media training

In today’s rapidly-moving world of social media, it’s critical to be proactive to pre-empt rumors and some of the potentially negative things that may be written and said about your company.  Leaving questions or doubts in people’s minds can lead to all kinds of speculation and having this spread like wildfire can be hazardous to any organization.

This doesn’t mean having a plan for every possible thing that could happen.  It’s not only unrealistic, but super time-consuming.

What it does mean is having plans in place identifying some of the worst-case scenarios, knowing who would be responsible for what, and an up-to-date contact list, both internally and externally.  The external one would include the news media, shareholders, and other key publics, including major suppliers, allies, clients, lawmakers, and regulators, if applicable.

HOW TO BE PROACTIVE

Appoint someone to be responsible for the following and to monitor it.  This individual would generate and disseminate updated information as often as needed to the publics you’ve identified as crucial.    

As importantly, log any relevant feedback received.  It could be helpful later on.

The same is true with your employees.  Frequent internal communication is important, not only to morale, but also because employees are your greatest ambassadors.  For them to have up-to-date information is priceless and helps to prevent second-guessing about why something was attempted or not tried.

If you have monitoring systems in place, gauge how the public is reacting and responding to the crisis.  Be prepared to alter your messaging if need be.

Be sure to keep senior management apprised, not just of what’s being disseminated, but also of any major communications yet to be released.  The latter will help avoid any surprises.

If applicable, take the lead.  For example, in a case where an employee is killed elsewhere in a mass shooting, one might start a fund to help his/her family.  Consider a matching fund where the company will match up to $X. Publicize this internally and externally with your key publics.

It’s a fine line between capitalizing on a disaster versus being helpful, but hardly anyone would argue that stepping up to aid the family of an employee victim fits into the former category.

LESSONS LEARNED

After a crisis has passed, gather the team and analyze what worked and didn’t work.  Get your data and see what people said or were critical about. If there’s some validity in some of the feedback, make changes in your response plan.  And, of course, communicate all the findings and changes to senior management.

5WPR CEO Ronn Torossian

Ronn Torossian

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.