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I would like to be ready to handle a crisis, without our reputation being ruined on social media

Building the reputation of a company or organisation takes time and dedication. A false step can muddy your image in the media or in social networks that can damage years of work and jeopardise the operation of the company. As a crisis progresses, it can be tempting to react immediately, telling the truth or your own version of the facts, countering each attack. Meanwhile, the pressure from customers, suppliers, institutions and the employees themselves grows, risking pushing the company to take uncoordinated actions and convey inconsistent messages that fuel the fire instead of helping to control it. What should you do?

Effectively managing a crisis consists of 4 steps:

1. Prepare the organisation before the storm: who are the relevant stakeholders? Who is the designated spokesperson? Are you prepared to deal with the media? Who makes up the crisis committee? Who keeps a record of requests and actions taken? Not having an answer to these questions when the crisis has broken out can be very dangerous.


2. Recognise a real crisis: Not every problem is a crisis. Equipping yourself with tools to detect and distinguish serious problems from normal unforeseen daily events allows you to act quickly when needed, so you can stop crying wolf. Are there any examples? Implement a social media listening system, have a clear and shared process to report potential problems, create short checklists to assess if you are facing a crisis, etc.


3. Plan: define what to do without forgetting relevant stakeholders. Identify priorities, both in terms of actions and messages. Setting course is critical, even in the heart of the storm.


4. Act: with objectives, roles and contents defined, it’s time to act, with the head and the heart, but not with the gut.

During a crisis everything happens very quickly. Reacting promptly is essential, but the right steps must be taken to avoid later regret.

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