The Role of PR in Crisis Management and How to Prepare a Crisis Communication Plan
Crises happen, and they can happen to any company at any time. Whether it's a natural disaster, a product recall, or a scandal, a crisis can have a significant impact on a company's reputation and bottom line. That's why it's essential for companies to have a crisis communication plan in place. A well-executed crisis communication plan can help a company minimize the damage and quickly bounce back, but a poorly executed plan can do more harm than good. The role of PR in crisis management is to control the narrative and minimize damage to the company's reputation. PR professionals are responsible for identifying potential crises and developing a plan to address them. They also work closely with other departments, such as legal and operations, to ensure that the company is prepared to respond quickly and effectively in the event of a crisis.
"PR professionals play a critical role in crisis management by providing counsel and guidance to help organizations navigate the communications aspects of a crisis. In the midst of a crisis, it's essential to have a communications professional who can help craft a message that will resonate with the public and help protect an organization's reputation," says John D. Graham, APR, Fellow PRSA, a PR and crisis communication expert.
One of the most important elements of a crisis communication plan is having a designated spokesperson. This person should be trained in media relations and able to speak on behalf of the company in a crisis. They should be able to provide accurate information and respond to questions from the media and the public. It is also important to have a backup spokesperson in case the designated spokesperson is unavailable. The spokesperson should be well-versed in the company's crisis communication plan and be able to provide clear and consistent messaging.
A clear and consistent message is another crucial element of a crisis communication strategy. This message should address the crisis, provide information on what the company is doing to address it, and express remorse or regret if appropriate. The message should be communicated through multiple channels, including social media, press releases, and press conferences. It is important to have a template for press releases and other messaging that can be quickly adapted to the specific crisis. The message should be consistent across all channels to avoid confusion and misinformation.
Social media can be a powerful tool in crisis management, but it can also be a double-edged sword. Companies should use social media to provide updates and share information in real-time. However, it's also important to monitor social media for misinformation and address it quickly. Social media monitoring and crisis management software can help with this task. It is also important to engage with your online community and respond to comments and questions in a timely manner. This can help to build trust and transparency with your audience.
Having a plan for media engagement is another vital aspect of crisis management. This plan should encompass identifying key media contacts, crafting press releases and other official statements, and organizing press conferences to communicate effectively with the public. It is also important to have a plan for dealing with negative media coverage. This can include providing accurate information to counter false or misleading reporting and reaching out to key influencers to build support for the company's position.
A good example of a company that handled a crisis well is KFC in 2018 when they ran out of chicken. The company faced a significant crisis when their new supplier was unable to provide enough chicken, leading to the closure of many of their stores across the UK. The company's initial response was quickly addressed the crisis, by being transparent about the situation, and taking a humorous approach in their communication. They described it as a "teething problem" with their new supplier and used a lighthearted and funny tone in their announcements on social media and full-page ads in newspapers. They even created a new slogan, "FCK, we’re sorry" and used it in full page ads, which was well received by the public. This approach helped to mitigate the damage to the company's reputation and regain the trust of its stakeholders. The company was able to turn a crisis into an opportunity, by showing a human, honest and funny side to the company. This approach helped to build trust and loyalty with their customers and even generated more buzz and interest in the brand.
An example meanwhile of how not to handle Crisis Communication is to look at how Boeing handled the crisis following the crash of two of its 737 MAX airplanes. The company faced intense scrutiny and criticism from the media, regulators, and the public. Boeing's initial response was criticized for being slow and inadequate. The company was slow to provide information, slow to ground the 737 MAX fleet, and slow to take responsibility for the crashes. This led to a loss of trust and credibility with the public and stakeholders. Furthermore, the company's crisis communication was not consistent with the information coming from the authorities and the media, which generated confusion and mistrust. The company's reputation and brand were severely damaged. Boeing did, inevitably, and eventually, take steps to address the crisis, including conducting an internal investigation, and implementing changes to improve safety and transparency. They also made changes to their PR strategy, such as appointing a new Head of Communications and bringing in outside PR consultants. These actions helped to mitigate the damage to the company's reputation and regain the trust of its stakeholders, but the crisis had already caused significant damage to the company's reputation and brand.
It's important to note that crisis management is not just about dealing with the immediate aftermath of a crisis. It also includes steps to prevent crises from happening in the first place. This includes identifying potential risks and vulnerabilities and taking steps to mitigate them. It also includes regular training and drills for employees to ensure that they are prepared to respond in the event of a crisis. Regularly reviewing and updating the crisis communication plan is also important.
One important aspect of crisis management is to have a plan in place for dealing with legal issues. This includes identifying legal counsel, preparing statements, and dealing with legal investigations. It's also important to have a plan in place for dealing with regulatory issues. This includes identifying key contacts, preparing statements, and dealing with regulatory investigations.
In addition, it's important to have a plan in place for dealing with financial issues. This includes identifying key contacts, preparing statements, and dealing with financial investigations. It's also important to have a plan in place for dealing with investor and shareholder issues. This includes identifying key contacts, preparing statements, and dealing with investor and shareholder investigations.
A crucial component of crisis management also involves formulating a comprehensive strategy for addressing the concerns of employees during a crisis scenario. This plan should comprise clear and effective channels of communication through which employees can express their concerns, as well as a designated team responsible for addressing said concerns. Additionally, the plan should include measures aimed at ensuring the safety and well-being of employees during the crisis period. This can include offering support services, such as counselling, or providing relevant information in a timely manner. By having a systematic plan in place for addressing employee issues during a crisis, organisations can effectively mitigate the adverse impact on their workforce, and provide adequate support to their employees.
In conclusion, a crisis can happen to any company at any time, and it is essential for companies to have a crisis communication plan in place. The role of PR in crisis management is to control the narrative and minimize damage to the company's reputation. PR professionals should work closely with other departments, such as legal and operations, to ensure that the company is prepared to respond quickly and effectively in the event of a crisis. By following the best practices outlined above, companies can minimize the impact of a crisis on their reputation and bottom line. It's important to have a plan in place for dealing with legal, regulatory, financial, employee, community and stakeholder issues. A well-executed crisis communication plan can help a company minimize the damage and quickly bounce back, but a poorly executed plan can do more harm than good.
If you need help in forming a detailed and actionable crisis communication strategy for your organization or need help immediately in managing all elements of communications in a crisis, please don't hesitate to contact me. I have the expertise and experience to help you navigate through a crisis and protect your company's reputation.
Don't wait until a crisis happens, be prepared and have a plan in place to minimize the damage and quickly bounce back.
