The more your company grows, the more likely you are to face public scrutiny. Media outlets are ever growing and ever changing — especially online. If you don’t act quickly during a crisis, someone else may be the first to share the information with the public.
This can hurt your company in the short-term and long-term. To mitigate the risk from a crisis, you need a crisis communications plan in place.
Crisis management strategy professionals use what is called the crisis “arc”, which consists of three stages: avoidance, mitigation and recovery. Avoidance begins with a strategic plan from the executive team to identify crises before they occur. With foresight, they can implement changes to attempt to avoid damages to the company. If a crisis cannot be avoided, they act on a mitigation plan that communicates effectively to the public what caused the incident to occur, and how it will be resolved. Afterwards, in the recovery phase, the team collaborates to rebuild a positive brand image and mediate residual effects from the crisis.
Effective crisis management means you must be ready to act quickly, communicate to your team promptly, and give clear direction to all your employees. Having a crisis communications plan in place will allow you to respond quickly and consistently.
Social media has changed the way a crisis is managed. Platforms like Twitter and news blogs can spread information about your company in a matter of minutes, without giving you the chance to share accurate information first. Social media can be a powerful tool for your company because it allows you to connect directly with your followers and maintain a personal relationship with them.
Managing a crisis effectively means being able to recover from the event quickly. Companies who share accurate information, take responsibility for their actions, and proactively change their company to avoid future mistakes can actually gain brand trust and praise from external audiences.
Tucker/Hall associates are trained and accredited by Institute of Crisis Management. We work closely with clients to develop, practice and implement best crisis management practices. We believe a brand’s integrity in the midst of a crisis speaks volumes to your various stakeholders.
To learn more about our crisis management experience, contact your local Tucker/Hall office.