It is important to keep in mind that you aren't the only one controlling how the public perceives your brand. Bad publicity, word of mouth, and a poor reputation can damage a brand's image and work against your branding efforts. Although you can't always control what others say about your company, you can control how you react to it. Creating a crisis communication plan can help your organization be prepared for any crisis that may impact your brand.
Crisis Communication Plan Strategies
Each crisis is unique and may require a strategic approach.
- Utilize a spokesperson to represent your organization. This spokesperson should be someone who can speak on the organization's behalf, such as a CEO. Humanizing the brand and making the issue manageable is an important role of the spokesperson.
- Create a crisis communication plan for social media. Social media can be an excellent tool for communicating with the public and is an important component of crisis communication. Utilizing social media to manage digital noise about your organization can help you get through the crisis smoothly.
- Inform staff of key facts and provide them with spokesperson name and contact information. Instruct staff of what to do if they have questions or concerns. Remind them not to speak to the media or represent the organization unless they are authorized.
Tips for Communicating in a Crisis
- Trust is key. If you don't know something, it's alright to say so.
- Listen to the public's concerns.
- Respond quickly and schedule regular updates on the situation.
- Get the facts and utilize experts.
- Tell only what you know and what you are investigating.
- Be empathetic and respectful. Don't attack or fight with any person or group.
- Do not use humor.
Crisis Plan Examples
Visit 10 Crisis Communication Plan Examples for templates and examples.