Crisis Communications

Crisis

What Keeping Up With Kardashian Crisis Communication Can Teach Your Brand

Crisis

You might say that wherever there’s a Kardashian, drama is sure to follow. But regardless of whether that’s bad luck or careful planning, no one knows how to capitalize on a crisis like this family. Their PR prowess in general is impressive, but their ability to weather scandals and missteps and come out the other side with an even stronger brand is a master class in crisis communication. Here’s what the Kardashians can teach your brand.

Lesson One: Stick to The Crisis Communication Plan

Yes, you should have one in place BEFORE any type of crisis hits. And the word is that when you know what hits the fan, the Kardashians have a meeting−all of them−no matter where they are the family is on the phone, on FaceTime, etc. Kris Kardashian is said to lead these meetings where the family discusses how to handle the situation and do damage control; no doubt their PR firm plays a big part in this as well. The key is, everyone already knows what to do. This is important because with roles and steps already set, you can respond quicker and focus on the crisis itself, not a last-minute scramble.

Lesson Two: Do Your Best to Control the Narrative

There really are any number of crises or scandals you could pick from Kardashian-wise from Kendall’s Pepsi ad to Kim’s crypto controversy to Kylie’s billionaire status to the Tristan Thompson cheating scandals to the never-ending saga that is Kanye. But through them all, if you’re watching closely, you can tell the family stays on the same page in their responses. Or, they don’t respond at all. You won’t catch one Kardashian making a statement and another disputing it or saying the opposite.

That’s the key here; present a united front. Know the narrative you want to get across and make sure everyone sticks with it. What’s more, the Kardashians haven’t been front page news all these years without making media connections and they use them to get their narrative out there. Most brands don’t have those connections, but PR firms do, which is another way they can help in a crisis.

Lesson Three: Humanize the Situation

One advantage the Kardashians have already is their personal brand. Yes, everyone in the family has a business brand (or two, or three), and to some degree their own personal brand (depending on the family member), but it all collectively rolls up into the Kardashian family brand. And the operative word here is family. So, it’s easier here to humanize, when regardless of the crisis, you hear from Khloe, Kourtney, Kim, Kris, or other family members directly. You know them, to a degree, on a personal level already which helps as they tell their side of the story. But brands can do this too.

A proactive approach is to humanize your brand, in general, by connecting with your audience as much as possible before any crisis takes place through brand ambassadors in the company, influencers, and/or even social media stories about employees, customers, community involvement, social causes, etc. Then, when a crisis happens, and you follow a similar approach specific to that situation, your audience is likely already more receptive. But however you engage with your audience, it must be sincere and relevant or it will backfire. A good PR firm can help you craft the right approach here as well.

Lesson Four: Make the Most of Any Situation

The Kardashians never let a crisis or scandal slow them down. And not just that but they are definitely in the camp that there’s no such thing as bad publicity because they have made the most of it on the regular. Case in point: Kylie’s lip injections. She came under fire when just a teenager for getting lip injections and soon after launched her own makeup line, Kylie Cosmetics. Initially, the line sold lip kits but has now turned into a cosmetics giant. Certainly, not all crises turn out this way, but the point is that brands can look for opportunities during any situation to come out the other side better and stronger. And your PR firm can help make that happen.

To learn how R team can help your brand with crisis communications, schedule your FREE discovery call today!


crisis management

What Crisis Management Is and Why You Need a Publicist ASAP

Crises happen so often in the business world that there’s an entire subset of public relations devoted to them known as crisis management. Given that how you respond to a crisis can either boost your brand or damage it significantly, crisis management is as essential to your business as the Keurig your team relies on to function. Or is that just R team? In all seriousness, the right publicist can be the key to effective crisis management. Here’s how.

crisis management

What is Crisis Management?

The word “crisis” is defined as a time of intense difficulty, trouble, or danger. While that may seem ominous, a crisis for your business is really any unanticipated event that could disrupt your operations and/or cause potential harm to your brand reputation including:

  • Product recalls
  • Customer injuries
  • Employee misconduct
  • Security breaches
  • Natural disasters

As such, crisis management is the art of not only responding effectively to events that have occurred, but also your strategic approach in anticipating crises.

crisis management

How Can a Publicist Help?

