Another 5 Keys to Concern in a Crisis Situation
February 22nd, 2010
In the older post we have write about first 5 keys for confronting a Crisis Situation. Now we try to write another five key to do :
1) To collaborate with the media
Although at times we cannot make public all the information that we have is important to maintain an attitude collaborator with the media and journalists. Not doing so can cause a very little favorable and a bad predisposition toward the company for a long time, even long after the crisis is finished. On the other hand, journalists can obtain information through other sources, not always reliable, and it would not be the first time that by not having information media published rumors from employees, suppliers or partners.
2) To verify the information published
The service of monitoring becomes a tool absolutely essential in crisis management. Get to know each and every one of the information published about the company will help us to redirect our strategy if it is necessary or to counter false information. We can also turn to journalists with which we have not yet contacted and that they have reported on the subject. In short, able to assess the impact of the information and make an analysis of the impact of the crisis in public opinion.
3) Attention to the Internet
Despite the difficulties that presents the network to know all the information and opinions there discharged, is very important to be attentive to this means of communication on the rise. An opinion against the company published in a blog can get to acquire a dimension greater than that of a story published in a national newspaper, if not taken the appropriate measures. A group of people devoted exclusively to control this means as well as collaborate with experts in communication with bloggers and Internet will be of great help to minimize the adverse information that can pour through the network.
4) Care with advertising on television
Given the case that the company is carrying out mass layoffs, confront a dossier of regulation, or suffering from a major crisis in which will be affected workers and/or customers, it is essential delete the corporate advertising on television, radio and newspapers. Although the planning of this advertising is made with long in advance and its elimination might mean a major economic loss, maintain would have an effect is totally harmful to the company, not only at the time of the crisis, but for a long time in the future.
Unfortunately, in recent months we have known several examples of this situation: while some companies were players of the front page of all national newspapers due to massive layoffs, on television could see corporate announcements on its values and philosophy.
5) Aid and professional advice
In a society in which the public receives thousands of impacts to the day, has direct access to information and is accustomed to decode all kinds of messages, count with professionals with expertise in communication is the best tool with which a company can count on to face a crisis situation. The constant relationship of these professionals with the media makes access to key journalists a lot easier and communication with the means more fluid. On the other hand, an agency of external communication can offer solutions from a somewhat more distant from that of the company, bringing a much more global. The experience that can make the agency in the management of cases of crisis is complemented perfectly with the knowledge of the mark and the company that can provide the department internal marketing and communication.
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