It is a sad fact that many organisations and businesses facing a PR crisis, lack a crisis communications strategy and just don’t know how to handle the fallout when the wave of bad publicity hits.
It is probable that most businesses will know if a breakdown in communications, or a failure of a service or product, is likely to trigger a PR crisis. And many foolishly bring down the shutters, bury their heads in the sand, in the hope it will all go away. It is the last thing any self-respecting, responsible business or organisation should do.
You can allow others, looking in, to criticise and take the lead by commenting about your misfortune until a full investigation has taken place. Or you can salvage something from the situation by taking control and steering the conversations at an early stage to limit any damage.
How you handle a crisis will have lasting impact on your reputation and potentially the future success of your business.
Be prepared!
The scouting movement’s motto should be a key part of your crisis communications strategy.
The first few hours after the cat jumps out of the bag are critical. You therefore need to have a strategy in place which outlines how you will respond, how that is communicated to your stakeholders and by who.
The key to limiting damage is for you to take the initiative as soon as possible. If you know the proverbial is going to hit the fan, be the one who throws it first. It is equally important to remain calm and considered during a PR crisis and deal only with facts, not supposition. Your response must be credible. Any sort of delay, or information blackout, will inevitably lead to false reports and a damaged reputation.
A few do’s and don’ts
Above all you must act quickly.
1. Explain what has happened and were and when people can get further information. Always be honest and open, and never speculate.
2. Never say: “No comment”.
3. Do not be afraid to say you’re sorry. Of course this implies a degree of responsibility, so you need to agree a way to demonstrate empathy and compassion but not absolute guilt. If in doubt seek legal advice.
4. Impress that safety issues are at the top of your list of concerns and actions; closely followed by limiting collateral damage and any cost implications. (in that order).
5. Explain what you are doing to mitigate the problem.
6. Don’t get drawn into arguments about what has gone wrong.
7. Always field a senior spokesperson to reassure your customers and stakeholders.
8. Make sure your spokesperson is fully briefed and follows an agreed script.
9. Put the issue into perspective. When possible, assemble verifiable statistics and facts that prove how rare the crisis really is, without trivialising it.
10. Make sure your messages are consistent across all communications channels.
11. Use written statements and make sure there is a speedy sign-off process – minutes not hours.
12. Put your statements onto your website, and other PR channels such as social media and make sure everyone in your organisation who might be approached has a copy.
13. Make sure someone keeps a record of events as they happen.
Analysis
Once the immediate storm subsides, look at what happened and use the information to inform you how to handle any similar events better.
Listen to, understand and learn from what people have said. That way you could avoid a re-occurrence of the issues caused by the initial problem. Think about how you are going to deal with any further fallout from this PR crisis, take the initiative and communicate how and when you intend to put preventative measures in place. By doing this you will stand a chance of re-building trust.
Above all keep listening to your customers and stakeholders and communicate with them in a positive and upbeat tone.
If you would like further information and guidance or help putting a crisis communications strategy in place Junction Media can help. Get in touch at: [email protected]
