Crisis management has always been one of the most challenging aspects in PR. How you respond during these times can either make or break your brand image. It’s important to gather all necessary information regarding the 5W’s: what the issue or situation is, who is responsible, when and why it happened, and where it occurred.
In today’s fast-paced digital age, the revolution of crisis communications has made it essential for PR teams, to develop a solid plan to navigate these situations.
Understanding the Landscape: What is Crisis Management in PR?
Crisis management involves tackling unexpected events that threaten a brand’s or clients image. These events could include harmful media coverage to product recalls or internal disputes. Effective crisis management mitigates these risks and builds trust. Is your business facing a PR crisis? Brand Spectrum has got you covered. This blog details lessons for clients to manage a PR crisis.
Lesson 1: Preparation is Everything
As the saying goes, “In moments of crisis, the initiative passes to those who are prepared.”
In times of crisis, the essential lesson is clear; preparation is key, and you can’t wait for a crisis to strike. Proactively planning for possible worst-case scenarios is crucial, to help create comprehensive communication plans that details actions to take during a crisis. Clients need to work with PR agencies to conduct regular risk assessments and establish crisis management teams with trained media professionals to ensure effective communication. Moreover, holding statements like pre-prepared messaging templates with pre-approved statements should be created, that can be quickly adapted to different crises, ensuring a swift and unified response across platforms.
A prime example of preparation is how Tylenol responded to their 1982 crisis when cyanide-laced capsules led to multiple deaths. They immediately recalled all their products and implemented tamper-proof packaging, regaining public trust.
Lesson 2: Speed is Crucial, But So is Accuracy
Another critical aspect of crisis management is timeliness. The first 24-48 hours after a crisis breaks are crucial, so the quicker the response, the better. A swift response helps prevent the narrative from being shaped by media outlets or an upset audience, avoiding situation from turning into a PR disaster.
However, while responding quickly, it is important to maintain accuracy as balancing speed with thoughtfulness is essential. Even if you don’t have the details figured out during this time, it’s crucial for PR teams and agencies to acknowledge the situation and let the public know that you’re working on it, so your silence doesn’t get interpreted as indifference. Success lies in seamless collaboration between your clients and PR agency, to ensure alignment on goals, messaging and tactic to navigate crisis effectively.
In addition, the audience should be updated on any new revelation, even if means telling them you are working on the matter. This shows genuine concern, and a willingness to keep stakeholders in the loop. Communication also needs to stay the same across all platforms, to avoid confusion among general public.
When KFC in the UK ran out of chicken in 2018, they quickly responded with an apology ad that humorously rearranged their brand initials to “FCK,” turning a major crisis into a PR win.
Lesson 3: Transparency Builds Trust
One of the golden rules in PR crisis management is that transparency wins. Being honest about your situation and owning up to your mistakes, can save you from a crisis that could lead to devastating reputational damage in the long run. Users are quick to fact-check and expose any misinformation, making transparency essential. Whether through corrective actions or raising awareness on how you are addressing the issue, it’s important to communicate effectively. Social media is an ideal platform for direct engagement with customers and a well-handled public response to individual concerns can help turn around even the most challenging situations, often winning the audience back.
Volkswagen’s emission scandal in 2015 serves as an example where a lack of initial transparency worsened the crisis. Eventually, the company had to recall millions of cars, but their slow and evasive response caused lasting damage to their brand.
Lesson 4: Listen and Learn
Every crisis presents an opportunity to learn. Reflecting on past crises, assessing gaps in communication, evaluating audience reactions, and determining how to improve can help PR agencies identify valuable lessons for their clients, to be better prepared for the future.
Lesson 5: Humanize Your Response
A fundamental lesson in PR crisis management goes beyond a business problem. When things go wrong, it affects real people, whether it’s customers, employees, or shareholders. The way teams interact and empathize with the audience can make all the difference.
While PR teams aim to enhance brand reputation during crisis, it is important to remember that behind every tweet or post, is a person with concerns and emotions. Cold corporate statements, won’t be as meaningful as a messages filled with understanding and genuine concern. If customers are upset, acknowledge their feelings though the tone of your response. This approach instills a belief in them that you understand and empathize with their frustration or disappointment, rather than simply trying to save your image.
An example of a warm PR statement would be:
“Dear valued customers,
We sincerely apologize for any disappointment you may have experienced. We understand how much this matters to you, and our team is actively working to address the issue. We appreciate your understanding during this time. Thank you for your continued support.”
This statement focuses on a more customer-centric approach and shows empathy. Likewise, involving senior members of the company to personally issue a statement regarding the issue reassures the audience that the crisis is being taken seriously at the highest levels.
When JetBlue faced backlash for its flight delays in 2007, the CEO personally apologized to customers, issued compensation, and created a customer bill of rights to address their concerns. This human approach helped restore their reputation.
Conclusion: Crisis Management is an Ongoing Process
In conclusion, it is important to remember that crisis management is not an overnight skill to master. It requires an active and conscious mindset that understands when to take swift action, maintain transparency, uphold accountability and engage in reflection. Clients should work with PR teams, and incorporate these lessons when navigating tough situations. As long as one is prepared for the unexpected, they’ll be ready to change audience perceptions and take it as an opportunity to build deeper trust and loyalty with them.