. You need to build a strategy based on reality. To capture that reality, we use deep web listening to understand what our buyer and customer audiences really think. Analysing SiGs and forums helps you better understand what they think about you when you're not in the room. That might reveal an unknown challenge -- and a means you can create a novel strategy to solve it. From there, you can do refreshed listening and see if the strategy had the desired impact.

Neglecting your stakeholders during a crisis can have severe consequences for your business. Stakeholders are the lifeblood of any organization, and it's essential to engage with them effectively and proactively, especially during a crisis. Ignoring their concerns, needs, and feedback can lead to negative perceptions of your brand, loss of trust, and reputational damage. Segmenting and tailoring your digital communications based on stakeholder groups can help to ensure that you are providing relevant and timely information to each group, which can help to alleviate confusion and misinformation. Engaging in dialogue and actively listening to feedback can help to build trust and transparency.

é muito importante conhecer as plataformas de preferência de seu público. Campanhas que n?o consideram os canais mais apropriados para cada público podem falhar antes mesmo de serem lan?adas.

In a corporate crisis communications strategy, addressing stakeholder needs is crucial for maintaining trust and managing the impact of the crisis. Stakeholder needs should be reflected by recognising their diverse interests and concerns, by addressing them with their specific concerns and expectations, by providing accurate information (acknowledging what is known and unknown), by ensuring a timely and regular communication, by expressing empathy and understanding and by ensuring a two-way communication.

Inclusive existem vários cases de marcas que puderam fortalecer pilares importantes da sua comunica??o em momentos de crise, ouvindo seu público e tendo a oportunidade de responder com sinceridade, entender sua falha e aprimorar seus produtos e servi?os, mostrando que é uma marca com escuta ativa que valoriza a opini?o do seu mercado e está disposta a mudan?as para benefício dos mesmos. Isso muda o jogo na comunica??o corporativa com conex?o.

Transparency is the key. Be it personal or professional relation. Transparency builds trust by providing honesty and clarity. It helps consumers make informed choices, fostering a positive relationship and long-term loyalty. Additionally, it enhances brand credibility in an era where authenticity is highly valued.

Admitting mistakes and apologizing sincerely shows that you are accountable and committed to doing better, which can go a long way in rebuilding trust. Providing accurate, timely, and relevant information can help to alleviate any confusion or misinformation that may be circulating, helping to prevent further damage to your reputation. Correcting errors and misconceptions can also help to demonstrate your commitment to transparency and honesty, which can be critical for rebuilding trust with your stakeholders. Ultimately, being transparent, authentic, and respectful in your digital communications can help to create a more positive and productive dialogue with your stakeholders, and can help to mitigate the damage caused by a crisis.

Unehrlich in der Krise zu sein, ist in meinen Augen der gr??te Fehler, der die Reputation eines Unternehmens und des Managements nachhaltig gef?hrden kann. Das gilt auch für die digitale Kommunikation. Deshalb: Bleiben Sie bei der Wahrheit, entschuldigen Sie sich für Fehler und sorgen Sie für Stabilit?t in der Kommunikation innerhalb und au?erhalb des Unternehmens. So k?nnen Sie - auch für die Zukunft des Unternehmens - Vertrauen aufbauen und Authenzit?t schaffen. Niemand wünscht sich eine Krise: Sie kann - gut gemanagt - aber auch Vertrauen und Loyalit?t st?rken.

Finding the balance between honesty and defensiveness is crucial in crisis communications. While it's important to be open and transparent about the situation, being overly defensive can come across as insincere and damage your reputation. Authenticity and a willingness to address the issue head-on are key to effective crisis management.

Crisis communication on digital is literally going to defend your client before a court of public opinions. In most cases, the tides are already against you, self defense is quick sand, the more you explain or defend the more guilty you look. When deciding on a reactive approach to crisis, remember to empathize with the audience affected by the situation

First of all, managing a crisis on digital platforms should be part of a broader crisis management plan. The importance of digital should not be underestimated but it is key to coordinate your digital messages with your offline and internal ones. Digital platforms require you to be fast and always on, but this could lead to mistakes if there is no coordination or if you are too fast in comments/statements. Any statement, especially during a crisis, should be carefully weighed and it is important to be transparent and consistent. At the same time digital platforms offer a great opportunity to provide stakeholders with constant information on the evolution of a crisis.

Consistency is vital in the specific response you lead, but also across responses. Your voice and values should remain consistent, particularly in times of crisis. Those are the moments when audiences turn to you or away from you with strongest feelings. You build a reputation through time, not in a one off.

