What should you do when a major crisis erupts? How can you counter the wave of negative public opinions that emerge, especially online?
Well, it really depends on the circumstances. As the saying goes, having the best hammer doesn’t mean that every problem is a nail. Similarly, managing communication crises requires you to first diagnose the cause and effect of the issue before prescribing the right public relations strategy.
Communicating clearly is a constant pain for publicists like us. If we do it well, nobody is going to say a thing. If we botch it up, however…
Just yesterday, our Prime Minister Lee Hsien Loong posted on Facebook about the ongoing need for public officers to communicate more clearly to the public. He shared a link from The Irish Times which described how Apple’s “lost its way with words” in a recent employment ad using “gibberish”.
Jack Welch speaks with his fists (courtesy of MinnPost)
Charity begins at home. Likewise, a company’s mission, vision, goals and brand values must start with its employees.
The challenge however is that we’re so fixated with getting the right “message” across to customers, shareholders, and the media that we forget what its like to speak to our team.