We talk a lot about getting your positive story or your message out there proactively but what if your company has a crisis, how do you communicate then? When your reputation’s at risk, it’s vital you manage any crisis in the right way:
Planning ahead is key
A crisis can strike at any time. It’s a case of planning for the totally unexpected. Any big business or organisation should have a business continuity plan which sets out how you’ll keep it running if a crisis hits. There should be a communications section in there that sets out the steps you’d take and who’s responsibility it is to lead on them. A crisis communications plan is also really important. It goes through all the processes you need to take in more detail
Agree your spokespeople
Who is going to speak to the press, are they media trained and fully briefed? Communicating in a crisis brings with it added pressure so it’s vital that whoever’s fronting media interviews, has the skills, knowledge and confidence to do it
Saying nothing – isn’t an option
isn’t an option. A “no comment,” is definitely not an option. Journalists will find information elsewhere anyway. Even if you issue a holding statement, it’s your opportunity to get your information out there.
Monitor your social media
it’s the first-place customers, stakeholders and the press will go to for information on your crisis. Use it to say what you need to and make sure you’re keeping tabs on it. Who’s saying what about you and have you planned how you’ll respond on-line?
Key messages
they’re vital in a crisis. What are the key points you need to get across and have you crafted them properly? Make sure they’re consistent across all your channels, even if they’re worded differently for customers, the media, staff and stakeholders.
LEGS PR – A Step Ahead in Communication.
