If you consume news in any form–broadcast, print, online, social media–you know the headlines often focus on crises. There’s a reason for that. Studies suggest that 60–70% of consumers pay more attention to negative headlines over neutral or positive ones.
"It won't happen to me or my business" is magical thinking
While it’s easy to think a crisis is something that happens to others, research indicates that each year, about 70% of businesses globally experience a crisis. That translates into more than 20 million companies in the U.S. facing a business or reputational disruption in the year ahead. These range in scope and impact but can involve operational issues, cyberattacks, negative reviews, natural disasters, robbery, assault, and even a pandemic. What might surprise you is that our team of crisis-certified professionals has experience in ALL of these scenarios…several of them in the past 12 months.
Our business is safe, we really don't need a crisis plan
Estimates vary about how many businesses have crisis communications plans, but it’s safe to say less than half do. Last year alone, we worked with more than a dozen businesses threatened by developing or existing crisis situations.
From experience, we can tell you planning pays off in keeping your brand and employees in the strongest position possible when a crisis ensues. Here’s what we’ve found works:
- Expect specific scenarios: Consider as many potential risks as you can imagine and put them in a document with notes on how your company should respond. If you have legal representation, it’s a good idea to ask for a review of your risks and responses.
- Determine your response team, channels of communication, and spokesperson: Assign roles to key individuals, determine how the news will best be communicated to and through those on the team, create messaging specific to each type of scenario and who will serve as the spokesperson, and test the process.
- Assign a monitoring team or engage an agency to stay on top of the news that’s being shared about your business and the crisis: Set up online alerts to determine when responses are needed.
When the unthinkable happens, you’re ready
You’ve been preparing for this moment. You activate your crisis plan and start working through the steps. The first hour following any incident is critical for determining how your company will fare in the following days and months.
- Communicate quickly and clearly by acknowledging the issue: Be transparent and ensure the organization is aware of the situation. No more is needed until you’ve paused for clarity to avoid reacting prematurely. Collect accurate information before issuing any further statements.
- Manage the tone of your communications: The tone of your statements should emote responsibility, empathy, and competence.
- Commit to providing updates when possible: Keep stakeholders informed as new information becomes available.
- Transparency is key: Even when there’s confidential information involved, provide simple language that wards off speculation and addresses stakeholder concerns.
- For internal communication: Use email, meetings, or your company’s intranet to inform employees. Remember, this information could be shared outside the organization, so it should be written and spoken in terms that align with what’s being shared publicly.
- For external communication: Use the tools of the PR trade as appropriate. The situation and timing will greatly influence these but could include:
- News releases
- Images
- Social media posts
- Updates to the company website
- News conferences
- One-on-one interviews
- Media Relations: Prepare a FAQ or statement for journalists and hold interviews when necessary.
Monitoring reactions and adapting are critical components
The work doesn’t stop after the initial response. Effective crisis management requires constant attention to how your message is being received and how the situation evolves.
- Track Feedback: Monitor social media, press coverage, and stakeholder responses.
- Be Flexible: Adjust messages or actions based on evolving circumstances and public sentiment.
- Engage Constructively: Respond to questions or concerns promptly and respectfully.
Learn and improve so you can be ready for whatever comes
The conclusion of a crisis isn’t the end of the story. It’s an opportunity to strengthen your organization for the future.
- Conduct a post-crisis review: Assess what went well and what could improve.
- Document lessons learned: Update the crisis communication plan based on insights.
Rebuilding trust is the key to long-term stakeholder confidence
Emerging from a crisis doesn’t mean the work is done. Rebuilding trust with your stakeholders—customers, employees, investors, or the public—is essential to moving forward. This takes time and consistent effort, but it’s the foundation of ensuring your organization’s reputation remains resilient and credible in the long run.
- Communicate progress: Keep stakeholders informed of actions and improvements.
- Take visible steps: Follow through on promises with measurable changes. Take steps to restore relationships with stakeholders and the public.
At the heart of it, navigating a crisis successfully boils down to preparation, communication, and a commitment to continuous improvement. The businesses that understand this are the ones that emerge stronger on the other side.
Need help with your crisis plan?
Stone Ward has crisis-certified professionals ready to help you prepare and respond. So your first step in preparing a crisis plan can be to contact Dana Dussing Berry if you’d like to discuss and learn more.
