¿Cuáles son algunas formas innovadoras de utilizar los comunicados de prensa para la gestión de crisis?

Press releases are helpful in tough situations. They keep everyone updated fast. Being honest, even about bad stuff, makes people trust you more. Using press releases well means sharing info, admitting mistakes, talking with people, and being honest to solve problems.

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Immediate acknowledgment of the issue at hand is critical. Transparency is key to maintaining trust. A study by PwC found that 87% of consumers say they will purchase from a brand if they trust it to do what is right. Use your press release to openly acknowledge the crisis and express commitment to resolving the issue.

I think it is vital to take into consideration the current trends. We need to embrace social media platforms. We need to be consistent in conveying messages until the crisis is settled. We can't respond to every question raised and to a plethora of conspiracy theories generated. We need to be selective but consistent in delivering a message. While we stress the importance of social media, we have to also incorporate the participation of traditional media outlets.

In my experience, the media environment is extremely polarized. Media releases should be short, stick to the facts, express care concern and focus on what actions are taking place. In the vast majority of crises or issues I've managed, the focus has been on containment of the issue. There's no time or space for any sort of "spin". The goal is to address the concerns and fix the problem. There are times when saying nothing is also advisable.

Using a press release during a crisis is a strategic communication tool to disseminate important information, manage public perception, and maintain transparency. By effectively leveraging press releases during a crisis, organizations can manage the narrative, maintain stakeholder trust, and navigate challenging situations with transparency and integrity.

When sending a release, try using "The Killer Be's," especially when providing updates. *Be accurate.* Each word or figure must be a pillar of reliability. Do not speculate. Do not engage in the hypothetical. *Be truthful.* Honesty fortifies trust and integrity. Commit to credibility. Journalists, especially, can spot spin. This is the time for "just the facts." *Be brief.* In a crisis, your key publics and stakeholders just want you to get to the point. Ramble on, and you could actually make the situation worse. *Be quick.* Response time matters almost as much as the response itself. Remember good PR is PRoactive. Get your updates out before someone else tries to change the narrative.

Uma empresa deve sempre mostrar ao mercado por meio da imprensa ou veículos locais, que não está parada. Que o problema foi reconhecido e que a empresa esta tomando todas as medidas possíveis para atender a demanda. Não mostar que esta resolvendo, mesmo estando, é muito arriscado e aumenta ainda mais a crise.

A press release it's your opportunity to illustrate how your values align like stars with those of your stakeholders, media, and the observing public.

Eine Pressemitteilung sollte dabei nicht wie ein externe Werbeagentur klingen, sondern authentisch und einen sympathischen, menschlichen Einblick in das Unternehmen geben. Persönliche Zitate von Führungskräften oder dem CEO persönlich helfen dabei. In jedem Fall sollten vor dem Versand verschiedene Stakeholder auf den fertigen Text schauen und kritisch prüfen, ob der Inhalt wie gewünscht rüberkommt

Highlight the core values of your organization and how they guide your response to the crisis. According to a Deloitte survey, 82% of consumers say they are more likely to purchase from companies that clearly define their values. Demonstrating your commitment to these values in a crisis can reinforce trust and loyalty.

La sinceridad y empatía son armas fundamentales a la hora de hacer una declaración. En una sociedad que juzga constantemente debemos tener en claro que lo que transmitimos es realmente parte de nuestra esencia y no de nuestro Ego.

Eine Erfahrung die ich in diesem Zusammenhang gemacht habe - die Informationen sollten zeitgleich intern wie extern kommuniziert werden. Pressemitteilung an die Öffentlichkeit zu geben, ohne intern die Mitarbeitenden abgeholt zu haben verursacht oft Missmut und ist nicht förderlich für die Mitarbeiterbindung. Eine sachliche und - in kritischen Fällen - transparente Haltung hilft. Fehler einzugestehen und Lösungen bzw. geplante Veränderungen direkt mit zu kommunizieren würde ich immer empfehlen.

Siempre le doy gracias a Dios por los aprendizajes obtenidos después de un quiebre organizacional por muy pequeño que sea genera un aprendizaje para tu vida como profesional. Generalmente cuando un cliente me contacta que no esta de acuerdo a algún manejo realizado. 1. Lo escucho y luego le propongo una cita presencial o virtual. 2. Si la Acción de error fue mía acepto y pido disculpas para no volver a cometerlo. 3. Si el cliente esta equivocado con empatía le muestro como fueron las cosas para que el este tranquilo y se de cuenta que el estaba equivocado. 4. Si el daño fue por mi parte le genero descuento en nuestros servicios

Walk the talk! Taten und konkrete Pläne und Maßnahmen sind deutlich glaubwürdiger als viele Worte. Dabei sollte die Unternehmensführung stets offen vorangehen und direkt das komplette Management Team in den Loop nehmen. Dadurch fühlen sich im Idealfall auch viele mitarbeitende abgeholt und unterstützen die Krisenkommunikation auf allen Ebenen.

Craft press releases that focus on the future and how the company plans to move forward, improve, and prevent future crises. A study by Nielsen shows that 66% of consumers are willing to pay more for products from brands that demonstrate social commitment. Highlighting your plans for improvement can help in rebuilding your reputation.

Uma reputação leva anos para se rconstruida e segundos para ser destruida. É muito importante não precisar reconstruir uma reputação, pois isto custará tempo e recursos financeiros. É importante blindar a sua marca mostrando seus valores, a sua missão, ter reconhecimento do mercado (clientes, colaboradores, fornecedores, parceiros e até mesmo da concorrência). quanto mais forte a marca, menos a chance de quebrar a reputação com crises que possam aparecer.

In my experience a good press release not only shows accountability of the situation but you have control of the narrative and story.

Como coordinador de Relacionamiento de las Fundación Sergio Urrego es importante difundir los logros pero también las equivocaciones eso nos hace ver mas humanos y mas cuando tenemos una linea en prevención al suicidio

It is important to say something of substance in your press release. All too often we can fall into the trap of industry jargon and pretty prose without creating content that has actual substance. We must be "real" in our press releases and share the authentic voice and sentiments of the organization, especially in crisis situations. As Simen Sinek would say, "Start with why." Be sure that every press release is founded in your "why" and use that to lead your crisis communications. If you take this approach, you will create statements that say what your audience needs and wants to hear to retain and rebuild trust. If we focus too heavily on the "what" and "how" in crisis communications, we run the risk of becoming just another brand.

In the digital age, consider leveraging multimedia elements in your press releases, such as video messages from your CEO or infographics summarizing your response efforts. These elements can make your messages more engaging and shareable. Furthermore, aligning your press release distribution with social media strategies can amplify your reach and ensure consistency across all communication channels.