Businesses commonly think of PR and marketing communications as positive attacking tools that proactively take messages to audiences, but they often don’t stop to think of the defensive function of communications in the event of an unplanned crisis.
The history of business is awash with stories of successful companies who folded suddenly because their reputation took a sudden hit when a crisis occurred. In almost all of these cases it wasn’t the loss of trust in a product or service that did the damage, it was the destruction of trust in the brand.
Nobody is immune to this. The biggest businesses in the world can be brought down practically overnight by an unplanned event that hits their brand, regardless of how successful they are or what positive properties those products and services actually have. Perception remains reality.
In our specialist sectors, aerospace, automotive, engineering and construction, businesses are particularly at risk because of the nature of what they provide. This is as true of a small lower tier component manufacturer or aftermarket specialist as it is of a top tier prime or integrator. If something goes wrong and it is traced back to your component or your services you had better have a cogent plan in place to deal with the media investigation, because otherwise the end result is likely to be catastrophic.
Being prepared to respond professionally to a crisis isn’t something to push out to the periphery and consider another day, it is a fundamental part of the planning and implementation of your campaign. It may not happen today or tomorrow, it may never happen at all, but if it does happen you can’t afford to be caught unprepared.
We work with companies to identify possible scenarios and plan a positive response to them in as much detail as possible, so that if the worst ever does come to the worst you have an appointed spokesman who is trained, confident and ready to deal with the media, with escalation procedures relevant to the event, so that you can be certain to say the right things at the right time, in the intense pressure and scrutiny that you will be under.
Handled professionally, responding well to the media spotlight in the event of a crisis can actually enhance the trust in your business and add value to your brand. Handled unprofessionally it can destroy everything you have ever worked to achieve.
To find out more about the crisis preparation services we provide, go to http://b2bpr.uk/services/crisis-preparation/