A publicist can help with both aspects of crisis management. For example, R team is specially trained in the communication tools and techniques necessary to react promptly and strategically in a crisis as well as in identifying any potential vulnerabilities proactively. What’s more, because of our experience in the restaurant, hospitality, retail, health and wellness, business, and non-profit industries we’re uniquely equipped to help lifestyle brands with crisis management. Specifically, the benefits of partnering with a publicist include:

  1. Peace of mind – When a crisis hits, panic often ensues and that’s when mistakes happen. Likely this isn’t something you or your team deal with every day so it’s natural to be overwhelmed and not sure what to do. A publicist can take that worry off your shoulders, acting swiftly and surely on your behalf to protect your brand in the public eye.
  2. Freeing you to focus on the crisis – Realistically, you’ve got much more to worry about in a crisis than public relations alone. Having to split your focus between what to say in public as well as to your customers while also working to resolve the crisis itself is anything but ideal. With a publicist handling the media and your message, you’re free to focus on where you’re needed most.
  3. Controlling the narrative – Speed is everything in a crisis, particularly how fast you communicate about it. It’s so much harder to change perception once it’s in the news and/or on social media than to drive the message initially. While you’re wondering who to contact and what to say, things can quickly spin out of control. You avoid that entirely with a publicist because they can help you get the right message to the right people right away.
  4. Making the most of the situation – Often it’s just as much about how you say something as it is what you’re saying. A publicist has the training and the finesse to get your message across in a way that puts your brand in the best light. Yes, you want to be authentic, honest, and transparent about the crisis, but you also want the media as well as your current and potential customers to see the bigger picture. One crisis does not have to define your brand, and with effective crisis management, it won’t.

To learn how R team of publicists can help your brand with crisis management, schedule your FREE discovery call today!


crisis communication plan

4 Reasons a Crisis Communications Plan is Essential to Any Business

Although we’re well into the new year, it’s safe to say we’re probably all still a little shell-shocked from the craziness of 2020. Not just personally but in business as well. Sure, we’re optimistically planning ahead, but if there’s ever been a time to take the familiar idiom, “hope for the best and prepare for the worst” to heart, it’s now. R view is that having a crisis communication plan is a key to doing just that. Here’s why.

What Is A Crisis Communication Plan?

Essentially, a crisis communication plan is your strategic approach to responding to an unanticipated event that could disrupt your business operations and/or damage your brand reputation. It could be a product recall, customer injury, employee misconduct or a security breach. But natural disasters and, as we’ve recently learned, pandemics can certainly qualify as a crisis for businesses too!

Why Crisis Communications is Essential to Your Business

Quite simply, s@%t happens! You can think of a crisis communications plan like insurance in a way - a safety net that’s there for you just in case.  When navigating your business through the unexpected, here’s why a crisis communications plan is essential:

  1. You won’t be caught off guard – When a crisis hits, time is essential. The longer you take to respond the quicker trust in your brand erodes, or at the very least, confusion will keep customers away. With a crisis communication plan in place, you’ll be able to provide transparency and the most appropriate messaging right away.
  2. You’ll be able to focus on resolving the crisis – In a crisis, it’s all hands on deck, right? Making it nearly impossible to prepare your communications plan and manage the crisis effectively at the same time. By preparing ahead of time, everyone knows their role in communicating, what steps to take and who to communicate with, freeing up the rest of your team to deal with the crisis itself.
  3. You’ll be able to control the narrative – One thing we in the PR industry know, is that the first message that’s out there is the stickiest, so to speak. It’s so much harder to change perception than to drive the message initially. Trial by social media is all too common these days and an effective crisis communication plan can help you get the right message to the right people instead of the wrong one going viral.
  4. Done right, you could improve your reputation – Warren Buffet once said, "It takes 20 years to build a reputation and five minutes to ruin it.” Yikes, but true. On the flip side, as we’ve seen over the last year, businesses who are authentic, honest and open the lines of communication have been the ones who have thrived in spite of the circumstances. 

