Imagine you wake up to find your company is trending, but for all the wrong reasons...

Introduction

Imagine waking up to find your company trending on social media for all the wrong reasons. Crises can blindside even the most prepared organizations, whether it's a faulty product, a data breach, or a public relations nightmare. This is where crisis communication comes into play.

READ MORE: Crisis Communication: What is it and Why Is It Essential for Entrepreneurs? | Evocati PR

Let's explore the fundamentals of crisis communication, its importance, and best practices for handling challenging situations effectively. If you’re a public relations professional, business owner, communication specialist, or marketing professional, read on to learn how to safeguard your brand’s reputation during turbulent times.

Back to the Basics: Definition & Importance

At Evocati PR we define a crisis as, "anything that can potentially damage your business, or your brand, and be harmful to your employees and customers."

Crisis communication is the strategic management of information and messaging during an emergency or unexpected situation that could harm an organization’s reputation. The goal is to mitigate damage, provide clear and accurate information, and maintain trust among stakeholders.

Effective crisis communication is critical because it helps control the narrative, minimizes panic, and ensures that the organization can continue operating smoothly. By being transparent and timely in your communications, you can turn a potential disaster into an opportunity to demonstrate leadership and build trust.

Understanding the Role of Public Relations in a Crisis

Most business don't realize they need a PR firm until it's too late. And by "too late" we mean they're in a crisis.

In our experience, we've observed business and public-sector executives not recognizing the value of public relations until consumer sentiment has turned against them.

PR is the backbone of any successful crisis communication strategy. Message development, media dynamics, and stakeholder engagement are crisis communications 101.

Professionals like our team members are tasked with developing comprehensive crisis communication plans, training spokespersons, and monitoring media coverage. Firms like Evocati PR diligently protect the organization’s reputation, maintain stakeholder trust, and inform the public. All this contributes to an ability to effectively mitigate fallout in a crisis.

But if you don't have a firm like ours (you should!) or would like to get your team prepared, here a few best practices to follow to help respond to a crisis.

Best Practices in Crisis Communication

Create a Crisis Response Plan

Ninety percent of the work in mitigating a crisis is in your planning. Without a plan in place, you not only risk disaster striking, but you do it behind the starting line. You absolutely, unequivocally have to create a plan. It can feel like an overwhelming process, so here’s where to start:

Establish a clear chain of command and designated spokespersons: Assign roles and responsibilities to internal teams and develop external stakeholder engagement plans for when a crisis hits.

Create pre-approved messaging templates for various, foreseeable scenarios: Faulty or recalled products, disgruntled former employees, poor hires that do not act within your brand standards, or industry-wide supply chain collapses can happen to anyone and everyone at any time. Develop key messages and templates for crisis communication to various stakeholders.

Develop trained, experienced staff to harden your infrastructure against attacks: You can bring in third-party experts to put your team through the wringer with tailored exercises or run your own scenarios, in fact, we do this at Evocati PR and are happy to host a crisis training workshop for your company.

Select a Spokesperson in Advance

Who will speak to the public on your company's behalf when a crisis hits? It may not be as simple as saying the CEO or owner given the type of crisis you're facing.

Choosing the right spokesperson is crucial for maintaining credibility and trust. Whomever this is, the spokesperson should be someone who is:

1. Well-versed in the organization’s operations

2. Calm under pressure

3. Capable of conveying empathy

4. Can handle tough questions

5. Can deliver consistent messaging

These criteria present a unified front and prevent mixed signals sent that confuse stakeholders and open the company up to more scrutiny. Each crisis has a face or voice associated with it, e.g. the White House Press Secretary. Carefully consider who the messenger should be. As a rule, when using response statements, attribute them to the company or spokesperson.

Be Open and Transparent

You're in a crisis for a reason. That reason could be an inappropriate environment/culture, disingenuous business practices, lies of a former disgruntled employee, or many, many other things. Whatever it is, just remember this:

Never, ever, ever, ever lie about it. If you did something wrong and are worried about backlash, imagine the backlash you'll get from doing something wrong and then lying about it. Consumers and journalists are bloodhounds on the scent of a lie. Don't make your situation worse. Be transparent

Go Direct Using Social Media

The media landscape has flipped crisis comms on its head. Crises can spark in an instant with the virality of our online ecosystem. However, it's not all negative for businesses; you have the same power.

You can issue an explanation on social media faster than a reporter can publish an article. In fact, we think you should do this first.

Social media gives you the ability to disseminate information directly to consumers. You can provide real-time updates, counter misinformation, and issue your full statement at the same time. Doing so allows you to maintain some control over the narrative. That's not to discount the important accountability journalists provide. We believe you're more likely to be authentic when you communicate from your branded channels.

Conclusion

Crisis communication is an essential skill for any organization aiming to protect its reputation and maintain trust during challenging times.

READ MORE: What to do When You're in Crisis Without a Crisis Response Plan | Evocati PR

By understanding the importance of crisis communication, preparing a comprehensive plan, selecting the right spokespersons, and leveraging digital media, you can effectively manage crises and mitigate the recoil of crises. Prioritize crisis communication planning to ensure your organization is well-equipped to handle any situation that could arise.

Remember, the true test of an organization’s resilience is not the absence of crises, but how effectively it navigates them. Start prioritizing your crisis communication strategy today—your brand’s reputation depends on it.

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