Crisis communication is mainly characterized by the existence of a crisis situation, in which an unexpected event threatens to disrupt the activities of an organization. A distinction is made between an incident or a crisis.
The difference between an incident and a crisis
An incident is a one-off event with a small chance of recurrence and there is a certain degree of control. A crisis is a situation in which an organization's business operations or reputation can be directly damaged.
A crisis is characterized by high time pressure, high emotional charge and a lot of media attention. A crisis requires immediate action and solution. The crisis poses a financial threat, but it can also threaten an organization's reputation.
What is crisis communication?
Crisis communication refers to a special type of communication aimed at informing and interacting with all those involved. It is both an instrument to get and stay in touch with those involved during a crisis.
But it is also aimed at preserving and restoring the reputation of either an individual or an organization involved. Crisis communication is then a tool to protect and maintain the reputation of an organization or individual. After all, brand identity is one of the most valuable assets of an organization. One of the crisis communications team's main goals is to protect brand identity and maintain the organization's strong position within the industry.
The purpose of crisis communication
Crisis communication is therefore the collection, processing and distribution of information that is important to tackle a relevant crisis situation. The aim of using crisis communication is to limit the escalation of the crisis situation and the associated material and immaterial consequences. Providing those involved with the correct information as quickly as possible is essential. This preferably happens in crisis communication before and as soon as the crisis presents itself.
In situations where society is concerned and on the verge of disruption, crisis communication is a very important way to normalize the situation. The organization involved in the situation must meet the social information needs of the people affected by this crisis.
What types of crisis situations can arise?
A crisis is said to be a sudden and often unplanned event that can cause major disruptions in the organization. And a crisis can affect any organization. Consider, for example, a company fire, serious accounting fraud or problems with IT security. But also, for example, a digital criminal attack on the company network, a mistake by a director, a media investigation or poor product quality. These are all examples of situations that can damage the reputation of a company.
The rise of social media makes the risks even greater. Information that you might want to keep internal is immediately available on the street. During a crisis you often only have a few minutes to think everything through. Considering everything in advance makes you stronger when it matters most. Good preparation can also have a preventive effect. Weak spots in your organization are exposed and you still have enough time to do something about them.
A number of categories can be distinguished when it comes to crises. And each category requires its own approach.
- Nature: disruptions in the environment and nature can lead to a crisis. Such events are generally beyond human control. Examples include: tornadoes, earthquakes, hurricanes, landslides, tsunamis, floods and droughts, all of which result in natural disasters.
- Technology: a technological crisis arises as a result of failure in technology. Problems in the general systems lead to this. Faulty machines or factories, damaged software or a criminal attack on a network can all lead to a technology crisis.
- Confrontation: Such a crisis arises when there are conflicts within the organization. Individuals disagree with each other and ultimately engage in unproductive actions such as boycotts, indefinite strikes, and so on. In such a crisis, employees often also disobey their superiors; they give them ultimatums and force them to comply with their demands. Internal disputes, ineffective communication and lack of coordination lead to a confrontational crisis.
- Organizational misdeeds: such a kind of crisis arises when management makes certain decisions knowing the harmful consequences that may occur for stakeholders. In such cases, executives ignore the consequences of strategies and implement them to achieve quick results.
- Bankruptcy: A crisis also arises when organizations fail to pay their creditors and other parties. This lack of resources leads to a crisis in most cases.
- Rumors: false rumors about the organization and brand can also lead to a crisis.
Crisis communication: tips for good preparation
Under pressure everything becomes fluid and this is certainly the case during a crisis. One crisis is not the same as the other and of course every situation requires a slightly adapted approach. Also when it comes to communication strategy.
Yet there are a number of golden rules that you can apply anytime and anywhere. As a communications manager, they provide guidance during stressful, busy and chaotic moments where you are expected to keep a cool head.
1. Develop scenarios into a crisis plan
As mentioned, it is characteristic of a crisis that it comes at you unexpectedly, quickly and overwhelmingly. There is no time to sort things out and determine a strategy. By ensuring proper preparation, this is not necessary at all, because then you are ready for what can happen at any time.
An excellent way to put this into practice is to draw up a detailed script in which communication also plays a major role. Include in this crisis plan the most important possible scenarios that you can think of in advance. What do you do in the event of fire, accidents, problems with suppliers, customers or staff? And what do you do in case of reputational damage or escalations on social media?
