Every brand needs a crisis communications plan, regardless of size. Many small business owners believe they don’t need or can’t afford a crisis communications professional, but even a simple one-page plan can be invaluable.
Crises will happen; it’s not a matter of if but when. Neglecting to manage a crisis can tarnish your reputation or even drive your business into bankruptcy. The most significant risks today come from hidden or undetected crises, often starting on social media. With the rise of citizen journalism, a single negative post can escalate quickly.
Common issues include disgruntled employees, unaddressed complaints, bad reviews, and unfounded rumors. Responding directly to individuals on social media can worsen the situation, so it’s crucial to manage your responses thoughtfully. If you find yourself facing a social media crisis, follow these three steps:
1. Gather information to fully understand the situation.
2. Develop a strategy based on your research, keeping brand reputation in mind.
3. Be proactive with your response; hoping it will go away isn’t a plan.
After you start managing the crisis, monitor the situation closely and stay flexible. These initial steps can help mitigate damage to your brand. If the crisis extends beyond 24 hours and poses financial risks or long-term reputational harm, consider engaging a public relations professional experienced in crisis communications.