{"id":79611,"date":"2025-02-10T10:02:45","date_gmt":"2025-02-10T10:02:45","guid":{"rendered":"https:\/\/peraltafinancing.com\/advertising\/why-your-crisis-management-team-should-be-ready-for-anything\/"},"modified":"2025-02-10T10:02:45","modified_gmt":"2025-02-10T10:02:45","slug":"why-your-crisis-management-team-should-be-ready-for-anything","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=79611","title":{"rendered":"Why Your Crisis Management Team Should Be Ready For Anything"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p><span style=\"font-weight: 400;\">This blog will discuss:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How individuals deal with pre-crisis preparation and risk management<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Examples of poorly managed corporate crises<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Companies successfully navigating through a public relations disaster<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Steps needed to control the narrative<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How an advertising agency\u2019s public relations and social media specialists can manage any crisis<\/span><\/li>\n<\/ul>\n<p><b>Preparing for a Storm<\/b><\/p>\n<p><span style=\"font-weight: 400;\">There are over 21 million people living in Florida. If you were one of those people, you\u2019d probably be aware that Florida gets hit by hurricanes. And it isn\u2019t difficult to imagine that every responsible Floridian has some kind of <\/span><span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"http:\/\/www.floridahealth.gov\/newsroom\/2017\/05\/050817-hurricane_awareness.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">hurricane preparedness<\/span><\/a><\/span><span style=\"font-weight: 400;\"> plan: a plan which includes stocking up on water and canned goods; gathering items which may be needed, like a manual can opener, waterproof matches, batteries, and a flashlight; keeping medications and a first aid kit somewhere easily accessible; keeping important documents where they\u2019ll be dry and accessible. It\u2019s even probable that most Florida residents have a home evacuation plan and an evacuation plan for getting further inland. Hurricane preparedness is a lot of work, but if you know something bad might happen, it\u2019s reassuring to know you\u2019re ready for it.<\/span><\/p>\n<p><b>Companies Without a Crisis Management Plan<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Of course, if your company isn\u2019t located in a state susceptible to hurricanes, tornadoes, earthquakes or wildfires, you don\u2019t need any kind of disaster plan, right? If that\u2019s what you think, then storm clouds are already gathering on the horizon because your company isn\u2019t prepared for a public relations or social media crisis, which could strike without warning. And, like Florida\u2019s hurricanes, it isn\u2019t a matter of \u201cif,\u201d it\u2019s a matter of \u201cwhen.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are three examples of what can happen if a crisis situation occurs and you have no response plans:<\/span><\/p>\n<ul>\n<li><b>United Airlines<\/b><span style=\"font-weight: 400;\"> \u2013 Many crises are self-inflicted, as was <\/span><a href=\"https:\/\/www.semrush.com\/blog\/three-biggest-social-media-management-nightmares-2017\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\"><span style=\"color: #3366ff;\">United Airlines<\/span>\u2018<\/span><\/a><span style=\"font-weight: 400;\"> 2017 public relations disaster. As passengers in Chicago were boarding a flight to Louisville, it was announced that the flight was overbooked because United needed to get four employees on the plane. United asked for volunteers to give up their seat in exchange for $400, a free overnight stay and a guaranteed flight the following day, but there were no takers.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Once boarding was complete, they announced that they were choosing four people who would have to get off the plane. Three went willingly, but one passenger\u2014a doctor\u2014refused. The doctor was <\/span><span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"https:\/\/www.youtube.com\/watch?v=VrDWY6C1178\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">forcefully dragged from his seat<\/span><\/a><\/span><span style=\"font-weight: 400;\">, was struck in the process and, thanks to phones, a video was recorded and posted on social media. United\u2019s CEO later tweeted that the event was upsetting to employees, and he was sorry the doctor had to be re-accommodated. He also emailed the employees involved, telling them what a good job they\u2019d done. This pale apology and wrong-headed email cost United more than $800 million in revenue, and they eventually had to hire a professional crisis management team to quell the uproar.