“Nothing like that would happen to my bussiness.” We don’t mean to sound ominous, but are you sure?

When so much hangs on the good reputation of your business, which has taken significant investment over time to build, being prepared with a sound procedure in case an ill wind should blow through your company door makes sense!

It can be as simple as being misquoted in the media, or as monumental as an urgent recall of your highly visible product, a major accident in the workplace or a revolt by employees about some company ‘transgression’.

There is always a huge commercial impact if your business reputation is not well managed.

Research from the Queensland University of Technology reveals that “…around 60% to 80% of company crises are smouldering, with the company oblivious, or choosing not to act.”

IF IT HAPPENS:

• Take responsibility and apologise for any company transgression –sincere regret for any wrong doing, or adverse impact on employees, shareholders or other stakeholders is essential
• Ensure that your company is not hiding anything – transparency is crucial, and if the media scrutiny is sustained ultimately all will be revealed
• Have a competent and media savvy company spokesperson available to speak to the media
• Prepare a comprehensive, informative and factual media release – ensure media has accurate information or they will fabricate a story anyhow, based on speculation and circumstantial evidence
• Prepare a ‘question and answer sheet’ – make sure this explains how the situation arose
• Make sure your website is immediately updated with all relevant and current information
• Distribute release to select media if necessary – sometimes it is best to sit tight and take no proactive initiative. But you do need to be prepared
• Arrange a 24-hour hotline
• Brief employees
• Prepare an advertisement for the daily papers – in the case of a major crisis
• Undertake further investigation
• Remain calm – if your response is managed well, the fallout can be minimal