Kola Ogunshote

A corporate crisis occurs when an event disrupts the smooth operation or positive trajectory of an organization. The event could be an unexpected accident, contamination of a product or public accusations of misconduct. Incidents like these can affect an organization’s reputation and threaten its corporate survival. The crash of EgyptAir Flight 804 is a recent example. When a crisis arises, most organizations panic, deny the accusations or give justification for what led to the crisis. Such positions do not lead to positive outcomes. Here are a few simple tips on how to respond to a PR crisis.

This picture taken on May 19, 2016, shows an Egyptair Airbus A330 from Cairo taxiing at the Roissy-Charles de Gaulle airport near Paris. (Photo: THOMAS SAMSON/AFP/Getty Images)

Be prepared

First, you must be prepared. Have a crisis response plan that outlines required actions and individual responsibilities in place. So when a crisis strikes, do not panic. Put your plan into action. Remember that no matter the situation, the best defense is truth and honesty. Remain calm and discourage fearful attempts within the organization to cover up. Obtain the facts, assess the situation and analyze the issues. Be honest and truthful when you pass information to the media and the public. You don’t want the public to believe there is a cover-up.

Be accessible

The media and the public will want to dig deeper and seek to know your reaction to the crisis. You must be accessible and ready to communicate. If you need some time investigate, say so but respond to media enquiries with urgency. Know and respect the deadlines of the journalists who reach out to you for answers. To avoid misinformation and build credibility for your organization, transparency and timeliness are key.

Take responsibility

Demonstrate responsibility and promise to look into the problem since the crisis concerns your organization. Don’t just go ahead and blame everyone else but your company. Offering “no comment” as a response is dangerous. Show empathy and sensitivity to the situation if necessary. Let the media and the public know you will investigate the cause(s) and find a solution to the problem.

Consider the public interest 

As you work to address the crisis in collaboration with top-tier management of your company, keep in mind the public interest. Which stakeholders are affected and how should you respond? Should there be a product recall or reimbursement? It is a mistake for organizations to decide to protect their corporate and financial interests alone. EgyptAir’s immediate concern was the welfare of its passengers and their relatives. Consider the public and other stakeholders as you seek a solution. You will reap public empathy as you confront the crisis and minimize the damage. 

 Social media conversations about your organization can give insights

Listen to social media

Continue to monitor the environment and conduct social listening. Environmental scanning to know what stakeholders are saying could provide insights about a likely solution. Listening to what consumers are saying about your company or products on social media could help identify other problem areas. The problems could then be resolved before the crisis worsens.

Conclusion

Even with adequate preparations, many crises occur without warning. As you respond, keep these tips in mind. They will guide you through the process.