Learning about crisis management is almost unavoidable for public relations students—and necessarily so. In the field of PR, crises are an inevitable reality. Most crises, whether natural disasters, corporate scandals, security breaches, or workplace violence, take time to unfold before they reach the public eye, making them difficult to prevent entirely. Given these harsh realities, one factor is vital in managing and mitigating crises effectively: attentiveness.
Why Might Attentiveness Be a Leading Factor in the Success or Failure of a PR Professional During a Crisis?
• Attentiveness involves staying alert to the details of the situation and the needs of everyone involved.
• It enables PR professionals to craft strategic, effective responses rather than reactive, flawed ones — often the difference between success and failure.
• During a crisis, attentiveness involves recognizing and understanding the reactions of both stakeholders and the public.
PR professionals keep an eye on the information that is discharged from news sources and social media. That being said, attentiveness also makes managing the flow of information during a crisis more attainable. Since false information can spread quickly, it is up to the PR expert to validate the information that is being shared.
Real-life Example of a Well-handled Crisis
In 1982, seven people were pronounced dead in the Tylenol capsule incident that involved Johnson & Johnson. Considering the crisis, Johnson & Johnson made a widespread announcement, stopped all product advertising, and connected with key stakeholders and healthcare organizations. Additionally, there were thirty-one million bottles recalled and a one-hundred-thousand-dollar reward. Instead of denying or shifting the blame, the organization embarked on transparency by taking full responsibility and employing safer tactics to combat this crisis.
Keep in mind, the true test lies in how you handle the crisis — and your response can make all the difference.
Isa Walker, Account Associate
prowl-pr.com 