1. Don’t Pretend a Crisis Is Not Happening
As Gemma Craven, EVP from Ogilvy’s 360 Digital Influence team says, “It’s no longer the Golden Hour, but the Golden Minute. Lack of a well crafted, well meaning response could cost you.”
Similarly, Robert DeFillippo, chief communications officer from Prudential Financial explains, “It’s just as dangerous to over respond as it is to under respond.”
2. Don’t Make an Empty Gesture
Apologizing for apologizing only comes across as lazy and uninspired.
3. Don’t Refuse to Backtrack
Netflix refused to go back to its original price and its stock still sags below what it used to be.
Social media should be used as a tool for honest communication. Admit your mistake, and speak directly to your customers about how you’ll be going back to fix things.
4. Develop Channels of Communication
Utilize or establish a blog, Twitter and Facebook networks and a strong company intranet to reassure customers and employees. This allows you to convey messaging through email, video, or webchats. It’s very democratic in nature. It’s a need in a world that evolves at the speed of light.
5. Establish a Crisis Communications Response Team
Companies must drive the messaging and response. Use listening platforms, monitor sentiment, and establish a dedicated team to inform and advise internal and external stakeholders of issues and responses.
6. Become Influential and Change Perceptions
Become influential. We are the centerpieces of this new world. If you don’t write, take speaking engagements, talk to your audiences and connect, you become irrelevant. You simply disappear.
Use these channels to focus the conversation around your brand so that when a crisis does arise, you have more control over the perception.
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