The two fundamentals of crisis communication you cannot ignore

There are two fundamentals of crisis communication that can save a company’s reputation. Use them effectively, and audiences will understand your position. Ignore them and you’ll reap the negative media Thomas Cook is getting now. Read on to discover more…

I want to take a couple of minutes to dive deeper into crises. It’s essential to delve below the surface to identify some issues.

First, not many people run companies as big as Thomas Cook. Therefore, who can relate to a crisis in their business? Moreover, because of that, it is easy to believe, “Oh it will never happen to me.”  The type of tragedy now afflicting Thomas Cook may not hit your business. However, research shows size does not matter. Crises come in all shapes and sizes and can affect any business.

Being in business can leave you prone to a crisis. Why? Because we all have customers, staff, regulators and business partners. Anyone of those sources could stimulate an emergency at any time.

You may disagree, but this is the reality.

What are you trying to hide?

The second issue surrounds communication. In times of crisis, companies are judged solely by the quality of how they communicate. If you’re tardy and slow, they’ll think negative. If the public thinks your comments are confusing they will not trust you because they’ll believe you’re not in control of the event

If a company hides behind written statements, the audience will think “why is no one brave enough to show their face.” 

These are two basics of crisis communication.

So what’s the first step in managing crisis communication?

Get the basics!


TRT – The Media Training People

P.S Watch out for Blogs, videos and Tele-seminars on Crisis Communication in September.

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