Prioritising crisis communication can prepare businesses to “put out the figurative flames”

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 04, 2019, 6:07 AM UTC

Crisis management simulations test the effectiveness of a crisis communication strategy.

This article states that while no company is immune to a crisis, how they respond to one when it strikes is essential to a brand’s survival. Hence, businesses should adopt appropriate PR and crisis communication strategies in preparation.

The author recommends making crisis communication a business priority instead of thinking about it only amid a controversy. Brands can “take advantage of the current downtime” to understand where they stand, brainstorm potential threats and refer to other business’ experiences while formulating best practices.

Companies must form a crisis communication team and ensure all its members are on the same page regarding the brand’s crisis management strategy. Furthermore, businesses must envisage likely crisis scenarios and conduct a practice run to test the effectiveness of the plan and team.

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