We have a crisis, what now?
Crisis is an inevitable part of life, both in the corporate world and beyond. Yes, it might happen to you. No, it does not happen only to others. How prepared is your company to respond to a crisis’s situation?
"Crisis: An unstable or crucial time or state of affairs whose outcome will make a decisive difference for better or worse." (Webster's New Collegiate Dictionary)
Not all companies, unfortunately, are aware of the difference between marketing in routine versus crisis situations.
Navigating the choppy waters of crisis is an inevitable part of running any business. Whether it's looming acquisition, an unfortunate incident with employees, a fire you don't expect to happen or regulatory scrutiny, no company is immune to the potential fallout of unexpected events. In these moments, the distinction between routine marketing and crisis communications becomes starkly apparent:
Instead of reacting, be prepared.
In recent years, brands have faced lots of external crises beyond their control, such as the COVID-19 pandemic, social unrest, and geopolitical tensions. However, many brands have also confronted the consequences of internal misconduct or negligence, often resulting in significant damage.
So, don’t jump into precipitations, that can cause even worse consequences in any company. We need to address our audiences’ concerns. Preparation is key, because the longer you wait to react effectively the worse it gets and the harder will be to control the situation.
The most dangerous thing you can do is nothing:
1- Ientify Your Crisis Communications Team
Appoint a small team of senior executives, led by the CEO, including PR and legal counsel, and heads of major company divisions.
2- Identify Spokespersons
Designate authorized spokespersons, ensuring effective communication skills.
3- Spokesperson Training is crucial
Offer professional media training to spokespersons to ensure effective communication during crises.
4. Establish Communications Protocols (Who should be notified, and where do you reach them?) Develop an emergency communication tree for rapid notification and response.
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5- Identify and Know Your Audiences
Identify and compile contact information for media, customers, investors, and regulatory bodies.
6- Anticipate Crises
Conduct brainstorming sessions to identify potential crises and develop response strategies.
7-Assess the Crisis Situation
React promptly with information gathered from the communication tree and crisis team.
8- Identify Key Messages
Develop concise key messages tailored to each audience to convey the company's position.
9- Decide on Communications Methods
Select appropriate communication channels, such as press releases or briefings, for each audience.
10- Riding Out the Storm
Monitor audience responses, evaluate the effectiveness of communications, and consider additional outreach if necessary.
The botton line is...
If your company does not have a crisis communication plan in place, you could be caught flat-footed the next time a brand scandal pops up.
Are your prepared? Have you experienced any crises before? Tell us all about it! Comment here!