It’s no secret that crises can be a difficult time for companies and their brand. Handling crises is a crucial job in the public relations field that is not taken lightly. Keeping a brand’s reputation above water is far from easy, but there are some key points to keep in mind in order to come out of a crisis with success in today’s world. The 2020 election is coming up and there is a need for crisis PR more than ever. Crisis communication is needed in order to offer brands and businesses suitable and reliable solutions. Most of the time when a crisis is in full gear, the employees are the last people to be addressed. When a crisis is taking place, it is important for the employees to be aware of the situation because they are the internal stakeholders, and they may be going through a difficult time while trying to figure out what the issue is. Crises are known to trigger several emotions such as insecurity and fear, which means the employees may not know what the future holds for their jobs. Not only is it important to acknowledge the employees, it is also crucial to monitor social media, and this is an external factor that can make or break a company. Social media can spread information to millions of people in a matter or seconds, so keeping an eye on these platforms will help control the damage of the situation. Sites such as Reddit can help organizations become aware of information being spread about their company, and this is a helpful tool to keep in mind.
While keeping employees and social media in mind, it is also important to also emphasize the importance of diverse representations when handling a crisis. While a crisis is occurring, it is beneficial to ask who is at the table, and then think about who is not being represented in this situation what so ever. Groups of people who are all alike, have like minded thoughts and ideas which can lead to mistakes and close minded decisions. When groups come together who have different minds and backgrounds, mistakes can be avoided a lot easier. Crises need to be approached from all different angles and perspectives, and solving the issue needs to be an inclusive process and not an exclusive process. Another important aspect of handling crises in today’s world is coming up with a response to the crisis, but on several different platforms. It used to be acceptable to post a response to an issue on one platform, but today that is just not enough. Going as far as video responses, and opening websites to answer questions and have discussions can be very beneficial. While handling a crisis, it can be hard to remember what the company brings to the table in a positive way, so capitalizing all the company’s strengths can help smooth the process of a crisis. Bringing the best to the table means finding the right people who have the proper skills to handle a stressful situation. People in the company that have a good social presence and can show sympathy and empathy are key. Having someone represent a brand who is unapologetic and defensive can lead to even bigger issues, which can crumble a brand very quickly. The public needs to be talked to in a way that makes them feel comfortable and listened to.
Today’s world is changing so quickly, and crises have become so much more “normal” in a way. While handling a crisis, being able to identify the new normal in today’s society can lead to a better outcome for a brand. After a crisis, communication is still important, and things don’t just go back to normal all of a sudden, and that needs to be kept in mind. The reputation of a business or brand will never be exactly the same as before the crisis happened. Understanding what was learned during the crisis process and how these things will affect the business moving forward will lead to a successful journey of re building the reputation of the business and brand.
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