The word crisis suggests something that happens infrequently. But these days, crises have become a regular state of affairs. Brands that you’d think would be fairly immune to scandal have found themselves embroiled in controversy. And those that deal with public relations challenges regularly have still been caught off guard by a customer insurgency. Some crises disappear quickly and others never seem to go away.
How Leaders Can Keep Their Cool in a Crisis
When it comes to a crisis happening, the question seems to no longer be “if” but “when.” By their very nature, crises put things in a whirlwind and emotions run high. So it’s imperative that leaders keep their cool and make smart decisions. Executives who have had to successfully navigate crises of all kinds warn that you can’t pick your crisis. The first thing to know is that you need to expect the unexpected. When the crisis does hit, the first hours are essential. The usual response is for the CEO to huddle with his or her legal counsel and communications team. The focus is typically on assessing legal risks and figuring out how investors and the media will react. But there are other constituencies that need to be considered, too. Customers, employees, and partners are watching to see how the company reacts. Are you being transparent? Are you taking responsibility? Are you living up to your own mission and values? You might not be able to control what people say about you. But there is one thing you can control: yourself.