Be honest, authentic and appropriate in a crisis
Crisis management has been centre stage recently with the incident of a passenger being forcibly removed by aviation security officers from a United Airlines flight, with the incident filmed on mobiles.
Handling a communications crisis in an age where news travels in seconds is complicated.
The need for truth
Authenticity is key. A brand needs to be clear about its stance, goals and messaging, but what else should be considered when looking to put together a crisis management strategy?
Crisis strategy
Mandy Brooks gives some pointers:
- Treat your customers well, as Stephen Waddington notes in response to the United Airlines fiasco. Do everything you can to avoid a crisis. Put your customers first. Be honest, authentic and appropriate.
- Plan and have a clear strategy for dealing with a crisis. Model different scenarios, know who will respond and how. Know who won’t respond. Clarity and guidance are key.
- There is a need to react and adapt instantly as events evolve. Have intelligence on your stakeholders. Know which are likely to respond with positive comment and monitor these who could be negative.
When dealing with any communications crisis, what sets you apart is how you plan and react to the situation, your crisis management skills and subsequent communication strategy.
A company or spokesperson should be available to comment, communicate often, be transparent, and honest. Mistakes occur but ensuring they are dealt with promptly and efficiently makes the difference.
At brookscomm we have over 20 years of PR & marketing expertise and a proven track record of success in crisis management. We can help you in a crisis or boost your business so call us on 01483 537 890 or email michael@brookscomm.com
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