No one wants their brand connected with a tragedy. But it could happen. In fact, it does happen, a lot more than we would like. Think about these recent headlines…

A Southwest pilot and former fighter jock safely landed a flight after losing an engine and having to turn around and make an emergency stop. That incredible feat made headlines across the country and around the world. But, for days before those headlines, the only thing anyone was talking about was the woman who died after nearly being suck out of the same plane. Southwest blamed the engine manufacturer, who pointed fingers right back at the airline. Those fingers are still being pointed.

Not too many news cycles before that, a person was killed by an Uber ‘self-driving’ car. The system didn’t see the pedestrian, and the human driver did not override the computer in time.

Before that, a pedestrian bridge collapsed at a busy South Florida university, killing people and placing the construction company responsible for the “new design” on the national hot seat.

Recent school shootings have placed gun makers at the center of one of the worst political conflicts in recent American history, and this is happening at a time when some gun makers are already considering bankruptcy. Speaking of school shootings, no one asks for something like this to happen. But as this is happening too often, it is up to residents to try and put safety procedures in place to help prevent issues like these from happening. It could be as simple as checking out a security turnstile here, for example, and finding that this could be a step forward when it comes to increasing security in a public place.

These events, all in the first few months of this year, are just a sampling of how a business can become part of a tragic headline, leaving consumers and news reporters demanding answers and accountability. So, how do you respond in that situation?

Have a Plan in Place

It is absolutely imperative to have a crisis communication plan in place before tragedy strikes. This ensures you will be thinking more clearly when the time comes to determine what to say and do, and when to say and do it. You will need to have a plan in place that allows you to communicate well and with compassion, while your business continues to operate profitably.

Take a Moment

Never, ever respond without carefully considering both your messaging and your optics. Gaffes can be very expensive and most people treat apologies very cheaply, even when they are obviously necessary. Just ask Starbucks. So, when a tragedy occurs, take a moment to think, to reflect, and to consider the ramifications of what you say next. Sometimes, that will mean not talking when you really, really want to, or even when others are saying inflammatory, horrific, and very unfair things about you.

Project Authenticity and Compassion

Business is very strategic, fast-paced, and merciless… but this can’t be what you project in times of tragedy. People want compassion and authenticity. They need to see the “human” side of the business, not the bottom line side. When a mistake is made, do your best to own it and express genuine regret, but, even more than that, project honest, authentic concern for those who have been impacted by the tragedy. For example, when that bridge collapsed, right after it happened was not the time to insist the “new design” was sound. It was time to express empathy for the families of those who lost loved ones.

Check Your Automated Programs

Ill-times social media messaging or advertising campaigns can add insult to injury when you’re working through a crisis. So, when tragedy strikes, have your team review your planned campaigns, especially the automated social media activities, and make absolutely certain nothing will pop up that would be embarrassing or damaging under the circumstances. When one of your products or services has been involved in an unfortunate incident, no one wants to ready about your latest sale or great new gadget.

In closing, the best practices in a crisis involve connecting with customers where they are, offering honest compassion, and taking the time to measure our messaging to communicate exactly what we should … and nothing more.

Ronn Torossian is the CEO of 5WPR

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.