The Do's and Don't of a PR Crisis

by Kylie Nyandigisi

In the world of business, a PR crisis can strike without warning, leaving organizations scrambling to salvage their reputation. Whether it's a misstep in communication or an unforeseen event, the fallout can be swift and severe. But amidst the chaos lies an opportunity for growth, resilience, and redemption.

Before posting a company should always take into consideration all the nuances that may implicate the organisation in any way as they say that the internet does not forget. No matter how much you attempt to erase something from the internet or remove it from the algorithm, you can never remove it from someone's personal account or if saved to their device.

Before making a post or addressing a certain topic, be aware of what is ongoing in the world or what's trending in your space to ensure that you never fall prey to being insensitive or appear ignorant or discriminatory. This could cause you to lose a large portion of your customer base because reputation highly matters.

Some ways to avoid PR Crisis:

• Before the crisis, build an image: Ensuring you have a solid reputation can make your customers be loyal therefore in the event of a crisis they are more likely to defend you rather than turn on you easily.
• Accept professional advice: If your PR team is warning you against certain things it means they recognise something that you have not seen hence you should trust their expertise.
• Be prepared for anything: Misunderstandings can occur whenever online hence you should always be ready to deal with the repercussions or to react appropriately to the situation.
• Image protection: Never give the public a reason to view you in a negative light. This means that you should constantly ensure that you are doing the right things to prevent yourself from finding yourself in a scandal.

Generally, people hate admitting to their faults thus apologies are more rare due to this fact. In the same line, giving a formal apology can be extremely difficult for an organisation or a representative and managing how others see and feel about a person, brand, or company.

In some cases, the organisation or representative may find that they were on the wrong hence the need to provide a formal apology. Whichever format is taken it is important to accept the blame and other repercussions that may arise from the same rather than indirectly try to shift it. This is because audiences tend to be very critical and sense any disingenuity in an apology message therefore it is safer to be as sincere as possible. This in turn will allow the situation to de-escalate and help to avert the crisis.

Effective crisis communication is crucial to mitigating damage and guiding your organisation through challenging situations. Here's a comprehensive guide to PR crisis management:

Preparation is Key:

• Develop a crisis communication plan: This plan should outline roles and responsibilities, communication channels, key messages, and procedures for handling different types of crises. It should be easy, quick and effective to implement to ensure the situation does not escalate further.
• Identify potential threats: Conduct a risk assessment to identify vulnerabilities and potential crisis scenarios. This will enable you to identify potential threats to the response from the management plan and figure out all the aspects to be considered.
• Train your team: Train your team on the crisis communication plan, media relations, and crisis messaging.

Responding to a Crisis:

• Gather information: Get the facts straight before communicating anything. This helps avoid spreading misinformation.
• Act quickly: Don't delay communication by overthinking. Address the issue promptly and transparently.
• Establish a central spokesperson: Designate a single spokesperson to deliver consistent and official messages.
• Craft clear and concise messaging: Be honest, empathetic, and take responsibility for any wrongdoing. Avoid jargon and legalese.
• Communicate through multiple channels: Utilise various channels like press releases, social media, website updates, and media briefings to reach your audience.
• Be transparent and authentic: Don't try to hide information or sugarcoat the situation. Own up to mistakes and demonstrate a genuine commitment to resolving the issue.
• Communicating with Stakeholders: Internal communication: Keep your employees informed and engaged throughout the crisis. Address their concerns and provide updates regularly. External communication: Communicate with external stakeholders like customers, media, and partners in a timely and transparent manner.
• Listen and respond to feedback: Actively listen to concerns and address them promptly. Show that you value their feedback and are committed to making things right.

Mitigating Reputational Damage:

• Take corrective action: Demonstrate your commitment to resolving the issue by taking concrete steps to address the root cause.
• Show empathy and compassion: Acknowledge the impact of the crisis on stakeholders and express your concern for their well-being.
• Rebuild trust: Regaining trust takes time and effort. Be consistent in your communication, demonstrate transparency, and follow through on your commitments.
• Monitor social media: Pay close attention to online conversations and address negative sentiment promptly. Document everything - Maintain a clear record of events, communications, and decisions made during the crisis.
• Learn from the experience: Conduct a post-crisis review to identify areas for improvement and update your crisis communication plan accordingly. ?Crisis communication is a marathon, not a sprint. Be prepared for a long haul and adapt your approach as the situation evolves.
• Seek professional help if needed: Don't hesitate to engage crisis communication specialists for guidance and support.

By following these guidelines and proactively preparing for potential crises, you can navigate challenging situations effectively, minimise reputational damage, and emerge stronger on the other side.

In conclusion, a PR crisis can feel overwhelming, but effective communication and proactive planning can help you weather the storm. Be sure to ensure transparency, honesty, and empathy are key to regaining trust and minimising reputational damage.

By following the steps outlined in this blog, you can equip yourself with the tools and knowledge to navigate a crisis effectively. Don't wait until a crisis hits to start preparing. Take action today to safeguard your organisation's reputation.

Contact us today: Schedule a consultation with our PR experts to discuss your organisation's specific needs and develop a customised crisis communication plan. https://calendly.com/crestwoodpr/30min?month=2024-03