A crisis in an organization can sometimes be like a skunk in the back yard. No one wants to deal with it, but it isn’t going anywhere. Ignoring it will not resolve the problem. In fact, attempting to evade the issue can make the situation worse.
Every organization faces potential crises, and it is not just large organizations that experience these issues. Before the days of digital communications, the only ways customers and donors would hear about bad news was through personal conversations, and traditional print and broadcast media. The process took hours or event days. Enter 24-hour cable television, the web, blogs and social media.
Today, news runs nonstop on multiple platforms, 24/7. Couple that with the capability of individuals to post comments about products and companies on social media; even seemingly minor matters can reach millions of people instantly. Given the speed of information, organizations need to quickly respond to stay on top of an issue and ahead of speculation.
Crisis communication is a much bigger topic than can be fully addressed in this article. However, there are some basics to consider regarding this aspect of public relations.
It is important to understand what constitutes a crisis. Most issues faced by companies and organizations are problems that can be resolved over the short term and that affect few people. For example, a parking shortage might irritate customers, but can be resolved in various ways with creative thinking. What customers want to know is that the company hears their concerns and is working to resolve the problem.
There are various perspectives of what comprises a crisis. Steven Fink, an expert in crisis management and author of foundational books on the subject, notes that crises damage a company’s image, attract media and government attention, affect an organization’s financial status, and escalate over time. Obviously, these characteristics do not describe a simple problem.
How can companies and organizations prepare for potential crises? There are several steps to consider. First is to list all the possible things that might happen, both inside and outside, and then arrange the list in order of impact from major to minor.
Second, list the publics that would be affected by each situation and how the organization will communicate with them. Each public has different relationships with an organization and will require different forms of communication platforms.
Third, consider how the organization should communicate the crisis to the media. This includes designating a person who can speak on behalf of the organization. That calls for training and knowledge of the company, the situation, and the media. Think like a journalist.
Ensure the organization’s management is involved in the development of crisis plans and fully understands its responsibilities to its publics. Also, see how other companies have handled different crises and learn from their approaches. That includes analyzing what does and does not work in particular situations. Every company faces different issues, observing good and bad examples can help with planning.
Preparing for a potential crisis does not guarantee a perfect outcome. It does, however, ensure the organization is serious about these matters and is ready to respond.