\u00a0<\/span><\/p>\n<ul>\n<li><b>Equifax<\/b><span style=\"font-weight: 400;\"> \u2013 As a credit-reporting company, <\/span><span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"https:\/\/glean.info\/7-ways-equifax-bumbled-pr-crisis-response-massive-data-breach\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Equifax<\/span><\/a><\/span><span style=\"font-weight: 400;\"> was a prime target to be hacked, so they couldn\u2019t have been surprised when, on July 29, 2017, they discovered that the personal information of 143-million Americans had been stolen. Equifax thought perhaps the security breach had happened several months before, perhaps as early as March 2017; however, they waited until September to announce the problem. Their <\/span><span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"https:\/\/www.prweek.com\/article\/1450723\/timeline-crisis-equifax-botched-its-breach\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">crisis management<\/span><\/a><\/span><span style=\"font-weight: 400;\"> included setting up a customer response telephone line, which took several weeks to get working, and revealing that three executives sold two-million dollars in company stock in the period between when the hack was discovered and when it was announced.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>British Petroleum<\/b><span style=\"font-weight: 400;\"> \u2013 After an oil rig explosion which killed 11 workers, and the subsequent oil spill which released 210-million gallons of oil into the Gulf of Mexico, <\/span><span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"https:\/\/bizcoachinfo.com\/archives\/3494\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">British Petroleum\u2019s<\/span><\/a><\/span><span style=\"font-weight: 400;\"> (BP) first response was not to apologize or show concern for residents of the gulf shore, but to blame the manufacturer of the rig. Weeks later, BP\u2019s empty-headed CEO, <\/span><span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"https:\/\/www.prdaily.com\/5-of-bps-biggest-gulf-oil-spill-pr-blunders\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Tony Hayward<\/span><\/a><\/span><span style=\"font-weight: 400;\"><span style=\"color: #3366ff;\">,<\/span> was still trying to blame others, as he walked the oil-covered shore in a starched white shirt and said, \u201cNo one wants this thing over more than I do. You know, I\u2019d like my life back.\u201d In the two months following the disaster, BP\u2019s stock went from $59.48 a share to $27, and the public never regained its confidence in BP.\u00a0<\/span><\/li>\n<\/ul>\n<p><b>Companies That Turned a Crisis to Their Advantage<\/b><\/p>\n<p><span style=\"font-weight: 400;\">On the other hand, thoughtful and well-planned crisis management can reinforce a company\u2019s positive image by mitigating a potential crisis and could even attract new customers:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Kentucky Fried Chicken<\/b><span style=\"font-weight: 400;\"> \u2013 In February 2018, Kentucky Fried Chicken (KFC) outlets across Britain and Ireland ran out of chicken. The shortage lasted several weeks and was due to a glitch in the KFC supply chain. British chicken lovers were aghast that most of the 870 KFC stores were closed during the crisis. This chicken shortage could have easily gotten out of hand and had a negative impact on the company, were it not for a brilliant crisis-management team. In a humorous and apologetic ad campaign, they turned a public relations crisis into a public relations triumph by responding immediately, taking responsibility, and making irate customers laugh. (To see what they did, <\/span><span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"https:\/\/youtu.be\/V6cEM0RvT9Y\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">click here<\/span><\/a><\/span><span style=\"font-weight: 400;\">.) KFC\u2019s unorthodox response to the crisis won them, not only many new fans, but also praise and admiration from advertising professionals at <\/span><span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"https:\/\/www.inc.com\/robbie-abed\/kfc-just-handled-a-public-relations-crisis-perfectly-with-a-single-picture.html\"><span style=\"font-weight: 400;\">Inc.<\/span><\/a><\/span><span style=\"font-weight: 400;\">, <\/span><span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"https:\/\/www.adweek.com\/creativity\/kfc-responds-to-u-k-chicken-shortage-scandal-with-a-timely-fck-were-sorry\/\"><span style=\"font-weight: 400;\">Adweek<\/span><\/a><\/span><span style=\"font-weight: 400;\">, <\/span><span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"http:\/\/fortune.com\/2018\/02\/23\/kfc-chicken-shortage-apology\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Fortune<\/span><\/a><\/span><span style=\"font-weight: 400;\">, <\/span><span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"https:\/\/money.cnn.com\/2018\/02\/23\/news\/kfc-apology-ad-shortage-chicken\/index.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">CNN<\/span><\/a><\/span><span style=\"font-weight: 400;\">, <\/span><span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"https:\/\/adage.com\/article\/news\/friday-wake-call\/312493\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">AdAge<\/span><\/a><\/span><span style=\"font-weight: 400;\">, and the <\/span><span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"https:\/\/www.nytimes.com\/2018\/02\/23\/world\/europe\/uk-kfc-chicken.