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Crisis Communication
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Crisis Communication

Practical PR Strategies for Reputation Management and Company Survival

Peter F. Anthonissen
Kogan Page, 2008
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The wholesome athlete you feature in your TV ads just appeared on the evening news dancing naked on a nightclub table. Your food product is suddenly making kids’ teeth fall out. Your overseas factory looks like an environmental war zone, and your flagship store seems to be burning to the ground. What do you tell the public? While others deal with the crisis itself (slamming the jock into rehab, calling hordes of dentists, greening up the pollutants and getting everybody out safely), how do you contain the public-relations impact of the disaster, and maintain the viability of your company and your brand? As a senior communications executive, you must be prepared for the most traumatic corporate crisis. Are you ready to be honest with your public and your stakeholders about whatever disaster erupts? While a crisis can take many forms, dealing with its communication aspects is more of a science than an art, and sometimes even offers an opportunity to showcase your firm in a positive way. Crisis communication demands preparation and know-how. For that, turn to editor Peter F. Anthonissen and the 19 other experts who contributed to this anthology. getAbstract recommends this savvy guide to CEOs, executives and corporate communication managers. Read it before something happens.

Summary

A Crisis Will Occur – Be Ready

Corporate crises inevitably happen and usually at the worst possible times. Crises by definition command public attention, disrupt normal activities, require a coordinated response and threaten your business. They can present themselves as any one of a multitude of devastating events. Your company must be ready to deal with the worst case. This is a tall order. Communicating in a credible, effective way with staff, stakeholders and the public during a crisis is challenging. To hit that goal, corporate communication professionals must prepare for such events by developing complete crisis plans in advance.

If the crisis specifically involves your business or your product, be aware that negative perceptions may quickly deluge your company. Even the way you handle a natural disaster can boost or burn your organization. Other than effective action to deal with the impact of the crisis itself, the most important thing you need to control is your message. A crisis creates an information vacuum. Take the initiative to ensure that your company fills it. If not, the media, abetted by anyone who wishes to harm your company, will take over. Have ...

About the Author

Peter F. Anthonissen has advised many Fortune 100 companies on crisis communications. Nineteen other international crisis communication experts contributed articles to this book.

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