Is Your Crisis Management Plan Pro-active?
In the past two years, our social and political climate has become volatile. Initially, that volatility was mostly focused on the government, both current and potential. Its expansion into commerce has now begun and it is not only a good idea to be prepared but an essential one.Crises can come in many forms from natural disaster to company accident. It can also come seemingly out of nowhere or may escalate from a minor incident that snowballs from viral interest on the web. Here are 5 simple steps to put together a proactive crisis management plan.
Step 1: Have a Plan
If you don’t already have a crisis management plan for the big disasters, look into that immediately. There are several crisis management companies in Boston and D.C. and your own hometown that can help you save your company before, during, and after an incident.
If you do have a crisis management plan that has been created in-house or hasn’t been reviewed in the last year, brush it off and examine it to make sure that it takes into account the advances in how people are communicating.
Step 2: Shortlist the platforms of relevance
Relevant platforms: Twitter isn’t the be-all and end-all anymore. Younger social media participants are looking elsewhere for news. Twitter used to rule the game of information dissemination, and they might be on their way back up, but forecasts don’t support that right now.
Find out what platforms your target demographic is using and start building a presence there so that when a problem arises, you have the following that can help you mitigate the issue.
Step 3: Listen, Socially!
Social listening: Having both human and data listeners keeping an ear to what’s being said about your organization on social media is not only smart, it’s crucial. Social media listening can be a very early warning that something has or is about to change that can affect the perception of your brand.
With social media listening, you can jump in and save a problem before it ever gets traction.
Step 4: Watch out for Indicators
Fake news: Yes, it’s becoming an almost comical buzzword, but it can become a problem for you. Not in the sense that your company can fall victim to a completely erroneous report from a major news outlet or the butt of a joke on a satirical or parody website. What we’re talking about here is a more insidious form of “fake news”. So-called “news” that is spread in the form of rumor rather than publication.
For instance, if a high-level influencer were to say or share something that tarnished your organization’s reputation. Then again, there are fake news stories that are published that hit even small businesses like the restaurant at the center of Pizzagate.
Live stream videos: These videos are perceived as absolute authenticity and transparency by those that view them. In a sense they are, but they often don’t tell the whole story. That doesn’t matter to the viewer who believes that because it is happening in real time, it must be the whole story. This isn’t the viewers fault – the act of watching it live heightens emotions – but it might be your problem if your company is what’s being watched.
Crisis management companies recommend that companies have a plan in place to mitigate live stream video incidents and, even better, use live stream themselves to show a commitment to transparency on their end.
Step 5: Have a response and contingency plan
Making sure every contingency has a plan that will work is a tough job, one that is more effectively done by professionals that already know what to look for, what works, and what doesn’t.
Credibase has listings for the most experienced crisis management companies in New York, Boston, and the cities nearest you. Search our listings for those crisis management companies that have experience in your industry.