Over the last couple of weeks we've been diving into the Push Digital specialty: Crisis Communications.
Learn from our experience and mistakes so you don't have to make your own... here are 11 Crisis Communication Dos and Don'ts.
2. Whether you’re in politics or business,
crises are inevitable. That’s just a fact.
Accidents and terrible situations are going
to occur, but how you handle said
situations could not be more crucial.
So, what do you do if you find yourself in a
crisis? Well, here’s what you should do:
respond quickly, effectively, efficiently and
in a sincere manner. Or you can follow the
Push Digital 3 Step System:
1. Tell it all.
2. Tell it fast.
3. Tell the truth.
Believe it or not, following those 3 simple
steps is more difficult than you would
think. However, thanks to our work with
larger corporations and our combined 50+
years of campaign experience, we’ve
compiled a comprehensive list of dos and
please-whatever-you-do-don’t-do-thats.
Crisis Communications
Here Are 11
Things We’ve
Learned TO
DO &
NOT TO DO
In A Crisis.
3. Crisis Communications
1. OWN IT AND
APOLOGIZE
Time is crucial, so respond quickly and
admit the mistake.
Then proceed to apologize, again and
again....and again.
Be sincere and simple in apologizing,
even if the absolute truth is more
complicated and blame isn't necessarily
singular.
4. Crisis Communications
2. DO THE RIGHT THING
Even if you’re one single person or a
corporation with millions of employees,
morals can get messy and, for that, we
have just one piece of advice: Do the
right thing. Period.
Then make sure your audience knows
how you plan to fix it and the timeline for
completing. Being open and transparent
in this situation could not be more
important.
Don’t fake it till you make it because the
internet trolls will know.
5. Crisis Communications
3. MOVE ON
We all know the mistake happened, you
owned up to it, and hopefully by now
you’ve fixed it.
In politics OR business, you should
recognize every crisis as an opportunity,
and pivot to a positive note while you’ve
still got everyone’s attention.
Eventually, the media and press will die
down and when it does you’ve already
discovered a new path to victory and your
team is cruising through the punch list.
6. Crisis Communications
4. REBUILD THE BRAND
The media and the trolls have knocked
you down… and now it’s time to get back
up.
Rebuild the brand by looking for
opportunities to prove you've corrected
the crisis and reinforce your brand
principles.
Reward customer loyalty and give new
customers a reason to do business.
7. Crisis Communications
5. KNOW THE
BATTLEFIELD
In today’s world… the Internet is and will
always be the battlefield. Every single
day until forever… things don’t just go
away.
1. Post Wisely - Keep your digital
footprint in check.
2. Know Your Opponent - Learn from
their mistakes so you don’t have to.
3. Be Relevant - Make time for making
yourself and your business better.
8. Crisis Communications
6. KNOW AND LABEL
THE OPPONENT
In politics, your opponent could be the
very reason you’re running for public
office. But in business, it could be your
competitor, the janitor or a radical activist.
Sometimes the real enemy isn’t clear to
you or to the public. So, make sure you
know who you are fighting.
Define them. Understand them. Set the
agenda. Expose them. Learn from them.
9. Crisis Communications
7. GET ALL THE FACTS
If you find yourself in a crisis, before you
can even think about controlling the
narrative, you have to gather ALL of the
facts.
Step one is talking to every single person
involved. Literally everyone.
Step two is all about keeping calm.
Remember that there are multiple sides
to every story, so try not to jump to
conclusions.
Step three is expect the unexpected.
Work with the facts and not your feelings.
10. Crisis Communications
8. TALK TO ATTORNEYS
(SPARINGLY)
Attorneys are important to keep you out
of jail… but they can also gum up the
system and make it impossible for you to
respond quick enough.
Attorneys are risk averse. By nature, they
are. “Should we take a risk, or should we
NOT take a risk?” “Not.”
What you are really looking for is an
evaluation of the risk, not a total
avoidance of it. Because, ultimately, you
will have to make the call if you are in
charge.
11. Crisis Communications
9. DON’T FEED THE TROLLS.
DO FEED THE BEAST.
You won’t make Internet trolls happy no
matter how many questions you answer.
1. Humor The Trolls - Comedic relief is
brilliant but be careful because humor
is not universal.
2. Counter-Fact The Trolls - Engage the
trolls with the cold, hard facts and
address the crisis head-on.
3. Don’t Join The Trolls - Don’t stoop to
their level. Very rarely does corporate
trolling pan out as originally intended.
4. But Do Feed The Beast - During a
crisis, content is key, so be prepared
and have quality items ready to go.
12. Crisis Communications
10. MEASURE ALWAYS.
ALWAYS. MEASURE.
How often should you poll? Let us ask
you this: how often are vital signs taken
during a medical emergency? Constantly.
That may be more often than is practical
or affordable for your company, but the
short answer is: measure public
sentiment as often as you can.
Then poll again. And again. Make an
adjustment. And poll again.
13. Crisis Communications
11. HAVE YOUR CRISIS TEAM
IN PLACE BEFORE A CRISIS
HAPPENS
There are many tips to get you through a
crisis, but every single of of them relies
on a solid team who is ready to mobilize
the second a crisis hits.
Because you aren’t going to have time
once the shit hits the fan.
Don’t put too many cooks in the kitchen.
The team must be small enough to move
quickly and efficiently.
14. Contact Us
Get In Touch
Wesley Donehue
CEO
Michael Rentiers
Corporate & Advocacy
Phil Vangelakos
Political Campaigns
wesley@pushdigital.com
michael@pushdigital.com
philv@pushdigital.com