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Navigating a Crisis

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Brands face new challenges in public relations and PR crisis management. Companies must handle tragic situations with sensitivity, empathy, and a clear plan of action. A company’s response to a crisis can either repair its reputation or cause irreparable damage.

Being honest and transparent

Honesty and transparency are crucial in PR crisis management. Companies must take responsibility for any mistakes made and be forthcoming about what happened. Providing as much information as possible, without violating legal or privacy considerations, can help build trust with customers and stakeholders in tragic situations.

BP’s response to the Deepwater Horizon oil rig explosion in 2010 was an example of effective crisis PR. The largest marine oil spill in history occurred as a result of the explosion. BP took responsibility for the disaster and launched a public relations campaign to inform the public of its response efforts. The company established a $20 billion fund to compensate those affected by the spill.

Showing empathy

In crisis PR, brands must show empathy towards those affected. This means acknowledging the impact and offering support. Cadbury’s parent company, Mondelez, donated £100,000 to a relief fund and offered help after the Grenfell Tower fire in 2017. They also changed their product design to include a message of support for the victims.

Having a plan of action

Brands need a plan for responding to tragic situations. This should include a PR crisis managementteam and clear communication strategy. The team should have proper training and a spokesperson for media and stakeholders.

The Hershey Company had a plan of action in place when a fire damaged its chocolate factory in Pennsylvania in 2014. They established a crisis management team, communicated with stakeholders and employees, and provided regular updates. They also donated $1 million to support local emergency services.

Effective communication

Effective communication is crucial in times of crisis. Companies must keep stakeholders, employees, and customers informed in a transparent and timely manner. H-E-B, a Texas-based grocery store chain, demonstrated this during Hurricane Harvey. The company implemented a communication strategy using social media and email to provide updates on store closures and offer support to those affected by the hurricane.

Taking action

Companies must act to support those affected by tragedy. This can involve donating to relief efforts, assisting employees, or making changes to prevent future incidents. Johnson & Johnson is an example of a company that took swift action. In 1982, seven people died from cyanide-laced Tylenol capsules. Johnson & Johnson immediately recalled all products and introduced tamper-proof packaging. They set up a hotline for customers and offered a $100,000 reward for any information on the culprit.

Navigating tragedy is never easy, but taking these steps can help brands build trust and maintain a good reputation in difficult times.

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Ronn Torossian

Ronn Torossian is the Founder and Chairman of 5WPR, one of the largest independently-owned PR firms in the United States. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America’s most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company’s growth, overseeing more than 275 professionals. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named “PR Agency of the Year” by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world’s most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine’s Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country’s foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, “For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations,” which is an industry best-seller. A NYC native, Torossian is a member of Young Presidents Organization (YPO), and active in numerous charities.

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