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Not long ago, having a crisis communication plan meant writing a press release and ensuring someone was available to speak with the media after an event occurred. Today, with the proliferation of communication channels, and the countless amounts of users empowered to disseminate information so easily and quickly, the complexity of controlling a crisis has intensified.
A simple miscalculation of the public’s attitude towards an issue can spark a caustic controversy that, if mismanaged, can result in loss of profits, litigation or government intervention, job loss, decreased employee morale, reputation damage, or decreased trust in management. In a world where headlines can travel as far and fast as technology allows, proper risk assessment, pre-crisis planning, and monitoring public sentiment are critical to maintaining a strategic advantage.
“In a world where headlines can travel as far and fast as technology allows, proper risk assessment, pre-crisis planning, and monitoring public sentiment are critical to maintaining a strategic advantage.”
It’s impossible to predict the future, but there are some scenarios that occur commonly enough that you can start to build preventative communication plans around. Working closely with our clients, we identify the most likely crisis scenarios and put a clear plan in place to address them when needed.
The most important step in any crisis communication plan is the preparation. Having a solid plan in place for dealing with potential crises helps to minimize mistakes and allows you to get ahead of the problem.
Pre-crisis planning includes:
- Identifying key stakeholders
- Training company spokespeople to deal with the media
- Preparing fact sheets on the company, products, and services
- Identifying media targets for any statements
Monitoring Public Sentiment
While prevention is the best way to avoid a crisis, media monitoring is a close second. By closely keeping an eye out on public sentiment, we can identify potential issues before they escalate. Utilizing industry-leading tools like Cision, Critical Mention and more, we keep track of the perception of your brand and flag any threats or trends that should be addressed in real-time.
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At Zozimus, it’s important to us that we achieve great results, while still maintaining authenticity and thorough strategy for your brand. Our team is committed to working hard to make your dreams come true, while not taking ourselves too seriously in the process. We’re ready to dive into your next campaign together.