Promote Aversion, Preparation and Public Safety

Businesses and advocacy organizations around the world are facing a rapidly changing environment. As the pandemic evolves, so does the threat of global warming, climate change and disruptions to supply chains. Lives, businesses and entire communities are being lost to fires, floods, droughts and the pandemic. The worst is yet to come.

Crisis aversion and crisis management have taken on a new urgency in the world of brand management. The companies that navigate these challenges proactively and responsibly are more likely to survive, if not thrive, as these events unfold. While some short-sighted companies are trying to capitalize on these crises, others are wisely positioning themselves as responsible citizens and public assets. They are positioning themselves as leaders, the voice of reason and reliable problem solvers. They are building relationships, while leading stakeholders to higher ground. They do the right things at the right times without concern for the bottom line. Investor relations must be handled simultaneously with public safety concerns.

In a crisis, everything that your organization does will impact its brand.

Everything that spokespeople say and don’t say matters. Even nonprofit organizations must strike the proper balance in substance and tone. Branding and positioning are part of crisis communications. Be part of the solution.

What factors make consumers trust brands during a crisis?

  1. Wellbeing of customers;
  2. Wellbeing of employees; and
  3. Not taking advantage of the crisis to maximize profits.

During a crisis, consumers don’t want messages of hope, optimism, nostalgia or even statements about strong moral principles. Consumers want brands to demonstrate leadership and action by taking care of customers and employees. Ultimately, leaders are winners in the hearts and minds of stakeholders and stockholders.

Employees Are A Priority During Crisis Communications

Data shows that during uncertainty, workers want their employers to be their trusted leader. Fifty-four percent of consumers are concerned with how employers are treating their employees during a crisis. Better treatment fuels brand trust from consumers, as 48 percent trust brands more when they take care of their employees. Likewise, employees are important resources who can help spread important messages and they can help prevent misinformation.

Learn About The Six Steps Of Crisis Communications

public relations firm Phoenix

Gary Chandler is the CEO of Crossbow Communications. He also is the founder of Sacred Seedlings and Earth News. He is the author of 11 books about health and environmental issues from around the world. Chandler also is connecting the dots to the global surge in neurological disorders.