Proactively preparing for and managing crises rather than scrambling to pick up the pieces after the fact will significantly soften the blow and price paid in plummeting sales, employee-retention or a negative brand image. Stock market crashes, losing great talent and rebranding are all costly and can often be avoided if your company is prepared and nimble. Below are five must-haves to not only survive a PR disaster, but to continue to thrive well after it’s passed.
1. A Detailed Incident Report Log
Despite the obvious legal reasons to keep an incident report log, these can come in handy in PR too. A company should document all incidents, even the small ones. Whether you receive a phone call from a person asking strange questions or someone slips and falls on your property, keep a record. Even when something seems small and insignificant, it’s better to be safe than sorry. What may seem like a silly complaint can quickly turn into a disaster. One day you could receive a call from a disgruntled parent, the next day you could see that parent talking about your service, product or school on the news.
When you document incidents it helps you in two ways: First, it provides you with a timeline of events in case an incident grows into a larger problem. Second, it tracks patterns, highlighting any reoccurring problems that can be addressed or even better, prevented in the future.
2. A Savvy PR Partner
Partner with a PR firm early. Even if you can’t afford a retainer with a PR firm or a PR professional, consider meeting with them one-on-one to see if there are opportunities to collaborate on a project-by-project basis. Establishing this relationship early on, before disaster strikes, allows you to have communications professionals in your corner who can jump in to save the day without needing to backtrack and learn about your company. Because you’ve built a relationship with them, these PR pros will already have an understanding of your company’s business goals, strengths, weaknesses, messaging and audiences, and will have the ability to put fires out in a timely and smart manner.
3. Succinct Answers to Anticipated Questions
If you go into an interview or press conference unprepared it will only spiral your PR crisis further out of control. Anticipate journalists’, employees’ and the public’s questions and practice your answers before taking the conversation public.
Keep your audiences in mind. What are their concerns about the issue(s) at hand? Determine your core messages by deciding the three points you want your audience to remember after they walk away from the conversation, and find a way to bring every answer back to these key messages.
Then, listen. Don’t assume that the communication is complete just because you’ve finished talking. Watch to see how your audience reacts and if there are any misunderstandings. If so, adapt your message as needed in order to address your audiences’ concerns.
4. A Foolproof Crisis Management Plan (CMP) and Crisis Management Team (CMT)
Establish a plan of action before crisis hits by creating a crisis management plan (CMP) and electing the best team members to help execute it. Handpick people from your executive team (CEO, COO, Legal, PR, etc.) who will bring in different backgrounds to assist with the crisis.
Make sure your crisis communications trickles down to your employees. Don’t get so carried away addressing your external audiences that you neglect your internal ones. Integrate internal communications in your plan so your employees aren’t finding out information about your company from alternative sources.
Have a CMP ready to go? Great! Now put that plan to use with practice by coming up with potential crises and acting out how you would respond to them. Need ideas for PR crises? Check the news. Companies go through PR crises all the time – some for good reason and others unjustly. Think Ellen Pao’s downfall at Reddit, Jared of Subways house raid, Lance Armstrong’s doping scandal and Target’s credit card security breach, to name a few.
5. A Rock Star Company Spokesperson.
Select a great spokesperson for your company – someone who does well under pressure, can think on his or her feet, knows the company inside and out and has major influence in the industry and community. Sometimes the company’s CEO or president isn’t the right fit for the job. Find a person who articulates well and put them through media training. Prepare them for media announcements, both good and bad, and continue to build them up as a respected member in the community and a spokesperson that press will care to listen to.
A PR crisis can either make or break your business. A smart company understands that communications crises, both big and small, are inevitable. The real trick to survival is to prepare ahead of time so you can act fast and address the problem before it spirals out of control. These five components are essential elements for laying the groundwork for smart and effective crisis communications.
What must-haves are in your PR arsenal? Tell us in the comments below.