Staying Calm in the Storm
A recent, potential bout of bad press for one of our clients reminded me of the importance of developing a thoughtful, clear communication plan when a “bad issue” raises its ugly head.
Our client called us because there was a criminal investigation surrounding an employee at the workplace and it was going to be picked up by the local press. It happens; many companies are susceptible to this situation.
Luckily, our client is smart and good at what they do. They had handled the internal workings of the situation skillfully, they did everything right. But before the news hit the street, the client wanted to be prepared. They knew a lack of communication can create suspicion, resulting in rumors, confused employees and unhappy customers.
Together, we identified who needed to know about the incident, what they needed to know and how best to get that information to them, then we drafted messages for each of those audiences. For example, employees needed to know what to say if people, say friends or family, asked about the incident. Customers needed to know that the Company was aware of their potential concerns, that the situation was handled properly and that the Company’s commitment to quality service never waivers. And the press needed a statement confirming that the Company was conscientious and concerned. In addition, the positive reputation and practice of open communication added to the stockpile of goodwill this Company has, which helps in these situations.
There will be storms, but you can ready the ship. Prepare for bad news as far ahead of time as you can because you’re better equipped to ride it out when you are proactive and organized.
