How Will You React in a Crisis?
By Joe Ferry on Feb 29, 2008 in Public Relations | comments(1)
At the risk of sounding crass, a major disaster at your company is a wonderful marketing opportunity. It’s a unique chance to display competence, empathy and honesty at a time when your reputation is on the line. The public will notice how you react and taker that into consideration going forward.
Too many companies go on the defensive when disaster strikes. History is littered with companies that went belly up after a crisis, not necessarily because of what happened but because of the inept way it was handled. On the other hand, many companies have weathered storms and, in fact, prospered, because of the deft way they reacted to adversity.
Here are steps companies should take to be prepared for when disaster strike:
Have a Crisis Communications Plan in Place. It has to be written and distributed to key players in your organization. It spells out everything from the succession of speakers to the media to the kind of refreshments served in the press room. Having a written plan takes the emotion out of the decision-making equation. You’ll be under enough stress without worrying about how to dress for a news conference. A well-written plan will anticipate just about every occurrence and provide accordingly: if A happens, we do B. If C happens we do D.
Get a Sympathetic Figure Out in Front. You’ll know before anyone the extent of your crisis. Don’t dawdle. Don’t send a mid-level PR manager out to face the media hordes. Get a high-ranking executive out in front of the cameras and behind the microphone to take ownership of the situation.
Take Decisive Action. Even if is costs you in the short term, you will save a lot more in the long run. Whatever you can do to mitigate the problem and recapture the public’s confidence, do it.
Follow up. When the TV crews go home and the spotlights are turned off, don’t abandon the victims. If you make promises, stick to them. If you promise an investigation, release the results. If you say you are going to change procedures, invite the media in to see them when they are adopted.
Nobody wants to deal with a crisis. But if you are properly prepared, getting through a disaster the right way can make your company stronger in the public’s mind.
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