The Four Essentials of Crisis Communication

January 24, 2022

No one likes to think about a crisis in the workplace, but if you run a business it’s inevitable something bad will happen at some point. Usually these issues are small and resolved internally, however there are occasions when these issues get the attention of the press. 

When something bad happens many businesses scramble to fix it and ultimately make the situation worse. In order to avoid this, businesses should consider four steps to prepare for a crisis. MGP has extensive PR experience in crisis communications, so if you’d like to discuss further feel free to drop us a line. In the meantime here are some things to consider. 

• Run an Ethical Business: This may seem like an afterthought, but the history of business shows that plenty of organizations cut corners or let things slide. Think about the business that allows an excellent performer to stay on the payroll despite their history of sexual harassment. Film mogul Harvey Weinstein stayed in power because many people around him enabled his horrendous behavior. When he was finally exposed, the blowback shuttered his company. Decency and business ethics can prevent so many issues from spiraling out of control in the first place. If you’re running a fundamentally honest business and make a mistake or oversight happens, people will be more likely to trust what you say and forgive mistakes. 
• Have a Plan: Do not wait until you have a crisis on your hands to decide who is doing what. Plan for an inevitable crisis and you will be ahead of the game. Some things to consider:
• Who is speaking to the press?
• Who needs to see statements or press releases before they are shared with the public?
• Do we need to involve a lawyer? (the answer is usually yes). 

Do not wait until bad news breaks to have a system in place for dealing with crisis communication or you will inevitably make more mistakes and create a bigger hassle.

• Talk To Your Employees First: There is nothing worse than employees reading about what’s happening in their company in the press before you talk to them. Employees are not only entitled to full disclosure — they are also entitled to know what the company is doing to address the problems. Make sure that in addition to having a plan to communicate with the press and outside world, you also have a plan to talk to your employees, address their concerns and fix any problems. Respecting your employees and their concerns during this process will ultimately build a workforce that is more resilient when a crisis emerges. 
• Be Transparent: Don’t lie. Don’t try to hide anything. Let’s say that again: do not lie or try to hide anything. It will be discovered – whether through a leak or public documents or when someone speaks out. Companies that try to hide their mistakes pay a huge price; they end up dealing with not only the initial crisis, but also the crisis of dishonesty. If you don’t know something, it’s best to just say you don’t know. Don’t be afraid to say the words “We are sorry. We screwed up.” The truth is the best way out of any crisis – even if that truth requires that your company to own and apologize for something ugly or unflattering. A good example of this is PG&E. They had enough problems after the San Bruno explosion, but faced further problems when a California commission found that they falsified records for years.

No one likes to consider bad things happening to their company or a bad headline about their company on a website. However, these situations happen at even the best, most principled companies. Preparing for these bad situations – and making honesty a pillar of your business – can help you get past even the worst news. 

In a pickle and need PR crisis communications? Get in touch with us at hello@wearemgp.com. 

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CES 2022: A Look at Some of MGP’s Fantastic Clients and Their Coverage

January 24, 2022

No one likes to think about a crisis in the workplace, but if you run a business it’s inevitable something bad will happen at some point. Usually these issues are small and resolved internally, however there are occasions when these issues get the attention of the press. 

When something bad happens many businesses scramble to fix it and ultimately make the situation worse. In order to avoid this, businesses should consider four steps to prepare for a crisis. MGP has extensive PR experience in crisis communications, so if you’d like to discuss further feel free to drop us a line. In the meantime here are some things to consider. 

• Run an Ethical Business: This may seem like an afterthought, but the history of business shows that plenty of organizations cut corners or let things slide. Think about the business that allows an excellent performer to stay on the payroll despite their history of sexual harassment. Film mogul Harvey Weinstein stayed in power because many people around him enabled his horrendous behavior. When he was finally exposed, the blowback shuttered his company. Decency and business ethics can prevent so many issues from spiraling out of control in the first place. If you’re running a fundamentally honest business and make a mistake or oversight happens, people will be more likely to trust what you say and forgive mistakes. 
• Have a Plan: Do not wait until you have a crisis on your hands to decide who is doing what. Plan for an inevitable crisis and you will be ahead of the game. Some things to consider:
• Who is speaking to the press?
• Who needs to see statements or press releases before they are shared with the public?
• Do we need to involve a lawyer? (the answer is usually yes). 

Do not wait until bad news breaks to have a system in place for dealing with crisis communication or you will inevitably make more mistakes and create a bigger hassle.

• Talk To Your Employees First: There is nothing worse than employees reading about what’s happening in their company in the press before you talk to them. Employees are not only entitled to full disclosure — they are also entitled to know what the company is doing to address the problems. Make sure that in addition to having a plan to communicate with the press and outside world, you also have a plan to talk to your employees, address their concerns and fix any problems. Respecting your employees and their concerns during this process will ultimately build a workforce that is more resilient when a crisis emerges. 
• Be Transparent: Don’t lie. Don’t try to hide anything. Let’s say that again: do not lie or try to hide anything. It will be discovered – whether through a leak or public documents or when someone speaks out. Companies that try to hide their mistakes pay a huge price; they end up dealing with not only the initial crisis, but also the crisis of dishonesty. If you don’t know something, it’s best to just say you don’t know. Don’t be afraid to say the words “We are sorry. We screwed up.” The truth is the best way out of any crisis – even if that truth requires that your company to own and apologize for something ugly or unflattering. A good example of this is PG&E. They had enough problems after the San Bruno explosion, but faced further problems when a California commission found that they falsified records for years.

No one likes to consider bad things happening to their company or a bad headline about their company on a website. However, these situations happen at even the best, most principled companies. Preparing for these bad situations – and making honesty a pillar of your business – can help you get past even the worst news. 

In a pickle and need PR crisis communications? Get in touch with us at hello@wearemgp.com.