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July 2006 online newsletter Are you ready to protect your image in an unexpected crisis? Crisis Communications A crisis is defined as “a turning point in tragedy, a time of danger or suspense, to bring to a culminating point”. Unfortunately for many businesses in a matter of seconds a crisis can break the image you’ve worked hard for, sometimes for years or generations. The only way to protect your business is to buy “public relations insurance”. This is a general or generic plan, tailored to your business but not tailored to any one particular crisis point (as the crisis is often a surprise even to you) that you will adjust and tweak, as a situation arises. Sometimes the crisis is small, sometimes large; either way, it’s going to affect your business one way or another, whether you like it or not. Why not have a plan in place, the more professionally composed the better, so that the crisis is at least levied, and possibly turned into a positive situation? What would be a crisis to your business? Let’s look at a few situations that could be considered a crisis. · Flooding · Fire · Arson · Theft · Legal issues or disputes These are just some of the many issues that can arise that can make your business look negative in the public eye. Often, it will not matter if you are actually in the wrong; if the public perceives you to be wrong, it is just as detrimental. Would you like an example? Take the famous story where a woman sued a fast food restaurant over a spilled hot cup of coffee. Even now, years later, the real story isn’t known by the general public. What most people assume is that she spilled her coffee, and then sued the establishment and won. The reality is that the woman simply wanted the independent franchise to pay for her minor medical bills. They refused. She took them to court for that amount only and they countersued for a much larger amount. It was because of the counter suit that she was awarded a large sum for the pain and suffering they caused her, not from the coffee, but from their lawsuit. So, you see how easy it is for a company to look bad? But you didn’t know that entire story because they had some crisis intervention communications. What did they do right? They didn’t hide anything, per se. They told it all, fast. And they told the truth. They stressed the coffee and the lawsuit – and that was all the public cared about. By doing a planned public relations message, the business minimized their situation. What you can do to minimize your particular situation. When your dirty laundry is aired (truthful or not) your protective instinct will be to run and hide. You will want to minimize and be tempted to glaze over the reality of the situation. Not a good idea. The first thing you should do is remember to be upfront and truthful. Quickly. Why? If you are elusive or too vague, you’ll look like you are lying and not credible. If you are not truthful, your lie will catch up with you and all that will be remembered is that you are not trustworthy… a public image killer. Lingering too long or talking too much about a situation gives the media and any naysayer too much information and ammunition to point fingers. Give some key facts and a follow up comment to be given at another date; and stick to that. If need be, just repeat yourself, but don’t lose your cool. You need to be, even if you don’t feel it inside, unruffled. Crisis Musings Of course, it isn’t fun to go over all the “what-if’s”, but you have to be as ready as you can for a crisis. For instance, if something happens where people really depend on your company, and there is say, a flood – do you have a telephone system back-up or answering service so clients can call in and you can at least get messages? This will be important if the media tries to contact you. Whatever you do, don’t ignore the media. And make dealing with them a part of your plan. Be prompt when dealing with them, and have a prepared statement – both verbal and on paper. It can be a push off if you are not quite ready, such as “We will be prepared to speak to you at 10:00 tomorrow morning about this unfortunate situation. Do know that right now, we are pulling together and doing all we can. We hope to have more information for you by tomorrow morning.” What is your position? Just like when promoting something you want to get out to the public, it’s sometimes even more important to promote what you don’t want to be misleading to the public; such as your position. Make sure that no matter what you say – you protect your company as a whole and the people in it. Also realize that the number one thing people do in a crisis is PANIC. So, the people on your team, even you, may be well meaning and calm during the crisis meetings, but they may react very differently under stress; especially when their reputation, standing in the local community or global community, livelihood or career may be on the line. How corecubed Provides You a Crisis Advantage corecubed is a company experienced in handling crisis communications. The number one thing is to have a plan and to communicate in a calm, rational, well-thought-out manner. Follow the plan and don’t show signs of panic. We are experienced in handling crisis communications, and we are your crisis insurance to maintain your media and public image. Companies all over the nation are experiencing the corecubed advantage. Call us today to discover what we can do for your business. For more information on how corecubed can help, visit us online at www.corecubed.com, contact us at 1-800-370-6580 x2 or e-mail us at info@corecubed.com.
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