The world is so well-connected through the internet that a PR crisis can go out of hand within minutes. Even minor mistakes can get magnified through waves of viral content in social media and live news.
While careful planning reduces risks, no business can be completely immune to PR crises. But don’t worry because, in this blog, we’ll teach you the right approach to navigate through the crisis quickly.
Identify the crisis type
Before managing the crisis, start with a thorough investigation of its roots. Check whether it is
- Internal: product recalls and other production issues, leadership scandals, or other employee issues
- External: Customer service misbehavior, supply chain disruption, or delay due to natural disasters
- Misunderstanding: Unintentional communication error, whether through an employee or advertisement
Map out how the issue has affected all stakeholders, including customers, employees, business partners, and investors. This will help tailor the crisis management steps.
Connect with a crisis management team
To handle the situation effectively, you need a strong crisis management team. Pick the topmost executives renowned for making sound decisions.
Connect with a reliable dubai pr company that offers excellent reputation and crisis management services. They must have the right professionals to deliver your story into positive public messages and offer guaranteed media coverage to world-class publications.
Furthermore, work with legal advisors to ensure legal compliance and mitigate risks.
Collaborate with this team and establish clear roles and chain of command. Ensure everyone knows who to connect with in every team for effective communication.
Take swift actions
Time is one of the most sensitive factors during PR crises. If you delay unnecessarily, stakeholders might get misinformed by rumors, jump to assumptions, and lose trust in your establishment.
While you investigate the issue on a deeper level, don’t wait to take action. Respond to the issue by acknowledging it as soon as possible. Let them know that you’re aware of how to calm the masses.
If all the necessary information isn’t available yet, tell them that you’re working on it and that this issue is your top priority.
Instill honesty and empathy in the communication plan
Surveys show that only 49% of American companies have a formal crisis communication plan. 28% have an informal one, while 23% don’t have any.
So, focus on building a strong communication plan for maximum effects. Be authentic and empathetic through every response.
Stakeholders want you to stay transparent throughout the process. So, never try to blame another party or person, as those are only vague excuses.
If the organization is majorly at fault, publish an apology with the help of the PR company. If possible, offer tangible solutions in the form of compensation, refund, and customer helpline.
Show empathy when addressing customers’ and employees’ concerns. Show that you understand everyone’s frustration and fear.
Whenever you uncover new information regarding the crisis, relay messages to the audience immediately.
If there are any unnecessary rumors despite handling everything swiftly, don’t stay quiet and clear things out soon. Proactively control the narrative to keep public sentiments in your favor.
Use all sorts of communication channels
Tell your crisis management team that you want to connect with your audience through all relevant platforms.
The right PR company will take care of press releases and interviews. These are a must-have credible outlets.
Additionally, consider posting updates on your most active social media platforms. Ask the PR team for a reliable plan to make social media communication effective.
Entrust top executives to share company-wide updates to all employees about every new information. This will keep them aligned with the company messaging.
Take accountability
Take rigid steps to take responsibility and rebuild trust. Find the root cause of the crisis and establish strong measures to prevent such a crisis from repeating.
Update the audience about your efforts and protocols. This will show them that you’re committed to your words.
Gauge public sentiment and rebuild trust
Track public opinion at every moment using sentiment analysis, social media monitoring platforms, and media tracking.
Identify rising concerns and queries and resolve them swiftly. Depending on the audience’s response, the communication and crisis management strategy should be updated.
Launch PR campaigns to showcase every positive step. Regain trust with reputation management services.
Conclusion
A PR crisis is challenging to deal with. However, with the right strategy and honesty, you can effectively overcome the worst scenarios, mitigate risks, and regain public favor. So, build a strong PR crisis plan now and be prepared for the future!
Andrej Fedek is the creator and the one-person owner of two blogs: InterCool Studio and CareersMomentum. As an experienced marketer, he is driven by turning leads into customers with White Hat SEO techniques. Besides being a boss, he is a real team player with a great sense of equality.