Let’s talk about crisis PR
While it’s never our goal to be supporting a client through a crisis situation, we like to be prepared just in case. We believe it’s actually something that every brand, business owner & agency should be equipped to deal with.
Things can happen unexpectedly & especially in the age of social media & cancel culture, it’s possible your business may find itself in a future sticky situation - whether deserved or not.
See below for our basic playbook of what to do if your brand finds itself in the middle of a crisis:
7 steps to follow if you find yourself in a crisis:
Do not engage in any further online conversation. We know it’s hard, but engaging publicly with comments on social media and/or journalists who have covered the story will add fuel to the fire. Resist the urge, and instead, put your energy into preparing privately with your team on the best course of action.
Track social media activity & media coverage pick-up. Keep a record of anywhere the story has been shared, commented on or written about. Set Google alerts, monitor social media hashtags and, if you have PR representation, ask them if they have access to professional tracking tools like Muckrack. If you feel your emotions getting involved & don’t have professional PR support, bring someone else in to do this for you.
Document any written communication with other parties involved. Keep communication with others involved in the situation limited, but if there is any written communication from before or during the crisis situation, file it away somewhere. Especially if you feel you’ve been the victim of defamation, this evidence - along with any change in revenue as a result of the situation - will be especially important.
Consult with & prepare experts to support you if needed. Another thing you should do quickly is consult PR, social media and legal experts in your circle. A PR expert will help you decide when it may be appropriate to make a statement, as well as what to say. Social media experts can guide you on social media content to post or remove. A lawyer will be important in case there are legal implications - whether your business is liable or you need to pursue legal action to protect yourself.
Take a break. Crisis situations can feel all-consuming, and it can feel like your world is falling apart. Unfortunately, there are going to be some elements you don’t have control over. If you’ve taken the precautions mentioned in the previous steps, giving yourself a little space from the situation can provide clarity & perspective when you return.
Take responsibility & accept the consequences if you are liable. If you made a mistake, the best thing you can do is own it and take responsibility. We advocate for transparency in these situations, as people tend to respond better to imperfection than projection of blame.
Learn from it & make changes to ensure it doesn’t happen again. Once the situation has resolved or at least settled down, try to look at it as an opportunity for growth. Gather your team and brainstorm changes you can make together to prevent the same thing from happening again in the future.
There are agencies that specialize in crisis communication, but their services can be extremely expensive. In most cases, if you’re a small or medium-sized business, taking the actions listed above will ensure you’ve covered your bases & are protecting yourself & your brand.
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