In the event of a crisis, business should demonstrate empathy through words and actions

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 08, 2020, 11:24 AM UTC

Crisis management teams should ensure prompt and transparent communication with stakeholders and the public.

This article states that a brand can be defined by their response to a crisis. Hence, when it comes to crisis management, organisations must try to limit the damage, preserve their relationships and reputation and establish a foundation for recovery.

To achieve this, decision-makers and response teams should act with speed to prevent rumours. They must identify accurate and crucial information around the situation, and close any media loop as soon as possible. Further, they should constantly monitor all activity and coverage pertaining to the crisis and prepare to adjust to unforeseen developments.

Brands should provide written statements to ensure clear dissemination of messages, and be empathetic. They should also demonstrate accountability by committing to solve the problem.

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