By thinking through and developing these scenarios in advance in a multi-disciplinary team, everyone knows what needs to be done, when it needs to be done and how it needs to be done. Of course, there are always unexpected situations or issues that can escalate in a short time. But the fact that you have some basic scenarios ready works to your advantage.
2. Divide and record tasks and responsibilities in a crisis team
Crisis communication specialists must be able to make decisions quickly. After all, a quick and effective response is needed in an unstable situation. Come up with alternative plans for the smooth running of the organization. And ensure effective coordination between departments.
It is up to management to provide sufficient substantiated information. And it is up to the communications manager to filter this information and convey it to the stakeholders in a clear manner.
Setting up a crisis communications team consisting of management, communications and, for example, a consultancy firm, is the tip here.
Crisis communication during a crisis: tips to get started efficiently
1. Activate the crisis team
As soon as a crisis presents itself, you activate the crisis team. You divide the communication responsibility among the various stakeholders. Make sure that someone from the crisis team is always available.
As a crisis communications team, it is very important that everyone conveys the same clear message. Short and sweet, but always with the same content. For example, it should not happen that the communications manager sends a message out into the world. And that, for example, a manager or board member then comes out with other information.
2. Focus on 'fact finding' or 'sense making'
In the first phase of crisis communication, it is important to find out exactly what is going on. What do we know and what don't we know? This is the basis for consistent reporting and credibility.
In crisis situations, fact finding can often be difficult. There are many questions and there is internal and external pressure. But it is precisely by asking many questions that 'fact finding' gets underway. You can rely on both internal and external experts for this information collection. Finally, it is important to ask further questions about the information that comes in. 'Fact finding' is crucial to arrive at a consistent story.
Tip: Don't panic or spread rumors. Be patient. And avoid cramping.
3. Respond as quickly as possible with a (holding) statement
Time is precious and this is of course no different in the case of a crisis. Sitting back and considering things is actually not possible. By responding quickly and quickly, you demonstrate that you take the crisis and everything it entails seriously. And that your organization is actively looking for solutions.
That is why you must take action as soon as possible in a crisis situation and send a message from the organization. It is completely normal that the full extent is unclear in the first hours. But just admitting that there is a crisis situation and that it is being addressed does wonders for perception.
Make sure you are visible. This saves you time. And by saving that time, you prevent conflicting stories from circulating. That can lead to tensions, because you have to communicate with many parties. Doing nothing, even in the first busy and chaotic hours, is not an option.
As an example, consider the Turkish Airlines air disaster in February 2009. It was not until three hours after the accident that a press conference invested. Meanwhile, reporting had long since started via (social) media, including images of the disaster. Because a press conference takes place relatively late after the accident, incorrect reports were also in circulation. By making a statement quickly, you avoid unnecessarily difficult and uncomfortable situations.
4. Put compassion and care first and engage in conversation
Show in your reporting that you sympathize, but be careful about this. Show compassion for the victims and injured parties. Recognize the nuisance and name the sadness. These are important elements for acceptance and trust. Don't criticize anyone. Put yourself in the other person's shoes and show compassion.
Don't ignore external parties and key customers during a crisis. Come out, meet them. And if necessary, ask for their help.
Don't ignore media and journalists. Do not allow employees to have direct contact with journalists, but appoint a press spokesperson or external communications specialist who will inventory questions and contact details and stay in touch. Even if the answer is that you have to figure things out.
5. Speak the truth
A crisis situation is not easy for anyone involved. However, it does not help to disguise things or to use a white lie. The truth always comes to light and then trust is completely lost.
We don't have to tell you that this only encourages further escalation of the crisis. A single lie can make the rest of the story, even if it is truthful, collapse like a house of cards.
6. Visualize and demonstrate the action
Show in your communications what has been done so far and which organizations are involved in the situation. Which studies do you use, which experts do you engage?
7. Offer perspective
Finally, it is important to provide perspective in crisis communication. Indicate what progress is expected, what measures are already in place and what is being done for prevention. Show how you will handle the situation (better).
You learn by doing
Everyone knows the fire drills that take place on a regular basis. The aim of such exercises is to ensure that everyone involved is prepared for their task. When we talk about crisis communication, this is actually not that different.
By practicing certain scenarios, you will quickly notice what goes well and what goes less well. This allows you to adjust the entire script in time if it is really necessary.
And have you been through a crisis? Then take a closer look at the communication strategy and analyze it. You can only learn from it for next time, although of course you hope you never need it again.
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