Information Sheet: Best Practices in Crisis Communication
Transparency and Honesty
What It Means: Be clear, truthful, and transparent in all communications. Avoid withholding information or misrepresenting facts.
Why It Matters: Builds trust with stakeholders and avoids escalating the crisis due to misinformation.
Example: Johnson & Johnson’s transparent handling of the Tylenol crisis as discussed in previous sections of this module.
Further Reading: Being Transparent
Quick Response Time
What It Means: Act promptly to address the crisis before it escalates.
Why It Matters: Prevents the spread of misinformation and shows that the organisation is proactive.
Example: Starbucks’ quick response to a racial bias incident by implementing bias training. Review the previous articles and information to support your understanding.
Further Reading: Navigating a Crisis
Single Point of Contact
What It Means: Appoint a spokesperson to ensure consistent messaging.
Why It Matters: Reduces confusion and ensures that communications are aligned with the organisation’s goals.
Further Reading: A Leader’s Guide
Clear and Targeted Messaging
What It Means: Deliver messages tailored to specific stakeholder groups (e.g., customers, employees, media).
Why It Matters: Ensures that each audience receives relevant and actionable information.
Further Reading: Communicating in a Crisis
Monitor and Evaluate
What It Means: Continuously track the crisis and stakeholder feedback to adapt communications as needed.
Why It Matters: Helps refine strategies and ensures effective communication throughout the crisis lifecycle.
Further Reading: Small Business Crisis Management
Follow-Up Communication
What It Means: Maintain communication after the crisis to demonstrate accountability and outline future steps.
Why It Matters: Reinforces trust and demonstrates the organisation’s commitment to improvement.
Further Reading: Post Crisis Communication
Case Studies for Practical Insights
- Johnson & Johnson Tylenol Crisis
- Starbucks Racial Bias Training
- Netflix Password-Sharing Policy Crisis
By implementing these best practices, organisations can effectively navigate crises and maintain long-term stakeholder trust and resilience.
Issues in the Global Business Environment
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