Crisis communication is a specialized component of public relations. The purpose of crisis communication is to navigate disruptive, unforeseen situations with minimum damage to an organization’s reputation, operations or bottom line. If you are seeking a career in the field, coursework in the online Master of Business Administration (MBA) with a Concentration in Strategic Communication program from Southeastern Oklahoma State University will prepare you for this challenging but important aspect of high-level PR work.
What Is a Crisis?
When a person or entity alleges wrongdoing on the part of a celebrity, service, company or brand, a crisis results. The allegations can be about the personal lives of individuals, mismanagement, poor performance, negative workplace culture, services not rendered, injury or death caused by a product, or unethical behavior.
The higher the number of negative reports, the faster negative publicity grows. Within a short period of time, the first negative report ends up becoming just one of many. As negativity comes to dominate public perception of the entity in question, it becomes increasingly difficult to effectively counter with positive messaging, creating a crisis for the entity or brand.
Taking Action
Crisis communication professionals rely on various techniques and strategies to save a brand in trouble. When this is simply not possible (due to extreme negativity), the PR professional’s goal is to minimize long-term damage. Professionals use social media, the press, television and any other form of communication available to counteract damaging claims.
What Crisis Communication Professionals Know
While the nuances of crisis communication will vary from situation to situation, there are several fundamental truths that the modern professional will keep in mind:
- A timely response is essential. As negative momentum builds, there is no time to conduct focus groups, map out scenarios or brainstorm strategies. Crisis communication professionals must quickly and effectively respond to the situation to keep it from spinning out of control.
- Stay calm under pressure. Because crises can create chaotic environments, the ability to view the big picture while keeping track of many small claims and players is vital. It is also important to stay focused on the message despite conflicting reports and intense emotions.
- Social media is your friend. Understanding social media and the power of electronic communication is key. When a news item goes viral, sometimes the best defense is not a direct response. A social media campaign that reinforces positive aspects of the brand may deliver a counter message more effectively.
- Expect the best; plan for the worst. Having a plan in place ensures that you are ready to offer a quick initial response in the event of a crisis. The simplest way to do this is to identify — ahead of time — the people in your organization who can best represent your brand in times of trouble. Any efforts to create a process after a crisis begins will only leave the company playing catch-up. A simple “We are taking this seriously and are investigating it as I speak,” from a senior executive may be all it takes to establish calm.
Key Tips for Effective Crisis Communication
The following are several steps you can take to manage communication during a crisis along with important proactive considerations for future crises:
- Assess the situation and uncover its origin
- Identify the areas of greatest vulnerability
- Address claims in a non-confrontational manner
- Respond to allegations honestly without making premature promises
- Prepare generic messages of varying levels of intensity for use in future crises
- Identify the strengths and weaknesses of social media platforms during a crisis and prior to future crises
- Establish internal communication protocol in the event of a crisis
A skilled crisis communication professional can safely guide a client through a period of intense negative scrutiny, all while protecting the brand and minimizing short- and long-term damage. Advanced studies in an MBA in strategic communication provide you with the tools to excel in the complex role of a PR professional navigating crises.
Learn more about the Southeastern online MBA with a Concentration in Strategic Communication program.