Recently in a well-known internet forum one of the members posed the following question to himself: «Hello everyone, I am writing to you, once again, to ask for your help. I work for a company that has been involved in a financial crisis stemming from recent events.
As a result of this crisis, its image has been seriously damaged, both in the minds of its internal publics and public opinion. That is why I turn to you to see if you could provide me with web pages or bibliographic references and articles dealing with the issue of Communication Plans in times of crisis »
Let's go by parts, first defining some concepts as always:
- Crisis: it could be said that it is that change or event that alters the habitual rhythm of the company and that can negatively affect, in general, its image and public reputation and, specifically, its products, customers, employees, prescribers, etc.
So it could be said that the initial problem that arises is the resolution of a business situation characterized by altering the usual rhythm of the company and caused by a financial crisis.
What then to do to save this situation? How to implement what has been called the Communication Plan in times of crisis?
Before reaching such a situation, various strategies can be adopted such as:
- Good communication management, which will depend on the image that the media forge of the company. This aspect is important because in times of crisis the media can tend more to alarmism and rumor mill than in other times. Anticipate the crisis, through proactive and fluid communication meetings with certain targets: media, people and prescribing entities, institutional managers, opinion leaders in the sector and consumer associations.
Likewise, a Crisis Committee should be assigned to analyze the scope and design the Action Plan.
The appointment of the spokespersons and the implementation of a crisis detection system are also very important.
- Consistency with the message. Once the crisis arises, if appropriate, the Crisis Committee should meet and collect all the information related to the subject. Something that greatly helps improve external communication is the distribution of information internally.
Regarding the message itself, concern should be shown for the integrity and health of people (if there have been victims or affected). Secondly, unequivocally affirming that everything possible is being done to resolve the issue and something apparently as simple as highlighting the strengths or positive aspects and avoiding the weak or negative ones.
- What should not be done. Use lies or speculation, blame victims, heed rumors, want to face the crisis alone or authorize uncontrolled access to the media.
