23 Mar Navigating the Madness: How to Survive a Crisis

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Navigating the Madness: How to Survive a Crisis

Crisis can often happen fast, without warning and in many different ways. A social media post blunder that requires immediate deletion and an apology, an advertisement that causes controversy or confusion or a sudden resignation of an executive can all draw negative media and consumer attention. The list can go on, but what we know for sure is no company is immune from crisis.

An action plan can mean the difference between devastation and restoration, but simply having a plan isn’t enough. Your plan must include an often overlooked component, how to best capture positive media attention that impacts consumers.

Once you have the crisis under control, here are some thoughts to consider:

1. Regrouping or restructuring may need to take place. Make sure this is swift, clear and it’s an appropriate action that relates to the crisis. Some organizations have been guilty of removing staff members who have little to do with the issue in an attempt to appear as though change is occurring, when in reality they were just being made scapegoats for the high-level officers. Do what is right for the problem at hand.
2. Go back to basics, analyze your core values, then communicate them clearly with actions. Words alone will not be strong enough. How exactly will your organization act while restoring its reputation? Will there be a real effort to improve quality, communication or trust? Will there be a charitable arm that flexes its muscle to boost morale? Now is the time to put together actions to engage your community and with stakeholders.
3. Deploy incentives to recapture of your consumer base. You may need to introduce discounts, extra customer service efforts or launch a new product or service. This will give consumers an opportunity to continue their business conversation with your organization.
4. Continue high-level engagement and communications. It’s best when companies don’t ‘disappear.’ Keep the conversation momentum going even if you’re still responding to criticism.
5. Implement a long-term strategy to communicate positive messages. Consumers often trust businesses that prove their authenticity over time—well past a year of when the crisis occurred. Avoid being that company that acts out of desperation in the short term, then reverts back to old habits after the immediate crisis passes.

The aftermath of a crisis is a delicate and vulnerable time for organizations. Ensure your business can get past it by taking the right action at the right time.

For more information or for a consultation with our team, call us at (813) 865-3093.

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