Check out R Take on Crisis Communications During COVID-19 and Beyond for tips that can be applied to any unanticipated situation. Or, click HERE to schedule a FREE 15 min Discovery Call and let’s get started on your crisis communications plan together!


crisis communications

R Take on Crisis Communication During COVID-19 and Beyond

crisis communications

 

This year, the collective elephant in the room for every marketing and PR team is COVID-19. Whether it’s affecting your organization through closures, restrictions, lack of demand, supply chain delays, or any other avenues, it’s something we all need to address. But, most of us aren’t exactly sure how. We can help with crisis communication tips that can be applied now or to any unanticipated situation that can affect your brand reputation.

What is Crisis Communication?

It may sound ominous, but in general, crisis communication is simply your strategic approach in responding to any unanticipated event that could disrupt your organization’s operations and/or cause potential harm to your brand reputation such as:

  • Product recalls
  • Customer injuries
  • Employee misconduct
  • Security breaches
  • Natural disasters

And unfortunately, we can now add pandemic to the list.

Crisis Communication in Action

With the speed in which news travels today—as well as its reach—how you communicate during a crisis can dramatically impact your reputation—good or bad.

Here are some examples of misses in crisis communication:

On the other hand, these organizations got it right:

R Crisis Communication Playbook

When you have a crisis on your hands, you’re likely asking what should you be saying, how should you say it, who should you say it to, and via which channel(s)? It can get overwhelming pretty quickly so the first thing to do is take a deep breath and then:

Assess the Situation – There are a couple of layers on this one. From a broader perspective assess the type of crisis you’re dealing with, as a product recall will certainly dictate a different response than a pandemic. Then, take a look at all your currently scheduled campaigns as well as social media to see if they are still right for the current situation in voice, tone, and messaging. Don’t forget imagery too! Considering COVID-19 specifically, you don’t want to show people too close together for example. And with emotions so high right now, perhaps shift your message from an overt product focus to more of a human focus that’s empathetic and helpful. 

Respond Quickly - To control the narrative for your brand as best you can, quick action is a must. Also, consider your channels. For example, if safety concerns about your product are reported on social media first then respond there first. Expand to other channels quickly thereafter and communicate often with updates. Next, once you’ve assessed your campaigns, quickly stop any that may be perceived as insensitive to the situation. Even with campaigns you continue, consider how often you email and/or post. Too much push marketing can be seen as intrusive (and self-serving) in times of crisis.

Be Transparent - As you saw in the examples of misses above, any attempt to withhold information— whether real or perceived—will be disastrous for your brand. If the crisis is a situation in which your organization is at fault; acknowledge what happened, accept responsibility, apologize, and clearly communicate how you will move forward. Importantly, if the crisis resulted in injury, put the victim’s pain and frustration first. And avoid placing blame right off the bat. It can also be helpful to put yourself in the shoes of your audience and/or victims of the crisis to think about what you would want to know and how you would want it communicated.

Be Consistent - Not only in message but also across channels. Keep in mind that in most cases you’ll have different audiences in which you need to communicate. You’ll need to carefully craft messages that are still consistent, yet specifically speak to their concerns. Using COVID-19 as an example, if you’re a restaurant whose business hours have been restricted this will impact employees and customers. While it’s inconvenient for customers it’s potentially devastating to the livelihood of your employees, so the tone needs to be appropriate although the general message of restricted hours is the same. And consider the best way to get that message across. Social media and on-premise signage may work for customers, but would be highly inappropriate for employees.

Monitor Sentiment - Make sure to keep a close eye not only on national and local news outlets during a crisis but also on what your customers are saying on social media. And don’t forget to respond, on-message of course! Track your campaigns carefully as well. If your crisis communication approach is working, great! But still remain vigilant. If it’s not, go back to the beginning and reassess to see how you might tweak to improve communications going forward. Another option here might be to enlist the help of supporters such as brand ambassadors to create some positive influence.

Schedule a FREE 15 min Discovery Call to share your biggest communication challenge during COVID-19 or any crisis situation for your organization, and we’ll offer tips to keep your brand's reputation intact.