Crisis communication tactics are well-documented, but what happens after the spotlight fades?
There is typically little in the way of advice on how to recover and move forward from a content and comms perspective.
This is surprising as it is how an organisation behaves post crisis which is central to preventing any further reputational damage – both internally and externally.
This is where clear and considered marketing content and communications are vital. Why? Well, when things go wrong… they can be devastating to a brand.
The CrowdStrike case exemplifies the devastating impact of a crisis.
What turned out to be a software update gone hugely wrong earned the organisation not only global infamy but also wiped around a third of its share price from the stock exchanges in the days following. It has since been labelled as the biggest IT outage in history.
Their response, which not only lacked an apology from the CEO, also included the offer of a measly $10 UberEATS voucher to cover their staff and customers’ next “next cup of coffee or late-night snack”.
When one considers that Delta lost approximately $500 million with that one error, I can only imagine the reaction when that email hit inboxes!
As organisations seek to move on, how should they work to rebuild and right their reputation?
5 Steps to Rebuild Trust:
Temperature Check and Review Plans:
Take a moment to assess your internal and external audience's perception after the crisis.
Evaluate existing communication plans and consider if revisions are necessary.
Culture Repair:
Regain employee trust through regular updates and involvement in the recovery process.
Aligning Content with the New Business Landscape:
Update marketing, content, and communication plans to reflect the organisation's post-crisis direction and priorities.
Consider crafting new messaging around your refined values.
Earning Back Trust:
Demonstrate a commitment to learning from the crisis through transparent content.
Utilise storytelling to connect with audiences emotionally and showcase your renewed values.
Actively listen to audience concerns and address them directly through your content.
Measure and Adapt:
Evaluate audience engagement, website traffic, and feedback through surveys and focus groups.
Use these insights to refine your communication strategy and determine when to resume pre-crisis plans.
If you are seeking support post crisis, set up a free 15-minute consultation with brass neck and we can discuss how we can support you: https://www.brassneckhq.com/set-up-a-free-chat
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