Tell the Truth and Tell It Fast: Crisis Communications in an ‘Always-On’ World
Crises can be unpredictable, impacting businesses of all sizes and industries. However, the approach to crisis management today has undergone a significant transformation compared to two decades ago. While the response principles remain the same, the time in which to respond, and the tools available have drastically changed.
Here, Nicky James, MD at our South African partners, Tribeca Public Relations, shares her thoughts on how to effectively handle crisis comms in the digital age.
Up until the early 2000s, businesses had more time to respond to crises because of the lack of technological and digital advancements that we enjoy today. Communication channels were limited, as was immediate information sharing. However, from Threads and viral TikToks to memes and the metaverse, digital technology has changed crisis comms entirely for both agencies and their clients.
1. Plan for tomorrow
The speed at which information is distributed and shared online and on social media requires a heightened level of preparedness from communications professionals to effectively mitigate a crisis before it unfolds – to essentially plan for and manage tomorrow’s PR crisis, today. This is easier said than done and requires proactivity, detailed planning, and careful execution.
2. Develop a crisis handbook
Proactivity and honesty are the foundation of effective crisis management, which is why it’s essential for PR agencies to work closely with their clients to identify business vulnerabilities and risks upfront. This allows PR teams to develop a strategic crisis plan that outlines key stakeholders, appropriate spokespeople, and step-by-step protocols for managing various scenarios – with careful emphasis on scenarios that could play out on social media platforms. Having a well-prepared crisis handbook will also ensure a swift and coordinated response if the unexpected occurs.
3. Closely monitor online and social media
The last place a business wants to find itself is on the receiving end of a social media uproar because it was simply unaware that a crisis had been unfolding and gaining traction online – in times of crisis, the narrative surrounding an event can quickly become uncontrollable. This is why it’s essential for communication agencies to closely monitor online conversations and newsfeeds to swiftly identify and address issues.
4. Harness the power of social media
While businesses often fear social media or going viral for the wrong reasons, social media can also be a powerful tool during a crisis, working in a business’ favour. In fact, social media has transformed the way an event develops and is managed during times of crises as it allows businesses to distribute accurate information quickly, correct any inaccuracies, and demonstrate transparency and honesty, which consumers value more today than ever before.
5. Take responsibility
When crisis hits, businesses must step up and take ownership of the situation. It’s important to build trust by being open, available, and telling the truth straight away. Providing a clear plan of action is a good way to appear on top of things, which helps protect or mitigate damage to the client’s reputation. Transparent communication during tough times fosters empathy and stakeholders are more likely to support a business that is honest and accountable.
6. Act quickly
Speed is key when dealing with crises. Responding swiftly shows that clients are proactive and in control of the situation. Encourage clients to use social media and other channels to share accurate updates promptly, respond to queries where possible, and clear up any confusion. Acting fast not only minimises the impact but also reassures stakeholders that things are under control.
7. Conduct a post-crisis analysis
The ideal outcome of a crisis is for all affected parties to feel heard, and for the issue to be resolved quickly and fairly. Once this has been achieved, a post-crisis analysis should be conducted to assess the effectiveness of the crisis management strategy, and of course to identify areas for improvement.
PR agencies take on a critical role in crisis management, guiding their clients through challenging times while safeguarding their reputation and public image. By proactively anticipating potential crises, employing digital tools to monitor social media and the web, using social media for transparent and real-time communication, and encouraging open dialogue, they can ensure their clients navigate turbulent waters and emerge more robust and resilient than before.