Now, in the digital world of the fast times today, the difference between an organisation maintaining its public trust or an organisation breaking its public trust could be found in the art of managing an effective crisis. Crisis communication is not just being reactive in case of a problem, but involves strategic planning and pro-active concerns that might mitigate these unexpected consequences. It’s, therefore, very crucial that a business, more like the high-stakes industries, embraces robust crisis communication management strategies. Here are three effective strategies that organisations should consider ensuring they swim through a crisis successfully.
1. Empowering a Credible Spokesperson
When a crisis hits, one of the most crucial steps an organisation can take is to assign a credible and well-prepared spokesperson to represent the company publicly. This strategy is about more than just damage control; it’s about humanising the company and conveying sincerity and transparency.
The spokesperson is typically a senior executive, possibly even the CEO, and has the ability to communicate empathically and with authority. The spokesperson represents the face of the organisation in crisis and is tasked with relating key messages out to the media, stakeholders, and public. Essentially, they have the role of reassuring their audience that the organisation is taking the situation seriously and is committed to its resolution.
Key Considerations in Public Relations Crisis Comms
- Preparation: The spokesperson must be well-prepared, with a clear understanding of the crisis at hand, the company’s response, and the core messages that need to be communicated.
- Consistency: They should deliver a consistent message across all platforms to avoid confusion and maintain credibility.
- Empathy: It’s important that the spokesperson demonstrates empathy towards those affected by the crisis. This can help in building trust and mitigating negative sentiments.
By choosing the right spokesperson and ensuring they are well-prepared, companies can effectively manage public perception and reduce the potential damage caused by a crisis.
2. Proactive Crisis Preparedness
While not every crisis can be foreseen, the impact of a likely crisis can be diminished to near nullity if a company acts in a proactive way. Basically, it involves an identification of a likely risk and laying down a protocol on how to contain it before it burgeons into a real crisis.
Elements of Crisis Communication Preparedness
- Risk Assessment: Be able to scan regularly for threats that may impact the organisation, from natural disasters to cyber attacks, based on the nature of the business.
- Crisis Plan Development: Develop a comprehensive crisis management in corporate communication plan that clearly stipulates actions to be taken in times of crises. It should have communication protocols, roles, and responsibilities, as well as contingency measures.
- Training and Simulations: Conduct crisis simulations regularly for employees to train them. This would help in ensuring that everybody knows their job in case of a crisis, can react fast, and is better at responding to the situation.
Alternatively, as in the case of a financial firm, it can invest in advanced measures of cybersecurity or make sure that employees are constantly updated on how to spot phishing expeditions. This proactive approach not only helps businesses ward off a crisis, but it also equips them in case a crisis does take place.
Crisis Communication in Modern Business Strategy
Modern business strategy imperatively needs pr crisis management, which needs careful planning and well-defined execution. Of these very strategies, empowering a credible spokesperson, proactive crisis preparedness, and effective social media management are of paramount importance in helping an organisation come out of a crisis. With the adoption of these strategies, businesses will not only be able to reduce the immediate impact but also have their reputation intact. The three cornerstones of crisis communication are preparation, response, and humanity.
3. Effective Social Media Management
Social media management in the digital age is a key component of crisis communication. Whereas social media has the potential to make crises go crazy, it also provides a way in which to respond instantaneously and engage the public right back. Effective social media placement in the course of a crisis can really help to control narrative and prevent a crisis from spiralling out of control.
Steps for Managing Crisis on Social Media
- Monitoring: Constantly monitor social media channels for mentions of the crisis or the organisation. This allows for real-time assessment of public sentiment and the identification of emerging issues.
- Swift Response: Respond quickly to queries, concerns, or misinformation. This can help in containing the spread of false information and reassuring the public that the company is addressing the issue.
- Transparency: Be open in communications. Acknowledge the problem, describe what’s being done to resolve it, and provide regular updates. This may help to salvage public trust.
For instance, when a product recall takes place in this food and beverage company, it is expected to make a timely response on the social media platform, letting its customers know what is expected from them and what it is doing to take care of the situation. This way, the company manages the crisis and keeps its commitment to customer safety and quality.
Expert PR Consultancy for Crisis Communication
Cho Pei Lin, specialise in providing expert crisis communication and PR consultancy services. With years of experience she is supporting businesses with personalised strategies, ensuring that you are prepared and responsive when needed the most. Reach out to Cho Pei Lin to learn how she can help you manage your crisis communication effectively and protect your reputation during critical times.
