A comunicação de crise – «you will survive»

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 John Reh no artigo Survive the Unthinkable Through Crisis Planning lembra a importância de qualquer organização estar preparada para o imprevisível.  O autor alerta para a necessidade da existência de um plano que oriente os responsáveis da organização numa situação de crise.

1) primeiro ter consciência da inevitabilidade do surgimento de situações complicadas

2) antecipar e preparar a reacção

3) saber como actuar (precaver vários cenários)

4) gerir a comunicação de crise

  • A crisis and a disaster are both bad for your business, but they are very different. A disaster is an event that results in great damage, difficulty, or death. A crisis is a situation that has reached an extremely difficult or dangerous point. A flood is a disaster. You should have prepared for that potential. Then you can deal with it according to your plan. A major product recall, such as Firestone encountered with its SUV tires, is a crisis. Sometimes it is hard to know whether you are really in a crisis, but failure to handle a disaster properly can lead to a crisis. (…)
  •  «keep in mind these four key facts in your disaster planning:
  1.  disasters will occur
  2. you have to have a plan before the disaster hits
  3. react with urgency, but don’t panic
  4. ride it out»

Também importante é ter a noção do modo de gerir a comunicação numa situação de crise.

  • No company ever expects to have to deal with a PR crisis, but most eventually do. It is critical that the company be prepared ahead of time if it is to survive. You need to develop a crisis management plan. You need to develop variations of the plan to cover any emergency your company might be expected to encounter. For most companies, these include precipitous stock market drop, employee misconduct, product liability claims, manufacturing or design mistakes, accidents, or a simple community misunderstanding.
  • The goal of the plan itself is to ensure your people have the tools to get the crisis under control as quickly as possible to minimize the damage.

Here are the key things to remember when dealing with the media in a crisis situation:

Know what you want to say and repeat it often

Don’t wait until you have “something to tell them”. If you don’t know, tell them you don’t know and when you might have an answer.

Be honest.

Stick to the facts. Don’t guess or speculate.

Be concise and direct.

Be aware of non-verbal communication you give. Dress appropriately, watch you mannerisms, and stay cool.

Know the level of understanding of the reporter and their audience and speak to that.


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