In a case of crisis communication The most important thing is transparency of information and a truthful response to the media and to society. Companies and institutions, large and small, have to be prepared for a crisis. That is why it is essential to have a protocol for action in case of a crisis. The message to be communicated must be clearly understood by everyone. If there is no spokesperson and the link with public opinion is established through press releases, these must be brief, well-written and clarifying.
It seems obvious what I am saying, but on countless occasions I have heard complaints from journalists about how poorly written press releases are when things "go wrong". Often "press releases look like hieroglyphics".
If there is a spokesperson in the crisis management protocol, it is key to choose the right spokesperson who knows how to convey your ideas with rigour and who is an honest person. Lies have short legs and both the concealment of relevant information and inaccuracy can derail a company's reputation for life.
A threat in any crisis communication strategy is dispersion: wanting to convey many ideas without order or hierarchy. Something that journalists and public opinion always appreciate is to be ahead of the curve. Providing reliable, useful and clarifying information about the facts before they ask for it. This step, when taken well, makes the crisis manager reliable and competent, which makes things much easier.
In our experience, the best way to manage a crisis communication well is to have a small, experienced and highly competent team that responds quickly and efficiently to the needs of the company and the media. Assigning many tasks to different people who have to reach agreements tends to bureaucratise procedures and lead to inefficiency.
As the saying goes: "works are love and not good reasons". A well-managed crisis is a great opportunity for a company to demonstrate its seriousness, its solvency, its commitment etc. Anticipating with rigour is key to maintaining and reinforcing the value of a brand.
Lucía Casanueva