Why start a crisis on the back foot?

Senior Account Manager, Chloe Chescoe discusses the importance of pre-emptive strategies following the annual PRCA Crisis Comms Conference.

In today's fast-paced world, where information spreads like wildfire and public perception can shift in an instant, organisations must prioritise crisis preparedness.??

As a chartered PR professional with crisis expertise, I firmly believe in the power of pre-emptive strategies. Drawing from the principles of behavioural science experts, it’s clear that the best way to manage a crisis is to be prepared for it before it even begins.?

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The nature of crises?

Crises are, by definition, sudden and often unexpected events that can significantly impact an organisation’s reputation, operations and financial stability. Whether it’s a product recall, a data breach or a deep fake scandal, the fallout can be swift and severe.??

The natural tendency might be to react to these events as they happen, but starting on the backfoot can exacerbate the situation. Instead, proactive measures can help mitigate the damage and sometimes even prevent a crisis from escalating.?

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The power of pre-emptive strategies?

Pre-emptive strategies involve anticipating potential crises and developing plans to address them before they occur. This proactive approach is grounded in the principles of preparation and risk analysis.??

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1. Risk assessment and scenario planning?

Identify potential risks that could impact your organisation by starting out with a simple SWOT analysis or threats and opportunities landscape. By understanding the landscape, you can anticipate possible crises. Develop worst-case scenarios and response plans for each. This not only prepares your team but also helps identify gaps in your current systems.?

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2. Building a crisis-ready culture?

Encourage a culture where employees are aware of potential risks and understand the importance of early reporting. Experience tells us that people are more likely to act appropriately in a crisis if they have been mentally prepared through training and possible simulations.?

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3. Communication protocols?

Develop clear communication strategies and protocols. This includes identifying spokespersons, creating templates for public statements and establishing social media guidelines. During a crisis, timely and consistent communication is crucial in shaping public perception.?

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4. Stakeholder engagement?

Regularly engage with key stakeholders, including customers/clients, employees and the media. Building strong relationships before a crisis hits ensures that you have their support and trust when you need it most.??

Communicate regularly when you have an update. If you're not obligated to, don't feel pressured to commit to a specific timeframe.?

Companies that have started on the back foot, scrambling to respond without a plan, have often faced prolonged public relations nightmares.??

5. Building reputational equity?

Reputational equity is a crucial element. It refers to the goodwill and positive perception that an organisation has built over time. Companies with strong reputational equity can weather crises more effectively because stakeholders are more likely to give them the benefit of the doubt – scenario-dependent.??

This equity is cultivated through consistent, transparent communication, ethical practices and a demonstrated commitment to client satisfaction. By investing in reputational equity, organisations create a buffer that can absorb some of the shocks of a crisis, allowing them to recover more swiftly and maintain stakeholder trust.?

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The question isn't whether a crisis will happen, but when.??

Starting on the back foot can lead to irreversible damage. By investing in pre-emptive strategies and leveraging the insights of experts, organisations can navigate crises more effectively, maintaining their reputation and securing their future.?

By anticipating crises and preparing in advance, you can manage the fallout more effectively, but you can also turn potential threats into opportunities for demonstrating resilience and commitment to your stakeholders. In the realm of crisis management, preparation is not just a strategy; it is a necessity.?

Get in touch by emailing [email protected] to learn more about crisis preparedness. ??