What do you do if your organization is facing a crisis and your reputation is at stake?

When your organization is facing a crisis that threatens its reputation, it's crucial to handle internal communications effectively. The ability to maintain transparency, provide clear guidance, and support your team becomes paramount. In such times, your actions and communication strategies can either mitigate the damage or exacerbate the situation. It's essential to be prepared with a plan that can help navigate these turbulent waters while keeping your team informed and engaged.

1 Assess Quickly

In a crisis, time is of the essence. Your first step should be to quickly assess the situation. Gather as much information as possible to understand the scope and potential impact of the crisis on your organization. This includes identifying the source of the problem, the stakeholders involved, and the immediate risks to your reputation. With this information, you can begin to formulate a response strategy that addresses the concerns of your employees and the public while also working to resolve the underlying issues.

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Paulo Pandjiarjian

Jornalista | Editor | Escritor | Ghost Writer | Locutor | Mestre de Cerimônias | Apresentador de TV | Comunicação Corporativa | Relações Públicas, Institucionais e Governamentais | Assessoria de Imprensa
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Absolutely, in a crisis, swift and thorough assessment is crucial. Gathering pertinent information allows for a comprehensive understanding of the situation's implications and aids in developing an effective response strategy. This proactive approach not only addresses immediate concerns but also mitigates potential long-term repercussions.

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2 Communicate Early

Once you've assessed the situation, communicate with your staff as soon as possible. Even if you don't have all the answers, it's important to acknowledge the crisis and reassure your team that you are working on a solution. Early communication can prevent rumors and misinformation from spreading, which can further damage your reputation. Be honest about what you know and what you don't, and commit to providing updates as more information becomes available.

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Mariana Monzani

Jornalista e escritora | Comunicação Interna | Comunicação Corporativa | Endomarketing | Redação SEO
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A regra é clara: comunique-se! A transparência é essencial para um bom relacionamento com o público interno, imprensa e demais públicos durante uma crise. O silêncio só gera especulações e reforça “fofocas”. Quando a empresa fala abertamente, se torna a fonte oficial de informação. Sabendo que os colaboradores são os principais promotores ou detratores da marca, lembre-se de que, mesmo se não estiverem diretamente envolvidos com a crise, eles representam a imagem da organização e precisam estar alinhados sobre o seu posicionamento e suas estratégias.

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3 Stay Consistent

Consistency in your messaging is key during a crisis. Ensure that all communications are aligned across different channels and departments. This not only helps in maintaining a unified front but also reinforces trust within your organization. Inconsistent messages can lead to confusion and skepticism, undermining your efforts to manage the crisis. A consistent message also helps in controlling the narrative and ensuring that your organization speaks with one voice.

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Liana Khalaf

B2B Strategic Communications Professional | Internal Communications | Executive Profiling | Storytelling
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Keep facts accurate, share what you do and don’t know, focus on using one executive to communicate and keep messaging consistent. Employees want to feel safe and reassured during this time, so having one person they can count on to talk them through it helps; HR can follow up separately on one-on-one instances, but when it comes to speaking to everyone all at once keep it simple. Use concise, clear language and direction, provide reassurance and consciously use the same wording you plan on using externally.

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4 Support Your Team

Your employees are your most valuable asset during a crisis. It's important to support them not only with clear communication but also by providing resources that they may need to navigate the situation. This could include counseling services, additional training, or simply an open-door policy for expressing concerns and asking questions. By supporting your team, you help maintain morale and ensure that they are better equipped to represent your organization positively to the outside world.

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Paul Cawley

Communications at Boots Ireland
(edited)
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A crisis can cause real anxiety for colleagues so ensuring you follow the earlier outlined steps of clear, consistent and regular communication is a must. Your colleagues are also going to be one of the biggest determinants in how fast and how well your org recovers from a crisis, and they’ll be the first face of your org to customers and suppliers etc. Keep that in your mind as you navigate crisis and ensure they've all the relevant information at their fingertips to support them in their role. It could be a pivotal reason you weather a crisis.

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Valérie Moreno Zloty

💡 Chargée communication interne • 🦄 Tips, Astuces et histoires créatives 👀 •
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Il est clair que le soutien des équipes est un atout pour préserver le moral de tous. L'écoute active, voire des cellules particulières (tout dépend de la crise). Je dirais qu'être présent et disponible sont des qualités managériales à développer si elles ne sont pas acquises. Peurs, doutes, questionnements ou identifier les éléments de résistance permettront d'aller chercher des leviers nécessaires et adaptés à leur besoin ! En temps normal et surtout en temps de crise, il faut avancer collectivement et main dans la main.

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5 Monitor Feedback

Monitoring feedback from both internal and external sources is an ongoing process during a crisis. Pay attention to how employees are responding to your communications and adjust your strategy accordingly. Also, keep an eye on customer feedback, media reports, and social media chatter. This will help you gauge public perception and identify any areas where your message may not be resonating as intended.

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6 Update Regularly

Finally, keep your team updated regularly as the situation evolves. Frequent updates can help alleviate anxiety and build confidence in your management of the crisis. Make sure to communicate any new developments, changes in strategy, or resolutions to the problem. Regular updates also provide an opportunity to reinforce key messages and show that your organization is actively handling the crisis.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Fábio Di Renzo

Pai do João Emílio | Head da Novembro 4 - Comunicação Interna | HR Influenciers Brasil 2024 Top | Professor | Palestrante | Autor do Livro Reflexões Provocações e Dicas sobre a tal Comunicação Interna.
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Numa situação de crise tem alguns ingredientes necessários e indispensáveis: . Comunicação rápida e constante. . Canais bem estabelecidos . Liderança envolvida e preparada . Espaço para receber dúvidas dos colaboradores.

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What do you do if your organization is facing a crisis and your reputation is at stake?

1

2

3

4

5

6

7

1 Assess Quickly

2 Communicate Early

3 Stay Consistent

4 Support Your Team

5 Monitor Feedback

6 Update Regularly

7 Here’s what else to consider

Internal Communications

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What do you do if your organization is facing a crisis and your reputation is at stake?

1

2

3

4

5

6

7

1 Assess Quickly

2 Communicate Early

3 Stay Consistent

4 Support Your Team

5 Monitor Feedback

6 Update Regularly

7 Here’s what else to consider

Internal Communications

Rate this article

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