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WHEN A CRISIS CROSSES YOU IN YOUR PLANS

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When a crisis crosses you in your plans

Any organization, firm or institution can meet with a crisis. A problem that threatens the interests of your company can emerge at the least expected moment. Here comes a crisis communication which is designed to avert the crisis and prevent the potential damage to the company´s goodwill, the loss of customers and business partners. Now it is time to proceed judiciously yet very quickly at the same time.

A critical situation gives rise to far in all those who are touched by it in any way. Your employees, business partners, shareholders as well as the general public – they all feel threatened. The fear generates mistruj and brings about irrational reactions, which is why attention has to be paid even to problems regarded as seemingly marginal in better times. Generally speaking, there is no universally acknowledged opinion as to which risks are still acceptable and which are already not. Nowadays, the consumers are ever more cautious and aktive, they unite in alliances, carry out tests, share information both among themselves and with the media which are only too happy to listen.

It is essential that they speak either positively or neutrally about your company. If negative information find its way to the Internet, they can be spreading further very quickly. It is necessary to act judiciously, yet without undue delay. If you have not had enough experience with the crisis communication, a public relations or communication agency can help. In the next article we will concentrate on whether and on what conditions to approach such an agency or not. Poorly managed crises deteriorate a company´s image, and the media tend to come back to them even after a number of years. A carefully prepared crisis plan can be of help, yet it is the relations with the employees, the general public, the shareholders and the media that you mainly need to rely on. Those relations that you have built up in tranquil and trouble-free times by means of an ongoing and open communication.

A well-managed crisis communication adheres to the following principles:

• Make sure your communication speaks in one voice. People to speak on behalf of the company must coordinate in advance what they have to say, so that they will not contradict one another.
• If words match deeds, the company will look credible.
• Give the media as much information as you possibly can. In doing so, stick to well-known facts. Do not speculate about the possible causes of the loss.
• If you cannot inform about the crisis itself, be prepared to provide at least basic information.
• Pay attention to all those who may be threatened by the crisis – your employees, their families, your business partners, the general public.
• Do not meet the media before you have gathered accurate information.
• Show you feel sorry about what happened and name steps to redress it.
• Provide comments and information even during a longer period after the crisis, as journalists may want to inform sequentially.

A well-managed crisis can ultimately bring some bendit

On January 15, 2009, an airbus A320 operated by US Airways, the fifth largest airline in the US, hit a flock of geese and two of its jet engines stopped working as a result. Captain Chesley B. Sullenberg kept his cool and managed to land the plane on the Hudson River. None of the passengers was seriously hurt. Thanks to a quick recovery from ice-cold water and the subsequent care of the passengers, there is no doubt it was a well-managed crisis. The news of the accident flew around the world. The US Ministry of Homeland Security and the Federal Aviation Authority confirmed in a timely manner it had not been a terrorist attack, which reassured the general public. US Airways have become the famous airline, and even though it had not been rated too well previously in terms of the passeger care, now many people keep coming back to them. It has provided a proof it can take care of their passengers. Michael Bloomberg, a mayor of New York and David Paterson, a New York State governor, have publicly applauded the captain´s professionalism. Computer games inspired by this event are being developed, and Tom Cruise has already spoken out he would take the role of the pilot, B. Sullenberg.

US Airways could hardly have wished for any better public relations. Any company can meet with a crisis, and when it happens the result depends a lot on how they can handle it.

The above article has been compiled by PR 1 agency specialists and consultants.

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