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沟通是关键
Imagine the worst-case scenario for your business. Maybe you suffer a cyberattack and your 客户’ sensitive data is hacked. Or maybe there is a brutal act of workplace violence. Or maybe a trusted company leader is accused of an unthinkable crime.
现在想象一下, as you’re trying to put out that fire, employees or 客户 start calling you and asking questions – or even worse, a TV news crew shows up in your lobby demanding answers.
你是做什么的?? 从哪里开始呢?? What do you say, or do you give the classic, “No comment?” (Spoiler alert: never say that.)
Here’s a rule of thumb: If it impacts the safety or security of your 客户 or employees, 这是一个危机. Some are just bigger than others. 没有人能幸免, and one thing is for sure – you better be prepared for anything because when a crisis happens, you won’t have time to stop and develop a rational, level-headed communications plan.
Learn more about how to prepare for and manage a crisis. Listen to this episode of 意图’s award-winning 播客, unsuitable on 意图 Radio.
Develop A Communications Plan
During a crisis, you won’t have control over much. Just about the only thing you can control is how you respond. And to make sure you respond well, plan it out in advance. Here’s what your crisis communications plan should include:
- 可能的危机场景 to ensure you’re prepared for anything, as well as possible warning signs and questions that others will ask.
- 通讯流程图 (with contact info) to help alert company leaders and other relevant personnel of the crisis and what the next steps will be in handling and communicating the crisis.
- 指定发言人 who will ensure that a singular message gets out to the media, 当局, 客户, and employees to help eliminate confusion and speculation.
- Communications Guidelines – what you’ll say and what you won’t. Planning this out in advance will help you decide what to say when the heat is on. Also include some best practices and reminders.
Other Tips To Handle A Crisis Like A Boss
Your plan will help you navigate your next steps. But there’s still a lot to consider when managing a crisis. Here are some quick tips to remember to help prevent a crisis from turning into a scandal.
- 及时沟通. You’ll have a small window of time to control what information gets out to the public. As soon as you can confirm information, communicate with relevant audiences (i.e. employees, 客户, investors, the media). If you wait too long, the message may start to control you instead of the other way around.
- Always Tell The Truth – Don’t Lie Or Speculate. If you speculate or try to cover up the truth, you’ll only make things worse. Also, consider how facts may change as the situation unfolds. If you say something that’s true at the time but could eventually change, it could be later misconceived as a lie. And if you don’t have an answer, it’s OK to say that details are still unfolding. Never ever say, “No comment.” This response suggests guilt or that you may be hiding something.
- Plan Your Message And Practice Ahead Of Time. Plan out three to five key points – if you have any more, you’re more likely to forget and lose your composure.
- If Necessary, Consult With Your Business Advisors For Advice. Depending on what the crisis is, your outside advisors may be able to provide legal or financial guidance. There are also consultants who specifically deal with crisis communication and management – kind of like Olivia Pope, 但规模较小.
- Consider The Human Element Of The Situation. 如果是危机, it’s going to affect someone – whether that’s your 客户, your community or your employees and their families. If you value your people (and hopefully you do!), make sure you remember their feelings, security and 声誉 as you communicate and react to a crisis.
A crisis can be a very scary and uncertain time, and a lot is at stake – human life, 数据隐私, 声誉, 还有你的钱. Being prepared and knowing how to navigate and manage a crisis.
By 贝嘉约翰 都柏林(办公室)
Looking for more tips to help you prepare for an unexpected crisis? Check out these resources:
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