1. Have a strong leadership

Leadership can have a direct impact on the outcome of a crisis. Think about the numerous countries around the world and their response to the ongoing Covid-19 situation.

Some with strong leaders are prepared to take decisive action, and they have fared better than others. Similarly, in terms of a reputational crisis, you need the leadership team of a company to be prepared to act and lead from the front.

2. Own the story

The normal course of action, when faced with a developing situation, is to gather the relevant role players and all the data and information to hand.

The challenge is that it is very possible that the story (possibly an incorrect version) is already out there in the media or on social channels. We live in a world of a rolling 24-hour news cycle, which sees news travel globally in a second.

Sadly, though, this ability to share does not always equate with the ability to share the facts. This makes taking command and maintaining control much harder for organisations.

This is why you need to ensure that once any agreed communication has been developed, it gets approved and sent out (either proactively or reactively) as quickly as possible. 

3. Take proactive action on behalf of those affected

While accidents happen and things can go wrong, it's vital to show concern and care for those involved. You should immediately be able to explain what you know (even if all you can say is that you're investigating), and ultimately what you are doing to put things right.

This can include speaking of your commitment to make sure that it doesn't happen again. 

4. Provide clear, proactive and continuous communication

There are always multiple stakeholders to consider, and they all have different needs. Customers and clients want to know how this will affect their service delivery.

Employees may be asked questions by family and friends and so they need to know what is happening. And, as mentioned above, the media can be a great ally in helping to get the story out there in a controlled manner.

Often, clients are concerned that the media will be 'out to get them'. But this isn't the case. The media wants the story and they want the facts. Of course, you may never have as much information as you want, but keeping the media informed can help to maintain your reputation.

5. Have well-trained spokespeople and management teams

Being a spokesperson for a company is a big responsibility. This is because you are in many ways a guardian of reputation. You do, however, have the ability to be in charge of the situation if you are adequately trained.

There are specific techniques that adept spokespeople use to ensure that the conversation centres around the narrative they want to get across. You should never lie and never say 'no comment'.

The latter is a wasted opportunity to get your message across. While getting these elements right can be daunting, working with an experienced PR agency means that you will have the best advice during a crisis.

This includes:
  • mapping out possible scenarios
  • running risk assessments with suggested approaches
  • developing messaging, or
  • training your spokespeople.
While a crisis cannot always be predicted and planned for, you can maintain and possibly even boost your reputation with the right approach to it.

For more information, visit www2.hkstrategies.com. You can also follow Hill+Knowlton Strategies South Africa on Twitter or on Instagram.