Managing the Ripples in a Crisis by MWPR, Inc.

Just like when a pebble thrown in a pond creates ripples, within any major crisis there is a ripple affect. There is more than one area of focus and more than one area needing a #strategic plan to address the impact the major #crisis created.

Regardless if the main headline is involving a person, political figure, product, property or performance, more times than not, there are layers to the crisis and they are guaranteed to impact a multitude of areas, associations and affiliations. The ripple affects will also need to be addressed. 

Ok, the crisis hits! The primary target has responded and is managing their story in an effort to lessen the blow and restore trust. 

But, what about the ripples, those who are directly or indirectly impacted by the primary's crisis? Directly or indirectly, each ripple created by the primary (pebble) requires special attention, strategic action, specific answers and subsequent adjustments so they are able to eventual move pass the crisis and prepare for future progress and productivity.

Special Attention:

When the crisis creates the ripples, pay close attention to the initial reports, details and responses given through the media and through the primary target. Listening and learning what has happened and what is being said will help in creating a specific strategic plan directly speaks to your need and position.

Strategic Action:

Based on what has been learned through paying special attention and determining if the primary hit directly or indirectly impacted you, a plan of action must be created that will help draw a distinction between the primary hit and you, the ripple, while also restoring confidence within your immediate and extended touch points (constituents and audiences).

Specific Answers:

Here is where you unpack your story, clear up confusion related to your connection to the primary hit and provide space for questions to be asked and answered, portraying a level of transparency and trust.

Subsequent Adjustments:

Within the management of the ripple affect from another's crisis, due diligence is needed in determining what can be learned by what the primary hit went through. Also, an assessment for areas of weakness, vulnerability, flaws and blind spots that could one day take you from being the ripple to being the primary is needed. 

The best way to prepare for any crisis is to be prepared before the crisis. You don't have to always learn a lesson firsthand. Take the lesson another's mistake creates and adjust accordingly. Go through scenarios identifying possible crises that could occur, or pay attention to your competition, partners, industry leaders, etc. and learn from their past problems. Remember, there is no such thing as a cookie-cutter template crisis plan. So, once you've gathered your research, create an overall crisis plan that speaks to your needs and feel somewhat confident that if/when the time comes you will be ready to stop, drop and roll with the punch.

The bottom-line is no major crisis is a one off. It will create ripples. Having a direct or indirect association with the primary hit calls for you to take the necessary steps to correct and protect your brand, message or business.

#MWPRTips

Research Before Responding

In light of the recent #PaulaDeen brand management fiasco, I thought I would offer some general steps in managing a crisis. I have shared similar steps in the past, however it seems that it continues to be a right on time point to make.

The first priority when faced with a crisis for any business, brand, or person should be obvious - execute the Crisis Plan. IF by chance there isn't one in place prior to the crisis, one should/can be crafted, taking the tactics and best practices used during the crisis you find yourself in as a guide. On any given day, your priorities will be determined by the phase/level the crisis is in. Remain flexible but stay strategic, not defensive.

Best strategies and practices are found in consistent, calm, clear and concise communications. Always stay on point, keep to the agreed plan and make sure each phase has sign-off by all key stakeholders including legal counsel. The reality is there is no cookie-cutter approach to handling a crisis, as each one possesses its own set of unique components. However, there are some staples that can be inserted to ensure the crisis is managed as well as any #crisis can be managed:

• Research before responding to the crisis. 
• Do not allow the crisis to manage you, you must aim to manage it from the start. 
• Just because the media calls, it doesn’t mean you have to take the call. Only respond when you have a clear message to deliver.
• Identify the appropriate spokesperson (s). 
• Acknowledge all, but only own what is yours to own. 
• Pull in partners and supporters if appropriate. 
• Only make realistic promises. 
• Don’t place yourself in a position where you will have to eat your words; this can create a new crisis. Keep messages/responses clear, concise and consistent. 
• Never sound or position your statement from a defensive stance. 
• Utilize more than one means of distributing your responses. 
• Create a strategy in getting your message out, how, where and in the frequency you desire. 
• Strive to control the crisis. 

Monica G. Wood (@MWPRINCight)

Lead Strategist

MWPR, Inc.

Featured Author: PR News' Crisis Management Guidebook, Vol 6 (@PRNews)

Lessons Learned

I haven't blogged in awhile. Mostly because I found myself sounding like a broken record 

concerning my response to the media coverage on athletes and others who keep  having   "hiccups" in their lives. 

But, I felt led to post today after I read a tweet from @JawnMurray. He tweeted, "U don't have to go thru what somebody else experienced to learn for yourself. Let others' mistakes teach U lessons! #IndustryTalk". In the past, I too have said something similar to this to crisis clients as well as to young people I speak to. You don't have to "have" all experiences in order to receive a lesson. I shared with a young girl one time, "I fell on the sword for you. Don't make the same mistake. Learn from mine and instead make new mistakes."  

If we all got this, including myself, I strongly believe there would not be as much sensational news on the personal/private lives of individuals. And, our youth and young adults would not fall victim to repeating our actions, as if its normal behavior.  I know I'm not saying anything new or profound. But, I believe if this point is made with as much frequency as the noise screamed by the negative, the mistakes, and the damaged it will overpower it.