Last week, I attended a (link: http://1.http://www.vuelio.com/uk/ text: Vuelio )Webinar about the art of managing a crisis in the social world.
Even though it has become essential to business, the introduction of social media has made it much harder to deal with crisis situations these days. Pre-Facebook and Twitter, you had total control of what was being put out there about your business and your brand, but nowadays other people are the ones setting the agenda for you, allowing information to spread faster and to a much larger demographic.
Social media and the internet has allowed conversations to take place, which like it or not, are not always positive. So, would you be prepared to manage a crisis situation?
Here’s a few key points I took away with me from the webinar for reacting in any crisis situation…
1) Keep calm we have a plan
Having a plan in place could be the difference between sinking or swimming through a crisis situation. This can be as simple as having an informal brain storming session where your team thinks of all possible things that could go wrong internally and externally affecting the business and its clients.
Even if some scenarios seem a little farfetched at the time it has started the thinking process of what you would do in the event of a crisis.
By practicing statements both positive and negative, which are adaptable to all forms of media, means that you have a template in place which can be altered quickly.
Media training for larger organisations is essential in the event that someone may need to appear on TV or make a comment. This type of preparation may seem unnecessary, time consuming or costly, but it could help prevent the ultimate freak out in any crisis.
2) ‘’No comment!’’
Accountability is key when it comes to putting your customers above your business.
It’s always better to say something, rather than to sit back and say nothing. By acknowledging your mistakes, not overcomplicating things and just being honest you are already on the right path.
Providing a prompt response and apologising where necessary helps you keep your credibility and appear to be dealing with the situation with the utmost professionalism.
3) War of words
With Facebook, Twitter and other platforms allowing you to comment, respond and have a conversation with your consumers and the public, it is so easy to end up getting involved in a war of words whilst trying to defend your brand. This is the worst thing you can do.
According to the Vuelio webinar host, Kathryn Kelly, we do not always have to reply to everything, learning to respond only where it is necessary is crucial.
By arguing back or taking comments to heart and feeling the need to keep on replying only heightens the problem. One short and considered response is often a much better way of shutting down negative comments.
4) Dancing in the dark
Information is key! Providing a constant flow of information post-crisis is crucial in regaining your customers trust. They cannot be left in the dark, they need to know what’s going on.
There should not be a long period of time giving people the opportunity to begin worrying, wondering or asking questions – the right information should be out there and available. It prevents false information and rumours from spreading and panicking the people affected by the crisis. This way you are seen as being honest, human and proactive in solving the problem.
### Remember these?
Following the webinar, I picked out five major crisis situations, which I think could have been handled better or even prevented if these companies had followed the above advice…
(link: http://www.thisismoney.co.uk/money/news/article-3100867/Tesco-share-price-falls-readies-legal-fight-investors-seeking-compensation-profit-overstatement-scandal.html text: Tesco overstating profits)
(link: http://www.buzzfeed.com/jarrylee/fifty-shades-of-shade text: 50 Shades of Grey Twitter chat )
(link: http://www.telegraph.co.uk/sport/football/11633821/Fifa-A-timeline-of-corruption-in-90-seconds.html text: FIFA corruption scandal )
(link: http://www.thedrum.com/opinion/2015/09/24/can-effective-crisis-pr-save-volkswagens-reputation-following-emissions-scandal text: Volkswagen emissions scandal)
(link: http://www.theguardian.com/world/2015/oct/05/air-france-workers-storm-meeting-protest-executives-job-losses-paris?CMP=EMCNEWEML6619I2 text: Air France restructuring plan riots)