“Santa Barbara is only mentioned when there is a storm.” There could not be a better saying to explain what happens in a company when a crisis occurs and the person in charge of communications realizes with panic that the drawer in which the manual for managing the crisis should be kept is empty. And then, inevitably, the worst reaction that can occur when dealing with a situation like this occurs: nerves, insecurity, quick and ill-considered decisions, a lot of stress and, sometimes, million-dollar losses.
Why are we not prepared to face a crisis?
In most cases, this is because we haven't stopped to think about it, but above all because we are convinced that it cannot happen to us. We assume that reputational crises only affect airlines or consumer brands, and that is a huge mistake. We are all exposed to certain risks that, at the least expected moment - and without warning - can jeopardize the company's image.
What is an image crisis?
There are many reasons that can cause our brand to lose credibility business mailing lists poland and its reputation to fall overnight. From the most media-friendly, such as a work accident, a fire at the plant, a polluting spill or an adverse press campaign, to others of lesser news importance, but which must be resolved with good institutional relations work.
Keys to managing a crisis:
1) Assess the scenario
What are the implications of the incident?
Is the company's reputation at risk?
Which audiences might be affected?
How can it evolve?
What is the worst-case scenario we could face?
2) Define the strategy
Narrowing the scope of action and developing key messages
Selecting a spokesperson
Affected audiences that need to be approached proactively
Audiences that need to be responded to in a reactive manner
3) Define the response plan
Develop materials necessary for internal and external communication
Continuous monitoring and follow-up of the incident to, if necessary, adjust the strategy and messages.