You're facing potential negative press. How do you prevent it from escalating into a full-blown crisis?

Neben der umfassenden Transparenz, die meine Vorredner:innen schon häufig genannt haben, ist meiner Erfahrung nach eine echte, ernstgemeinte Entschuldigung (keine "nonpology"!) nach einer eigenverursachten Krise wichtig. Dabei geht es aber nie darum, selbst einen Schlussstrich zu setzen, nach dem Motto: "Jetzt ist dann aber mal gut!". Hier stecken Unternehmen häufig in einer Trotzphase, die alles schlimmer macht. Ob ein Krisenthema abgeschlossen ist, entscheiden die Kund:innen bzw. Stakeholder, niemals das Unternehmen selbst.

- Assess Quickly: Understand the issue and its impact objectively. - Transparent Communication: Provide factual information promptly to stakeholders. - Proactive Engagement: Address concerns with media respectfully and offer solutions. - Monitoring and Adaptation: Implement robust monitoring and adjust strategies as needed. - Maintain Trust: Prioritize transparency and commitment to resolving issues swiftly.

There's a difference between monitoring and publicly reacting. In fact, there is such a thing as "The Streisand effect", where you make the situation worse - despite best efforts! We've all seen companies make their scandals worse (bigger) by inadvertently pouring gasoline on the fire. My approach is - when there's negative momentum, THEN you want to react publicly. If the negativity is from 1-2 sources / outlets, then it may be best not to respond.

First, figure out which media it makes sense for you to react to. My general approach is in this scenario is to go to a reporter / outlet that is both friendly towards you, and is also perceived as credible by the public and key stakeholders. After that, I often refer all media inquiries to the first interview, and not say anything on the matter after that. Sometimes, that won't fly (depends on the size of the crisis), but if you can get away with it, that approach usually keeps the story as small as possible.

Primero, actúa rápidamente: emite una declaración inicial que demuestre que estás al tanto de la situación y tomando medidas. Segundo, recopila todos los hechos: investiga internamente para comprender completamente el problema. Tercero, comunica con transparencia: mantén a tu audiencia informada con actualizaciones regulares y sinceras. Cuarto, muestra empatía y responsabilidad: si es necesario, admite errores y detalla los pasos que estás tomando para corregirlos. Finalmente, monitorea y ajusta: utiliza herramientas de seguimiento de medios para evaluar la reacción y ajustar tu estrategia en consecuencia, asegurando que la narrativa permanezca bajo control.

In your early stages, before the negative media begins, being transparent with key stakeholders is an important step. Early communication helps maintain trust. Key stakeholders like employees, investors, can prepare themselves and not be taken off guard by a surprise news story. This also aids in early control of the initial flow of information and minimize panic.