No company ever wants to experience a crisis, but what should happen when a crisis does occur? In this episode, Nick Leighton discusses what PR and communications professionals should do for their clients in the event of a crisis.
“Crisis” is in the eye of the beholder, and so the first question to ask is, “Are we actually in a crisis?” Various stakeholders will disagree on whether a crisis is occurring or not, and that not all crises are obvious. It is important to discuss crisis management with clients well in advance and to have a plan in place in case of an emergency.
The significance of the crisis, as well as the amount of uncertainty and ambiguity involved, are all important factors to consider when deciding on how to respond. How the crisis is perceived by the public, media, social media, and competitors can all influence the next steps taken to resolve the issue. Ultimately, the way a crisis is handled from the very beginning can have a significant impact on how the situation evolves.
In any crisis situation, speed is essential to prevent a vacuum of information which can lead to inaccurate stories circulating. With no official communication, the media will search for alternate sources and possibly create inaccurate stories about the incident. To prevent this, it is critical to have a plan in place and to act quickly to provide accurate information.
About the Guest
Nick Leighton is the founder and CEO of NettResults International Public Relations, a Middle East-based public relations agency launched in 1999 with offices in Dubai, Abu Dhabi, Jeddah, and California. NettResults is an award-winning, leading PR agency in the Middle East and acts as a gateway for international organizations looking for regional media implementation. He has over 25 years of experience representing the public image of Fortune 500 companies, some of the largest non-profit organizations in the world, political parties, and members of royalty. Nick is co-author of the crisis communications book CRISIS COMMUNICATION: practical PR strategies for reputation management and company survival, which was published by Kogan Page in December 2008.
About the Host
Abbie Fink is vice president/general manager of HMA Public Relations in Phoenix, Arizona and a founding member of PRGN. Her marketing communications background includes skills in media relations, digital communications, social media strategies, special event management, crisis communications, community relations, issues management, and marketing promotions for both the private and public sectors, including such industries as healthcare, financial services, professional services, government affairs and tribal affairs, as well as not-for-profit organizations.
PRGN Presents is brought to you by Public Relations Global Network, the world’s local public relations agency. Our executive producer is Adrian McIntyre. The show is produced by the team at Speed of Story, a B2B communications firm in Phoenix, AZ.
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