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The right story in crisis

You only have one chance to tell the right story when you’re being attacked by complaining customers, junk scientists or social activists.

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In today’s 24-second news cycle, the threat is greater than ever. The internet is global.

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Minor issues can damage your reputation instantly. 
Major ones can shut you down. 

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The challenge is sharing the right amount of information. Too much creates problems. Too little allows critics to define the story about you. In times of crisis, the right story for your company must:

  • Demonstrate your compassion or concern for injured parties.
  • Clearly show you are committed to making amends.
  • Pledge you’ll do what’s needed to identify and correct whatever caused the problem.

Your first communication should never acknowledge guilt or responsibility. But your story’s tone must show you have feelings and take pride that your organization does things right.

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