Let’s face facts: There will inevitably be a moment when your business will encounter a public relations crisis. The way you and your PR company handles the situation will spell the difference between boosting your image and causing damage to your brand. This is particularly important in today’s society as things can easily go viral — whether your business is in the suburbs like Kensington or in Melbourne.
With the almost instant ability our current technology provides, businesses need to be on their toes to respond quickly and efficiently to any sort of PR crisis.
The worst thing that a business can do is to cover up the situation. No matter how small or large it is, take responsibility. Manage the situation by reacting immediately and providing a response to feedback. Be visible with your response, apologize, and show the public that you care through press releases or social media posts.
Avoid vague and impersonal response.
Public response is important, but the content of such response is equally so. Avoid creating press releases and social media posts that only contain vague responses without actual action regarding the incident. Be as specific as possible and make sure that you clearly provide information on how your company plans to remedy the situation.
Prevention is the best cure.
No one wants to be caught unprepared. That’s why you need to anticipate and face facts that scandals and crises may ultimately occur. The best way to make sure that your company will be able to handle such situation is to have a PR crisis plan in place as early as possible. Anticipate possible scenarios and establish protocols on how they can be handled. Have everyone know who should be notified first, and who should be the spokesperson should a crisis occur.
Consult your PR department or agency to help you come up with a feasible PR crisis plan. While it may seem unnecessary, preparation is the key to avoid any incident to take you by surprise.