Like a runaway train, a crisis can get out of control quickly. That’s always been true but never more so than it is right now because nearly everyone has the ability to broadcast live video to the world via his or her smartphone.
Perhaps the biggest mistake many organizations make when a crisis strikes is not getting out in front of the crisis and establishing themselves as the go-to information source right away. Time is of the essence and organizations need to communicate immediately with the news media, on social media, and to customers and their employees.
Too often an organization’s leadership team wants to wait for all the facts to be gathered and vetted before they communicate anything. This mistake can cost an organization in terms of credibility and brand reputation. If audiences don’t get the information they are seeking from an organization, they will go somewhere else. Once they’ve gone elsewhere, it may be difficult to get them back.
Do you want the news media or social media sources to tell your story? Do you want your own employees to find out information about their own company from an external source or, worse yet, from the rumor mill?
If an organization doesn’t respond to a crisis quickly, speculation and rumors will rule the day.
When it comes to rumors, it’s wise to remember these two points:
- Rumors are created to fill information voids.
- A rumor without a leg to stand on will still find a way to get around.
To control speculation and stop rumors, you need to begin communicating even if all the facts aren’t known.
It’s OK to say, “We are still collecting all the facts, but we are aware of this incident. Our focus right now is making sure that all of our employees and customers are safe and sound. We promise to keep you updated as soon as we have all the facts. Here is what we know right now…”
Predicting, Preparing and Practicing for a Crisis
Predicting likely crisis scenarios; preparing for them by creating checklists, fact sheets, templates, key messages, and holding statements; and practicing your response will help you and your team to respond quickly and with high quality.
Having a well-prepared crisis communication plan, such as our Crisis Communication Toolkit, will keep you on track when your organization needs you the most.
Afterall, a speeding train is much easier to deal with when you’re in the driver’s seat. All aboard!