Lindsay Kirsh
Think You Are Immune? No one is invincible.
No organization, or for that matter, individual, is immune to high-stake situations – and there should always be a proactive and reactive strategy or “escape route” in place to help dodge the bullet.
Understandably, not every business has a proactive crisis communications plan in place – and often, find themselves asking the above question while simultaneously panicking and figuring out the best course of action after the fact.
For example, a fire breaks out and you don’t know where the extinguisher is. Are you panicking yet? Likely. Is your first instinct to run out of the house? Likely. If you knew where the extinguisher was located, would you feel some relief? Likely. Would you have an increased chance of salvaging your home? Absolutely.
The same panic mode behavior applies within organization when teams are caught off-guard by a high-stake crisis. The dust will inevitably settle, but those embers won’t fully burn out.
In lieu of a crisis communications plan, is it possible to remain calm, be methodical and feel confident with our response? Perhaps. We can’t speak for everyone, after all.
The question is, would you rather be saying “crisis averted” or saying too much – internally and externally, like “uh-oh, what do we do now? How do we manage this? Who is our point of contact? This reporter keeps calling and we don’t know what to say!” Meanwhile, no one is any further ahead, opening the door to a myriad of additional reputational nightmares.
Handling a crisis in public relations requires a strategic, swift, and empathetic approach to mitigate damage and restore trust. Our goal is to focus on “crisis averted.” By implementing the following proactive strategies, you too will have the breathing room to say crisis averted (just imagine taking the following steps in the heat of the moment, versus proactively…yikes)
1. Assess the Situation Quickly
- Gather Facts: Understand what happened, the extent of the damage, and who is affected.
- Identify Stakeholders: Determine who needs to be informed, including employees, customers, investors, and the media.
2. Assemble a Crisis Management Team
- Designate Spokespersons: Choose trained individuals to communicate with the media and the public.
- Develop Roles and Responsibilities: Ensure everyone on the team knows their specific tasks.
3. Develop a Communications Plan
- Craft a Clear Message: Be honest and transparent about what happened, what is being done to address the issue, and how it will be prevented in the future.
- Approve Messaging: Ensure that all statements are consistent and approved by the crisis management team before release.
4. Communicate Promptly
- Initial Response: Issue a holding statement acknowledging the situation and indicate that you are investigating.
- Regular Updates: Keep stakeholders informed with regular updates, even if there is no new information to share.
5. Use Appropriate Channels
- Social Media: There ain't no rest for the wicked. Monitor and respond to concerns in real-time.
- Direct Communication: Pick up the phone, send (several) emails, schedule meetings, briefings, and communicate directly with key stakeholders and leadership.
6. Monitor Public Response
- Track Media Coverage: Media monitoring tools are your best friends for tracking coverage and public sentiment.
7. Manage Internal Communications
- Inform Employees: Ensure that employees are well-briefed well-informed and understand your company’s position and response strategy.
- Provide Guidance: Equip employees with talking points and offer media training to ensure consistent messaging.
8. Implement the Crisis Response
- Take Action: Address the root cause of the crisis and implement corrective measures.
- Demonstrate Accountability: Show that the organization takes responsibility and is committed to resolving the issue.
9. Restore Trust and Reputation
- Follow Through on Promises: Ensure that the corrective measures promised are implemented.
- Rebuild Relationships: Engage in efforts to rebuild trust with stakeholders, such as community outreach, transparency initiatives, and positive media campaigns.
Key Principles to Remember:
- Stay Calm
- Be Transparent
- Act Swiftly
- Show Empathy
- Consistency