One of the important aspects I’ve learned from public relations is that it is essential for organizations to prepare and plan for crisis and identify appropriate communication strategies that match stakeholder’s expectations in relation to different crisis.
One of the roles of crisis management in corporate life, just like real life, is full of risks and potential crisis. That is why public relations keeps scam the horizon, trying to identify and anticipate trouble before it happens.
One of the crises I had to face was when I found out that one of my clients has another Facebook page; which is a hoax account. When I first looked at it, it didn’t look professional as the other Facebook page my supervisor campaign manager and I had worked on it.
“The rule of thumb for the public practitioners during a crisis is summed up in two words: be candid. Honesty and directness in communication are essential to preserve trust and reputation.” (Jane Johnston & Clara Zawawi)
The first step I did when I found out that my client has another Facebook was I immediately told my supervisor campaign manager. I’ve also explained to what is being done to overcome the crisis and what are the strategies we can do to improve the situation without making a big deal.
He took my advice and we’ve contacted to our client about the situation and one of the hardest thing I had to do as an intern was wait for their respond.
Usually when a crisis comes, one of the things I’ve learned was that the quicker you overcome the crisis, try to avoid with rumors, and misapprehensions as quickly as possible, the better the reputation of the company will be and not all the audience will find out.
However, the campaign manager explained to me that even though we wish we could be super heroes to fix everything as quickly as possible, but also we have to be considerate of our client’s decision even though our job is to add the value and advice them to guide them so their brand reputation won’t be destroyed.
A week later, my supervisor and I received an email from the manager and thanked us for letting them know the situation. As a result, she has explained to us that before they signed with Socialite Media, they have already opened a Facebook account and tried to put the contents on their own, but when Socialite Media came about, they opened another one to do a fresh start; which was one of the mistakes they’ve made, because they imagined that the public would be confused on which Facebook page to follow.
Furthermore, they have asked us to continue with the other Facebook page as if the other Facebook page is not there and suggested to add the link onto the other page to inform the public that they’ve opened another page and should follow the current one instead.
Blog References:
- Socialmediainfluence. (Photographer). Social Media Crisis Response Plan [Web Photo]. Retrieved from http://media-cache-ec2.pinimg.com/originals/25/74/25/257425ee40561559803d863080850f02.jpg
- Johnston, J., & Zawawi, C. (2009). Public relations: Theory and practice. (3rd ed., pp. 312-313). NSW 2065: National Library of Australia.
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