Sometimes, unforeseen and catastrophic events occur, underscoring the necessity of having a solid crisis communications plan. Without one, a company’s reputation can suffer significant damage. Complaints from affected individuals about a lack of information, unclear updates to the media, and insufficient social media communication are unacceptable in today’s world.
Crisis communications have evolved rapidly, with social media playing a pivotal role in crisis and issues planning. A crisis can become public knowledge before the company even becomes aware of it. Despite this, many CEOs still believe they don’t need a crisis communications plan, thinking they can hire an agency if needed. However, by the time they realize the necessity, the crisis may have already caused significant damage, potentially taking years to rebuild the company’s reputation or, in the worst cases, leading to its collapse.
It’s crucial to consider having a crisis plan in place during smooth times to cover all eventualities. But what should such a plan involve?
Here are some basics to include in your crisis communications plan:
Anticipating Potential Crises: Identify likely and less likely crisis scenarios your company could face, allowing you to tailor your crisis communications plan accordingly.
Establishing a Response Team: Designate who will be in charge and establish an approvals structure. Determine who is responsible for managing different areas, signing off holding statements, and speaking to the media.
Training Your Spokespeople: Ensure official senior spokespeople are fully media-trained. A nervous CEO stumbling over their words will not inspire confidence, so preparation is key.
Implementing Monitoring Systems: Establish processes for monitoring social media and the internet. Real-time responses are vital in a crisis.
Engaging Stakeholders: Make sure all relevant stakeholders are kept informed throughout the crisis.
Learning from the Experience
After the crisis, analyze what worked and what needs improvement, then update the crisis communications plan accordingly.
It’s easy for a company to mishandle a crisis, but with forward planning, a clear strategy, and the right team structure, managing a crisis need not become an issue in itself.
Sarah Longbottom is Director of Strategy & Planning at Cicero & Bernay Public Relations, an independent PR agency headquartered in Dubai offering new-age public relations consultancy to the UAE and across the MENA region. | www.cbpr.me