A strong corporate reputation is recognised as a valuable asset, one which takes years to build, and requires constant nurturing to maintain. A crisis, whether a product safety scare, an environmental incident, labour relations, management scandal or online attack, puts that reputation to the test. The outcome can be devastating; but it doesn’t have to be.
Rigorous preparation is the most important factor in protecting the corporate reputation in the event of a crisis. More than that, research shows that thorough preparation actually reduces the likelihood of a major crisis happening in the first place. This is because the preparation phase highlights flaws and vulnerabilities that can be addressed, and creates a heightened sense of crisis awareness and vigilance that acts as an early warning system to snuff out potential crises before they escalate and emerge. So engaging in crisis preparation and prevention is one of the best investments you can make.
What are the key areas you should address?
Here are some of your first steps to protect the corporate reputation:
* Compile a list of reputational risks - involve colleagues from different functions in this process to ensure you cover as many threats as possible. Encourage people to think worst case scenario rather than adopting an attitude of “it could never happen here”.
* Identify your stakeholders - these are likely to include emergency services, regulators, bodies, employees, even competitors and suppliers, as well as the media. Make sure you have up to date contact details always to hand.
* Work out the best communication methods to reach your stakeholders in a crisis - this can vary from simple telephone calls, emails and briefings through to media interviews and press conferences. Don’t overlook online channels: for example, have Twitter accounts set up and ready to go.
* Form a crisis team – convene a small team of individuals with the relevant expertise and personal qualities necessary to handle a crisis. But remember, you will still need to run the rest of your business, and ensure you have deputies for all team members.
* Identify and equip a training room - a dedicated room containing items such as direct phone lines, Wi-Fi, fax machine, TV, crisis manual, telephone contact list, whiteboards, flipcharts and so on. An adjacent quiet room, in which statements and other documents can be prepared, is also useful. Make sure that these rooms are out of range of camera lenses.
* Prepare a crisis manual – a set of clear processes and materials is an invaluable aid to effective crisis management. But make sure it is not so large and detailed that it is unusable in a real incident.
* Train the crisis team - make them familiar with crisis procedures, test them using simulations, and put spokespeople through professional media training.
* Make your crisis planning come alive - re-visit the manual regularly, plan a schedule of training courses, and build bridges with your stakeholders before a crisis occurs.
Preparation is essential if organisations want to protect their corporate reputation in the event of a crisis. Sound judgement and skilful leadership will also be required, but having strong foundations on which to apply these skills provides a significant headstart.
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Jonathan Hemus is the founder of Insignia Communications - http://www.insigniacomms.com/ -a consultancy specialising in corporate reputation management and crisis communication. His experience in crisis management for a range of global corporations and public sector organisations has helped to protect and preserve many reputations. For regular insights into corporate reputation management, log on to Insignia’s blog, http://www.insigniatalks.com/.
