Companies tend to thing their mission statement speaks louder than their actions, that their 5 year business plan covers all possibilities. In many ways it does… However, nowadays, the use of Social Media as a mainstream marketing tool has an quasi-instant response from the consumers. Viral videos, angry, and too chatty consumers, can spread the negative word a little fast, sometimes, too fast…
Clark Communications have PR principles that can positively influence a crisis.
1) The PR must gather all facts and answer the questions: Who, What, Where, When, Why, How, and What next.
2) Bring the situation under control if at all possible. Always protect the people and then, property.
3) Protect the reputation and the integrity of the organization.
4) Be pro-active in reporting poor news if necessary. If possible, do not allow another source to report the news first.
5) Perform an act of goodwill during or right after the crisis when and if possible.
6) Tell what you know and wait to have full scale information before informing anyone.
7) Have a crisis team ready for action.
It is important to closely monitor Social Media. With so many channels to cover, many organizations find it necessary to have a full time employee just for Social Media.
Be prepared!! Do have Crisis Management Plans for Social Media ready for implementation. MSG