Image crises, corporate crises, even personal crises get everyone. Companies, institutions and even celebrities are divided into those who have already experienced a crisis and those who are facing one. And no matter how well prepared for crisis management we are, we still cannot avoid it. Because it is a natural part of management.
Even companies such as Volkswagen (Dieselgate), Toyota (several million cars sent for servicing because of an accelerator pedal fault) or, more recently, Boeing (the 737 MAX plane crashes) have not been spared from crises. So how do we deal effectively when an image crisis hits?
The crisis communication management plan is based on 5 steps.
- Strike your breast
- Express remorse
- Repair
- Learn. Analyse and draw conclusions
- Apply (so that the situation does not occur a second time)
Today we present the first 2 steps, with more to come soon.
1. Strike your breast
This is a key point. You have just become aware of a crisis. It is extremely important to act quickly. Inform the relevant people (depending on the level of threat, also set up a Crisis Staff). Verify events as to whether your organisation is indeed responsible for the situation. If the facts prove against the organisation and have not yet come to light, assume that they will soon. This is the first element in building your organisation’s credibility. Don’t deny the facts. If those around you see you as acting dishonestly rebuilding trust will be very difficult.
2. express remorse
Show that you care, that you are not all the same. A case study analysis of crisis situations leads to one thing – expressing remorse and often admitting fault is key to building trust.
Dragging out situations, vague statements, avoiding answers, unwillingness to take responsibility – these are the most common mistakes that even the largest organisations make – this was not avoided by Volkswagen during Dieselgate and more recently by Boeing after two 737 MAX plane crashes that killed 346 people.
Use phrases like:
- The situation should not happen, this type of behaviour is against the behaviour and ethics of the organisation.
- We do not accept such behaviour.
- We regret the occurrence of this situation and will strive to ensure that no more similar events take place.
