BE QUICK ABOUT IT
BUSINESS REPUTATIONS are under increasing attack in this world of blame culture and insatiable demand for news, bad news in particular. Every business will face some such threat, almost certainly, so it pays to be well prepared. News can be instantaneous and you should stay ahead of the game. Crises abound, but resources can be put in place to ensure a return to business as usual.
Large or small, there is only one strategy: transparency. With the rise of social media, methods of communicating have moved on. The messages to be sent out and a need for dialogue, however, have remained the same.
If an organisation has done something unacceptable or caused problems for others, it must own up promptly, factually and comprehensively, as never before. Admit liability, apologise, then do everything possible to put things right, explaining reasons and repairs. Tell the truth and be quick about it.
Everyone makes mistakes: that’s human nature. It is vital to realise that business partners, customers, the media and all of the other publics that might encroach upon your activities or be affected by them are also human.
Crisis communications are represented by your own human face, beaming out acceptance and elucidating the who, what, when, where and by what means solutions will be introduced.
PREPARATION
Those communications are made much more manageable when there has been preparation for the inevitable. A crisis prevention plan should be ready to be called upon as soon as trouble flares.
Ideally, your version will include identification of the communicators, establish monitoring and notification systems, develop statements and channels – in detail. The plan should help you to understand what is happening as it happens and to respond positively in a calm and ordered fashion. That will assist the media in getting it right first time. In turn, they will distribute your messages for you.
The smaller the business, the greater the importance of being ready to protect reputations. A marketplace crisis could prove terminal if the owners or managers falter.
Your employees, no matter how few, can be powerful allies. They need to know what they are talking about and to speak with authority, wherever they might be. Facing a microphone or camera, maybe; more likely, sitting in front of a desktop screen, tablet or mobile; talking with friends down at the pub; or explaining it all when back home.
You will need to transfer accurate, complete, factual information in a thorough manner, the earlier the better, telling more as the business evolves.
DON’T WAIT
Everyone must be clear about social media policies as well. Who is responsible? Who can join in? Which platforms? How will monitoring be achieved?
The editorial media will be crucial when things go wrong. Don’t wait until something happens. Make sure that editors, producers and their contributors know about you and your enterprise right from the start. Prepare a Media Backgrounder.
This will be a document outlining the history, current structure and activities of the business: who you are, what you do, how you do it and your achievements. It needs to be bunged full of facts. It should introduce key people, their job titles and responsibilities, plus contact data. It will give 24/7 availability details in the event of a dilemma.
In addition to documentation, add in photos and video clips of the premises inside and out, the products, staff at work and individual shots of the management team, to the best reproduction standards. File sizes will be large, so consider putting all of the material on to branded, giveaway memory sticks, useful in more ways than one.
Update and redistribute your Media Backgrounder on a regular basis. Meanwhile, build up ongoing relations with the press. Give them the wherewithal to support you.
It is all about staying one step ahead. Being ready to deal with reputation threatening crises will help you to insulate your business and confirm to your publics that you can be relied upon – actively and always.
Return to MARKETING INSIGHT BLOGS or go to CONTACT DETAILS
