When a crisis occurs and a company’s reputation is threatened, top executives look to PR practitioners to mitigate the damages by responding quickly and effectively.
However, on social media, crisis communications takes on a new form. Often, getting trending topics under control is nearly impossible.
Here are some important tips for how to manage a PR social media crisis.
Anticipate Crises
Every public relations team, whether it is social media or not, needs to have a crisis plan in place. According to Berstein Crisis Management, there are two main benefits to creating these plans.
“First, you may realize that some of the situations are preventable by simply modifying existing methods of operation. You can also begin to think about possible responses, about best-case/worst-case scenarios, etc. Better now than when under the pressure of an actual crisis,” Berstein said.
All crises are dynamic. Not everything prepared will be used. However, when a team has pre-crafted responses, it is easier to manage and adjust accordingly.
Determine if it is a crisis
It is easy to take a negative post or tweet to heart as a social media manager. It may even seem like these are the begins of a serious threat to a company’s reputation. However, that’s not always the case.
According to Convince and Convert, there are three steps to deciding if you have an actual social media crisis.
- A social media crisis has information asymmetry – “When the company does not know any more than the public about what’s going on, it becomes a crisis.”
- A social media crisis is a decisive change from the norm. – “Many companies have things they are continually criticized on. When a markedly different line of criticism occurs, that’s the second sign of a social media crisis.”
- A social media crisis has a potentially material impact on the company overall. – “Somebody tweeting that Subway left mustard off their sandwich isn’t a crisis. A gunman at a Subway is. Scope and scale are the signs of a social media crisis.”
Quickly address all your publics
While it is important to take time in deciding responses, companies need to address issues quickly. Waiting to see if it will simmer out runs the risk of the internet discussion taking off without getting to voice the company’s response.
With crisis management, it is always best to own your mistakes. Be honest with your publics, take responsibilities for your actions and promise to work harder to earn their trust.
According to Social Media Examiner, “When issuing a statement, show compassion and your full commitment to the issue. Assure customers that they’re your first priority. Don’t be defensive, don’t justify your actions and most importantly, don’t hide from criticism.”