It is very likely that every business will face some sort of crisis at one point or another. When it occurs, the way a business responds to the justify at hand is crucial as it can lead either to a big image boost or end up alienating customers and partners. With stories going online and maybe even viral instantly in today’s world, it is important to be ready with a suitable PR response and use all channels available to get it in front of people.
What Kind of Crisis You Need a PR Team For
A crisis which needs to be managed by a PR team can take many forms. It could be an accident that happened at a company facility and injured guests/customers and/or employees, a hygiene and safety issue that caught public attention, an internal scandal involving some kind of fraud or other dishonesty or a wide variety of other predicaments, not necessarily caused by the company itself but that need to be addressed, clarified and solved to maintain the business’ reputation.
Addressing Challenges Faced During a Crisis
When disaster strikes and media outlets are reporting about the crisis a company is facing, the business concerned can quickly lose its formerly good reputation. To mitigate this, the crisis needs to be addressed quickly and appropriately. The challenge lies in not fanning the flames and communicating in a way that shows management taking responsibility, compensating the damaged parties and doing everything in their power to address and solve the issue at hand. This can be done by launching an internal investigation or collaborating with the police to get to the bottom of the problem.
Public Communication in Times of Crisis: What to Do and Say
To manage a crisis successfully, the company’s management needs to speak about it openly and honestly as quickly as possible. Having a crisis management plan in place, will greatly help to accomplish this as fast and effectively as possible and on all channels available, including TV, printed publications, online media and social media platforms. Communications should include a heartfelt apology and facts about what the company is doing to solve the problem and ensure it does not reoccur. Collaborating closely with the media is crucial as well, as they will appreciate honesty and the willingness to work together. Blocking media questions would only lead to rumors and potentially false assumptions being spread and causing more damage.
Turning A Crisis Around: Rebuilding a Solid Image
By apologizing publicly and assuming responsibility, demonstrating the company’s interest in clearing things up as quickly as possible and compensating affected parties, businesses can reverse the negative effect the crisis could have had on them. Although the public and the media will remember the issue, they will also keep in mind how well it was dealt with, which in turn will lead to a boost in public opinion of the company.
Managing a crisis can be tricky business and should be done with a professional partner. If you need help navigating a difficult time with your company or want to set up a crisis management plan, visit our website or get in touch with us at info@localhost to let us know what we can do for you