Unforeseen circumstances are not uncommon in any business and industry. You may not fully prepare for it but you can somehow mitigate the ill effects of a crisis if you just know how to handle it. There are many aspects of crisis management. Some may be working directly in the frontline to lessen the problem, others may be looking for a concrete solution, while others may be tasked to face and update the public.
Public relations in times of crisis is often necessary because it is during this period when your audience needs information and some form of assurance from you. But when do you need PR for crisis management? It may be a calamity, labour dispute, product damage, unfavourable situation, business change or any circumstance where it may adversely affect your brand. Here are the five C’s you can note when doing PR during a crisis.
Crisis Management plan
Planning is getting prepared for what’s to happen, even when it is just a probability. Part of it is anticipating the worst-case scenario and putting the safety nets in place before they occur. Gather your team and consults to put together a crisis management plan that will provide a framework of what to do before, during and after a period of disaster or emergency.
While it can be flexible to suit various situations, it should be able to outline the processes or protocols that your organisation must undertake during this circumstance, the structure of the crisis management team including the spokesperson, and probable timeframe. The plan must include training and workshops to equip your team in responding to a crisis.
Checking facts and gathering data
When a problem occurs, the basic action to do is to gather information and check the facts to size up the extent of the catastrophe, the corresponding solution to such predicament, and the resources needed to deliver such solutions. In times of disaster, people will always clamour for data so that they can gauge how the problem is being handled. Update your facts regularly so that you can monitor the progress of your actions.
Coordination with other departments
During times of emergency, it is helpful to have a task force representing the different departments of your organisation for a more coordinated effort in tackling the issue at hand. Some units may be putting the fire from behind the scene while the PR’s task is to face the people and assure them that things are under control. One is needed by the other and no single unit can face a huge task by itself. Teamwork, unity and harmony are vital to overcoming a crisis.
Communication content and messaging
Before facing your audience, be sure to draft the key points that you want to convey. While certain information needs to be protected, be as upfront and straightforward as you can. Wordsmithing and choosing the right words are crucial in communication. Stick to your core messages and communicate them calmly and diplomatically. Brief your task force and the entire team of these messages so that even if they’re not going to face the public, they still know the points and embody them in their work and casual conversations.
Credibility and sincerity
Another important aspect of PR is showing that you are sincere and trustworthy. Be consistent. Make sure that your statements coincide with your organisation’s actions. If you declare that you are distributing goods but people are not seeing them, then it will just result in doubt and suspicion. Maintaining good relations between your business and your market/audience is vital to your company’s survival.
In a crisis, one can either transcend it or fall flat on the ground. However, it’s not just all about you. It is also about your team, your stakeholders, and the countless people you serve, such as your clients or customers, including your prospects. Public relations during a catastrophe is a huge challenge that if it is not handled well it may cause a long-term setback, but if done properly can lead to better results.