Fairly often, companies find themselves creating an immaculate brand image that suddenly ends up getting caught in a media frenzy. It’s a scary thought, and while PR crises may be inevitable, they’re only disastrous if a company tries to tackle them without a plan.
Instead, it’s best to fashion a PR crisis communications strategy, one that serves as the company’s shield in the storm, guiding the business through rough seas with dignity and minimizing any harm to its reputation.
Spotting the Weak Points
If a knight starts rushing into battle without a clue as to what’s going on, that battle isn’t going to turn out well for the knight. That’s why, before disaster strikes, companies need to spot their potential weaknesses.
Consider issues unique to the company’s industry, like data breaches or product recalls, operational risks, such as accidents or supply chain disruptions, and even the omnipresent threat of social media backlash. Wisely prioritize these risks, focusing on the ones that could deal the most significant damage.
Gathering a Crisis Response Team
No champion thrives in solitude. Assemble a crisis response team with representatives from critical departments like communications, legal, operations, and finance. Don’t overlook other relevant champions like marketing or HR, based on the situation.
Delegate clear roles and responsibilities, just like curating the ideal team for a daring mission. Keep in mind that keeping a backup team ready to spring into action is like having additional superpowers at the company’s disposal.
Shaping Each Word with Care
It’s not practical to dive into a battle with blunt or rusty weapons. The same thing is true for PR crises. Predict key messages the company will need for different stages of the crisis: initial acknowledgment, updates – even when details are scarce, sincere apologies if required, and recovery strategies.
Develop message templates that can adjust to various scenarios. Practice articulating them under stress, using clear, succinct language that resonates with empathy.
Training the Spokesperson
The company spokesperson is the calm voice amidst the chaos. Pick someone confident, articulate, and media aware. Train them on the key messages, how to dodge difficult questions, and the best practices in crisis communication, which include honesty, empathy, transparency, and responsibility. Arrange mock interviews and media simulations to sharpen their skills before the real struggle commences.
Understanding the Audience
Screaming the same message to a crowd of people in a packed room isn’t an effective tactic. Identify the key stakeholders such as the media, customers, employees, and investors, and comprehend their information needs, worries, and preferred communication channels.
Customize the messages and outreach accordingly, like a strategist tailoring plans to different landscapes. Use media lists, CRM systems, and internal communication channels to reach each target with precision.
Monitoring and Evaluating
No one should go into a fight blindfolded. Use crisis monitoring tools to track media coverage, social media sentiment, and audience reaction as they unfold. Analyze data to pinpoint misinformation, assess public perception, and tweak the crisis communications plan as needed.
Harnessing Social media
Social media can be a two-edged sword in a crisis. Use it wisely to monitor discussions, address worries promptly, share official updates, and foster positive narratives. Always remember that authenticity, empathy, and responsiveness are the leading mantras.
The author, Ronn Torossian, is Founder & Chairman of 5WPR.