Crisis is like an uninvited guest. It comes calling when you least expect it and is usually the source of a major headache. For a company, the first reaction on encountering a crisis is panic. If not dealt with appropriately, a crisis can seriously damage a company’s image in the eyes of the public, an image usually nurtured over several years. However, a well thought out crisis communication plan can help reduce the effects of a negative situation.
The first and most basic step in creating a sound crisis communication plan is to take into account every possible scenario which could lead to a problem, internally or externally. Can any of your services be contaminated or adulterated? Could any of your employees have an issue with the company? Can a shop floor worker have a potentially life threatening accident during the manufacturing process?
Every scenario, no matter how small, can explode into a potentially damaging situation for the company. It is important to share these probable situations with your communication advisors to enable them to adequately plan for the same. It is also important to identify and train a spokesperson to speak to the media in case of a crisis. Confidence must be reflected in all that the company says and does. Crisis or no crisis, it’s a business as usual.
Try and plan ahead. To cite an example, when Reliance was building its refinery at Jamnagar, the company ensured that the facility could withstand an earthquake of the intensity of 9 on the Richter scale. The foresight paid off, as the refinery survived a quake measuring 7 on the Richter scale.
Another way of looking at a crisis is to view it as an opportunity to learn and do better in future. After the worm contamination incident, Cadbury changed the packaging of its chocolate slabs to incorporate stronger, insect proof foil. This proactive method of handling a crisis paid off and the company emerged stronger from the situation. After all, the Chinese character for both crisis and opportunity is one and the same
3 Comments