How to Get Through a Crisis Without Losing Your Reputation

It’s a little difficult to just write my weekly marketing tip with everything that’s been going on. All I have is crisis on my mind. So let’s talk about crisis PR management. Here are the 4 principles you need to know:

𝗕𝗲 𝗵𝗼𝗻𝗲𝘀𝘁 𝗮𝗻𝗱 𝘁𝗿𝗮𝗻𝘀𝗽𝗮𝗿𝗲𝗻𝘁. This means telling the truth about the crisis, even if it's bad news. It also means being upfront about what you're doing to resolve the situation.

In 2022, Tesla experienced a series of recalls due to safety concerns. Musk initially downplayed the recalls, but later acknowledged the company needed to do better.

𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗲 𝗾𝘂𝗶𝗰𝗸𝗹𝘆 𝗮𝗻𝗱 𝗿𝗲𝗴𝘂𝗹𝗮𝗿𝗹𝘆. Don't wait until you have all the answers to communicate with your stakeholders. Instead, provide regular updates on your progress and be honest about what you don't know.

During 2021's COVID-19, companies that communicated quickly and regularly with their employees and customers were better able to weather the storm. For example, Walmart CEO Doug McMillon sent weekly emails with updates on the company’s response.

𝗕𝗲 𝗲𝗺𝗽𝗮𝘁𝗵𝗲𝘁𝗶𝗰 𝗮𝗻𝗱 𝗰𝗼𝗺𝗽𝗮𝘀𝘀𝗶𝗼𝗻𝗮𝘁𝗲. Remember that your stakeholders are going through a difficult time. Be understanding and supportive, and show that you care about their concerns.

In 2020, the Black Lives Matter movement gained renewed momentum following the death of George Floyd. Nike CEO John Donahoe released a video statement acknowledging the pain and anger of black people and pledging to work to create a more just and equitable society.

𝗕𝗲 𝗮𝗰𝗰𝗼𝘂𝗻𝘁𝗮𝗯𝗹𝗲 𝗮𝗻𝗱 𝗿𝗲𝘀𝗽𝗼𝗻𝘀𝗶𝗯𝗹𝗲. Take responsibility for your actions and the impact of the crisis. Explain what you're doing to prevent similar crises from happening in the future.

In 2019, Boeing faced a crisis following the crash of two 737 MAX airplanes. CEO Dennis Muilenburg initially resisted calls to ground the 737 MAX, but when the FAA ordered the grounding. Muilenburg apologized for the crashes and pledged to work with the FAA to fix the problems with the 737 MAX.

Crisis PR management can be a complex and challenging task, but following these principles can help you navigate a crisis effectively and protect your reputation. That’s how you build (and protect) an empire 💪

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