Knowledge - Special subject
Brand crisis and the role of PR
Business always exist the unpredictable risks, the larger the business, the higher risk, especially in the "age of information" - information spread like lightning.
Many businesses are not aware of all the risks should have been subjective in the business process, sometimes for life and forget the negative impact factors are simmering in the community, gradually turned into the cause of the outbreak of the crisis.
Risk management (pre-crisis administration) are functions to help businesses identify and solve the problems that arise are likely to cause significant impacts.
Good risk management helps business protect market share and create conditions to break, build brand image, has prevented the crisis could even turn risks into opportunities.
Depression often comes suddenly, unexpectedly and information often spread at a rapid pace. Meanwhile, business owners are easy to fall prey to ill-advised, given incorrect treatment, resulting in uncontrollable situation, causing widespread crisis...
In business, if you do not have the tools to listen, lack of "ear, eye," and lack of measures to prevent risks, the crisis is sure to come. Meanwhile, much less what brand also hurt. Even then turn defeat into victory, the victory of the crisis nor the glorious victory, not very proud of.
Crisis management scenario
Brand Crisis is a story that could happen to any enterprise. Therefore, enterprises should plan before construction preventative measures to resolve the crisis.
Crisis management is the responsibility of the persons working in PR in business, so they have to be professionally trained, know the risks identified and skills to prevent crises.
The mission of the PR department is to study the possibilities that may occur to prevent the crisis. Cannot predict everything, but as much as possible. PR people like firefighters, must prepare and backup solutions fastest fighting.
PR is a unit with primary responsibility for building system "listening tools" and control information for the enterprise. When a crisis occurs, the PR is the unit to "script" processing.
The first content required in handling the crisis scenario is a list of committee to resolve the crisis, including the indispensable two important character is the head of business and spokesman.
After consideration and agreement on plans to deploy, business should follow the process: Set up hotlines, standing between the company and members of the committee to resolve the crisis; Prepare logistics units to 24/24 when the problem occurs; Prepare the budget for crisis management process (note no more than saving principles in crisis); Emergency meeting and a brief training of human resources to address the situation from outside.
In crisis management scenario should clarify: Not silent nor avoiding the press, does not provide general information, meandering. Brands are increasingly popular as a lot of people interested, so when the incident occurred, the media will pay particular attention to providing information to the society.
So there will be many eager questions directly posed to business directors, if hastily answer likely occur errors. All information dialogue with the public should be programmed according to a certain strategy. Meanwhile, crisis management scenarios would be a process of dialogue with the press of business, customers, governments and communities.
The process of the brand crisis management
There is no one formula or standard procedure for all the brand crisis situations. Depending on the type of enterprise, the nature of crisis that the crisis scenario director deployment process. Here are some suggestions:
- Establish crisis management committee consisting of the board of directors, head of business legal, HR manager, safety officer and head of PR, where the head of the crisis. Director direct the processing head. Select a spokesman for the crisis.
- Willing to collaborate and share information with the press and the community through the media scenario was agreed before. Express your willingness to listen, cooperate and dialogue.
- In the process of resolving the crisis, there could be accusations from the government on the causes of crisis, business wish to clarify, however, should not be the spirit of litigation in this moment...
- Consistent implementation of spokesperson to act, to public notice the special attention to the work business going on, and to see consistency in the processing of business, to community see that things happen just phenomenal and not of the essence. Accordingly, business should not evade the spirit shown promise meandering.
- Isolation of information in solving the crisis. While business are handling the crisis in the Northern Region can also parallel as customer care program in the western region.
- Find allies from individuals and organizations create prestige and influence. An individual or organization capable of exerting influence with communities will help business keep up the reputation of the company in this difficult time. Be ingenious arrangement for information appearing on the market a beneficial way.
- Get the benefits of community-centered in action. Crises happen is a loss, but also a chance to prove himself business "clean" reputation with the community and the "loyal service" targeted customers.
- Take advantage of community (customers) centered in the course of action to resolve the crisis, ignoring small losses in order to protect the image and keep the beautiful location in mind the brand's customers.
- Rethinking the brand and draw lessons. After the crisis management program, consider the the brand, from identifying the customer's feelings. The new image should be carefully reviewed.
- In short, every business often have to live with many potential risks, and the risks will become a crisis. In particular, the newly listed stock, the story is more complex. This reality requires insight PR department to program a system to prevent risks and to respond quickly when a crisis occurs.
Source: BrainMark Consulting & Training / DNSG
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