Bad news can hit at any hour of the day or night. Crisis situations don’t observe holidays and can occur at the most inopportune times (right before a long-planned vacation is always a possibility).
Plants explode, products are recalled, executives are caught with mistresses, another company announces its intention to acquire your company right after the Labor Day weekend… these are just a few situations that can emerge when least expected. Throughout the course of virtually every business there will most likely be at least one situation where the term “crisis management” comes into play. Just ask any politician or the management of any major company. For small and mid-size companies, a small fire can quickly turn into a raging inferno.
How a company’s public relations officials and their advisors, including Makovsky + Company, a
public relations firm New York, handle a crisis situation can help define that company as well as preserve its standing and reputation.
It has been said that half of what is needed to survive a crisis can be done well in advance. And your public relations firm New York can help. We offer some tips:
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Limit the number of messengers -- It is critical that your company or client get your side of the story out in an effective and rapid fashion. One member of your public relations team – the most senior and seasoned – should handle all inquiries regarding a crisis situation. This avoids the dissemination of erroneous and incomplete information. Executives who normally deal with the media should defer all questions to the public relations contact. Interviews with the media can and should be prioritized.
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Stay on message -- Keep your message consistent at all times. State the facts clearly and in the simplest terms possible. Rehearse interviews with your outside advisors, particularly a public relations firm New York, one of the world’s key media centers.
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Remember: employees are brand managers – In a crisis situation, it’s essential that you tell your employees what’s going on. It is best to do this verbally and not in writing, because e-mail and memos have a way of getting leaked and can be posted in chat rooms and blog sites.
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Clients and customers need to be in the loop – Another important constituency are your company’s customers and clients. It’s important that you keep them informed to maintain their business. Work with executives in sales, marketing, as well as those in customer-facing roles to come up with a plan to tell your story to them.
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Good corporate disclosure counts – Obviously, there are SEC rules and regulations to contend with if you are a public company. Make sure these disclosure rules are being followed or else a bigger problem can occur. Check with your public relations firm New York or outside investor relations counsel to insure your company’s disclosure requirements have been satisfied.
As a corporate communications professional, there is a good possibility that you will be your company’s first line of defense. Chances are that when a crisis hits, you will be among the first to know, if not the first. You will also be front and center as the voice and face of the company. Being well-prepared for any and all contingencies is a must and will speed the reputation recovery process.
Kevin Waddel is a free lance writer. To get more information about Public relations, PR New York,
public relations firm New York, investor relations New York, PR, PR firm New York, Financial services public relations visit
http://www.makovsky.com
