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Help there's a crisis

Writer's picture: Rebecca SlaterRebecca Slater

Updated: Aug 25, 2020

Something has gone wrong and people are going to hear about it, what now?


HavingĀ  a crisis communications plan is a little like taking out insurance, everybody hopes they never need it but if you don't have it you could regret it.


Many small businesses consider putting a crisis communications plan in place but putting a basic one in place shouldn't take too long and will give you peace of mind. It's not a pleasant thought but things can go wrong. Maybe a disgruntled customer is ranting on social media or an ex-employee claims they have a story your local paper would love to get their hands on. Don't panic, here are some key things I would advise SMEā€™s to have in place:

  • A spokesperson should a crisis occur.Ā  It is best to have only one of two people involved with thisĀ  as everybody trying to comment could be a disaster.

  • Think about how you deal with complaints on social media.Ā  I would suggest, never delete the complaint, respond to the complaint you want followers to see that you are dealing with the issue, have a specific person who deals with online complaints and donā€™t get into arguments with the customer/client on social.

  • If the crisis looks like it is going to spread make sure you communicate with stakeholders and customers (where relevant)

  • Devise aĀ  media statement as soon as possible

  • Respond to any media enquiries in a timely fashion

  • Advise the team that any queries regarding the crisis must be directed straight to the spokesperson.Ā  What you donā€™t want to happen is the first staff hear about it is when the press call and they respond without thinking.

  • In advance and depending on your business think about key messages and how you would respond to any of the following incidentsĀ  (where relevant)

  • accidents that injure employees or others

    • property damage to company facilities

    • liability associated injury to or damage sustained by others

    • production or service interruptions

    • chemical spills or releases with potential off-site consequences, including environmental

    • product quality issues


This is just a very brief overview and crisis communications can be a very in-depth and tricky area.Ā  If in doubt hire a professional.

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