Crisis Response Continuation...

On November 27, 2017 we discussed the vital importance of Crisis response when it comes to crisis communications. In today’s article we will be diving deeper into the topic of crisis response.

How one responds during a certain situation is very important because it dictates the outcome of how others will act. A lot of companies make the mistake of pretending a comment is not there or simply handle a problem wrong which in return escalates the issue. Silence is a very passive response that reflects uncertainty from the organizations perspective. It shows that the company is not in control and hurts the brand image.

Once a crisis hits, the crisis team should work to prevent it from spreading to unaffected areas of the organization or the environment and limit its duration. A quick response helps to create the impression of control and is crucial in getting consumers to hear the real side of the story from the organization. When it comes to responding, not only should the company act quick, but they must also stay consistent. The organization does not need to have one person speak for the organization every time. Rather, speaking with one voice means coordinating the efforts of the official spokespersons and discouraging other organizational members from becoming unofficial spokesperson.

Furthermore, openness is something to remember when handling a crisis. It means being available to the media, being willing to disclose some information while also being honest. The company needs to be honest with the consumers if they messed up and own up to their mistakes. In return, honesty is always the best policy and by being open, customers should respect the company’s transparency.

Too often in companies and organizations, crisis response is not taken as serious as it needs to be. By taking the right steps in handling a company crisis, an organization is able to help save its image and keep its loyal fan base. What would you do if your company faced a crisis? Would you be able to step in and handle it head on?