Crisis Communication for brands
Author: yinkaolaito
Yinka Olaito is happy,excited and passionate Brand Communication, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(Profits and Non-profits)with effective communication and positioning for premium service delivery and returns.Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage consulting and African Child Right Inc.Lagos Nigeria
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one desires challenges/crises, but crisis is part of life. Crisis is a question of when to every brand and not of If. It is true that certain crisis can be avoided. Sometimes crisis can be in a form of a fire incidence, robbery, assault or harassment.
Some crises are known while others are classified as an act of God. Mostly human has no control over the ones classified as act of God. There are possibilities that some kinds of crises may hit your brand- personal, corporate, institutional among others.
Brand’s preparation for uncertainties is vital. Rumours can be spread about any brand and God helps the brand if it is not fully prepared on how to handle the crisis.
There is need to put a crisis communication in place in case it happens so that the brand will not be left defenseless in the face of it all. Almost all crises give a clue on how to handle it if there is enough preparation. The first thing is to know that communication is essential during crisis.
It is expedient that each brand prepare for the raining days so that the brand will not be thirsty for want of what to do. There are two major levels of preparation that are required before the crisis happens. First, have a plan, what we call a crisis plan. This will show how the brand intends to deal with the issue in order to minimize the loss and the bad image that may attend the crisis throughout the time.
Also, there is a need for communication plan which will require a ready spokesman or woman who is trained in the act of corporate communication. For an individual/personal brand, there is a need to understand the rudiments of effective communication and management of information flow between you and the publics that are concerned. If the personal brand has become a public figure, the need to hire a spokesman is a great idea. The cost will worth the investment.
We should note that not all crises attract the attention of the press and even when some do, ability to manage the information/communication flow will make the brand to remain solid and enjoy sympathy of the target audience.
During a crisis there is need for active listening, observation and tactical, honest response depending on the situation at hand.
While listening actively, identify the problem. As you do this, immediately set up a proactive resolution mechanism that will make use of the already planned crisis communication tools. Why doing this, constantly assess the engagement factor in your tools whether it is achieving the purpose. The purpose is to get the other party(ies) to see you as a humane brand that has feelings.
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