Business owners and entrepreneurs usually have their eyes on the success of their operations and revenue, and sometimes, a crisis is not on their radar. How a business handles a situation can be a ‘make or break’ scenario for future growth and success. Ideally, having a public relations (PR) professional on staff or available for hire can help mitigate any issues. Still, the budget may not allow that consistent presence with some small businesses and start-ups. There are times when a crisis is unavoidable, and I hope this blog offers some tips and guidance on navigating your business operations and branding after the “storm.”
- If you are a business that employs others, life comes first. Make sure your team and their loved ones are safe. Try to offer any resources or assistance you can to help them recover if needed. This doesn’t have to be monetary; sometimes, just checking in and offering help with cleanup or time off for them to get things in some order is enough.
- If you are a one-person operation, understand the trauma and impact the crisis may have on others. While you may be ready to open your doors for regular business, your audience might not be in the mindset to welcome that. Sharing empathy is vital in times of crisis.
- Once you know your team is safe and have started reopening your operations, designate a spokesperson for your organization. This will allow your target audience to understand where information is coming from and offer consistency.
- Designate your communication channel. There can be more than one, and some examples include your website, emails, or social media profiles. By sharing the same messages in several places, you give greater access to information to your audience. Some people may only check your website, while others may look for emails or scan social media. Once you commit to one or more of these channels, you must consistently use them.
- Communicate clearly and concisely about your operations and any resources you may have available. This includes to your existing clients/customers and anything that could assist the community in recovery if the crisis impacted a large area.
- Create a messaging schedule. This is especially important if your business offers a vital service that has attracted media attention. News media is less likely to speculate on a situation’s impact if they know they will receive regular updates.
- Be transparent with your audience. Your clients and customers don’t need every minor detail, but it is essential they don’t feel you are hiding something.
Conclusion
Having a public relations professional is not only important during the good times for a business, but they are especially critical during times of crisis or challenge. Whether you have a PR pro on your staff or work with an agency or consultant, having someone guide you through the tough times is vital. Hopefully, having that person in place before any crisis occurs will help a business avoid or minimize the impact that could happen. PR professionals are trained to keep their eyes on the horizon and assist with any impending issues. They monitor trends and possibilities to guide their business or client on a path that avoids the crisis altogether or minimizes the impact.
There are times when a crisis is inevitable. In such situations, the role of your PR professional becomes even more crucial. They are there to guide and assist in the response and reaction to the crisis.
Ideally, every business will have a crisis plan that outlines the process and detailed steps to take should a crisis occur. It should be reviewed annually and updated as necessary since times and trends change year over year.
I would love to assist you with any crisis planning; contact me today for more information!