About this article

Read time:

4 minutes

Category:

B2B Marketing, B2B PR, Guides and advice, Sector knowledge

Navigating the storm: Why a crisis communications strategy is vital

The world in that we live is unpredictable, to say the least. Businesses, 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 crisis communications strategy cannot be overstated.

Maintaining trust and credibility

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.

When a crisis hits, the stakeholders in question – such as customers, employees, 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, with accurate information, and demonstrates transparency. This maintains the trust that the affected party has built over time, even in the face of adversity.

Timely, accurate information is key

There’s a very famous saying: “A lie can spread halfway around the world before the truth has even put its boots on.” The same applies to crisis comms. 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.

Managing your reputation

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, responsibility and a commitment to improvement.

Legal and regulatory compliance

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.

Employee morale and confidence

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 employees 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.

Rise up or sink?

A robust crisis communications plan is no longer a luxury. In today’s world, it’s a necessity. Whatever crisis you face as a business, an organisation or an individual, 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 getting in touch with us.

About this article

Read time:

4 minutes

Category:

B2B Marketing, B2B PR, Guides and advice, Sector knowledge

Skout’s 2024 Annual Offsite: Glitz, glamour and mystery

Why is tech news only happy when it rains?

Browse more blog posts

Posted on
byHonor Williamson
In the world of B2B PR, breaking away from the day-to-day routine can bring fresh perspectives and a change of pace to the work we do here at Skout. So, for our eagerly anticipated annual business offsite last week, Skout traded the office walls for the grand fortress of Peckforton Castle, in the heart of the Cheshire countryside.   The grounds...
Posted on
byJack Doyle
Has the conversation around tech always been so negative? Maybe it’s just me, but it seems that every second headline I read about tech today is just doom and gloom. The excitement around AI has been drowned out by the fear of it. “Is it going to steal my job?” “Is it going to destroy the education system?” “Is it...
Posted on
byJames Bentley
The world in that we live is unpredictable, to say the least. Businesses, 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....
Posted on
byLee Simpson
Priority Consultants share further insights into the media landscape in India, from the booming print media, to regional trade publications. Mitabh, last time we spoke about the Indian tech sector and areas which you’re seeing high growth in currently. But thinking more about the work you do for your tech clients. What do you see as some of the key...
Posted on
byLee Simpson
Meeting PR agencies from different regions around the world is something we are always keen to explore. Whether that’s to work in partnership with one another, or simply to understand and learn more about their region. We recently spoke to Mitabh Saud, director of India Operations at Priority Consultants about why India’s tech sector is booming, and what the future...
Posted on
byJames Weaver
In today’s fast-paced and consistently evolving world of technology, innovation is key to stay ahead of the competition. While breakthrough products and next-generation solutions are fundamentally crucial, the importance of public relations (PR) for the tech industry should not be underestimated. Here, we explore the reasons why tech companies, both innovative start-ups or big tech, need PR and how it...
Posted on
byJames Weaver
Since the dawn of the 21st century, the tech industry has surged and evolved through countless groundbreaking innovations. But in the ongoing pursuit of digital transformation, layoffs in the sector have become an unwelcome trend. We saw it in the aftermath of the pandemic with the industry increasing its layoffs by 649% in 2022, which is the highest since the...
Posted on
byJames Bentley
Things change quickly in the world of B2B marketing, so it’s vital to be ahead of the curve. 2024 will bring with it new challenges and opportunities, so here are five incredible B2B marketing strategies which can make a significant impact for your business this year.  1. Personalised content marketing  Identifying and then producing content for specific target audiences has...
Posted on
bySkout team
Why was Operations your chosen career? I realised that Business Operations and Finance is the ideal path for me as I’ve always been passionate about finance and business, and I really love problem-solving. I love the challenging nature of the role and it is incredibly satisfying for my numerical mind to tackle challenges and turn them into opportunities for growth....
Posted on
byRebecca Brown
There is no denying that Josh Cole Bolland is an early starter. He started working as a freelance photographer and graphic designer aged just 16 and lived the dream, working with bands and musicians. He opened his own photographic studio just two years later and gradually integrated graphic design and video into the mix before he was joined in the...

Send us a message

Download The B2B business relationship report

The B2B relationship renaissance – did digital kill it? The importance of relationships throughout the customer buying journey. Please complete the form below and receive a download link via email.