Business-owners and their companies have long been versed in the security measures needed to protect property, employees, etc. However, many companies are less likely to have a plan in place to cope with a public-relations crisis, but they should. The emerging field of Crisis Communication Management examines weaknesses within businesses that could lead to big problems.
News media have inarguably changed over the last several years, including relying more on Internet social media such as Facebook and Twitter. The changes have, for better or worse, included more coverage of embarrassing or damaging items about corporations and businesses. Managers who don't think it will happen at their company are urged to think again, as a rumor or simple misstep by an employee can be known by millions in just a few minutes. For example: - Although the information wasn't especially delicate, hackers obtained data on millions when they hacked into a database maintained by Epsilon Management Data, among whose clients included the Ritz-Carlton. - Gilbert Gottfried, the comedian who provided the voice of the duck featured in the Aflac commercials, was fired by the insurer after sending out multiple "jokes" on his Twitter account, deemed insensitive my many, about the Japan tragedy. - National Public Radio had to contend with major damage control - including the threat of losing its federal funding - after an executive fell for the sting of a conservative activist and made potentially disparaging comments about a political party.
Okay, maybe your company's next crisis isn't necessarily going to make these kinds of headlines, but a smaller crisis could make smaller headlines (it's also worth remembering that the day before the aforementioned events occurred, those executives didn't think they'd be in the news, either). The emerging field of Crisis Communication Management seeks to prevent such events, or, should they happen, execute a plan to save the companies' reputations and revenues.
Companies specializing in Crisis Communication Management offer myriad ways to avoid or better-manage the fallout from a potential crisis. The first, preemptive step is a risk-assessment: how is the company perceived, and how could that lead to an attack? Companies are assessed for the types of crises to which they would be most vulnerable, be they bankruptcy, product recalls, an attack piece in the media or a misstep by an employee.
After the risk assessment, consultants in Crisis Communiation Management offer services ranging from determining company messaging to internal crisis counseling to developing third-party alliances and even organizing crisis simulations for one's organization. At the higher levels of the field, the services are not only precautionary and reactive but also ongoing, offering repeat-assessments and executing reputation-management campaigns. It's important to note the extent to which the field has been embraced by a variety of companies (including hospitals), leading to repeat business, accolades and awards.
A bit of advice for going forward then: when dealing with reporters and news media, NOTHING is "off the record."
News media have inarguably changed over the last several years, including relying more on Internet social media such as Facebook and Twitter. The changes have, for better or worse, included more coverage of embarrassing or damaging items about corporations and businesses. Managers who don't think it will happen at their company are urged to think again, as a rumor or simple misstep by an employee can be known by millions in just a few minutes. For example: - Although the information wasn't especially delicate, hackers obtained data on millions when they hacked into a database maintained by Epsilon Management Data, among whose clients included the Ritz-Carlton. - Gilbert Gottfried, the comedian who provided the voice of the duck featured in the Aflac commercials, was fired by the insurer after sending out multiple "jokes" on his Twitter account, deemed insensitive my many, about the Japan tragedy. - National Public Radio had to contend with major damage control - including the threat of losing its federal funding - after an executive fell for the sting of a conservative activist and made potentially disparaging comments about a political party.
Okay, maybe your company's next crisis isn't necessarily going to make these kinds of headlines, but a smaller crisis could make smaller headlines (it's also worth remembering that the day before the aforementioned events occurred, those executives didn't think they'd be in the news, either). The emerging field of Crisis Communication Management seeks to prevent such events, or, should they happen, execute a plan to save the companies' reputations and revenues.
Companies specializing in Crisis Communication Management offer myriad ways to avoid or better-manage the fallout from a potential crisis. The first, preemptive step is a risk-assessment: how is the company perceived, and how could that lead to an attack? Companies are assessed for the types of crises to which they would be most vulnerable, be they bankruptcy, product recalls, an attack piece in the media or a misstep by an employee.
After the risk assessment, consultants in Crisis Communiation Management offer services ranging from determining company messaging to internal crisis counseling to developing third-party alliances and even organizing crisis simulations for one's organization. At the higher levels of the field, the services are not only precautionary and reactive but also ongoing, offering repeat-assessments and executing reputation-management campaigns. It's important to note the extent to which the field has been embraced by a variety of companies (including hospitals), leading to repeat business, accolades and awards.
A bit of advice for going forward then: when dealing with reporters and news media, NOTHING is "off the record."
About the Author:
Crisis communications is an emerging field that has become especially important with the growth of internet communication. Along with the free and open exchange of ideas on the internet comes the elevated risk of damaging information being circulated. Ground Floor Media of Denver has the skill to help any organization meet the communiation challenges of the internet age. contact us today for more information!
No comments:
Post a Comment