It’s often said the biggest test of an organisation’s reputation is how it handles a crisis.
And with the potential for 24 hour news coverage, social media storms, falling share prices and unhappy customers it is easy to understand why.
A crisis can of course take many forms and some will tragically result in loss of life and serious injuries where the primary concern must always be the victims and their families.
But do some other forms of crisis present an opportunity?
That may sound like an odd question when you consider the massively increased demands a crisis media management situation places on comms and PR teams.
But I believe if you manage crisis comms well there are real opportunities both for the organisation and for individuals.
It is an opportunity to show your customers you care
The way an organisation communicates in a crisis is vital. The key to emerging from a crisis successfully is to show your customers you are aware of the issue as early as possible and that you understand the severity of what has happened and the impact it has had. Phrases like ‘deeply sorry’ and ‘deep regret’ can be helpful here. For example, at the start of the Volkswagen emissions crisis US Chief Executive Officer Michael Horn admitted ‘we totally screwed up’ and added: “This kind of behaviour I can tell you from the bottom of my heart is completely inconsistent with our core values.” It’s also important to outline the action you have taken and will take to resolve the crisis. Showing you care about the impact the crisis has had on your customers can create great loyalty.
It is an opportunity to communicate directly with customers
How often do you get to communicate directly with your customers? It’s probably not as often as you would like, but a crisis presents a great opportunity to do this. Your customers will be taking to social media in numbers during a crisis to find more information about what has happened. So use your social media accounts to provide regular, timely updates and communicate with compassion, concern, honesty and empathy and ensure your messages are heard. When tennis star Maria Sharapova failed a drugs test she held a press conference which she broadcast on her website – a great way of breaking the news directly to her supporters.
It is a an opportunity to build relationships with journalists
The media will be more demanding than ever during a crisis and it can be tempting to view them as the enemy. But you need them as they have direct access to audience you can reach. And, if you deal with the crisis well, get back to reporters ahead of their deadlines and make spokespeople available, journalists will be more likely to cover good news stories you have in the future.
It’s an opportunity to show you have good spokespeople
When you are in the media spotlight you need someone to represent your organisation who is compelling and enigmatic who will be able to connect with the audience. If your spokesperson, or spokespeople, if it a long running crisis management PR situation, performs well it can be a great opportunity to raise their profile and emerge as industry leaders and experts, who journalists will want to interview again.
It’s an opportunity to raise the profile of the PR / comms team
We recently published an article about how comms and PR teams often face interference from people with little or no comms experience or even understanding of how the media works. Well, successfully navigating the choppy waters of a reputational crisis can show the true value of the media and comms team and result in a streamlined sign-off process for future comms work.
It is an opportunity to progress your career
Managing a crisis is an intense experience but if you manage it well you can emerge with great credit and make a positive and lasting impression within your organisation, your sector and the wider comms industry.
If you are still unsure whether a crisis should be viewed as an opportunity, consider this quote from John F. Kennedy: “When written in Chinese, the word ‘crisis’ is composed of two characters. One represents danger and the other represents opportunity.”
This blog is adapted from parts of our eBook ‘Why you cannot afford to put off planning for a crisis’. Click here to download it for free.
Media First are media and communications training specialists with over 30 years of experience. We have a team of trainers, each with decades of experience working as journalists, presenters, communications coaches and media trainers.
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