Crisis Communications: 5 Mistakes Companies ‘In Trouble’ Are Making
Q. What are the five biggest PR mistakes businesses 'in trouble' make?
Let's just start off by saying, this is a GREAT question. Why? because it's creating space to have this conversation which is rare and part of the problem to begin with.
With that said, here's what you need to understand about a crisis and keep in mind about common pitfalls.
Mistake #1: When you don't plan for a worst case scenario.
I'm not trying to jinx you or send bad vibes, I'm just being realistic. Now is the time to plan for a worst case scenario or crisis so that if or when something happens, you are focused on reacting rather than planning what steps to take, how to take them and thinking through the support you need. If you have this in place, when 'in trouble' you know what to do, at least initially, to buy yourself the time you need to think, be strategic and thoughtful.
Mistake #2: When you don't have a response team in place.
Outlining a team of decision makers is key in any crisis. Why? Because it's easy to get caught up in approvals, group think and fearing making the wrong call therefore looking at others to 'make the call'. The reality is, in a crisis, if a team hasn't been outlined, there are either too many cooks in the kitchen trying to take control OR no one person stepping up and being accountable. Avoid that by designating each person's job in a worst case scenario, how much room they have for decision-making and points to reconvene and evaluate steps taken.
Mistake #3: Not taking action.
This may actually be the worst mistake of all, to not take action or move forward. It's scary to think the impact your actions may have in moving forward. It's worrisome that you may not know what you're doing, that you may make a mistake. I get it. However, all of that is second to doing nothing at all. You cannot simply sweep a crisis under the proverbial rug. Take ownership, address the issue and make a commitment to rectify whatever is taking place or has taken place.
Mistake #4: Being inauthentic.
Being sincere and authentic really does go a long way. It's what creates an emotional connection to others, it's the unspoken portion of what you're communicating because it comes across in tone, body language and approach. You may make all the wrong decisions, there may be mistakes and issues you can't 'fix'. But, if you address everything in good faith, in a genuine and authentic way, then it's clear you are doing your best, and that is a quality that is always appreciated regardless of end result in a crisis.
Mistake #5: Not continuously monitoring the situation.
It's easy to become complacent and feel that what you're doing is 'enough' or covering your bases. If you're in the thick of it, why monitor outside of your sphere, you're living it, right? And once time has passed, shouldn't you be in the clear? Well, let's take a step back and consider what monitoring is. To monitor means to follow and understand what various audiences and stakeholders are saying about the crisis or situation at hand. It's important to continuously do that, and do that across spheres of influence because it allows you to pivot - quickly and as needed - and appropriately address the crisis. Shifts happen, and you need to be prepared for that.
Have more questions on how to prepare for a crisis or high stress situation? My inbox is always open! Reach me at Cristy@PointeConnect.com to talk through some strategies and best practices.
Until then, hope you feel more prepared to be on pointe for a future unforeseen circumstance!
