Every company faces adversity at some point. When the time comes, do you have at least a basic plan of action?
Here are some tips to maintain composure during a crisis.
Quick response. When a big headline hits the media and consumers hear crickets from the company, that’s bad news for the brand. Pull together a short first response and address the media outlets that are covering your mistake. Either accept and apologize or kindly redirect the conversation to the bigger picture. More often than not, the PR team will release the initial statement, then have the CEO comment later on the full situation.
Zone in on social media. Check out social media platforms and do some internal investigating. Who is talking about it? What are their reactions? How many people are chiming in on the conversations? This will help you know how much of an impact the issue has had on the community and media.
Rebuild your reputation. Some crises are easier to fix than others, and some take a lot of effort to build back up your credibility. Put a face with your brand. A person is easier to emotionally connect with than a logo. Have the right people in place to proactively rebuild your brand and have your back through the process.
A current case: Maria Sharapova failed a drug test for the Australian Open. Sharapova tested positive for a drug that has recently been added to the banned list and admitted she did not pay attention to the email sent out listing changes. She stated she has been prescribed the drug for over ten years to treat heart problems. Sharapova and her PR team beat the media to the story by holding a press conference. She took responsibility for her negligence and owned up to it. This move was crucial before headlines broke, destroying her reputation.
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