Out of the blue, a crisis or issue can arise at any point for any business – from a single disgruntled customer letting off steam on social media to a full-blown product recall or a trust or reputational issue (remember the offensive Savill’s employee?), these things come in all shapes and sizes.
It’s a given that most businesses will have a full crisis comms plan which incorporates different off-page elements, but when an issue occurs, a company’s website should become the primary source of information for the public, the media and other stakeholders. The beauty of a website is that it is owned media – the business’s very own tool with which it can disseminate information into the world without any other parties necessarily being involved.
Social media is a crisis
Unfortunately, social media often takes centre stage for a number of reasons: it’s quick and easy for stakeholders to post their opinions and similarly efficient for the company in question to reply – sometimes unintentionally adding more fuel to the flames.
Whilst communication during a crisis does need to be direct, social media doesn’t often allow for a nuanced approach or an adequate word count to really do the job well. Of course, it can help amplify a message but it usually makes sense that the original version is in context on the business’s website with a reasonable explanation of the situation, not limited to 280 characters or similar.
Hosting the content on the company’s website is also a reminder about other areas of work, products, services, culture etc. that the business is well-regarded for – a more positive backdrop or frame of reference than might be possible on social media. So often, companies in these situations are vilified for one problem (sometimes seemingly minor in the case of the ‘M&S Colin the caterpillar cake’ gate) when actually customers are still happy to continue to deal with them on other fronts.
A Q&A document, hosted on the business’s website can be a simple but effective way to deal with the many questions that are posed during a crisis and can be used in its entirety via a link or in bite-sized chunks on social media if that is warranted.
How to deal with a crisis on social media is a blog post (or more!) in itself but it’s useful to remember that it usually pays to move the discussion or the issue/crisis off social media if possible. Some platforms will allow the account holder to hide customer comments without the individual being aware, which can give the business time to plan and respond before things get out of hand.
Continuing the theme of unwelcome comments, it’s obviously not good policy to silence customers but it can be helpful to pause the opportunity for people to comment on blog posts, customer reviews or other areas of the business’s website until the issue is resolved. And unless the team managing a site’s chat function have been briefed and are onside in the crisis, it can pay to turn off this function for a while too.
Video content
In ye olden days, a major crisis would have led to the company spokesperson doing the rounds of various broadcasters, all keen to get their piece of flesh. However, a business can now record their message and broadcast it to the world from the comfort of their own premises for a more timely reaction and a much less stressful situation for the spokesperson. And as the situation progresses, the business can continue to film as necessary – not solely making statements on air when the media come calling.
From a PR point of view, it may still pay to select appropriate media interviews to reach a wider audience and to help rebuild trust (hiding behind pre-pla