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">New York Times<\/span><\/a><\/span><span style=\"font-weight: 400;\">.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Southwest Airlines <\/b><span style=\"font-weight: 400;\">\u2013 In <\/span><span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"https:\/\/www.prezly.com\/academy\/relationships\/crisis-communication\/the-best-managed-pr-crises-of-2018\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">2018<\/span><\/a><\/span><span style=\"font-weight: 400;\">, an engine ruptured on Southwest Airlines flight 1308 from New York to Dallas. At 30,000 feet, pieces of the engine broke a window and a passenger was sucked headfirst into the opening, where she died. As passengers strapped on their oxygen masks, they were also taking videos of the scene and posting them to social media. While some companies would have considered the videos as a negative, Southwest used them to stay informed on what was happening, and those videos helped the company to respond.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The response from Southwest\u2019s CEO was quick, heartfelt, and took responsibility. By the time the airline made an emergency landing in Philadelphia, the company<\/span><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Changed the website banner from their normal red, yellow and blue heart to a gray, broken heart<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Suspended all promotional offers on social media and via email for one month following the accident<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Gave all passengers on flight 1308 a no-strings-attached check for $5000 and a $1000 Southwest travel voucher\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Emailed and called all passengers letting them know that counselling was available 24\/7\u00a0<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">While Southwest did lose $100 million following the event, that was from moratorium on promotions, not from customers cancelling Southwest flights. Because of <\/span><a href=\"https:\/\/www.crisiscommunications.com\/2018s-best-crisis-management-response-the-crisis-was-live-southwest-airlines-was-ready\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\"><span style=\"color: #3366ff;\">their <\/span>transparency and compassion<\/span><\/a><span style=\"font-weight: 400;\">, customers seemed to not hold Southwest responsible for the accident.\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Johnson &amp; Johnson<\/b><span style=\"font-weight: 400;\"> \u2013 The model for modern crisis management was Johnson &amp; Johnson\u2019s handling of Chicago\u2019s <\/span><span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"http:\/\/time.com\/3423136\/tylenol-deaths-1982\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">1982 Tylenol cyanide scare<\/span><\/a><\/span><span style=\"font-weight: 400;\">. The perpetrator was never found, and the theories ranged from the FDA\u2019s theory that someone purchased Tylenol, tampered with it, and then returned it store shelves, to the Illinois attorney general\u2019s theory that the cyanide was put in the capsules at the factory by a disgruntled employee. Either way, the pills killed seven people in three days. With no suspect to act as the target of consumers\u2019 anger, it would have been easy to hold Johnson &amp; Johnson responsible; however, acted quickly and showed that their concern was for their customers, not for company profits.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Johnson &amp; Johnson <\/span><span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"https:\/\/www.nytimes.com\/2002\/03\/23\/your-money\/IHT-tylenol-made-a-hero-of-johnson-johnson-the-recall-that-started.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">recalled 31-million bottles<\/span><\/a><\/span><span style=\"font-weight: 400;\"> of Tylenol from store shelves and offered to replace the capsules with Tylenol in tablet form. Almost all product recalls prior to this were from the auto industry, so pulling 31-million bottles from shelves was an historic event. The company\u2019s chairman also held a news conference six weeks after the tragedy to offer a full chronology of everything the company had done and was doing to ensure public safety. Further, the company responded with the first tamper-proof packaging and the invention of the caplet. Throughout the crisis, it was always clear that Johnson &amp; Johnson put the <\/span><span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"https:\/\/www.biznews.com\/thought-leaders\/2013\/11\/15\/five-key-lessons-from-tylenol-crisis\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">well-being of its customers<\/span><\/a><\/span><span style=\"font-weight: 400;\"> before anything else.