Don’t Let an Issue Become a Crisis



What should you do when you face a potential crisis? Over at PR Daily, Gini Dietrich provides an answer, plus a solid exercise to plan ahead that any organization can do without spending a lot of time and money.

What it is. Gini Dietrich is one of the gurus of contemporary public relations. Her firm, Arment Dietrich, has one of the best public relations blogs online (Spin Sucks, available here). In this article, Gini provides a 9-step guide for dealing with public relations crises.
Why it’s important. Reputation risk is underappreciated. If an organization is trusted, potential customers are likely to believe good rumors and doubt bad ones. If not, the opposite is true. It is therefore critical to have plans in place to address consumer perceptions swiftly. If you wait for a crisis to occur, you’re way behind.
What to do now. Read Gini’s article, but don’t stop there. Assign someone on your team to perform the 8-step reputation management exercise she describes in the second half of this post.
More resources. The internet has many more resources on preparation for disaster. Although these focus on natural disasters, the principle is the same: any potential crisis diverts resources, making it necessary to plan redundancy into your operations.
This infographic on disaster preparedness emphasizes that a penny of preparation is worth a pound of cure.
– The team at Business Contingency Preparedness provides a list of seven thoughtful questions about business resiliency that could serve as the basis for a retreat on crisis preparation.
– Over at Clear Risk, they provide a great description of team roles for a disaster preparedness response team.
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