Crisis Averted: PR Planning

Crisis Averted: PR Planning

Crisis Averted: PR Planning

Crisis is a scary word for many companies, but a lot of these same companies don’t have a crisis communication plan that will prepare them for emergency situations. Sure, being proactive is a great way to have effective, clear messaging, but we know it doesn’t always happen like this. We find great importance in also being able to mitigate problem situations and allow your business to get back to business.

Putting Your Best Foot Forward

Whether you are a local startup or a politician running for reelection, your appearance and how you present yourself are the primary selling points for many consumers. A business’s reaction to a crisis makes or breaks how the company performs in the future.

Are your crisis needs covered? As a business, you have the ability to stand at the forefront and communicate your story, minimizing any potential losses for yourself and your company.

Creating Your Crisis Plan

Creating a plan for the worst-case scenario isn’t easy. This plan ensures that you, your executive team, and staff are all on the same page. The crisis plan will layout the strategy, key team players, and the next steps.

Take our word for it. These are some proactive steps you can take to create a crisis communication plan for your success.

  1. Identify possible crises - In the world, anything that could negatively influence your business’s bottom line is a crisis, but you should establish at what time a “code red” plan should be implemented.
  2. Establish key messages and stakeholders - Here, you should:
    A) Choose who your key stakeholders are. Some questions you should ask is: Who is going to be affected by this challenge? Who should I talk to first?

    B) Create key messages. You should create messaging points that speak directly to your audience and are consistently shared during the crisis.
  3. Pick and train spokespersons - Who is going to be the face of your company? This person should be personable, well-spoken, and coached multiple times to ensure the consistency and tone of your business’s messaging.
  4. Determine monitoring systems - Media monitoring is imperative, from social media chatter to traditional press to blogs. This allows you to know the tone of the audience and be at the forefront of the conversation, even without being present.
  5. Prepare for the long term - This gives you the opportunity to get ahead! You can reevaluate your spokespersons, media kits, and strategy going forward. Crucial Components in Crisis.

The moment a crisis arises, you have 72 hours before it becomes “old news.” When such a setback arises, critical questions should be answered by your key stakeholders. Failure to make a timely presence to respond to the challenge will affect how your customers see your business and executive team, possibly forever. Here are some crucial components to think about when addressing the crisis:

  • Acknowledge the time sensitivity.
  • Verbally address the problem, then find a solution.
  • Be proactive and transparent.
  • Monitor, plan, and communicate.
  • Remember: you are human and so are your customers.

Where Do You Stand?

We know it's overwhelming, but we are here to help! Ready to take the next steps in making sure you are covered? Get in touch with one of our public relations specialists who can walk you through anything you may need!

Let Urban Link become your crisis specialists!

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