\u00a0<\/span><\/p>\n<p><b>Steps to Correctly Handle a Company Crisis<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Although there are many types of crises, according to <\/span><span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"https:\/\/www.forbes.com\/sites\/forbesagencycouncil\/2017\/06\/20\/13-golden-rules-of-pr-crisis-management\/#6b49477f1bcf\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Forbes<\/span><\/a><\/span><span style=\"font-weight: 400;\"> and many others, companies in any crisis situation should take the following steps:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Take Responsibility<\/b><span style=\"font-weight: 400;\"> \u2013 Companies can only take control of a situation if they take responsibility for it.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Be Proactive, Transparent, and Accountable<\/b><span style=\"font-weight: 400;\"> \u2013 Not unlike the previous step, companies must acknowledge the incident, accept responsibility, and apologize.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Get Ahead of the Story<\/b><span style=\"font-weight: 400;\"> \u2013 Don\u2019t wait for a public relations strategy. Getting out ahead of the story is the strategy.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Be Ready for a Social Media Backlash<\/b><span style=\"font-weight: 400;\"> \u2013 Have a plan on how to deal with social media\u2019s response, even on platforms on which your company may not be active. Monitoring social media can not only offer a way to respond, it can also keep you up-to-date on the public\u2019s perception in real time.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Understand the Situation <\/b><span style=\"font-weight: 400;\">\u2013 Communicate openly with everyone, both publicly and privately. If you don\u2019t know the answer to a question, say that you\u2019re still assessing the situation rather than saying, \u201cI\u2019ll look into it,\u201d \u201cI don\u2019t know,\u201d or \u201cNo comment.\u201d\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Consult With Your Crisis Team<\/b><span style=\"font-weight: 400;\"> \u2013 Get a variety of opinions on a strategy, from social media to press conferences.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Be Prepared<\/b><span style=\"font-weight: 400;\"> \u2013 One crisis can quickly lead to a cascade of related crises. Try to anticipate every potential crisis scenario and strategize on how to be ready and how to respond to them.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"https:\/\/www.cnn.com\/2019\/04\/04\/success\/crisis-management\/index.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Other ideas<\/span><\/a><\/span><span style=\"font-weight: 400;\"> which may seem obvious now, but may not be so clearly defined in the event of a crisis, are to find the right person to be the public face of your company throughout the crisis; always be honest; don\u2019t hide any information, no matter how damaging you may think it is.\u00a0<\/span><\/p>\n<p><b>Let an Ad Agency Manage the Crisis<\/b><\/p>\n<p><a href=\"https:\/\/coschedule.com\/blog\/social-media-crisis-management\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\"><span style=\"color: #3366ff;\">Good crisis management<\/span><\/span><\/a><span style=\"font-weight: 400;\"> can make or break a company, and having a good, <\/span><span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"https:\/\/www.mcfaddengavender.com\/services\/public-relations\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">experienced public relations<\/span><\/a><\/span><span style=\"font-weight: 400;\"> team in your corner can be crucial. Wouldn\u2019t you like to have the peace of mind in knowing that, should a negative event arise, public relations professionals are ready to help your company weather the storm? Then get in touch with McFadden\/Gavender Advertising. You\u2019ll find our contact information <\/span><span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"https:\/\/www.mcfaddengavender.com\/contact\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">here<\/span><\/a><\/span><span style=\"font-weight: 400;\"><span style=\"color: #3366ff;\">.<\/span> Our PR experts can guide you through the crisis, steering your company back into calm waters. Don\u2019t wait until a crisis develops. We\u2019re here to help before, during, and after problems arise.\u00a0\u00a0<\/span><\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>This blog will discuss: How individuals deal with pre-crisis preparation and risk management Examples of poorly managed corporate crises Companies successfully navigating through a public relations disaster Steps needed to control the narrative How an advertising agency\u2019s public relations and social media specialists can manage any crisis Preparing for a Storm There are over 21 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":79612,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12023],"tags":[11649,5984,11556,3705],"dealstore":[],"offerexpiration":[],"class_list":["post-79611","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-crisis","tag-management","tag-ready","tag-team"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - 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