When a crisis occurs the media get excited. Bad news is the best kind of story. Intense competition develops and the media are keen to pin blame. Standards of accuracy are often replaced with speculation. There is a strong impulse to keep the story running, even if there is no real news to report. All this makes a crisis the most dangerous – and difficult – scenario for the PR team.
The heart of a professional crisis communications management system is a crisis handbook or manual – often known as “The Red Book” – which contains policy, contact information and templates: everything the local management and PR team need to react professionally when the alarm bell sounds. To be prepared for a crisis, an organisation should typically have the following in order:
A crisis is the severest test of any organisation’s administration, morale and public profile. At the height of a crisis, it can be tempting to deal with the problem first and only later think about how to communicate it. This mistake has humbled some of the most admired firms in the world: Coca-Cola, BP, Malaysia Airlines and Mattel have all seen sales and share prices fall dramatically when weak crisis communications undermined their public credibility.
I’ve been a journalist a very long time, and a communications consultant many years too!I am surprised at this weird gulf that seems to exist between internal and external communications, and I’m sharing my thoughts on the ISOC Knowledge Centre.
Affect the audience with everything you do There are lots of different ways to gain rapport with an audience but perhaps the most effective is to always be asking the question “What am I doing to the audience?’ Making them the primary focus of everything you say is going to mean they are taken on a journey and continually affected not just by what you say but also by how you say it. Think about your objectives for each section of a presentation in terms of the impact on your audience, ‘I want to inspire’ or ‘I want to reassure’ or ‘I want to excite’. This ensures there is a relationship being built between yourself, your content and your audience.
Spend enough time with blogs, web magazines, posts to various content sites, studies, infographics, and other content sources and you'll quickly be overwhelmed with advice on how to get the most out of your social media efforts. Far be it for me to dismiss all this advice - ranging from the best times to post to the best third-party tools to use, from adopting an editorial calendar to boosting posts with paid promotion. But if you're just getting started, you need to focus on just five things. Once you get good at those, you can move on to analytics, search optimization, and the myriad other techniques and tweaks that can add oomph to your social media.
Need for Speed Digital technology is making our world an impatient place. Digital signals can travel at the speed of light, and so we expect digital delight at the speed of light.