MARKETING COMMUNICATIONS
KEY STEPS TO TAKE DURING A
CRISIS
what facts can be verified; never speculate
or try and guess what happened or why
it may have happened,” Rose says. “In al-
most all instances, the legal team will guard
against statements or sharing information
that could end up influencing future litiga-
tion. Make sure to also be responsive and
respectful of deadlines.”
Acting quickly and engaging the right peo-
ple will better position your organization
to appropriately respond. Jose Hermocillo,
partner at Hermocillo-Azevedo Strategic
Communications, recommends conven-
ing a meeting as soon as possible that in-
cludes a cross-functional team. “This team
should include subject-matter experts,
legal counsel, and the president or CEO
if risks are high. Before any statement is
made to the media, senior leaders need to
arm themselves with as much information
as possible from operational managers
and others who can verify the facts, assess
the risks and help the organization make
the best decisions as quickly as possible,”
Hermocillo says.
How a company addresses the pub-
lic during this critical time makes all the
difference. “First and foremost, be gen-
uine, transparent and take ownership for
circumstances as appropriate. Share only
HOW TO RECOVER POST-CRISIS
People will forgive but not forget, and,
according to Hermocillo, organizations
cannot resume business as usual
because the crisis has passed. “The most
important aspect in the post-crisis stage
is to meet the expectations created during
the crisis,” he says. He emphasizes the
company’s words need to be followed by
actions. “Post-crisis communications must
continue to demonstrate accountability
and that the organization remains 100
percent committed to making it right in
order to regain the trust of its customers,
employees and key stakeholders.”
Demonstrating empathy and transpar-
ency goes a long way. As Perry says, “The
companies that come through a crisis well
are those who share information appropri-
ately with their stakeholders, the media
and the public. They accept blame if the
crisis was their fault and announce steps to
move past the crisis and any harm done.”
While a crisis can present numerous
challenges, organizations that are commit-
ted to being transparent and collaborative
can help shape the narrative and ultimate-
ly bounce back. So when disaster strikes,
stay calm, stick to your plan and do what
needs to be done to make it right. n
Christina Kiefer is a communications consul-
tant and freelance writer based in Sacramento
who specializes in public relations, copywrit-
ing, content marketing and strategy. A sea-
soned storyteller and wordsmith, she believes
that great content paired with the right com-
munications strategy is powerful.
Clients choose us because of our relationships,
problem-solving skills, and breadth and depth
of experience.
With more than six decades
of experience between
the partners, we help
clients advocate on state
and local policy issues
and communicate on
matters involving litigation,
business disputes,
workplace controversies,
and investigations.
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STRATEGIC COMMUNICATIONS
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