Crisis averted: How to keep your company clean when it all hits the fan
With more brands and organisations falling due to ill-prepared crisis management systems and panicked reactions, it is more important than ever that managers are safeguarding their practices. Seven Communications founder and managing director, Patrice Pandeleos, has some ideas.
2024 is already shaping up to be the year of the PR crisis. From social media missteps to unexpected executive scandals, it’s a minefield out there. In business and public life, chaos loves to crash the party, usually when we’re least expecting it. Even the most well-established companies can have their foundation swept from under them and their reputation ruined if they fumble their crisis response. Going beyond fighting fires, the savviest strategies involve both a keen eye for upcoming issues and meticulous planning to soften any blows.
Whether you’re sprucing up an existing crisis strategy or starting from scratch, here’s how to effectively build out a plan to stay a step ahead and make sure your company can weather the storm.
Reality check: Yes, this could happen to you
It’s easy to fall into the trap of thinking, “It won’t happen to me.” But let’s get real: no business is bulletproof. Acknowledging that you might be the next target for a crisis isn’t pessimism – it’s a smart strategy. Adopting a mindset that shifts from ‘if’ to ‘when’ prepares you to defend against the unexpected with your eyes wide open. Start by stripping away any false sense of security. Whether you’re a tech giant, a boutique retailer, or somewhere in between, every business has its weak spots. Facing these vulnerabilities head-on not only prepares you mentally but also sharpens your strategic focus and lines you up for the next steps.
Do your homework
It’s a cliche, but it pays to be prepared. The first step in any crisis management plan is to conduct a comprehensive risk assessment. Pinpoint the boogeymen lurking in the shadows, be it cybersecurity breaches, media mishaps or broader threats like economic downturns or shifts in public sentiment. Have a look at similar organisations in your industry and see what challenges they’ve had to face – their past nightmares are your proactive warnings. This is your opportunity to brainstorm the smallest details that could go wrong to the absolute worst case scenarios, however unlikely you think they may be.
Build out your plan
Having spotted the red flags, it’s time to develop a robust crisis management plan that outlines the who, what and where. The key element here is clear and concise delegation of roles and responsibilities within your organisation, leaving no role uncast and no task unclaimed. Establish communication channels and designate a crisis management team tasked with overseeing the response efforts. Having this aspect mapped out ensures that your well-defined plan can be deployed with agility and deliver a response that is measured, appropriate and timely.
Colour code your crisis
Think of crisis management like traffic lights guiding you through the chaos – green, orange, and red scenarios – each of which warrants a different response. Green covers the minor bumps, such as unexpected website issues, which can be handled smoothly with regular procedures. Orange is for the trickier stuff, like a backlash over a new product; these situations call for a more robust response, maybe a press release to keep things transparent and under control. And then there’s red – these are the all-hands-on-deck emergencies, like a serious data breach, requiring immediate action from the top down to mitigate the fallout and start fixing things. By mapping out these scenarios, you will ensure responses are quick, appropriate, and effective, turning potential panic into proactive steps.
Get your message out – clearly and quickly
Clarity is king during a crisis. Crafting a communications strategy that covers all bases — from employees, to stakeholders, to the media — is paramount. Your aim? Be transparent, timely, and touchingly empathetic. For surround sound, harness every channel at your disposal, including social media, press releases, and direct communication channels to keep your message honest and unified. This not only ensures that your message is consistent but also that it’s delivered without delay, helping to manage public perception and reinforce trust in your brand during critical times.
Practice makes perfect
Nothing tests your tactics like a trial run. Organise training sessions and even simulated crisis drills so that your team feels comfortable when a big pressure moment comes. Not only is this a great way to assess your strategy, but it also doubles as a bonding exercise where your team can practice their roles and identify any chinks in the armour. Conduct scenario-based exercises to simulate different crises, drawing inspiration from past industry failures or even current events to see how your team would have responded.
Who’s on your team?
In times of crisis, having the right team can make or break your response. Cultivate a network of external experts – crisis management consultants, legal experts, public relations firms, or emergency response agencies – who can be on hand to help when the going gets tough. Setting relationships with professionals outside your organisation can provide invaluable support during challenging times and enhance your ability to navigate crises effectively.
Evolve or bust
Crisis management isn’t a set-and-forget deal – it’s an ongoing process that requires continuous evaluation and adaptation. Regularly review and update your crisis management plan in response to changes in your business environment, emerging threats, or lessons learned from past experiences. Stay vigilant and proactive in identifying potential risks, and be prepared to adjust your strategies accordingly.
Even business juggernauts have fallen from grace when cutting corners in their crisis strategy, and nobody is immune when a storm rolls in. By proactively preparing for unexpected challenges, developing nimble response strategies, and fostering a culture of preparedness within your organisation, you can effectively navigate crises and emerge stronger on the other side.
Patrice Pandeleos is the founder and managing director of Seven Communications.
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