🔏Writing for Public Relations Unit 4 – Crisis Communication in PR

What's Crisis Communication?

• Specialized area of public relations focused on protecting and defending an individual, company, or organization facing a public challenge to its reputation
• Involves the communication of information by an organization to its publics during a crisis or negative event
• Aims to minimize damage to the reputation of the organization and maintain public trust and confidence
• Requires quick, accurate, and consistent communication to various stakeholders (employees, customers, media, government officials)
• Deals with unexpected events that have the potential to generate negative outcomes for an organization
  • Can be caused by natural disasters, industrial accidents, product failures, or management misconduct
• Effective crisis communication provides updates on the situation, addresses concerns, and outlines steps being taken to resolve the issue
• Utilizes various channels such as press releases, social media updates, interviews, and press conferences to disseminate information

Why It Matters in PR

• Crises can significantly impact an organization's reputation, credibility, and bottom line
  • Negative publicity can lead to loss of customers, decline in sales, and damage to brand image
• Effective crisis communication helps mitigate reputational damage and maintain stakeholder trust
• Timely and transparent communication during a crisis demonstrates accountability and responsibility
• Proper handling of a crisis can even enhance an organization's reputation by showcasing its values and commitment to its stakeholders
• Inadequate or mishandled crisis communication can exacerbate the situation and lead to long-term negative consequences
• In today's fast-paced, digital media landscape, organizations must be prepared to respond quickly and effectively to crises
• Crisis communication skills are essential for PR professionals to protect and maintain their clients' reputations

Key Elements of Crisis Comms

• Preparation: Developing a comprehensive crisis communication plan before a crisis occurs
  • Identifying potential crisis scenarios and creating response strategies for each
• Speed: Responding quickly to a crisis to control the narrative and prevent the spread of misinformation
• Accuracy: Providing factual, consistent, and up-to-date information to maintain credibility
• Transparency: Being open and honest about the situation, acknowledging mistakes, and outlining steps to address the issue
• Empathy: Showing concern and understanding for those affected by the crisis
• Consistency: Ensuring all communication channels and spokespersons deliver the same message
• Monitoring: Continuously monitoring media coverage and public sentiment to adapt the crisis response as needed
• Evaluation: Assessing the effectiveness of the crisis communication efforts and identifying areas for improvement

Crafting a Crisis Comms Plan

• Identify the crisis communication team and their roles and responsibilities
• Conduct a risk assessment to identify potential crisis scenarios
• Develop key messages and talking points for each scenario
  • Ensure messages are clear, concise, and consistent across all communication channels
• Identify and train spokespersons who will communicate with the media and public during a crisis
• Establish a clear chain of command and decision-making process for crisis situations
• Create a contact list of key stakeholders, including employees, customers, media contacts, and government officials
• Develop a system for monitoring media coverage and public sentiment during a crisis
• Establish guidelines for social media use during a crisis
• Plan for post-crisis communication and reputation recovery efforts

Message Development During Crises

• Focus on the key facts and information that need to be communicated
• Use clear, concise, and jargon-free language that is easy for the public to understand
• Address the concerns and needs of the affected stakeholders
• Show empathy and understanding for those impacted by the crisis
• Acknowledge responsibility and outline steps being taken to resolve the issue
• Provide regular updates as the situation evolves
• Adapt messages based on feedback and public sentiment
• Ensure consistency across all communication channels and spokespersons
  • Develop a message matrix to ensure consistency and accuracy

Channels and Tactics for Crisis Comms

• Press releases: Official statements distributed to the media to provide updates and information about the crisis
• Press conferences: In-person or virtual events where spokespersons address the media and answer questions
• Interviews: One-on-one or group interviews with journalists to provide more in-depth information and perspective
• Social media: Platforms (Twitter, Facebook, Instagram) used to provide real-time updates, address concerns, and monitor public sentiment
• Website: A dedicated crisis response page on the organization's website to provide comprehensive information and resources
• Email: Direct communication with key stakeholders, such as employees and customers, to provide updates and support
• Hotlines: Dedicated phone lines set up to handle inquiries and concerns from the public
• Advertising: Paid media (print, broadcast, digital) used to communicate key messages and information to a wider audience

Case Studies: Wins and Fails

• Tylenol (Johnson & Johnson) tampering crisis (1982)
  • Win: Swift recall, transparent communication, and introduction of tamper-resistant packaging
• BP Deepwater Horizon oil spill (2010)
  • Fail: Slow response, downplaying the severity, and insensitive remarks by CEO
• Pepsi's Kendall Jenner ad (2017)
  • Fail: Tone-deaf ad trivializing social justice issues, slow response to backlash
• KFC's "FCK" apology (2018)
  • Win: Humorous and honest apology for chicken shortage in the UK
• United Airlines' passenger removal (2017)
  • Fail: Initial response downplayed the severity and lacked empathy
• Starbucks' racial bias incident (2018)
  • Win: Swift apology, nationwide store closures for racial bias training, and long-term commitment to diversity and inclusion

Ethical Considerations in Crisis PR

• Honesty and transparency: Providing accurate and truthful information, even if it may be unfavorable to the organization
• Responsibility: Acknowledging the organization's role in the crisis and taking steps to address the issue
• Respect for privacy: Protecting the privacy of individuals affected by the crisis, especially in cases involving sensitive personal information
• Fairness: Treating all stakeholders equally and avoiding favoritism or discrimination
• Integrity: Maintaining high ethical standards and avoiding deceptive or manipulative tactics
• Accountability: Being willing to accept the consequences of the organization's actions and decisions
• Consideration of public interest: Prioritizing the well-being and safety of the public over the organization's own interests
• Professionalism: Maintaining a high level of professionalism and adhering to industry codes of ethics and best practices