Crisis Communications: we’ve all heard of it but what actually is it and why is it important? A mainstay of corporate communications, getting it wrong can cripple organisations and destroy brands. Once considered an expensive option to the corporate communications mix, a nice to have, crisis communication is now an essential element. We live in an ultra-connected world and when a crisis does arise, a solid crisis comms plan is mandatory and something worth getting right. Let’s dive deeper.

What constitutes a crisis and what is crisis communications?

First, let’s understand what constitutes a crisis. Broadly speaking, a situation can be considered a crisis when it poses a significant risk to any part of the business. This could include anything from a data breach, a security threat, a product recall, an environmental hazard or even something an innocuous as a negative interaction with a client or customer.

When a crisis has been identified, the crisis communication team needs to be mobilized, and its response executed. Crisis communications can be defined, again broadly speaking, as a PR activity designed to protect and defend an organisation or an individual from a situation that has the potential to cause public damage to reputation. The goal should be to understand, inform, and then take action to minimise the threat.

What does Crisis Communications Look Like in Real Time?

Although each crisis looks different and organisations or individuals in different industries will respond in different ways, there’s usually similarities in how crisis communications play out. Once the threat has been identified and understood by the leadership team, a specific company line needs to be agreed upon should questions arise from stakeholders or the media.

Once this has been developed, focus on dealing with the situation at hand and giving updates to the public in real time. The sentiment outflowing from the organisation should be one of care, culpability (if applicable) and consistency. Updates should communicate that you appreciate the gravity of the situation and its impact on any external parties, the company is working continuously to resolve the situation, and you aren’t seeking to evade responsibility. Ensure the message is consistent, clear and communicated with assured confidence. While keeping messaging professional, don’t be tempted to fall back on corporate jargon as a way of gilding the lily.

Why is Crisis Communications Important to Corporate Reputation Management?

Assuming your crisis communication plan is being executed and hopefully restoring trust and public confidence, let’s examine why its important. No mater how entrusted an organisation might be, or how strong its reputation, no business is immune from the effects of a crisis. How a business responds could be the difference between commercial success or catastrophe. A good crisis communications plan ensures senior leaders have the information they need to make good decisions, boosting the perception of confidence and minimising the downtown while reputational leaks are plugged.

As far as corporate reputation management is concerned, expect the best but prepare for the worst.  

For a detailed breakdown on how your business can prepare for the unexpected, contact us at [email protected]