Ever feel like some people are ready and waiting to watch others fall from grace with popcorn in hand?
Sh*t happens – whether it’s our own making or if a situation is imposed on us by others.
Are you seen as someone who seemingly can do no wrong? (Looking at you, Keanu Reeves and eternally amazing Betty White!)
Are you a cautious perfectionist who over-prepares for all possible situations? (Hello, Risk Management departments!)
Even if you are super cautious, mistakes happen, and problems can hurdle your way.
“Why?!?” you wonder? Because you can’t control others. Regardless of who caused it, Strategic & Crisis Communications deals with the stumbles.
For all our Type A perfectionists out there, there’s no need to panic or worry. Since we know that the road to success will inevitably have hiccups and obstacles, we’re shortening the initial shock phase.
Even though we’re called in to handle difficult situations after sh*t hits the fan, we can still change the situation and turn it around to our client’s benefit. But it doesn’t have to be that way. That’s why the best crisis managers make sure to handle emerging issues BEFORE they turn into a full-blown crisis.
The clients who have been with us for years know that we’re always watching for red flags and will take action early to nip even the most severe issues in the bud. Because once a situation is in the public domain, it becomes much more unwieldy, which means those in leadership positions must pay extra attention to the details of their response and how they communicate. Why? Because there will be people waiting for one little mistake so they can try to use that against them. It’ll be harder to change the narrative and the optics of the crisis.
If you aren’t able to sidestep an issue before it becomes a bigger problem, consider these two key parts of how we work with clients when setting out our initial strategy:
Who do you care about?
Your raving fans will likely agree and support you no matter what. (But that doesn’t mean you can ignore or discount them when setting your strategy and crafting your messaging.) Your raging haters will stand against you no matter what you say or do, and nothing you change will win them over.
That means you need to concentrate on those in the middle. Two groups that are often forgotten are strategic partners and sponsors or investors. Your ability to survive and prosper is inseparable from them, so you must be very careful how you communicate with them.
What do they care about?
Once you’ve defined your different audiences, consider what they need to know — and what you’re able to tell them. To communicate effectively, ask yourself:
- What reason do they have to believe you?
- What would be the implications if they don’t?
- How would the allegations against you affect them? Would it expose them to legal liability? Or guilt by association?
- What (if anything) are you doing to fix the problem and protect their interests?
Want an easier way of handling things? We’re fixers who’ll protect your company’s reputation by developing an overall strategy and crafting your messaging to make sure your communication is on target. If a crisis occurs, we’re also ready to jump right in and work to turn the ship around.
Give us a call at (310) 396-8696 for a 15-minute consultation.
Gillott Communications is a Los Angeles-based public relations firm that specializes 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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