Don't Wait for a Crisis to Hit: Why Regular Simulation Training is Crucial

Surprisingly according to a survey done by B2B and Mower 57 of marketing executives said their company doesn39t have a crisis response plan in placeA crisis communication plan and regular training of that plan is crucial for any business It allows organizations to respond quickly and efficiently to unexpected events that may impact operations customers or stakeholders Effective crisis communication can help mitigate the negative effects of a crisis limit reputation damage and promote a positive image of the companyquotSo many crises are preventablequot said Rick Lyke Executive Vice President and Managing Director Mower quotIt39s often a failure to preparequotOne of the most important things in crisis communications is transparency Lyke noted that internal transparency is even more critical Ahead of a crisis it39s imperative that employees and particularly those on the frontlines have the confidence to report a situation before it becomes one Too often when workers are not empowered or trained in crisis communication they take a quotno big dealquot type of attitude which forces the customer to take an quotit39s a very big dealquot attitude An infamous example of this is the United Breaks Guitars case study that chronicles how United Airlines39 reaction to a passenger39s guitar being broken is still referenced 15 years later Many attribute United Airlines39 10 stock price plunge 180 million to the bad PR caused by the resulting songquotWhen a 39no big deal39 attitude is portrayed a customer39s anxiety changes over to a level of anger and distrustquot Lyke explained That39s why a key to effective crisis communications is a good system for listening Social media listening and customer service systems can be important tools in prevention It39s also why it39s important to develop a crisis communications team that spans various departments in an organizationquotWhat happens when the CEO is on an airplane and a decision needs to be made immediatelyquot Lyke asked Simulation training that enacts these types of situations allows leaders in an organization to get comfortable with others making key decisions It also helps to unearth those who are best suited for crisis situationsDeveloping a crossdepartmental crisis management team ahead of a crisis ensures that those on the team will understand their preestablished roles and responsibilities This team should include key personnel from various departments such as public relations legal operations marketing and human resources As people from these teams might not always work together simulation training helps them to connect and better understand their unique role in moments of crisisIf a company has not trained in crisis response acknowledging emotions and being transparent can seem risky especially to legal counselWhen looking at failed crisis communications the initial breakdown typically starts with not having a leadership presence nor communicating awareness of a situation When empathy is not present consumers39 trust level takes a dive Lyke referenced multiple medical case studies that showcase drastic drops in malpractice lawsuits when physicians practice patientfocused communication that shows empathy and respect attentive listening and answering questions honestlyUltimately effective crisis communication requires thorough preparation which includes building trust with key stakeholders such as the community outside experts and local officials According to Lyke waiting until a crisis hits to establish these relationships is too late By proactively building trust businesses can have a network of support in place to help them navigate difficult situationsAs the saying goes quotYou can39t buy fire insurance during a firequot Similarly companies cannot establish needed relationships during a crisis Instead they must be prepared ahead of time by regularly engaging with industry stakeholders communicating transparently and demonstrating a commitment to their values and mission This will not only help businesses to effectively manage crises but also build stronger relationships and enhance their reputation over the long termThe need for crisis communication can arise from a wide range of situations often with little notice When crisis hits the lasting damage brands suffer is often more related to how corporate leadership reacts than the original emergency Thus the best way to avert a bigger crisis is to be preparedClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Don't Wait for a Crisis to Hit: Why Regular Simulation Training is Crucial

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Brandie Feuer

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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