Facing a crisis: here’s what not to do

By Darren Gilbert

There are a number of things that you can do whenever a crisis occurs, be it online or not. Conversely, there are a few things that you can't do.

You don’t have a plan

You are sadly mistaken if you think you're never going to face a crisis. If you are at all involved in a business, the chances are very good that you will come across one. That doesn't mean that it will be a debilitating crisis. It could be a small one. But you will face one. Knowing that, not having a plan is irresponsible.

“We often don’t believe we’ll find ourselves in a crisis situation and don’t plan in advance. Trust us, it can happen,” writes Network for Good’s Iris Sutcliffe. “Before trouble strikes, assemble your crisis team. These are people who work well together and can deliver your message calmly and consistently.”

You don ’t own up

The best thing to do when you (or your company) have done something wrong is to admit it, and show that you want to make things right. Any hint of aggression on your part will be perceived negatively and could make the situation worse. In other words, you need to be calm.

South African PR expert, Janine Lloyd explains why : “There is a big difference between authoritative versus being aggressive. No matter how much advertising you spend with a media outlet, if you try to bully the media you will just be digging a bigger hold for yourself.”

If you can demonstrate that you want to fix things, you’re showing that you’re moving in the right direction. As soon as anyone sees that, they are more likely to forgive you than if you are not truthful. Yes, admitting that you’re wrong is tough. But don’t underestimate the power of being honest.

You try to hide

Equal to aggressive behaviour is the error of hiding once a crisis hits. This should be obvious. But that doesn’t mean that companies don’t do it. After all, it’s common to want to run away when something goes wrong. However, doing that is tantamount to not only admitting that you were wrong but that you don’t care enough to say it.

When a crisis hits, the public need to be able to contact you. Erica Conley-Komoroske of Amsterdam Printing writes, “Revisit your main contact page on your website. Does it include multiple ways for people to reach out, such as telephone, email, and a form (it should).” The main point here is to ensure that customers know that they have been heard.

Similar to responding in a calm manner when confronted by a crisis, once customers see that you are attempting to right your wrongs, they will be more forgiving. And is that that what you want - a little space to breathe and regroup?

What are your thoughts? What else should one avoid doing when a crisis hits? Tell us below.