Recognising a crisis – or a potential crisis – and managing its repercussions effectively underpins any successful PR strategy, regardless of the industry. It’s essential to consider how a crisis could arise, how it would be best managed and how damage would be minimised. Click here for a snapshot of how we can help you to deal with a crisis, prevent a potential crisis escalating and, most importantly, protect your reputation…

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• WHEN CRISIS HITS. Recognising a crisis – or a potential crisis – and managing its repercussions effectively underpins any successful PR strategy, regardless of the industry. It’s essential to consider how a crisis could arise, how it would be best managed and how damage would be minimised.
• BE PROACTIVE. The best way to deal with a crisis is to be prepared. What would you do if a senior member of staff is dismissed for gross misconduct? What if deliveries are delayed? Or stock runs out? Brainstorm which events could arise and have a plan of action in case they do.
• IDENTIFY YOUR CRISIS COMMUNICATIONS TEAM. A select few members of your senior team should be chosen as your designated crisis communications team and these should be the only people authorised to speak on behalf of the company.
• NOMINATE & TRAIN YOUR SPOKESPERSON. Your spokesperson should be someone who speaks with authority and confidence whilst remaining calm. They should be ready to deal with difficult questions from the media in a press conference setting where they will likely be interrogated about the issue at hand.
• SET UP ALERTS. Stay one step ahead by monitoring social media and setting up Google Alerts. Your team may then sense if negative comments are increasing or getting lots of shares. You can then continue to monitor activity as you try to rectify the situation.
• ASSESS THE SITUATION. What exactly has happened? Make sure you have all the facts before you draft any public messages or respond to the media. Look at why it happened and what you can do to resolve it. The quicker you’re able to do this the better.
• COMMUNICATE WITH YOUR STAKEHOLDERS. Keep an honest and open conversation going with your stakeholders throughout the process. They are the ones who interact with your customers or clients on a day-to-day basis and they should know what the plan of action is. Compose a mini statement for them to share when information is requested.
• CONFIRM KEY MESSAGES. The most important thing is to show that you care about those affected and the concerns of the general public. Make sure your messaging reiterates that you understand the severity of the situation and are doing everything you can to rectify it. Your statement should be honest, authentic and empathetic.
• ANALYSE THE RESULTS. Look at what went well and what did not and use those learnings to prepare for the next time crisis hits. Which channels worked best to communicate with the public? Which members of the team were best able to deal with the media? Which media outlets were helpful in sharing your statement?

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