Business leaders must be prepared for good and bad media attention in today’s digitally fast-paced world. Bad news can quickly strike, requiring the same attention or even more than good news.
These are some communication tips that will help you keep your organization in control of crises.
Identify your crisis, communication team.
A strong team is the cornerstone of any business’ success. First, identify the people who need to be involved in a crisis and notify them. The group should not exceed ten people and should include leaders from all central departments of the organization and legal and communications personnel. These people have the experience and perspective necessary to manage a crisis. A few exercises can help you get rid of the kinks in organization and expectation setting. This also applies to media training.
Your company’s crisis communications team is crucial to reducing your response time.
- Experts who can help you recognize when you are “in crisis.”
- A group that is proactive in anticipating and looking for crises. It adds credibility to their professional identity by formally appointing members to the team. They will now be looking out for possible problems.
- Built-in accountability–before, during, and after. This group will be at the forefront of improving processes and following up on your external and internal stakeholders as the crisis unfolds.
Develop preapproved holding statements.
There will be many things that you need to pay attention to when you are in a crisis. Effective communication can make a difference in preventing or minimizing a functional problem. This is where holding statements are helpful.
A holding statement is a brief message that organizations send to their internal stakeholders, the media, and the public within the first hour of a crisis. It is not the goal to solve or explain the problem immediately. A holding statement allows you to control the story of the situation and gives you and your team a better understanding of the full scope of the crisis. A wide range of holding statements allows you to choose from various examples. Holding statements are a complex task.
Acknowledge crises and show transparency. Tell the truth and be honest about what has happened. Example: “We are aware of a data security vulnerability on our platform.” To avoid creating liability, consult your legal and PR professionals. You should not include any unconfirmed, unconfirmed, or involving speculation or unsubstantiated gossip.
- Be compassionate and remember the victims. Without assigning blame, all communication from the organization should focus on the people who were hurt or inconvenienced by what happened. For example, “We sincerely regret this security lapse.”
- Promise action and remember your values This will let people know that you consider this essential and are working towards it. Your company’s values should be included in your response. This shows empathy and assures people that you take it seriously. Example: “Privacy of clients’ data is always our priority.” We are currently working with authorities to determine what data was lost and the cause.
- Make a promise and point out an update. Let stakeholders know that you have control and will let them know what’s next. To address these issues, we will hold a WebEx press conference at 2. Subscribers are requested to keep an eye on their email for any additional information. For those who have questions, a hotline has been established.”
Create your communication channels.
If you are faced with a crisis, it is essential to establish a communication platform that allows for regular communication. A crisis team must decide, “Who do I need to tell what and when?”
All those affected by the crisis need to have the same information. Social media allows you to speculate and stir up the rumor mill. It also gives journalists an easy way to find employees and agitators. Post all your holding statements, promises, and updates to all relevant social media accounts.
You can ensure that your message is quickly and widely spread by ensuring you have reliable means of reaching the media, consumers/clients, and employees. A good reputation and solid relationships will give you credibility and good faith while you try to preserve your image and deal with the aftermath.
Effective communication requires planning and perspective. These examples and tips will help you reflect on the past and plan for the future.
