The world in that we live is unpredictable, to say the least. 企业, organisations and even individuals are all vulnerable to issues which may lurk in the shadows or around corners. Some of these crises are natural while some are very definitely man-made, but they can strike at any time and with them put reputations and livelihoods on the line.
It’s this time when the importance of a well-crafted and thorough 危机沟通策略 怎么说都不为过.
保持信任和信誉
Crisis communications is all about preserving the trust and credibility of the business, organisation or person in question when it looks like it is in danger of slipping away.
当危机袭来, the stakeholders in question – such as customers, 员工, investors and members of the public – look to the subject of the crisis for guidance and reassurance.
A good crisis comms plan addresses concerns quickly, 有准确的信息, 展示了透明度. This maintains the trust that the affected party has built over time, even in the face of adversity.
及时、准确的信息是关键
There’s a very famous saying: “A lie can spread halfway around the world before the truth has even put its boots on.这同样适用于危机通讯. Misinformation can spread extremely quickly and has the potential to cause confusion and panic.
A robust crisis comms strategy makes sure that accurate information is issued promptly. Doing this helps manage the impact of the crisis and prevents the escalation of rumours and false narrative. Timeliness is vital if you are to keep control of what is being said about the subject, while at the same time guiding stakeholders through the situation with a sense of understanding and control.
管理你的声誉
Crises can tarnish even the squeakiest of clean reputations. A well-thought-out crisis comms strategy acts as a shield to the reputation of the party in question.
The strategy must proactively address the crisis, acknowledge any mistakes which have been made and outline any corrective actions which can mitigate damage to the affected party’s image.
There might even be the possibility of the current, negative situation being turned into an opportunity to demonstrate resilience, 责任感和对改进的承诺.
法律法规遵从性
A crisis can often bring with it legal and regulatory implications. Your crisis comms plan needs to focus on the business, organisation or individual and their compliance with relevant laws and regulations. Having this framework in place helps those affected navigate a complex legal landscape and avoid any pitfalls which might arise in the aftermath of the crisis.
员工士气和信心
Crisis management isn’t just about calming those on the outside of the tent looking in. It’s also about looking after your internal teams’ morale and confidence in you, their employer.
Your plan should keep 员工 informed about what is happening while providing reassurance and a sense of direction. Transparently outlining the steps taken to deal with the crisis helps an organisation foster a united front and keeps its workforce loyal and committed.
上升或下沉?
A robust crisis communications plan is no longer a luxury. 在当今世界，这是必须的. 无论你的企业面临什么样的危机, 组织或个人, communicating about it effectively can be the difference between weathering the storm or being sunk by it.
Prioritising the development and implementation of a crisis comms plan will not only safeguard the reputation of what you’re trying to protect, but demonstrate your commitment to transparency, responsibility and the wellbeing of your stakeholders.
Learn more about how Skout can help you through a crisis by 保持联系 与我们.
