In our hyper-connected world, a crisis can escalate rapidly, with the power to make or break a brand's reputation overnight. Things have rarely felt so sink or swim.
There is plenty of recent examples to choose from. Just look at how Stanley has endured a rolicking rollercoaster ride from its cup being the most hyped product around to the company being castigated within the space of a few weeks.
On the cinematic front, there has been a particular relish at which online audiences have ripped apart the critically maligned superhero film Madame Web and gloried in the frequently disastrous and almost joyously unhinged PR and marketing campaign. At this time of spectacular division, somehow Madame Web seems to have become a rare uniting moment – though not in the way the studio and producers would ever have intended.
More seriously, situations such as the Post Office scandal sunk the reputation of many involved at various stages, with a TV show unexpectedly grabbing attention and suddenly putting those appearing in hearings for the long-running public statutory inquiry in the spotlight.
These examples clearly illustrate that crisis communication in 2024’s online battleground demands more than just a well-crafted press release. Here are ten critical points to bear in mind for crisis communication in the current digital day and age:
1. Speed is Critical
The digital age waits for absolutely no one. Information spreads at lightning speed, and so should your response. Delaying your response can lead to misinformation filling the void, potentially exacerbating the crisis. Quick, initial acknowledgement can help to control the narrative, showing that you are aware of the situation and are taking it seriously.
2. Transparency is Key
Gone are the days of sweeping issues under the rug. Today's online audience demands transparency and has no shortage of means for doing so. Owning your mistakes, providing transparent and honest updates, and outlining your steps to address the issue can go a long way in maintaining and rebuilding trust.
3. Ensure Consistency Across Channels
Coordinate to ensure your message is consistent across all digital platforms, including your website and social media channels. Inconsistencies can lead to confusion and diminish credibility.
4. Prepare Your Plan
Preparation is your best defence against a crisis. Making the most of expert insights to spot what may lurk around the corner – and not resting on your laurels! – is the hallmark of the very best crisis comms consultants.
Having a comprehensive crisis communication plan in place – which includes predefined response strategies, key messaging, and a clear chain of responsibility and command – ensures that you can act swiftly and effectively when a crisis hits.
5. Monitor Social Media
Social media is often where crises begin and spread. Continuous monitoring of these platforms can help you gauge public sentiment, identify the spread of misinformation, and respond appropriately. Tools that automate social media monitoring can be invaluable in these efforts (find some examples here).
6. Engage, Don't Argue
In the face of criticism, becoming defensive is tempting, but confrontation can escalate the situation. Most social media users can think of at least one situation where somebody responding negatively has exacerbated a minor situation and drawn far more attention. Instead, engage with your audience calmly and constructively. Acknowledge their concerns and focus on providing information that addresses those concerns.
7. Empower Your Team
Ensure that your team, including internal and external stakeholders, knows what to do and say during a crisis. For an organisation, this can include not only your communications team but also customer service representatives and other frontline employees who may be directly interacting with the public, as well as contracted agencies and consultants. For an individual, it can mean reaching out to those you know who may either have to respond themselves and who may feel tempted to step in.
8. Adapt to the situation
No two crises are the same, given how quickly the landscape shifts and evolves/devolves. Your communication strategy should be flexible enough to adapt to the specifics of the situation and not feel overly restrictive. Be prepared to adjust your messaging, tone, and response tactics as the situation evolves and to continue checking in with key stakeholders for thoughts and guidance.
9. Keep Your Focus on the Long Term
While it's important to address the immediate crisis, don't lose sight of the long-term implications – especially when it comes to social media; what can feel like an existential crisis will most usually quickly dissipate while not entirely evaporating. Consider how your actions and communications will affect your brand reputation and relationships with stakeholders in the long run, and factor in who you must keep onside in your crisis comms plans.
10. Learn and Grow from Every Crisis
You may want to take a breath, but arguably, the most critical part of a crisis comms response awaits. After the storm has passed, conduct a thorough review of how the crisis was handled. What worked well? What could have been done better? Use these insights to strengthen your crisis communication plan and be better prepared for the future. It can feel a bit of a cliche to ‘grow’ from experiences such as these. Still, with a considered and meaningful response, your audiences will not only appreciate that it won’t just be business as usual in the future, but have a strengthened trust that you are adhering to your values, which can lead to increased loyalty.
In summary
For the reasons mentioned above, crisis comms require a strategic, precise, proactive, and transparent approach to not only manage the situation and mitigate damage but, ideally, to emerge stronger than before. For that reason, it is hugely beneficial to have someone with the hands-on skills to guide you through the situation as it develops and evolves (hello there!).
In the digital age, where a crisis can spread globally in seconds, mastering the art of crisis communication is more crucial than ever. By keeping these essentials in mind, organisations can navigate the choppy waters of a crisis more effectively, preserving their integrity and trust with their audience.
💡 If you have feedback on any/all of the above, please do let me know – I’ll look to share any received. As a bonus recommendation, I would heartily endorse the benefits of building networks of like-minded individuals to share, shape, and promote things which are important to you. It’s still possible to make the most of the best of what social networks and online media have to offer.
…one more thing
Is TikTok on the decline? It certainly won’t be disappearing any time soon, but it has had a rocky beginning to the year, and this argument from Nitish Pahwa for Slate certainly raises some interesting points.
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