Nearly 100 of Werth’s friends and clients gathered at OSU Longaberger Alumni House last week to think about the worst things that could happen to them. Crisis communications, an essential aspect of public relations, has gotten even more challenging in the digital age.
We no longer control the flow of information about our organizations, and it’s hard to make sure that it’s even accurate today. And that’s on a good day! When things go wrong, the damage spreads like wildfire. Oxford-Metrica reports, “During the next five years, 83 percent of companies will face a crisis that, …as a result of the way it was managed…, will negatively impact share price between 20 and 30 percent.”
As we told our friends at last week’s workshop, Werth has many decades of experience in crisis communications and is actively working in the digital environment to prevent and mitigate reputation problems for our clients nearly every day. Here are some rules that work:
- Listen to both what is said and who is saying it. Just as one journalist can trigger a global story, just one relevant blogger can generate a crisis.
- Insert yourself into conversations when you have something positive to contribute.
- Take the time to do a thorough, easy-to-use crisis plan and train your spokespeople. Then help the C-suite to become smart about social media.
- Create a big digital footprint so you own your Google and other search engine results and your brand name on YouTube, Facebook, Twitter, etc.
- Assume others know more about the crisis than you do. It’s OK to say, “I don’t know, but I will find out.”
- Get templates of statements approved before the crisis begins.
- Spread the truth faster than the rumors, responding in one hour or less. Get your message into the conversation before the story hardens.
- Address the crowd where it gathers. If the flashpoint for digital crisis is YouTube, respond using that communications vehicle.
- Notify employees and media at the same time.
- Show you care. Tone and demeanor are important.
Werth will be hosting a Webinar next month to review these rules and other essentials for digital crisis communications. In addition, we will soon release a white paper that explores the detail from our workshop. We will share more information as the dates approach.
In the meantime, have you updated your crisis plan with a digital component? If you haven’t, you’re not ready for the worst. You’re welcome to contact me at ktwinem@paulwerth.com or 614.224.8114 to talk about the best ways to get started. Remember: Time is not on your side in the era of digital crisis, but Werth can make sure that you are protected.
