Crisis management - Bayesian case study

In light of recent accidents in the yachting industry, it serves as a reminder and a wake-up call for all companies to have a crisis management protocol and a proper PR strategy!

Upon seeing this statement provided by Giovanni Costantino, CEO of Perini Navi, it serves as a great example of what NOT to do!

PR GUIDE

Here is a quick guide on what to do if your brand is involved in a media scandal:

1. Act Quickly and Decisively:

Do not wait too long to address the issue, as the longer you wait, the more damage it can cause to your reputation. In today's age of social media, news spreads so fast! and delays can lead to misunderstandings and severe consequences.

2. Gather All Relevant Information Before Responding to the Public:

Prior to pointing fingers, gather all facts and information to understand the full extent of the issue. In this case, refrain from making statements until investigations are complete to avoid premature blame. As someone aptly noted online:

 "What Costantino didThrowing the Captain under the bus was one of the most disgraceful things I've seen in a while, which backfired on the Company's integrity."        

3. Craft a Clear and Honest Message:

Be transparent about the situation, take responsibility, and explain the steps that are being taken to address the issue.

4. Monitor and Engage with the Media:

Stay vigilant on how the media covers the scandal and be prepared to engage with reporters and journalists. Provide accurate information, issue statements on your website for media reference, and offer interviews to clarify any misunderstandings.

5. Appoint a PR Person:

Designate a single spokesperson to communicate with the media.

Not everyone can speak to the media, make this clear to all your employees! Do not answer to interviews emails or even casual questions at the bar!?

Only one person should be responsible for talking to the public about the situation.

Preferably appoint someone who speaks proper English and can make the official statements in English.

Ensure the PR person has credibility or can make a statement showing his competence.

Commentators online mentioned:

“ Giovanni Constantino is the last person that could comment on the construction of Bayesian. The yacht was built and delivered in 2008.?Constantino ran a sofa company until 2009, before entering the nautical world by acquiring Italian Sea Group and then Admiral in 2011. The Perini brand was only acquired in February 2022 by him.”?        

6. Use All Communication Channels:

Utilize press releases, website articles, social media, and official statements to keep internal and external stakeholders informed. For example, you go now on the Perini Navi website and there is nothing, they only did a short Instagram video.

7. Show Empathy:

If necessary, offer apologies, but always show some sympathy to those impacted by the scandal. Demonstrate understanding of the situation's effects on individuals and communities.

Refrain from comments that show only your own interest, for example what he said “We have suffered enormous damage to our image and a drop in the stock market. We are evaluating possible actions to protect our image and the credibility of Perini Navi.” #facepalm

Replies and Comments online included: “I was absolutely dumbfounded by the arrogance and complete lack of empathy with regard to all involved in this tragic event.”?        

8. Refrain from Giving Harsh Personal Statements:

Avoid pointing fingers to evade responsibility. Instead of making accusatory statements, ask open-ended questions to engage the public positively.

I am sure Giovanni Costantino?had the best intentions to protect his brand, and washing his hands and pointing fingers at the captain and crew rather than being empathetic.          

Making inaccurate accusations can lead to severe repercussions and potentially backfire in a catastrophic manner.

9. Implement a Long-term PR Strategy:

Develop a long-term PR strategy post-crisis to rebuild trust and credibility. Initiate reputation management campaigns and authentic initiatives to showcase transparency and accountability.

10. Leadership:

Displaying integrity in crisis management demonstrates leadership and accountability. It signifies a willingness to take ownership and work towards solutions rather than shifting blame.

"Typical case in yachting the shipyard blames wrongdoings on how the crew handles the yacht, and the crew blames the shipyard on the building quality. Instead of pointing fingers, you should take actions that are inspiring positive change."         

ALTERNATIVE SUGGESTIONS FOR WHAT COULD HAVE BEEN SAID INSTEAD:

Here is an example of how I would have crafted the speech for Mr Constantino.

I would practice the speech as many times as needed together with him and rehearse it a couple of times before going live on TV.

I would make a list of all potential questions and create answers to each of them.

Ladies and Gentlemen, Members of the Media,

It is with a heavy heart that I address you following the tragic incident involving one of our yachts, which sank during a storm. Our thoughts and deepest sympathies go out to the families and loved ones of those who lost their lives in this heartbreaking event.

At Perini Navi, we have always prided ourselves on building some of the most seaworthy and resilient sailing yachts in the world. Our vessels are crafted with the highest standards of quality, safety, and innovation. This commitment is what has earned us the trust and respect of our clients and the broader maritime community for decades.

In moments like these, words can only go so far in expressing our sorrow. I want to take a moment to acknowledge the captain and crew who were aboard the vessel during the storm. These are individuals with exceptional skill and dedication to their craft, and we honor their efforts to manage the situation under such challenging conditions. The sea is a powerful force, and despite the best training and preparation, it can be unforgiving. We stand in awe of their bravery and professionalism during what must have been an incredibly difficult and perilous time.

Accidents at sea, though rare, can happen. It is a reality that every mariner understands. While Perini Navi yachts are engineered and constructed to withstand the most formidable conditions, accidents can unpredictably happen.

We are currently working closely with the relevant authorities to conduct a thorough investigation into the cause of this tragedy. Until we have more information, it would be premature to speculate on the exact reasons why the yacht did not survive the storm. What I can assure you is that we are committed to uncovering the facts and learning everything we can from this incident.

As we await the results of the investigation, our priority remains supporting those affected by this tragedy and ensuring that we continue to uphold the standards of excellence that Perini Navi is known for.

We are here today, humbled by the situation, but resolute in our mission to build the safest, most seaworthy sailing yachts in the world.

Once again, our hearts go out to the families and loved ones of the victims. We share in your grief and will continue to do everything within our power to support you during this difficult time.

Thank you.

Remember to save this post for future reference in handling PR crises.

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