[…] crisis strategy into action, with specific communication plans for the most likely situations and holding statements ready to […][…] holding statements ready to be released and a rapid but foolproof clearance procedure for statements and […][…] key messages and holding statements for each situation can be written in advance, although they will need to be adjusted to suit the […]"Professional approach and service.
Although you probably feel like you need an explanation from your vendors or delivery company—your customers will be expecting one sooner than that.
Remember that there’s one thing an email blast can’t quite communicate, and that’s empathy. When a crisis hits, it’s important to arm yourself with an all-purpose response, or “holding statement,” to get you through the initial Imagine you ship out several orders of your blood, sweat, and tears-inspired holiday gift baskets, only to learn they arrived at the doorsteps of your new and returning customers with the crumbled remains of hand soap and broken jars of jam. When the worst happens you need to be able to respond quickly. A simple, generic statement will help reassure your various stakeholders that you … This client had recently experienced a crisis. Alex Honeysett is a Brand and Marketing Strategist who partners with CEOs, executives and solopreneurs to grow their personal and professional brands, human-to-human. This should address what happened, when it happened, and include an update on the status of the issue. For a bit of inspiration, check out the For media inquiries, on the other hand, it’s usually best to deliver your statement on a reactive basis (i.e., when a journalist calls you). Keep in mind that anything you say externally—regardless of your intended audience—has the potential to end up in the hands of a journalist, especially if your issue is particularly juicy.That said, you’ll likely want to add more of a personal touch to your customer note. In this case, find a way to connect with your customers while expressing both your regret for the issue and instilling confidence that you’re still the same awesome company they’ve come to know and love. You’ll already have the messaging prepared from your initial public statements, however, if you’d like to provide a journalist with more context without having your every word quoted all over the Internet that afternoon, you can ask to speak “on background” (similar to asking to speak "off the record"). The first message you draft should be something along the lines of this:Then, once you’ve gathered the who, what, where, why, and how, draft a more comprehensive statement, which will replace your holding statement. Here’s an example:While it’s tempting to worry about the media’s response first, always make sure your customers are taken care of. This client had recently experienced a crisis. They may not purchase your product, but they can write about it, so their experience with you can significantly impact the tone of the story they choose to tell.If there’s only one thing to remember about crisis communications, it’s this: Always be as transparent and honest as possible. This official statement gives your organizations initial information about an incident or crisis including basic facts and lets people know that your organization is currently dealing with the incident. Companies who slack on great service do so at their peril—With that in mind, it’s best to be as proactive as possible with your customers (though be prepared to be reactive as well).