4 tips for good crisis communications
How a brand handles a crisis can tell a lot about their company. Putting a brand in a vulnerable or compromising position can really show if they care about their consumers and truly care about being transparent. However, although some brands may have the best of intentions, the manner in which they communicate during a crisis can hinder how the they are perceived by the public.
When it comes to crisis communications, here are a few brief tips to keep in mind when trying to keep your brand’s cool. Much like handling a personal crisis, take a deep breath, admit your faults, present a solution and keep people updated.
- Take a breath. Before responding too quickly and saying something out of haste or that you might regret, take a deep breath and internalize the situation. Figure out what is the best way to make your first remarks about the crisis. However, be sure to keep the public updated in a timely manner to show that the situation at hand is important to you – and you are dealing with it to make it better.
- Admit your faults. Hopefully you know that nobody is perfect – and this can apply to brands, too. It is better to have faults and admit them, than to act like you (or your brand) is perfect when there are some clear discrepancies to that claim. When something goes wrong, admit your faults. People – and consumers – will respect you more.
- Present a solution. Admitting faults does no good if you cannot present a clear solution to correct them. When a crisis occurs, tell consumers that you are sorry and that you have a plan of action to make it right. Be clear about the solution and how you plan to put it into action.
- Keep consumers updated. If you are in the process of fixing a crisis, be sure to keep consumers updated on where you are in your solution process. Consumers like when problems are fixed – and they will be more likely to purchase your products again if they know that you will make your wrongs right.
To read more great tips on how to keep your calm during a crisis, read Kim’s blog on how to give a good apology. Any thoughts to add?