By: Mary Shank Rockman

It’s amazing how a four-letter word can make or break an organization. In my 25+ years as a PR and marcom agency owner, I’ve witnessed brands and organizations of every size experience some level of crisis, whether a catastrophic scenario such as BP’s Deepwater Horizon Oil Spill, data privacy breach like Facebook and Cambridge Analytica’s scandal or the need for ongoing reputation management such as the case with The Myers-Briggs Company, a longtime MSR client. I’ve learned one can never be too detail-oriented or too prepared, especially when trying to get ahead of a negative news cycle.

Bad news travels fast.

There’s a saying, “bad news travels fast,” and nowhere is it more apparent than during a crisis. Today, a single negative post has the potential to reach millions of users within minutes thanks to the virality of negative news, giving organizations a small window to act swiftly and decisively. Act too fast and you may not have all the facts. Act too slowly, and your credibility is on trial not just with the public but with all key constituents in your ecosystem—customers, partners, employees, investors, industry leaders and participants, community members, media influencers, etc. Your inaction or hesitation may be perceived as indifference or incompetence which can erode all the trust and credibility you worked so hard to build.

Combating crisis with a sound strategy. 

When one of the largest cryptocurrency exchanges imploded in MSR’s client’s jurisdiction impacting millions of people and institutions around the globe, our team worked around the clock to devise a thoughtful and deliberate strategy that advised our clients about the best way to move forward. We monitored and engaged in proactive and transparent communication to prevent inaccuracies, rebuild trust, and mitigate long-term reputational damage. The result? Improved sentiment.

Being prepared and proactive in a crisis can help mitigate long-term reputational damage and, in some cases, even strengthen brand loyalty if handled well. Given everything published on the Internet lives indefinitely, communicators should expect their companies’ association with particular crises to arise over and over again no matter how much time has passed. How companies respond weeks and months after a crisis is equally as important as their initial responses. This is a topic I’ll be exploring further with my esteemed colleagues and network partners from PR Boutiques International (PRBI) who also specialize in crisis communications.

PRBI will host a Master Class about Crisis Communication on Monday, January 27th, from 11 am – 3 pm ET. This exclusive event offers real-world case studies, engaging discussions, and practical strategies to help you navigate and recover from a crisis. The Master Class is open to the public and limited to 40 participants.

Register here to gain practical, actionable insights on legal considerations, media preparedness, and ongoing reputation management.