Many people have a view on crisis management and there are many terms for the dark art but once a full-blown crisis has hit it’s probably more apt to describe it as damage limitation.
Consider the point at which the good name of your business has been handed over to a PR professional to steer you out of the mess, you are now in the hands of an expert at dealing with such matters and the initiative is lost.
The way to look at this is through the old phrase ‘prevention is better than cure.’
This is because unless the PR advice you have been given has been dire, it is up to the business in question to make sure that such a situation should not arise.
Take the story of Thomas Cook. Every day now they seem to make poor decision after poor decision following an incident that took place almost 10 years ago.
Whatever the rights and wrongs of the story, Thomas Cook have left themselves open with a failure to fully apologise and then the revelation that they had been handed £1.5m in compensation in 2010. The decision to hand it over to UNICEF only now looks crass and smacks of last minute thinking.
What a business must do at a time like this is to stay calm, not make any assumptions about the situation and play through all scenarios and all outcomes of any actions.
At the moment every decision made by Thomas Cook looks likely to land them in even more hot water, no wonder the hashtag #ThomasCookBoycott has developed, and it could so easily be avoided.
For further information about crisis management contact Darren Isted at SpitfirePR on 07539782979 or email firstname.lastname@example.org
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