How To Successfully Manage A Crisis …
I was reading an email today from Bulldog Reporter’s Winning PR Campaigns email. After detailing a recent Microsoft crisis situation, two simultaneous crises, in fact, the article broke down the “Secrets to Success”:
Secrets for success: Reach on as Miller offers more tips and explains why this campaign won Gold in Internet, Business at the 2008 Bulldog Awards for Excellence in Media Relations & Publicity:
1. Stay on top of emerging new-media tools that your customers are using to communicate with in the new-media environment—“Know what communications vehicles are available,” she says. “As more people get their news and information online, tools are emerging that allow you to communicate effectively. We’re lucky at Waggener Edstrom to have a whole division devoted to digital media. But our account people also have a passion for finding the tools that are taking hold. It’s not about the latest and the greatest. It’s about what’s having the greatest impact.” For example: “Twitterand blogs” are examples of effective new-media tools. “But we also use podcasts, webcasts and other tools that are super important.”
2. Reach out to analysts and other trusted third parties to develop relationships before a crisis strikes—“Know your trusted third parties,” she advises. “They can support your communications. What it comes down to is establishing ongoing relationships—because during a crisis, you can’t just pick up the phone for the first time. We establish ongoing communications with analysts, and others in the industry, by talking about the company and its history. This way, they are prepared for future incidences. We have a lot of ‘lessons learned’ conversations with analysts and those in the industry. We look at how we handled certain crises in the past and how we would handle them now. We also look to these analysts for insight and agreement.”
3. Eschew a “no comment” response: Provide immediate, transparent, real-time information in a crisis—“In a crisis, you have to establish immediate and authoritative trust,” she says. “The press and your customers must have confidence and trust that you are providing immediate, relevant information.”
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