There are times when we find ourselves in situations that are complex to deal with. In some instances, brands go through the same. They are met with a crisis that they never imagined could occur. The worst part though is that they have to tackle it in the public eye. In today era Crisis Management is most important part in organization.
This is where the role of strong and effective PR Communication comes into play. Public relations experts are highly skilled in building and upholding reputations, and they are frequently sought after to provide assistance to companies during times of crisis. They possess knowledge of how to modify public opinion through effective communication and marketing tactics. Moreover, they recognize that implementing suitable strategies can effectively mitigate various challenges that arise during a public crisis.
Managing a situation of disaster is one of the most basic responsibilities of a PR professional firm. Addressing customer grievances or dissatisfaction and concealing the snowball effect of it is also a part of it. Moreover, taking constructive feedback positively and limiting the word of mouth in case of adverse feedback is integral to PR crisis management.
Strategy to Deal with a PR Crisis Efficiently:
Analyze the Situation at hand:-
The initial step that should be taken during a crisis is to analyze the situation. In such a situation, it is important to know the company’s history, the type of calamity at hand, and the broader context of it. By doing so, one can present a comprehensive and structured plan for handling the crisis.
Monitor the Public Reaction:-
Once an issue goes public, the approach gets focused on more reactive behavior. This involves monitoring media coverage and seeking constant guidance from a professional on how to handle the situation. Usually, many supporting materials are created and statements are devised to train the company in answering any queries raised by industry publications or journalists.
Facing the Media:-
A PR specialist may assume complete responsibility for making statements on behalf of the business while also scheduling meetings and interviews with appropriate media outlets to present the company in a favorable light. Simultaneously, a PR professional involved in crisis management must also offer recommendations on how the brand can sustain the loyalty of its customers, shareholders, and investors.
An Ongoing Process:-
Once the initial crisis has subsided, there will still be significant work to be done before a company can regain its former reputation. At this stage, a public relations firm will begin devising plans to remedy the damage caused by the calamity. For instance, they may create a marketing strategy that emphasizes the positive attributes of the brand’s personality.
Redirect the Audience’s Mind:-
A PR expert agency arranges crucial press releases and interviews to redirect the public’s attention from the incident and help the company return to normal operations. In some situations, a contingency plan can be established to provide the brand with a strategy to fall back on if a comparable issue arises in the future.
Necessary Steps to be Taken During a PR Crisis
- To prepare for a crisis, every company should establish a response team beforehand. Similarly, during a scandal, it is essential to promptly assemble a crisis management PR team to handle the company’s public relations. This is crucial to ensure that the right individuals are speaking on behalf of the organization.
- It is challenging to respond promptly and consistently when multiple people begin speaking on behalf of the company. The most effective teams are composed of in-house specialists with a comprehensive understanding of the organization and external crisis management PR firms with a journalistic perspective to perceive the issue from different angles. These individuals are usually known as the spokesperson of the company.
- Having a protocol in place is crucial for effectively managing crisis communications. Every member of the response team should be aware of their responsibilities and should have an understanding of whether they need to take a proactive or reactive approach to media coverage during the crisis.
- Regardless of the crisis management PR tactics employed, the organization must communicate the protocol to all individuals who may be approached to speak on its behalf. This includes educating all employees, stakeholders, board members, and others about who will be authorized to speak with the media and where they should direct any inquiries. This approach will prevent the company from having to clarify any unauthorized statements made by corporate representatives later on.
- Once the team has gathered all the relevant information about the incident, an ideal response should be framed. One should consider the most straightforward approach to address the issue and explain what the organization has done or will do to resolve it without placing blame on others.
Popular cases of effective PR Crisis Management:
When Starbucks was Called Racist:-
The most effective way to handle a crisis is to be transparent and truthful with your audience. The sooner you acknowledge the mistake and apologize, the sooner you are likely to be forgiven. Starbucks’ handling of its controversy in Philadelphia, USA, is an excellent example of crisis management using this approach.
When posed by the allegations of racism, the company shut down over 8000 outlets and kickstarted a rigorous anti-racism training program to educate its employees about the sensitivity of the issue at hand. The company lost 12 Million USD in the process but saved its image for the longer run.
When Nike’s Social Stand met a Public Overhaul:-
When Nike chose footballer Colin Kaepernick for the 30th anniversary of their “Just Do It” ad campaign two years after he protested against police brutality by sitting during the national anthem on the field. The brand chose “Believe in something. Even if it means sacrificing everything” as the slogan of the campaign, reflecting on the fact that the footballer was rendered unemployed after the incident but didn’t give up.
After the launch of the campaign, people were seen protesting against the brand by removing its logo from the t-shirts and calling for a boycott of its products. The campaign also met with widely negative media coverage. However, the brand stayed silent, maintaining its stance on the subject. The outcome? It witnessed a 31% increase in stocks and massive support from audiences aged 18 to 35. Therefore, not just saying the right thing but knowing when to be silent is also a crucial aspect of effective crisis management.
Post Crisis Behavior:
Even after the crisis has significantly ended, it is extremely important to assess the brand’s image. One needs to keep track of both incoming and outgoing conversations to handle any follow-up questions or concerns.
It is essential to exercise great caution and attention when dealing with clients and partners. Additionally, it is crucial to monitor what people are saying about the organization online. According to Reputation Management, if even one unfavorable article appears on the first page of search results, companies risk losing 22% of their revenue.
Searching for negative user-generated content on Google Images, online review platforms, social media channels, and even on the company’s own website is crucial.
Post Crisis Evaluation:
After the crisis has been resolved, it is important to conduct a post-crisis evaluation to assess how the team involved and management handled the situation. This includes analyzing what could have been done differently and identifying any necessary adjustments to prevent similar incidents in the future.
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