By Doug Downs, Stories and Strategies
In business, it’s not always smooth sailing. There’s often turbulence and your brand will be remembered by how you appear to have handled the crisis.
In a recent episode of The Safety Moment podcast, an eye-opening discussion took place on the critical topic of crisis communications. Mike Sullivan, president of Utility Safety Partners, engaged in a candid conversation with Jon Lovink of Lovink Media, shedding light on the significance of effective communication during times of crisis. The essence of crisis communications lies in staying ahead of the story, especially in today's fast-paced social media landscape. With reputations at stake and the potential to affect countless lives, organizations must equip their leadership teams with the right tools and strategies to respond appropriately during critical incidents.
Navigating the Speedy Social Media Realm:
Lovink points out how crisis communications has evolved in the past two decades, largely due to the rapid nature of social media. Getting ahead of a story is paramount, but in the digital age, it requires swift and agile responses to keep up with public scrutiny and media coverage. Platforms like Twitter have become vital emergency management tools for disseminating crucial information to the masses. However, recent incidents demonstrate the complexities and challenges faced by organizations in this ever-changing landscape.
Jon notes, “Recently in B.C. during the fires, B.C. fire management issued a tweet about an evacuation order that for some reason Elon Musk's Twitter crew decided should be blocked, which is really weird. I mean, people's lives are at risk and Twitter's blocking something?!”
The Importance of Reputation Management:
Maintaining a favourable reputation is crucial for any organization, and crisis communications play a pivotal role in safeguarding it during difficult times. Jon emphasized that how an organization responds to a crisis can significantly affect its reputation. While corporations can recover if they handle the situation well, certain missteps or miscommunication can lead to long-lasting damage.
Learning from Past Mistakes:
Lovink highlights an infamous example of crisis communications gone wrong — the BP Deepwater Horizon oil spill. The CEO's insensitive remark, "I just want my life back," became a symbol of the company's mishandling of the environmental catastrophe. The statement, coupled with other factors, severely damaged BP's credibility and left a lasting negative impression in the minds of the public. It serves as a poignant reminder of the lasting impact that poor crisis communication can have on an organization's reputation.
The Power of the Right Spokesperson:
During a crisis, choosing the right spokesperson is crucial. Sullivan and Lovink discuss how sometimes, the CEO might not be the best person to address the media or stakeholders. The spokesperson must have a deep understanding of the situation, the ability to convey empathy, and possess exceptional communication skills, especially considering that social media platforms are increasingly video driven.
Preparing for Crisis Communications:
Having the right tools and strategies in place, such as clear messaging, appropriate language, and effective video communication, can make a significant difference in how an organization's crisis is managed. Crisis communication plans should be comprehensive, practiced, and regularly updated to adapt to new challenges and communication channels.
In today's fast-paced digital world, crisis communications have taken on a new level of complexity. Effectively managing reputation during critical incidents requires organizations to stay vigilant, agile and prepared. The discussion between Mike Sullivan and Jon Lovink on The Safety Moment podcast emphasized the need for leadership teams to equip themselves with the right tools and strategies to navigate the challenges of crisis communication successfully. In doing so, organizations can mitigate reputational damage and inspire confidence in their stakeholders during challenging times.
Guest: Jon Lovink, Lovink Media
Email Jon: jlovink@lovoinkmedia.ca
Website: https://lovinkmedia.ca/
Listen to this episode of The Safety Moment podcast.