MANAGE & LEAD
also be a faulty product, poor service, or a misguided ad
campaign.
Whatever the case, you need to be prepared.
So, here is a step-by-step guide to getting ready. Make
sure you’ve done everything you need before disaster
strikes.
HOW TO PREPARE
01 Get your team together // Put together a group of
responsible responders, each with a dedicated role. The
group should be the right mix of executive personnel,
management, communication professionals, and creatives.
Make sure each person understands their role while you
have time to plan.
02 Define “a crisis” // Decide the kinds of events that
would kick your new plan into action. Not every piece of
bad news or negative heading should force you to run
around in “code red” mode. According to Jay Baer, founder
of Convince & Convert, a social media crisis has these
characteristics:
Information asymmetry // When you don’t know any
more than the public about what’s happening.
A change from the norm // Everyday criticism of your
service or product is not a crisis. When furor over your
service or products explode at random—that’s a crisis.
Serious risk to your organization // It seems obvious,
but the scope of the issue is essential. For something to
be a crisis, it needs to have a truly detrimental effect.
With your new team, set benchmarks and find examples
of what qualifies as a crisis. An added benefit is that you’ll
identify potential weaknesses you may not have thought
about otherwise. Since every organization is different,
create a definition that works for you.
03 Identify your key message // You can create a great
crisis plan and a smart team, but if the message is wrong,
you have no chance.
United Airline’s CEO Oscar Munoz offered the worst
possible response to the airline’s public relations disaster:
He blamed the victim who was dragged off one of their
overbooked flights from Chicago’s O’Hare International
Airport.
This should go without saying: Victim blaming is the wrong
message!
Could Munoz have been prepared to respond without
knowing a 69-year old man would be dragged off a flight?
The answer is straightforward: Yes.
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