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Who Will Trust Your Organization In a Crisis

Trust and transparency—two words tossed around often these days. Knowing who is telling the truth and whether they are telling the full truth is being challenged frequently, from the highest levels of our government, to the C-Suites across the country. Trust isn’t attached to a title. It’s built over time. When a crisis hits, is your organization ready? Will you be trusted?
CONDUCTING A CRISIS ASSESSMENT IS CRITICAL IN DEVELOPING ANY PLAN
If your organization does not have a crisis communications plan in place, make it a top priority, starting with a crisis audit. Answer this question: What keeps your senior leadership team awake at night? Inventory and rank the responses. A recalled product or a plant fire are the types of high profile incidents that may top a list, but assessing smaller-scale actions like excessive employee turnover, or negative posts from former employees on a company review site, can portend a bigger labor relations issues.

I once did an audit for a mid-sized consumer product manufacturer whose senior managers raised concerns they had never voiced to the CEO or legal team. During the discussions it became apparent if left unaddressed these issues made the company vulnerable to regulatory or legal action. The issues were not life threatening and their probability of occurring was not immediate, but by addressing managers’ concerns as a business issue, the company resolved problems before they became a costly or high profile threat to the company’s reputation.

Candid interviews with managers are the first step in building an effective plan. Organizations should also review their IT, HR and communications outreach policies. Are rules applied consistently across all departments? Review employee networks, including social media to find out what workers really care about.

Most reputational crises don’t occur without warning, e.g. labor unrest, fraud, product recalls, are examples of problems that usually fester over time. Identify and ran

Categories: Business, Business

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