Crisis Communication: What Is It?
Definition of crisis communication
The strategic practice of handling and disseminating important information during business emergencies, public concerns, or unforeseen circumstances that can jeopardize an organization’s operations or reputation is known as crisis communication. To reduce risks, uphold confidence, and guarantee company continuity, the practice necessitates quick, transparent, and efficient communication. Read more about crisis communication and crisis management by visiting our website and if you have any questions related to this topic, connect with us.
An overview of crisis communication basics
Businesses need to interact with their workers and external stakeholders in an efficient manner during times of crisis. In order to safeguard staff, reassure the public, and reduce adverse effects as much as possible, crisis management teams require methods for communicating important information.
Businesses develop crisis management strategies so they are ready to respond quickly to a variety of situations. Although the nature of the possible crisis may not be understood beforehand, a crisis management office may prepare to implement the crisis plan by establishing a broad action plan, assigning a crisis communications team with defined roles, and setting up communication channels.
A crisis communications plan: what is it?
An organization may successfully and efficiently handle and address communication difficulties and concerns during a crisis by developing a crisis communications strategy, which is a strategic framework and set of processes. In order to guarantee prompt and accurate communication with stakeholders, the media, and the general public, the plan specifies the procedures and actions that the crisis communication team must follow. The plan’s objective is to minimize possible harm to the company’s reputation while upholding openness and confidence with the public and staff.
Examples of crisis communication in real life
The significance of prompt, open communication during emergencies is illustrated by the following crisis communication instances. Businesses may successfully handle crises and preserve their reputations by accepting accountability, putting safety measures in place, and aggressively addressing stakeholder concerns. But the consequences can be disastrous if they don’t take prompt, decisive action.
1. The communication that BP used during the Deepwater Horizon oil leak disaster
A significant crisis communication problem resulted from the Deepwater Horizon drilling platform explosion in the Gulf of Mexico in 2010. About 134 million gallons of oil leaked into the Gulf as a result, and it took three months to completely contain the leak. Although BP’s reputation and the environment suffered greatly, the company’s crisis communication plan was essential in controlling the damage.
BP accepted responsibility for the leak, organized resources for cleaning and containment, kept the public informed on a regular basis, and eventually invested billions of dollars in Gulf restoration initiatives. To pay people and companies impacted by the leak, the corporation has set up a claims procedure. BP was able to restore public confidence and lessen the long-term harm to its reputation by accepting responsibility for the situation and making an effort to find a solution.
2. Procter & Gamble’s reaction to the controversy surrounding the Tide Pod problem
Although the precise beginning of the notorious Tide Pod challenge is unknown, the American Association of Poison Control Centers documented 220 incidents of hazardous exposure to the laundry detergent pods in 2017. Many of these cases included youngsters willingly eating the pods as a result of a social media “challenge.” It was the greatest nightmare for a crisis communication team, demonstrating that certain crises are unavoidable and can occur for reasons other than the company’s responsibility.
Thankfully, Proctor & Gamble’s staff handled the problem in a timely and efficient manner by employing a multifaceted strategy. In response, they posted content on social media platforms that was intended to shift the discourse, making eating Tide Pods a sign of foolishness rather than fun or bravery. To help spread the word, they also enlisted powerful influencers, such as Rob Gronkowski, a tight end for the New England Patriots. Notably, the business did not issue an apology because it had done nothing wrong, and the prompt action was effective in halting the tendency.
3. The reaction of Southwest Airlines to the emergency landing of Flight 1380
The left engine of one of Southwest Airlines’ aircraft exploded in 2018, causing a passenger to die and leaving the 144 passengers and five crew members on board for twenty terrifying minutes. Thankfully, Tammie Jo Shults, the pilot, managed to safely land the aircraft without causing any more fatalities.
The crisis communication team at Southwest Airlines reacted swiftly to the incident, offering everyone who had been on the trip their undivided support and extending their sympathies to the family of the deceased customer. In order to carry out comprehensive checks and inform the public of the safety precautions, they also grounded their fleet. By emphasizing openness and customer safety in both its words and deeds, Southwest Airlines managed the situation well and preserved its standing as a trustworthy airline.
Ten essential measures for an effective crisis communication plan
The key to a successful crisis communication plan is preparedness. Resilient businesses often have well-thought-out strategies in place, but failing businesses could not have the required approach. The eleven elements listed below are crucial because they can influence whether a business survives a crisis or breaks under duress.
Create a crisis management team by assigning duties to team members and identifying important stakeholders. During a crisis, this group will be in charge of overseeing communication activities.
Make a risk assessment: Determine any possible issues that may affect the company. To properly prepare for a range of scenarios, assess each risk’s possibility and seriousness.
Create a plan for communicating during a crisis: Make a thorough strategy that covers tools, procedures, and communication tactics for both internal and external communication. Establish protocols to guarantee that workers receive timely and correct information, and build connections with pertinent organizations, such emergency services or regulatory authorities, to facilitate crisis management.
Create channels of contact with stakeholders: Determine and set up a number of channels of communication to reach all parties involved, such as staff members, clients, and the media. This guarantees prompt, understandable communication in an emergency.
Make important messages: Create succinct and straightforward communications to deliver precise and consistent information for every possible crisis that has been identified. Steer clear of technical jargon and unclear language and adapt the messaging to various audiences and communication channels.
Choose and prepare spokespersons: Choose dependable, informed people to serve as official spokespersons. To make sure they can provide correct and consistent messages, give them crisis communication training.
Monitor and handle social media: To keep aware and react swiftly to new emergencies, set up monitoring systems for news, social media, and other platforms. Directly address queries and worries.
Be prompt and open: In the event of a crisis, act right away. Recognize the problem, give preliminary information, and educate all relevant parties—staff, clients, and the media—on a regular basis. To preserve confidence and quickly resolve issues, transparency is essential.
Be kind and dispel myths: Show empathy for those impacted while also taking proactive steps to dispel any erroneous information that may surface. To avoid escalation, acknowledge concerns and give accurate, truthful updates.
Evaluate and draw lessons from the situation: After the immediate crisis has passed, evaluate the response by conducting a review. Get input, pinpoint areas that need work, and revise the crisis communication strategy as necessary.
By taking these actions, companies may get ready to communicate clearly during a crisis, minimizing harm and preserving stakeholder confidence.