From Blackout to Brilliance: How JPS Can Repair Brand Damage post-Beryl

In the wake of Hurricane Beryl, the Jamaica Public Service (JPS) faced a severe test as power outages affected thousands. This crisis revealed critical flaws in infrastructure and communication, leading to public outcry and significant brand damage. The situation underscores the importance of having a robust crisis management plan for private and public companies. For Crisis Communication to be impactful it must contain the following elements:

CARE – Your key stakeholders must believe you care about their well-being. Apologize if necessary and do so as early as possible.

AUTHORITY – Be the primary and consistent source of relevant, factual, updated information for all our stakeholders, utilizing media across all platforms as a conduit.

COMPETENCY –Ensure you have a competent, credible representative speaking to the media. Identify a primary and secondary spokesperson who is clear on the Key Messages and apt at articulating same.

COMMUNITY – Know your key publics (internal and external) and speak directly with them about the crisis.

TRANSPARENCY – Be honest. Tell the truth about what you can share and what you cannot but do not lie. Show as you tell so persons understand what, if any, preventative steps you have taken; where the gaps are; what your next phase of action will be; and how they can help you craft a better solution.

3 Essential Steps to Success in Crisis Communication

1. Customer-Centric Post-Crisis Analysis

As part of the post-Beryl situational analysis, it is crucial to include customers as key stakeholders. Nurturing a relationship during this process means treating customers as co-creators of solutions, not merely recipients waiting for service. Conducting interviews with employees, customers, and community leaders will gather insights on the crisis and appropriate, community-specific responses.

To ensure broad participation, JPS should utilize a multi-channel approach, including both digital and traditional media. Platforms such as X (formerly Twitter), YouTube, Facebook, Instagram, and Zoom can facilitate live streams and virtual town halls. Traditional media (TV, radio, newspapers) should also be leveraged to reach those without power or data services.

2. Regaining Public Trust through Transparency, Accountability, and Proactive Engagement

To rebuild trust, JPS must be transparent about its findings and the steps being taken to rectify issues. Detailed reports on the crisis response and future prevention measures are crucial. These should be communicated through:

• Media Briefings:?Host regular briefings to update the media and public on progress and future plans.
• Behind-the-Scenes Content:?Share videos and photos showcasing teams in the field, restoring services, and making repairs.
• Customer Feedback Initiative:?Launch a campaign encouraging customers to provide feedback on recent improvements and share their experiences.
• Team Video Reflections:?Feature technicians describing the challenges they face and how they overcome them to deliver for customers.

3. Direct and swift response to missteps, complaints, and failures

Addressing missteps effectively requires a multifaceted approach that not only acknowledges errors but also demonstrates a strong commitment to improvement. Here are additional strategies and tactics that JPS and other companies can implement to address missteps and restore public trust. One way to do this is by enhancing customer communication?with:

• Personalized Communication:?Reach out to affected customers individually to address their concerns and apologize for any inconvenience caused.
• Focus Groups:?Organize focus groups with a diverse set of customers to gather in-depth feedback and suggestions for improvement.
• Mobile App Notifications:?Use mobile app push notifications to provide real-time updates on progress and important information.
• Community Support Programs:?Launch programs that provide direct support to communities affected by the crisis, such as free services, discounts, or assistance programs. While discounts on electricity bills are now being promoted, the company had initially released a notice that bills would be estimated which meant bills not reflecting the actual energy used. The company, following public and political blowback, has since abandoned this plan.
• Social Listening:?Use social media listening tools to monitor public sentiment and respond promptly to customer complaints and feedback. Develop interactive content such as Q&A sessions, polls, and live chats to engage with customers and address their concerns directly.

By adopting these 3 strategies as part of a larger?Crisis Communication Plan, JPS can address missteps more effectively, restore public confidence, and set a new standard for crisis management excellence.

Thank you for reading, and stay tuned for more valuable insights and tips from our team at Wave Media Group Limited!

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