When you consider the speed at which information travels these days, operating a business without having a well-thought-out crisis communications plan is a lot like operating a factory that manufactures matches without having a fire evacuation plan. It only takes one tiny mistake and the whole place can go up in flames.
Crises can arise with little to no warning, potentially derailing even the most robust organizations. Whether it’s a data breach, a product recall or a public relations blunder, having a well-defined crisis communications plan is not just beneficial—it’s essential.
What qualifies as a crisis?
I’ve had multiple clients shake their heads the moment I’ve used the word crisis, saying, “Calling this a crisis seems a little dramatic…I don’t think we’re there yet.” But here’s the thing—the crisis is the cause, not the effect. The crisis is ignited by the lighting of the match. What happens next is the repercussions from the crisis.
Let’s take a look at a few examples to show you what I mean:
- Cause (crisis): A small coffee shop posts an insensitive or controversial comment on a social media channel. This could involve a poorly worded joke or an inappropriate opinion on a hot-button issue. Effect: The backlash from customers spreads rapidly, damaging the company’s reputation.
- Cause (crisis): A company’s senior manager is caught in a scandal involving unethical behavior or harassment. Effect: The news becomes public, causing damage to the company’s image and raising concerns about workplace culture.
- Cause (crisis): A major tech corporation experiences a significant data breach, exposing sensitive customer information like personal data and payment details. Effect: The crisis involves dealing with a flood of customer concerns, regulatory scrutiny and potential legal actions, while working to restore confidence in its cybersecurity measures.
- A large corporation is sure to have a crisis communications plan, right? Think again. You wouldn’t believe how many companies—major, household names—are operating without an up-to-date plan. In fact, if you are in comms at a large organization right now, I urge you to ask for the most up-to-date crisis communications plan.
The effect is 100% dependent on how your organization reacts to the crisis. The goal in proper crisis management is to address the issue transparently, mitigate harm and restore public trust.
So how do you prepare?
If a crisis is any unexpected event or situation that threatens to damage an organization, that’s a pretty wide net to cast! Being prepared takes time, forethought, practice and the complete buy-in from executives. It can feel like a massive undertaking, but even small steps can one day add up to great distances. You just need to take that first step.
To get you started, we created a guidebook to help ensure your organization is adequately protected and prepared to manage any crisis effectively. Remember—you hold the power in his situation. Your reaction dictates what happens next. You’ve got this.
Cayce Kosch is an Integrated Communications Manager at Franco. Connect with her on LinkedIn.
