Cyber attacks are on the rise across the Caribbean.
While there are various types of crises that can strike at any time, cyber-attacks are particularly devastating as it can quickly erode trust which is the foundation for success in every company.
Reputation management is the name of the game and having worked with CEOs who have experienced their own set of crises, I have a unique understanding of the havoc it can wreak upon a business, but there is a way to recover, however before I delve into how to respond to a crisis, let’s take one step back:
PRE CRISIS
Preparation is crucial when managing a crisis. Companies who are not currently affected by this recent wave of attacks should be on alert (or what we experts call ‘Code Orange’). This means that if there isn’t a plan then one should be created immediately making it easier to manage should the worst happen. This plan should include all possible scenarios, key players and their roles. If a plan does indeed exist then this is the time for review. Is it still valid? Has new technology been developed that can make certain tasks easier? Have new persons been placed in key roles and need to be briefed? Update where necessary and practice the plan over and over again until everyone is clear.
DURING A CRISIS
Should the company be elevated to ‘Code Red’ this is where planning and practice will come into play, however if you failed to prepare here are four steps to help you handle the crisis like a pro. This is my four step framework or what I call the ‘ABCDs of Crisis Response’
A – Act immediately
Once you’ve been made aware, move swiftly so as not to incur any further damage to your brand. Remember to express: Care & Concern: To anyone who has been affected; Control over the situation and Commitment to helping those affected and/or finding out the cause of the incident.
Do not downplay the severity of a major crisis as this can backfire. Instead communicate facts to the media and the public and update as more information becomes available.
Internally, contact the necessary parties to help you manage the crisis such as your tech team, communications team, public relations professionals and customer service. Provide scripts where necessary to ensure that there is no chance of miscommunication.
B – Be visible
Pay special attention to how the brand is seen in public. Use the media to convey your decisions, thoughts and emotions and how you intend to remain in service to your customers.
Use the media to feature your brand in a positive light and share information via press releases, email marketing and social media. Depending on the severity of the crisis, a press conference may be held to answer any questions directly and assure stakeholders that everything is under control.
C – Change strategy
As in, create a new plan. Your business has taken a major blow and you need to now factor this in.
- What can you do to recover or rebuild trust?
- What is the lesson learned from this crisis?
- What can it be implemented now to help you overcome this?
- What action is the business taking to help affected people?
Create a timeline and include any associated costs (people, processes or systems) to ensure things get done.
D – Don’t give up
I’m throwing this in to say that sometimes in the midst of the crisis, you might believe that all is lost but you can recover once it’s handled well so do damage control and get yourself back there.
So tell me, do you think you’re ready for a crisis? What are your thoughts on how some of these companies are handling this current crisis?
I’d love to hear your feedback.
ABOUT THE AUTHOR:
Carla Williams Johnson is an award-winning Publicist & Crisis Management Expert based in Trinidad & Tobago
Known as The CEO’s Publicist, she founded Carli Communications, a PR Agency that specializes in assisting Caribbean CEOs get seen, heard and paid globally.
She has been asked to share her knowledge in notable publications such as Forbes, Entrepreneur Magazine, Huff Post and numerous regional and international media.
Visit her website at www.carlimedia.com or follow her on social media: FB, IG, LinkedIn and YouTube @carlicommunications
