As a business owner, you're going to run into a problem at some
point, and yours or your business's reputation is going to be on the line. What are you going to
do?
Crisis communications is when you are called upon to defend
yourself in public, or when your business is involved with some
disaster or emergency. You'll need to step up your game and put PR to work in a
whole different fashion. This is not the time for gimmicky promotions, nor is
it time to hide from the media.
Your arsenal includes solid, well-thought-out messaging or
"talking points" that will carry you through the storm. You'll
need to take systematic steps to respond, and you'll need a plan. We don't
suggest you do this alone. Your reputation is too valuable to wing it, and if
you can't afford to be naive.
If you're dealing with legal difficulties at
the same time, then you'll want to incorporate crisis communications into your
defense plan.
Here we offer an additional warning: Unless you have no other
choice, don't let an attorney shut down your voice entirely. Attorneys are
not in the business of defending your reputation to the public, only with the
law. The punishment you get from the public may indeed be worse than the legal
spanking.
Here are some key considerations we suggest in tough times:
1. Defend yourself though messaging. Your main
message must be simple, easy to understand and take less than 10 seconds to
say.
2. Develop two additional messages to back up
the first with any necessary information. Keep it direct.
3. Have a single point of contact deliver
these messages, so that they remain clear, focused, and on target.
This is just a starting point, but in a crisis
situation, this will get you positioned to move forward. Reporters will ask you
the same question 70 different ways, but if you and anyone else speaking for
you are prepared with these messages, and don't vary them, then your reputation
will weather the storm.
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