A crisis may affect any business – regardless of how small. Everyone’s definition of crisis varies only one thing is typical: that it’s an event that is certainly past the scope of normal business life with all the potential to damage your reputation.
If you feel your enterprise is not big enough to warrant gestion de crise, then you may risk unravelling lots of brand value and marketing effort.
A crisis could take various forms – a stock-out on account of strike action; a competitor sledging your reputation from the media; or a run-away community-based smear campaign on social networking.
In reality, when your business is online since many are, the exposure is greater and requires more forethought to make sure you can minimise damage to your reputation plus your brand.
Yes! Online magazine recently spoke to Melbourne-based crisis expert and author Dr Tony Jaques, Managing Director, Issues Outcomes to have a review of what businesses should consider when planning a crisis management strategy.
“It’s a frequent misunderstanding that only big companies and large brands need, or are able to afford, crisis management,” he explained.
“We know from research that numerous smaller organisations regard crisis management as too expensive or too difficult to ascertain, and they also may believe these are less probably going to be hit by a crisis.
“None of people things are true. Big organisations and big brands routinely have more resources and sometimes in-house specialists. As well as their crises are more likely to make headlines. But smaller organisations are equally as much in jeopardy and there are a few basic protective actions which can be not difficult and never expensive,” Tony said.
Small enterprises should first identify and manage the difficulties which have the possibility to be crises.
“Then they should put plans into position to be prepared,” Tony explained. “There are methods to do this. While you can’t prepare for every possible crisis, every business has a few things i call natural crises. These are the risks which are natural to the business and represent one of the most probable crises.
“For example, every food company should have plans in place to respond to a potential product contamination crises; a firm handling dangerous goods should be prepared for a spill or fire, and a company heavily reliant on It must be prepared to handle a cyber-attack or loss in data. No-one knows your small business risks superior to you,” he said.
Even the smallest business should determine who could be the nominated go-to person in the crisis. That may be the dog owner, the manager or possibly a subject-matter expert. There can be another spokesperson for different kinds of scenarios but there has to be a primary reason for contact which will triage the issue and allocate the correct person if required.
“It’s critical that everybody inside your business knows who can speak for your organisation and whatever they will say,” Tony said. (Make it known to your entire team so that they are not tempted to handle issue themselves.) While big companies will often have experienced spokespersons, smaller organisations often produce a 46dexepky worse by not speaking in any way, or saying the incorrect thing. Media training is just not expensive, though needs to be done before the crisis, not when all hell breaks loose,” he was quoted saying.
Crisis management can appear daunting to smaller businesses though with some planning there’s undoubtedly it’s well worth the effort. Consider it an extension of your insurance policies coverage.
From now on articles, we’ll bring you more in depth tips on how to formulate an emergency management plan for your small business. For the present time, though, simply knowing the possible issues could make a significant difference.
“Even a fundamental crisis management plan may keep your business from being normally the one in four which does not survive an emergency,” Tony concluded. “You don’t need to commit a lot of cash and resources, but you have to consciously might like to do it.”