Your brand is confronted with a public challenge to its reputation.
Picture it—journalists are banging down your door, the social conversation is getting out of hand, and the negative coverage is pouring in.
You probably weren’t the one whose actions triggered the public outcry, but that doesn’t matter now.
As a communication professional, this could be a make-or-break moment in your career. The stakes are high—both for you, and for the business you represent.
Clearly, you have your work cut out for you.
More than anything, it’s the way you respond that determines the lasting impact of a crisis event. And the way you’ve prepared yourself and your team for such a moment determines your ability to respond appropriately.
Honing your crisis communication skills is like learning self-defense—you hope you never need to use it, but if the day comes when you do, you’ll be grateful for the time you invested in your training.
So, what can you do now in order to prepare for a crisis?
There are certainly some good action steps you can take: scenario planning, setting up media training for your executives, having a crisis team and internal communication networks in place, cultivating surrogates who can speak on your behalf, and so much more.
All good ideas, but there’s something even more important that sits above all that. The most important thing you can do is to cultivate a mindset for crisis communication.
This means a few things—in particular, you must internalize the key principles that can guide your brand back to safer shores. It is also useful to understand some real-life examples that show how different response types will be received....
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