Businesses, individuals, and organizations will, from time to time, make honest mistakes or in some unfortunate cases, intentionally support unethical decisions to dissuade or conceal something significant from its public.
Whether it’s an oversight or a matter of deception, savvy companies usually employ and deploy a crises response team to prepare for, manage and attempt to positively spin the potential backlash from customers, partners, and employees related to almost anything.
Crisis communications is a branch of PR that is designed to protect and defend an individual, company, or organization, usually from a reactive response, facing a swelling public challenge to its reputation, brand, and community.
More often than not, we miss the very things that provide insight into a future response simply because we’re not conditioned or trained to proactively discover and diffuse threats or negative experiences.
Our weakness, however, is also our opportunity to manage and also respond to any potentially damaging or menacing public groundswell.
Conversations related to the brand, company, executives, products, and competitors take place each and every day, without our knowledge and perhaps worse, without our participation.
In the era of the Social Web, a story, and the ensuing public recruitment, rallying, and support, can rapidly spread unlike any crisis wildfire witnessed or experienced in previous generations.
To date, crisis communications and reputation management were relegated as a reactive response, while the groundwork for a potential predicament and the development of strategic communique is among the best practices for proactive crisis planning.
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