Whether in a startup or in the old economy, a lousy crisis communication system can easily disrupt your company’s public image. In order to manage situations of crisis in the most positive way, we created an easy-to-follow checklist for you:
- Build up a trust relationship
Building up a close and trustful relationship with the CEO and the managing team of your client starts long before the actual crisis – and it might also prevent an upcoming crisis. Always maintain a close contact and be honest and supportive to your client. That way, you might be able to identify the development of a crisis at an early stage. And if it actually comes to a crisis, they will be more likely to trust you in handling the situation and share all the background information with you.
- Inform the ‘crisis communications team’
Right at the beginning of the crisis, get everyone involved together and form a ‘crisis communications team’. This could be the founder, co-founder, CEO, Head of Communications and PR manager – in some cases it might also be necessary to involve a lawyer. Next, gather all the information available: What happened? What do we know about the cause? What might be the consequences? What does the public already know?
- Structure an action plan
Together with the ‘crisis team’ decide on the tone and content of your communication. Make sure that the internal and external messages are the same at all times. Depending on the status of the crisis, it might be suitable that the CEO speaks to the media. Therefore, create a Q&A and a public statement. Be prepared for the worst case and agree on key messages.
- Make it quick and easy
It’s like tearing off a patch. The faster you do it, the less painful it will be. Don’t try to hide any information from the media. In the end, they might find out about it and the editors will report about the incident again and again. Therefore: Publish it all at once.
- Be prepared for an interview
Only one person should be designated as the primary spokesperson to represent the company, make official statements and answer media questions throughout the crisis. If you give an interview about the crisis, stay calm and stick to the prepared Q&A. Don’t euphemize the incident but – if possible – also add positive information. Avoid inconsistency and finger-pointing. Instead focus on the key messages, show empathy and be appropriately honest.
- Look on the bright side
In a situation of crisis, don’t stay silent but position yourself instead. A successful and well-controlled crisis communication gives you the opportunity to weather out the storm and get back to your daily business as soon as possible. Use this as a learning opportunity and improve your overall public relations.