A brand that’s taken a lifetime to build can unravel in a day. At Sharp Minds, we specialise in safeguarding businesses and organisations of all sizes against potential crises. Our expertise lies not only in preparation but also in orchestrating strategic communications when challenges arise.

Senior management and leaders embroiled in a crisis have learnt the hard way what happens when the unthinkable becomes reality. When an accident results in death or injury, a failed takeover causes the share price to plummet, or toxic food, medicines, or drinks lead to mass hysteria, all attention focuses on who’s to blame.

Every day, organisations run the risk of being affected. The fact that we live in an age of transparency means that no company or organisation is immune. However, a crisis doesn’t have to spell disaster.  Swift, positive action can limit damage effectively. Additionally, efficient communication can transform a crisis into an opportunity. The way an organisation communicates during a crisis can be make-or-break, as we’ve seen in numerous national and international examples. Ironically, the transparency that many senior managers find challenging is precisely what enables a company to project openness—a quality stakeholders value and trust most.

The importance of a crisis communications plan

The days when companies were only answerable to their own shareholders are in the past. Now, stakeholders are not only more numerous; they are also more inquisitive and expect to be fully informed.  Consequently, a robust crisis plan is no longer optional—it’s essential. While no organisation is immune to crises, the art lies in effectively managing them and potentially turning them into opportunities.

Key elements of successful crisis management include:

1. Preparation: Develop a proactive plan before a crisis occurs.
2. Speed: React quickly to control the narrative.
3. Transparency: Communicate openly with all stakeholders.
4. Efficiency: Deliver the right message, to the right people, at the right time.

Stakeholders and the public judge a company by how it handles a crisis. Prioritising human interests over business concerns often earns companies a second chance. To protect your reputation:

• Establish a competent crisis communications team.
• Define clear internal communication protocols.
• Identify key spokespersons and their roles.
• Determine appropriate timing for press releases and public statements.

At Sharp Minds we excel in helping organisations navigate these crucial aspects of crisis management, ensuring they’re prepared to face challenges head-on.

Why invest in a proactive crisis communication plan?

Having a plan can control a crisis and control is the name of the game. The core principles of effective crisis communications are – concern, relief and reassurance.

When you find yourself in a crisis communication situation you have one goal: to protect the reputation of the organisation by communicating the right message; at the right time; to the right people.

Responding quickly and with confidence is the only way your business can seize control of the communication and turn it to your advantage. Look on it as a wise investment.

The essential elements of a clear and concise, proactive crisis communication plan are:

• Authority and sign-off procedures
• Clear messaging guidelines
• A defined audience that this messaging needs to reach
• A designated spokesperson
• Timing strategies for the communications
• Internal communication strategies

What makes a good crisis communications team?

Your crisis team needs to be small, agile, alert and reachable. It needs to consist of individuals who have absolute authority and the confidence to direct board members when necessary.

When Sharp Minds develops a proactive crisis communication plan, we typically begin by meeting with the board, founder or CEO. Our crisis professionals engage all the C-level executives who may be part of the future crisis team.

Securing buy-in from all parties is crucial, though often challenging. In this situation, our crisis advisers normally highlight to the board:

• What PR is, and how it differs from advertising
• What a crisis is
• What possible crises could happen to the company and how that might appear to the press
• The bottom-line cost to the business
• The long-term damage it could do to the organisation
• The available solutions that can save or generate revenue
• The importance of everyone’s commitment

By emphasising these points, we ensure that all stakeholders understand the significance of crisis preparedness and the need for a unified approach to crisis management.

Who do you want on your team?

You will need a minimum of two spokespeople. The CEO, owner or ultimate stakeholder, ideally the person who, with guidance, will make the calls and define the actions. Ideally, this is someone who doesn’t report to anyone else in the business.

Plus, your lead in-house communication professional and then your PR agency team, such as Sharp Minds. This helps to provide a breadth of reach and one key contact point (normally your account director).

Managing the impact on your reputation

A strong reputation is a valuable asset during a crisis. Companies known for their positive contributions to the community and impeccable track records often receive the benefit of the doubt in challenging times.

Building a good reputation is a gradual process that begins with defining your company’s core values:

• What image do you want to project?
• How important are ethical standards to your organisation?
• What is your approach to staff, suppliers, and profit?

Get the core values right and it is relatively easy to devise and implement a strategy that aligns. However, consistency and creativity are needed to maintain and strengthen these values in order for this image to become a part of the corporate strategy.

Your ‘how to handle a crisis’ checklist

• Don’t stand by idly waiting… do something… take swift action
• Always repeat the same message
• Call the crisis team and the crisis-communication team together immediately and sequester them
• Evaluate the situation. Identify the public groups and stakeholders affected
• Decide which strategy should be followed
• Determine what you want to communicate to the outside world; if possible, determine who the opinion leaders are
• Prepare a plan and carry it out. Inform those who should be informed
• Centralise all incoming and outgoing information
• Understand your public groups and speak their language
• Give information quickly and clearly. Calm everyone down
• Respond to negative reporting with a consistent message
• Be flexible and creative
• Think long-term
• Keep the reputation of your organisation at the forefront of your messaging

Based in Tunbridge Wells, Kent, Sharp Minds Communications offers brand development, digital marketing, offline marketing, and public relations to businesses across Kent, Sussex, Surrey, and Greater London.