Protecting reputation in times of crises

During times of crises, brand protection becomes the top priority. Brand promotion usually takes a back-seat. What do you do when your client is mobbed by a group of curious, over-curious or angry journalists just after a press conference ? And how do you deal with them especially if your client has just fired 500 employees ?

How do you deal with rumours of a company closing down ? Do you bury your head in the sand and hope that they go away ( as most people do ), or would you go out boldly and tell them what you can tell them ? ( without damaging stake-holder value) ? How much do you speak and what do you tell those who are asking questions ? What implications do your words, actions have on your clients reputation and how do you advise your client to behave ?

These are some of the crucial questions that every PR professional must ask himself/ herself when dealing with a crisis.

The current economic downturn is a blessing in disguise, as it is a living laboratory of all kinds of scenarios. Job losses, loss of confidence, project cancellations, scandals, firings, all of these are plentiful in every industry across the world. As brand stewards, one is required to protect the brand ( and the people behind the brand).

Some tips for handling the process well :

1) Have a strategy in place . Be clear about the direction that the company ( your client) will respond to the dynamic conditions in the market
2) Discuss honestly with the top management what one is allowed to say and what one is not. There can be embargo on communication from the company and the PR agency if needed. It is better to keep one's mouth shut than blurt out something which may damage a reputation
3) Keep channels of communication open. Nothing hurts than the journalists calling you up and complaning that they are facing a brick-wall. It is better to receive calls / emails and respond saying that there is an embargo on communication rather than not speak at all
4) Play out worse case scenarios in mind and prepare responses. Brief client/ others in the communications team on the possible scenarios
5) Never exaggerate. This can be the worse crime in a crisis. If the whole market is doing badly and if your client is doing OK, it is better to be cautious and play down the success rather than beat one's drum . This will be seen as being pompous and ostentatious. Qualities the media will not forgive you for. Unless you are Muhammad Ali !

The over-arching rule is to be prepared and be seen as prepared. Protection of reputation is in itself a huge task and very challenging and requires creativity and composure. Following these simple rules may help ease the process for any company trying to deal with difficult times.