Map

Create crisis management plan identifying role of each team member

Tap

Identify which trustworthy media channels will be used to distribute insights

Wrap 

After crisis, review brand’s actions, correct missteps and offer fixes

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Today's Crises Demand a Prompt, Clear Response to Maintain Trust

Today’s 24-7 news cycle, ubiquitous social media and instant communication require brands act speedily when crises occur. A video can reach millions instantly when shared online. False narratives can spew misinformation. And a slow, half-hearted response will likely sew distrust among valued customers and prospects. Follow along as we reveal how brands can benefit from timely, responsible, caring messaging.

Phone:
708-246-4211

CREATE CRISIS MANAGEMENT BLUEPRINT WITH ROLES IDENTIFIED

Because product failures, data breaches, ethical lapses and other crises can detonate at any time, brand preparation for managing crises must start long before one takes place. First step: Develop a crisis management blueprint assigning a crisis communication team. The blueprint should also spell out the roles of each member of the team, such as public relations and marketing staff members, company senior officials and lawyers. In addition, the blueprint should ensure team members who will meet the news media gain media training to deliver credible communication during a crisis.

We explore how today's digital world has redefined successful crisis management, before identifying the sure-footed steps to pursue before, during and after the crisis to minimize downside.

Training staff in crisis management can reap collateral upsides, helping employees hone their under-pressure problem-solving and critical-thinking skills.

Read The Crisis Casebook: Lessons in Crisis Management from the World’s Leading Brands, by Edward Segal.

Studies show a comparatively minor crisis can cost companies hundreds of thousands to millions of dollars in immediate costs, with legal expenses, lost customers, reduced staff morale and higher recruitment expenses among additional costs.

Email or call us at 708-246-4211 to learn how and why to go about proactive planning for crisis communication should a crisis impact your organization.

MONITOR FOR POTENTIAL CRISES TO ENSURE RAPID RESPONSE

When it comes to crisis response, no brand wants to appear late to the party. That’s why monitoring for potential crises remains key in ensuring quick, nimble reaction. Brands must track mentions of their enterprise, industry or related topics. They must do so by monitoring various channels and platforms. Digital and print news publications, radio and TV broadcasts, a swath of social media sites and review platforms must be audited to learn what’s being said by whom, for what reason and with what tone.

We’ve just begun to delineate the many considerations that enter into effective crisis communication. Read on to learn the importance of empathy, responsibility and clarity.

• Show empathy. Key to any crisis response remains displaying compassion and warmth toward those impacted by the event. It’s one moment where it pays to remember people don’t care how much you know until they know how much you care.
• Take responsibility. Where it’s appropriate to do so, take responsibility for actions that might have led to the crisis. Offer a heartfelt and clear apology and then assure your brand will be accountable in pinpointing flaws and straightening out deficiencies.
• Be transparent. Brands impacted by crises can begin winning back fans by remaining upfront and honest about what happened. Communicate in clear language and embrace a consistently forthright tone whether in news releases, social media or on your website.