HOW TO RESPOND WHEN A CRISIS HITS

@alannabanks

alannabanks@gmail.com

An event that threatens or could threaten to harm people or property, seriously interrupt business, damage reputation, and/or negatively impact share value.

Act quickly and

proactively

5 PRINICIPALS OF CRISIS COMMUNICATION

SincerePromptInformativeCommunicativeEmpathetic

BE SINCERE

Don’t lie!

Be honest in your response tothe crisis.

BE PROMPT

If you don’t respond quickly rumour and speculation will fill the void.

Sitting silent says:I’m cluelessI don’t careI got caughtI’m hiding something

BE INFORMATIVE

People want answers.

How are you going to solve the problem.

BE COMMUNICATIVE

Allow for two-way communication.

Give your audience an outlet to provide feedback, ask questions, vent.

This helps win loyalty and cooperation from stakeholders.

BE EMPATHETIC

Show people that you actually care.

Have a heart and communicate that.

Be Sincere

Michael McCain wasted no time getting out in front of the media and telling the company’s side of the story.

Be Prompt

• Publicly apologized

• Recalled all 220 packaged meats produced at the affected plant.

Be Informative

• "We believe it is important to take these broader preventative actions to respond to this situation promptly, comprehensively, and in the best interests of our consumers” (August 20th news release)

• "We know this has shaken consumer confidence in us. Our actions will continue to be guided by putting their interest first" (August 23rd news release)

• "Our actions are guided by putting public health first." (August 24th news release)

• "We remain steadfast in our belief that our actions must continue to be guided by what is in the best interests of public health" (August 25th news release)

Be Communicative

Be Empathetic

"Going through the crisis there are two advisers I’ve paid no attention to. The first are the lawyers, and the second are the accountants. It’s not about money or legal liability, this is about our being accountable for providing consumers with safe food."

“This is a terrible tragedy. To those people who have become ill, and to the families who have lost loved ones, I want to express my deepest and most sincere sympathies. Words cannot begin to express our sadness for your pain."

Discussion

Took responsibility

Placed public safety above profit

• Completely open about what happened (Be sincere and Be informative)

• Acted quickly and immediately recalled 31 million bottles (Be prompt)

• Sought measures to ensure this would never happen again (Be empathetic and Be informative)

• They took on a short-term cost in the name of consumer safety (Be empathetic)