Navigating stormy waters: a guide to managing a crisis

In today's busy digital newsroom, news travels at lightning speed and bad news even faster! As Warren Buffett once said; "it takes 20 years to build a reputation and five minutes to ruin it". When something goes wrong, you know the media will come calling. And fast - inevitably social media can be the first alarm bell to ring. How you manage the crisis from the get-go is the key to safeguarding your hard-won reputation and brand. Being ready before the storm hits is part and parcel of communicating well in a crisis. Don't just wait for bad news, at Capital, we advise clients to have a crisis communications plan in place, so you know what to do, and your key people are clear about their role. Here's our 10-point plan for when bad news strikes:

1. Stay calm and get the facts

Is this really a crisis? Work out quickly if the event is reputation damaging and would likely generate considerable media attention. The media and social media may in fact be the first sign. Staying calm as a crisis unfolds is key early on so you can take the right steps quickly. Ensure your leader is aware of what may be unfolding so if this really is a crisis, you can execute your crisis communications plan.

2. Stand up the crisis comms team

The crisis comms team - the people in the war room when bad news strikes - should include relevant leaders, subject matter experts, legal, and media/social media - all key people who can quickly understand the issue, develop a response and deliver it in a timely fashion through the right channels. It's vital everyone knows their role and responsibility.

3. Seek external help

There’s nothing more valuable than your hard-earned reputation. With so much at stake during a crisis, it can pay to seek external expertise. They bring experience, objectivity, and a fresh perspective that can be instrumental in resolving complex issues. Here at Capital, for example, we have the crisis communications know-how to help you safeguard your reputation and front foot issues of concern.

4. What are the facts?

A crisis can unfold rapidly, and all the facts may not be clear immediately. But a crisis comms team needs to be the clearing house as the situation unfolds and can make the decisions around what is relevant and what needs to be communicated.

5. Who needs to know?

A crisis stakeholder engagement plan is vital – this should determine the priority of communications. As yourself who has the greatest impact on your reputation, who can influence the outcome you are seeking? And not just media – customers/clients, commercial partners, Ministers, and of course your workforce.

6. What are you going to say? Who will talk?

Simple, honest communication is vital from the outset. Never get bogged down by jargon as it will only blunt what you are trying to say. Nobody will hear you. The more serious a crisis, the more important that the CE needs to roll their sleeves up and be front and centre in all your communications.

7. How are you going to fix it?

Apologies on their own are never enough. Obviously, express empathy if you are responsible for what has happened, but it’s important to say how you are going to fix the problem. As one famous appliance retailer always said, “it’s the putting right that counts”.

8. Begin communicating

Even without the full facts, don’t let media fill the vacuum. Silence can be deafening and damaging. It’s vital you begin regular communication as quickly as possible and ensure you are responding to concerns and inquiries through all channels from social media through to your call centre or reception. It’s critical that those at the coalface dealing with customers are equipped with the right script.

9. Monitor media and social media and keep talking

Facts and claims can emerge quickly on media and social media. Monitoring these channels is a vital input into evolving your messaging and responding to concerns. If you are not nimble, you can quickly lose control of the narrative. Claims if repeated enough can quickly become fact. So, make it a priority to keep communicating.

10. Act and reflect

Have you really walked the talk? Don’t just say you are going to fix the problem; ensure you are putting in place what you said you would do. Tell your stakeholders. Remember, a good journalist will always circle back in the future to check up on your promises. Use the crisis as an opportunity to learn from any mistakes and future proof your organisation. Importantly, once the noise has subsided, reflect on how well your crisis comms plan worked – work out what could be improved so when the next storm hits, you will be even better prepared.

Responding to any issue which threatens your reputation is never easy, but it's essential in this day and age when bad news travels at the speed of light and across multiple channels. The damage from a crisis is quickly amplified unless you are prepared to respond swiftly and consistently. By staying calm, being transparent, and implementing effective crisis management strategies, you can navigate through the storm and emerge stronger on the other side. Remember, a well-handled crisis can sometimes turn into an opportunity to strengthen your brand and reputation.

From communications strategies to crisis management, we've got your back. Capital brings a wealth of experience to help you thrive in today's media landscape. Get in touch today to find out how we can support you: https://capitalnz.com/contact/