By Marta Gonçalves, Managing Partner of Say U Consulting
When faced with the complexity of the widespread crisis scenario we experience today, numerous companies have been considering more seriously the necessity to anticipate and adapt.
Nowadays, in order for a communication strategy to be sustainable in the long run it must necessarily establish a plan for crisis management. Companies need to acknowledge there isn’t an action void of risk and that it becomes crucial to create efficient and adequate responses to their chosen positioning.
In the future it is expected that the threats with a more visible impact in the reputation of an organization and on the public trust will have an external origin. This includes the constant documentation of less than transparent actions, or ones perceived as such, and the dialogue developed by companies and organizations through social networks.
When talking about social media, considered as a more informal means of communication and thus given less consideration, risks are numerous and the chances of retaliation by the public are increasingly visible.
Having a working crisis management plan in place means successfully completing a guide to all negative situations and highlighting possible threats. This includes designing strategies and considering who are the key employees in a risk minimizing process and in the development of a response for the media.
This crisis management plan must evolve in the same measure as the media. New media platforms have considerably reduced the response period as soon as a crisis is felt. Having a carefully constructed plan is a key element in order to achieve an advantage in any situation the organization might encounter.
The decisive factor in dealing with this persistent problem will be having the capacity to create reputation, thus accepting responsibilities, supplying regular and credible information, monitoring and including the public’s opinion and, more importantly, pointing clear objectives and the path to get there.