In the world of crisis communications, things can change in an instant.
One minute you’re dealing with a small issue, and the next, you’re facing a full-blown PR crisis. That’s why it’s important to know the basics of crisis communications.
Doesn’t matter if you’re a small company or a big organization. A crisis doesn’t discriminate, and how you communicate will determine whether you’ll survive or potentially lose everything.
This blog post will discuss four things you should know about crisis communications.
We have more than half a century of experience in this field, and as a direct result, we’ve learned what works and what doesn’t. So read on for some valuable insights!
Because Reputation Is Your Most Valuable Asset®
When a PR crisis hits, your reputation is on the line. So it’s crucial to act quickly and decisively to protect it.
Reputation is hard to achieve, easy to lose, and once lost, it’s very difficult — but vital — to redeem. (It’s why we own the trademark Because Reputation Is Your Most Valuable Asset®)
While there are several things you can do, here are a few things we advise our clients:
Ideally, be proactive and prepare for crises before they happen.
If your company’s at fault, you must apologize quickly and sincerely, take responsibility, and show that you are taking corrective action
And regardless of how you got into the situation, you need to be honest.
If you follow these crisis communications tips, you’ll be well on your way to protecting your reputation during and after a PR crisis.
The 3 Stages of a Crisis
By understanding what stage you’re in, you can better navigate the crisis and protect your reputation. In any crisis, it’s important to remember these three stages:
Stage 1: Pre-Crisis
Standing here, we can divide it into two sub-stages; the Proactive Stage; and the Emerging Issues Stage.
In the Proactive Stage, you’re in control of the situation and have the most options. You have more time to craft your crisis communications plan and to be prepared for different scenarios.
In the Emerging Issues Stage, you’re starting to see potential problems develop. This is when you need to be most vigilant, as these issues can quickly turn into full-fledged crises.
Stage 2: Crisis
This is the stage where the crisis has already happened, and you’re dealing with the fallout. It’s important to stay calm and act quickly to mitigate the damage.
In this stage, the situation controls you, and you have very limited options. You’ll be playing defense, trying to clean up the mess, and time is your enemy. Your response has to be crafted carefully with attention to detail.
Stage 3: Post-Crisis
This is the stage where you’ve emerged from the crisis and are trying to rebuild and recover. This can be a difficult process, but with perseverance, you can come out stronger than before.
You’ve got to deliver on the promises you gave in the crisis stage, monitor your customers’ reactions, and try to avoid any future mess-ups.
Your crisis communications team should be involved during every stage of the crisis. The earlier, the better. They’ll be able to stop the crisis dead in its tracks before it turns into a disaster.
You’re most likely in the pre-crisis stage if you’re reading this. So, take advantage of having time on your side and prepare accordingly. Whether you know where you need help or have no idea where to start, we’re here for you!
We have decades of experience handling some of the most iconic crises and, more importantly, managing all of the scandals you never got to hear or read about.
Call us at (310) 396-8696 for a 15-minute consultation to discover how our communication services will help you.
Act Quick, But Not Carelessly
When a crisis hits, it’s important to act quickly, but not hastily.
It’s crucial to take a breath, assess the situation, and plan your response. Acting too quickly can lead to mistakes that are difficult to undo. But if you wait too long, the crisis will spiral out of control.
In crisis communications, if you strike a balance between these two extremes, you’ll be well on your way to handling the crisis effectively.
Making a Mistake Thinking No One Will Remember
“Let’s just wait until someone else slips up tomorrow.” This is a common sentiment from those who’ve never handled a similar situation. But anyone with experience in crisis communications knows that’s just asking for trouble. That’s why we always advise against dealing with crises yourself, especially if you have little crisis experience.
Trying to bury a PR crisis with silence or hoping someone else will relieve you from the spotlight with their own scandal doesn’t work.
For more proven tips on preparing for crises, handling the media, and mitigating the damage of a crisis, check out our Crisis PR Guides.
Gillott Communications is a Los Angeles-based public relations firm specializing in high-stakes Crisis & Reputation Management with more than 50 years of expertise in strategic communications, corporate public relations, and working with the media.
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