Today, organizations and individuals are just one step away from a crisis since online news outlets and social media can propel bad or damaging news or misinformation with a keystroke. This “unplanned visibility” can strike at any time – day or night.
How an organization handles a crisis is often more important than the crisis itself and may influence how it is perceived for years to come. If handled poorly, a crisis can not only cripple an organization’s reputation, but also cause staggering losses in terms of customers and ultimately, revenue.
However, responding in a timely manner and communicating thoughtfully in a crisis can not only limit the damage, but reinforce the organization’s positive reputation and establish goodwill among its constituencies. To that end, here are three basic rules for communicating when facing a crisis:
Today, organizations and individuals are just one step away from a crisis since online news outlets and social media can propel bad or damaging news or misinformation with a keystroke. This “unplanned visibility” can strike at any time – day or night.
How an organization handles a crisis is often more important than the crisis itself and may influence how it is perceived for years to come. If handled poorly, a crisis can not only cripple an organization’s reputation, but also cause staggering losses in terms of customers and ultimately, revenue.
However, responding in a timely manner and communicating thoughtfully in a crisis can not only limit the damage, but reinforce the organization’s positive reputation and establish goodwill among its constituencies. To that end, here are three basic rules for communicating when facing a crisis:
Be the first to tell the story – Timing is everything. Social and online media have compressed the timeline. Get out in front of your story and make sure YOU are the one sharing the news, not someone else that does not have all the correct information. Media train your designated spokesperson and make sure he/she is accessible and available to conduct interviews, even on weekends or in the evening.
Be truthful – This is not the time for a “cover-up” nor for “spinning” the story. Be truthful, acknowledge your company’s error (if you made one) and assure the reporter (and ultimately, the public) that you are looking vigilantly into the source of the problem (and do it) and are taking purposeful steps to correct it. Just share the facts and demonstrate that you care about what has happened (actions speak louder than words).
Be prepared – Don’t wait until you are knee-deep in bad press, misinformation and rumors to formulate a strategy for handling a crisis. Develop a crisis communications plan in advance – with input from your attorney, your public relations counsel and depending on your business, the head of HR, the COO or CFO. Know in advance who will serve as the company spokesperson; consider the CEO, managing partner or another member of your executive team. Make sure you know which members of the press you need to communicate with on a moment’s notice (have that short list ready).
Handling a crisis quickly, openly and effectively may even allow you to turn the crisis into an opportunity, emerging stronger than before and positioned as an industry leader.
Have you ever faced a crisis? We would love to hear your story.