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The art of crisis communication

July 24, 2024

Reputation is what helps companies retain their customer base and attract new ones. However, think of a scenario wherein your organization is thrust into the spotlight, but not for the right reasons. The pressure to respond swiftly and effectively can be overwhelming. This is where real-time crisis communication becomes critical. For example, in 1982 Johnson & Johnson faced a huge crisis when a batch of Tylenol bottles were found laced with cyanide. They swiftly pulled millions of bottles from store shelves, alerted the public, and halted production, all while maintaining open lines of communication. Their decisive actions not only managed the immediate crisis but also rebuilt their brand’s trust and credibility. This example reinforces the importance of having robust strategies in place to ensure immediate response, thereby turning a crisis into an opportunity to reaffirm trust.

Building a company from the ground up requires three essential components: capital, expertise, and reputation. While all three are equally important and interdependent, the third is especially important today when all it takes is a stray social media post to destroy what has taken years to build. As a result, crisis communication plays a vital role in protecting an organisation’s reputation, managing public perception, and ensuring their investors’ and customers’ faith is not misplaced. Here are some of the ways to enhance the efficiency of immediate response to a crisis:

  • Monitoring social media: Customers gain swathes of information from social media, which often acts as a conduit for companies to gain attention and mould public perception. During such crises, monitoring these platforms can help in identifying core issues, dispelling misinformation, and gauging sentiment.
  • Real-time updates using technology: Internet tools that can allow companies to zero in on news about them across diverse domains on the internet and provide real-time updates in the form of alerts can provide valuable insights on public perception. Furthermore, this can help in adjusting communication strategy and ensuring that responses are swift.
  • Employees are brand ambassadors too: Oftentimes, during a crisis, there may be a disconnect between internal and external communication. As representatives of the company, employees must be informed about the message being put forth. Moreover, employees can leverage their individual social media presence to fight misinformation and amplify the company’s message, thereby strengthening stakeholders’ confidence in them.
  • Formulating a crisis protocol: Being prepared is often the best strategy that companies can adopt during crises. While they often have to roll with the punches, altering their strategies along the way, they must put in place a set of actions in case of emergencies and a designated team to handle the situation. Establishing an efficient and stable chain of command ensures that all decisions are taken without delays. Furthermore, it is also important to learn from past crises to fuel continuous improvement.

Crisis communication is a proactive and robust commitment to transparency and stakeholder trust in an era when public opinion can be easily swayed. Companies can strengthen themselves and plot the best route through such situations by utilising cutting-edge technology and putting an effective crisis communication protocol in place.

Moreover, partnering with the right crisis communication agency can help companies navigate such situations. These agencies have the expertise and tools needed to craft effective responses that can safeguard the brand’s reputation. They bring a wealth of experience in handling high-pressure situations, from drafting clear and impactful messages to managing media relations and monitoring public sentiment in real time. Their strategic guidance helps ensure that your communications are not only timely but also consistent and accurate. In this age of interconnectedness, it is time for companies to embrace these strategies and turn crises into opportunities.

TAGS: Health,  Technology