From data breaches to being called out by the #MeToo movement, countless companies have found themselves in the spotlight recently for the wrong reasons. The power of social media and a 24/7 news cycle make ignoring a potential PR crisis costly, and next to impossible. And once damaged, a good reputation can be difficult to recover.
“While a company may not be able to completely inoculate itself against a future crisis, it can take steps to minimize the chance it will devolve into a public relations disaster,” said BPR President Anne Buchanan in a recent PRGN blog post that stressed the importance of planning, training and a rapid response.
What are some ways companies can plan ahead to prevent a crisis? The team at Buchanan Public Relations offered these tips.
“Don’t schedule social media posts, or, be cognizant of them if you do. When a big disaster strikes, that post you scheduled on planning the perfect backyard BBQ suddenly appears insensitive.” – Lauren Force, Account Coordinator
“We have so many examples today of organizations involved in a PR crisis, such as last year’s United Airlines debacle. Companies can use these examples to develop a training plan to educate employees and prepare for a similar crisis of their own.” – John Reynolds, Senior Account Executive
“Include your PR people in almost everything from the beginning. Don’t bring us into the process late. We’re trained to look at things from every angle and wonder, “How would people feel about this?” Too often, we’re brought in after the brainstorming meeting, the approvals process and the creative is complete and it’s “too late” to change (note: it’s never too late). By including your PR team from the beginning, you can often avoid most missteps.” – Nicole Lasorda, Vice President
“Maintain good values and ensure those qualities are reflected in those you hire. From the top down to the most junior employee, having well-trained employees with good moral compasses will keep a scandal from ever occurring.” – Katie Byrne, Account Coordinator
“While it’s impossible for any company to prevent all crises, there are ways to minimize the chances of one happening – triple-check all messaging to ensure nothing can be misconstrued by the public, foster inclusive environments, regularly review workplace policies and continually ensure measures are taken to keep sensitive information secure, just to name a few. And of course, having a proper plan in place should a crisis happen can help to lessen its impact. It’s like carrying an umbrella when the forecast calls for a chance of rain – it always seems it’s less likely to happen when you’re actually prepared.”– Megan Keyohane, Assistant Vice President