An inconsistent approach can lead to confusion, contradiction, and a loss of impact, which can be detrimental to your brand's reputation. Having a consistent and coordinated digital strategy ensures that your messaging is clear, consistent, and aligned with your overall goals and objectives. Using the same tone, language, and key messages across all digital channels helps to create a unified brand identity and message, which can help to build trust and credibility with your stakeholders. Assigning clear roles and responsibilities, establishing workflow and approval processes, and creating a centralized digital communications strategy can help to ensure that all digital communications are aligned with your overall goals and objectives.

In a crisis situation, social listening is one of the fastest and most effective ways of assessing what really matters to your audience. What do they understand, how do they feel about the situation, and what do they expect from your brand? This listening, as part of your digital strategy, should inform crisis response. The ability to issue communications which address the real concerns of customer and key stakeholder groups demonstrates empathy and understanding. Without it, brands risk sounding tone deaf.

Establish a centralized communication hub or a designated spokesperson to disseminate information. This helps avoid conflicting messages from various sources within the organization. Foster collaboration between different departments, such as public relations, legal, and operations. A cross-functional approach helps ensure that communication is well-coordinated and consistent across all aspects

Updating stakeholders on your progress, outcomes, and actions can help to demonstrate your commitment to transparency and accountability, and can also help to rebuild trust and relationships. Expressing gratitude to stakeholders for their support and cooperation during the crisis can also help to foster positive relationships and build goodwill. Asking for feedback and recommendations can help to identify areas for improvement and ensure that you are continually learning and growing from your experiences. Evaluating your digital strategy can help you to identify your strengths, weaknesses, opportunities, and threats, which can be invaluable in planning for the future.

First, create a crisis plan. Then, when a crisis arises, USE THE PLAN! Develop face to face relationships with the stake holders (local, regional and national stakeholders, opinion leaders who will advocate for you in real time). Designate a “crisis chief” responsible for updating and maintaining the plan. This plan not only includes contact info for stakeholders but also templates for news releases, locations for potential command centers, designated fact checkers, spokespersons, subject matter experts. Lastly, PRACTICE. Hold annual crisis drills with the emphasis on process and team work.

Os integrantes que apontaram ou iniciaram um processo de crise em comunica??o, s?o seus principais professores para identificar novos cenários desafiadores e ajudar em possíveis solu??es, esteja perto para oportunidades de sempre escutar e enxergar formas de melhorar e progredir.

1) Dejar en manos de profesionales no competentes y conocedores de la gestión de redes la decisión sobre el cómo y cuando dar respuesta a la crisis. En muchas organizaciones la decisión lógica y razonable se consulta con directivos, mandos intermedios, etc de la empresa y la decisión final se acaba tomando por criterios de jerarquia, no de conocimiento.En un plan de crisis esto debe de ser contemplado. 2) Dar respuestas evasivas a la causa de la crisis, dar largas en la respuesta y aporte de datos o lo que es peor negarla para ganar tiempo. 3) Despreciar o infravalorar las opiniones y motivos de las persones u organizaciones que han denunciado el hecho que ha provocado la crisis. Siendo irrespetuoso se consigue agravar la crisis .

No sólo se trata de resolver, también de identificar qué se puede aprender de cada crisis. Contar con un protocolo de análisis post mortem puede ayudar a crear nuevos lineamientos o modificar protocolos existentes para prever la siguiente controversia y resolverla mejor.

A?ado la importancia del manejo de los silencios en una gestión de crisis. Si bien, en ocasiones, conviene hacerlo (mientras se obtienen las primeras informaciones confirmadas sobre el posible impacto de la crisis, por ejemplo), lo cierto es que los grupos de interés necesitan información. Esas organizaciones que callan durante la crisis o tratan de desviar la atención de los stakeholders hablando de sus estrategias de RSE (o peor aún, aprovechando para hacer publicidad) nos dejan pensando si carecen de un plan estratégico de gestión de crisis o ?ese es el plan de gestión de crisis!

When you are in a crisis, it is sometimes easy to forget to include all audiences. When an earnings call does not go as well as hoped, remember your retail investor audience. For a product recall, remember to follow up with those who had expressed interest in interacting with your brand.

Ao desenvolver uma estratégia digital para gest?o de crises e reputa??o em uma empresa de cannabis, evite erros cruciais. N?o subestime a transparência; ocultar informa??es pode prejudicar a confian?a. Ignorar regulamenta??es locais é arriscado e pode resultar em crises legais. N?o negligencie o poder das redes sociais; monitore ativamente e responda prontamente. Evite respostas impulsivas e desenvolva mensagens ponderadas durante crises. N?o improvise; tenha planos de resposta prévia para diferentes cenários. N?o descuide da educa??o de stakeholders sobre cannabis, e construa uma presen?a digital positiva, n?o focando apenas em crises. N?o esque?a de avaliar pós-crise para aprendizados contínuo na indústria de cannabis.

Attaquer tout de suite la partie opposée ou être directement à la défensive. Avant tout il faut faire la lecture de l'événement et trouver des solutions physiques avant tout.