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Social Media May Be Reinventing Communications, But Some Things May Be Best Left Alone: New Survey Finds the Rules of Crisis Relations Remain In Place, Despite The Breadth and Volume of Online Channels
The rules of crisis communications or crisis management should remain exactly the same irrespective of whether the news is breaking via traditional media or, as is now far more likely, via social media and other online channels, according to PR, search and social media agency Punch Communications.
With brands' crises now more widely publicized and acknowledged than ever before, the subject of crisis management has become a regular subject amongst digital marketers. However, with the exception of the enhanced access of individuals to be able to directly contact a brand, which does require careful management, other aspects remain unchanged.
A classic crisis plan should feature a number of basic components. The key decision makers should be identified — preferably in advance but, as this is often not possible when a plan is not in place prior to a crisis occurring, then at the outset of the planning process.
Commentators should be kept to a bare minimum — with one single commentator the ideal scenario. This ensures consistency of message and approach – however, depending on the scale of the crisis, may take a significant toll on the individual if there is a requirement to be available 24 hours per day for several days at a time.
Finally, all potential touch points with an organization need to be briefed on the process, ensuring that the receptionist, or a member of staff based away from company premises, direct all enquiries in the same direction.
Pete Goold, MD and founder of Punch Communications, commented: "Ultimately responsiveness, courtesy and transparency are key during a crisis. Speed of reaction can be as much of a factor in determining the resulting media response, both on and offline and the reaction itself, which is something that many companies simply are not able to understand or adhere to, often due to their bureaucratic nature at other times.
"Social media has certainly changed the game in terms of customer access to a business, which is a massive issue during a crisis," he added. "However, accepting that not every question can be answered on a one-to-one basis, the traditional rules still apply in all other regards. It's essential to remain level-headed and to manage the flow of information in both directions, ensuring that the media is fed with as much information as is possible to deliver, whilst the crisis is managed optimally in terms of outcome for the client."