Imagine this: things are ticking along nicely and then, out of nowhere, a crisis hits!
The reality is that it could happen to any organisation and it could be absolutely anything! From a team member making a bad decision, a workplace accident, a product recall, a customer complaint gone viral, or even a natural disaster disrupting your supply chain. Whatever the cause, the impact can be felt fast, both behind the scenes and in the public eye.
And while your instinct might be to focus on fixing the problem internally, what you say (or don’t say) to the outside world can have a huge effect on how your brand comes out the other side. Done well, crisis communication can protect or even boost your reputation. However, if done badly or not at all, it can make a tricky situation far worse.
At the Inspiration Agency, we help brands navigate these moments with confidence. And while you can’t always predict what’s around the corner, you can be prepared.
Let’s walk through some key steps to help you stay in control when the unexpected hits.
Step One: Have a Plan (before you need one)
You don’t want to be writing your crisis plan in the middle of the storm. Instead, set some time aside now to work out the who’s who and what’s what:
- Who takes the lead?
- Who talks to the press?
- Who signs off on responses?
- Who most certainly shouldn’t be posting on social media about it?
Once you’ve mapped out your team, go one step further: and write down the steps to be taken and make sure everyone knows.
Step Two: Don’t Let the Story Run Without You
In a digital world, news travels fast. And if you don’t take control of the narrative, someone else will; be that a journalist, a customer or a keyboard warrior on social media.
That’s why speed matters.
Gather the facts quickly and once you’ve got a handle on the situation, communicate clearly and openly. Even if you don’t have all the answers yet, it’s better to say “We’re aware, we’re investigating and here’s what we’re doing,” than to stay silent.
But, further than that, don’t put something out and then go silent. Keep the updates coming across your website, social media, press channels and internal comms. Transparency builds trust, and staying quiet can leave room for confusion and let the rumour mill run wild.
Step Three: Be Human and Say Sorry.
When things go wrong, people want to know that someone cares and be assured that you’re not just trying to cover your back.
So don’t be afraid to show empathy. If people have been affected, acknowledge it. If something has fallen short, take responsibility (where appropriate). Saying “We’re sorry this happened” doesn’t mean admitting full blame, it means you understand the impact and you’re taking it seriously.
The goal here isn’t to be perfect – it’s to be real and human.
Step Four: Stay Agile
Crises don’t follow a script. Public opinion can shift quickly, especially on social media. What felt like the right tone at 9 am might feel all wrong by lunchtime.
So, keep your ear to the ground. Monitor the reaction, check the comments, talk to your team, and be ready to adapt your messaging if needed.
Once the dust settles, review how it all played out. Think about what worked well, what could’ve been better and use that to fine-tune your future plans, but remember: no two crises look exactly the same.
One Last Thing… Don’t Bury Your Head in the Sand
If there’s one golden rule of crisis comms, it’s this: ignoring it won’t make it go away.
The quicker you acknowledge the issue, the quicker you can start building trust again.
Preparation, honesty and clarity go a long way. And if you’re ever unsure what to say or where to start, that’s where we come in. We help brands of all shapes and sizes stay calm, stay strategic and stay one step ahead when things don’t go to plan.
If even reading this blog makes you break out in a cold sweat thinking that it all seems like a lot to think about and do, especially in a crisis – don’t fear…we offer a full Crisis Communications package to help you plan for and deal with this situations. Get in touch today to find out more!