Every company deals with crises at one point or another — some big and some small. Most are simple enough to weather by displaying empathy, responding quickly, and making the situation right to the best of the company’s ability. Other times, you need advanced public relations (PR) strategies for crisis communications to get the job done.
Certainly, all crisis communications in PR require a strategic and thoughtful approach, especially those at a very large and public scale. Here are some advanced tactics to navigate and manage crises effectively.
Preparation and Planning:
Preparing and planning for crises is arguably the most important tactic of them all. There is no such thing as being too prepared for a crisis.
Work with a team of PR professionals and stakeholders from all internal departments to develop a comprehensive crisis communications plan in non-crisis times, including key messages, designated spokespeople, and communication channels. There should be a clear organizational chart for approval processes, as well as sample communications to jumpstart a quick response.
Once your plan has been finalized, conduct regular crisis simulation exercises to ensure your team is well-prepared and can respond promptly under pressure. The importance of speed and preparedness cannot be understated.
Real-time Monitoring:
One great way to be prepared for a crisis? Catch it early. Utilize advanced monitoring tools to keep track of online conversations, social media mentions, and news articles related to your organization. A PR professional can direct you toward the best platforms or hire an agency to help you stay abreast of public sentiment all the time.
Daily sentiment analysis helps gauge public perception and will allow your communications team to adjust strategy accordingly.
Rapid Response Teams:
Once your comprehensive crisis plan is in place, it should be simple to establish cross-functional rapid response teams with representatives from PR, legal, executive leadership, and other relevant departments. Each representative must have clear instructions for the role they will play during a crisis. Gather emergency contact information for each person and set precise expectations for response time and chain of command, allowing these teams to respond swiftly and collaboratively to address the crisis.
Adaptive Messaging:
In times of crisis, it is crucial to tailor your messages based on the evolving nature of the issue. Vague, generic messaging will not cut it and may appear disingenuous or unempathetic. Be adaptive and ensure your communications remain relevant and appropriate as the situation unfolds.
Stay ahead of the story to the best of your ability. One way to do so is to anticipate potential scenarios and have pre-approved messaging for various outcomes. That will allow your response teams to work lightning-fast and potentially release messaging before news outlets or social media coverage is published.
Visual Storytelling:
A great advanced crisis communications tactic is to use visual elements such as infographics, videos, and other multimedia to convey information. Visuals can be powerful tools to engage and inform the audience. Of course, this strategy requires some advance planning, once again pointing to the importance of a comprehensive crisis plan.
Social Media Management:
As with all other elements of the crisis communications plan, you must have a well-defined social media strategy with clear and precise guidelines in place. Messaging on social media moves rapidly, so it’s imperative to get the most recent, factual information out there.
You can also use social media as a proactive tool to communicate updates, correct misinformation, and engage with stakeholders directly. Be responsive and empathetic, and do your best to make the situation right. Don’t delete negative posts or only engage with positive comments; give everyone in your audience the same attention.
Transparency and Authenticity:
Emphasize transparency and authenticity in your crisis communications. Acknowledge mistakes, take responsibility, and communicate your commitment to resolving the issues.
Just like on social media, avoid evasive or defensive responses that erode trust.
Legal Considerations:
Work closely with legal counsel to ensure your communications comply with company legal requirements. The legal team may be a barrier to speedy communications, so it’s important to loop them in early or during the crisis plan creation process. One of your biggest challenges may be finding the balance between legal caution and the importance of timely and transparent communication. This skill will take time and experience to hone, so speak with a PR professional for additional guidance.
Post-Crisis Evaluation:
It’s important to conduct a thorough evaluation after any crisis has subsided. No response will be perfect, but you can at least learn from your team’s mistakes. Identify strengths and weaknesses in your response and use feedback from the crisis to update and refine your crisis communication plan.
Remember, the key to successful crisis communications is a combination of preparation, adaptability, and genuine engagement with stakeholders. It’s also essential to continuously learn and refine your approach based on the lessons learned from each crisis. Take these high-level tactics into consideration the next time your company faces a crisis.
