How to Do Crisis Management in 9 Steps?
Updated: Nov 6, 2021
The crisis is an unexpected, sudden, fast-moving situation that requires crisis management, which is faced without any preparation and can mean a collapse if it is not evaluated well for brands, and an opportunity if it is well evaluated.
All brands have one thing in common. Brands change over time by constantly pushing their shells and looking for new ways. Brands that can keep up with this change can overcome the transition point that has become very important for them.
Crisis management is to react as soon as an unexpected crisis occurs, instead of taking steps to detect and prevent potential problems or to limit their consequences.
How to Do Crisis Management in 9 Steps?
The important thing in crisis management is not to escape or solve the crisis, but to prevent the crisis before it occurs or to turn the crisis into success. However, managing the crisis that arises due to unforeseen environmental factors, natural disasters, political, economic, and technical reasons coming from outside the brands, by taking necessary managerial and rational measures and applying them successfully, has a very important place in crisis management.
1- Establishing a crisis team that takes care of day-to-day work to focus on the problem
The information flow should be centralized and controlled by the crisis team. There must be elected spokespersons. Only selected and well-prepared spokespersons should inform the media. Spokespersons should work on the emerging brand's image and image strategy.
2-Determine the brand image
The image should be clear and understandable not only in terms of brand management, but also in a plain language that the management team and employees, who came out of the crisis with great fatigue, can understand.
3-Determining a strategy according to worst-case scenarios
The worst that can happen should be considered and a strategy suitable for the brand should be chosen accordingly.
It should be decided in which media channels the chosen strategy will be conveyed by concentrating.
4-Focusing on content regardless of print
For the media, it is necessary to place the problem in an appropriate perspective. The story to be told in a way that makes sense to them while confusing the media and audience
should be placed in the subject headings.
5-Know your potential allies and negotiate with them
Get to know the national and private groups you can collaborate with during the crisis and create your support group.
6- Determine the communication channels through which the messages will be transmitted.
Communication is essential in difficult times such as a crisis. Communication channels are the only way to get your feelings and thoughts in and out of the brand. The leader-manager should decide which messages are worthy of being conveyed and which are not. This communication style will be a mirror of the brand's value judgments. This can only be achieved by paying attention to details.
7- Take advantage of digital media
With the right digital marketing campaign, the desired message can be reached to millions of people at a low cost.
Digital media channels that allow target audience identification and perception analysis of the brand, e-mail and SMS marketing management, Search engine advertisements, and correct social media usage will make a great contribution to the crisis management phase.
8- Don't forget your target audience
Inform your target audience that possible crises are taken seriously, and necessary action is taken. Thus, they will conclude that you fulfill your responsibilities and that you are reliable.
9- Identify the positive effects of the crisis
Investigate and reinforce aspects that can occur after a crisis. Tell your team that you are proud of them and they have proven again that they can build a world-class organization.
Emphasize personal efforts. Instead of stating this in general, indicate the work done by each person individually. It is not enough to send a written message that you did a good job for this.
The most important point to be considered before praise is to know who is doing what. If many have contributed to resolving part of the crisis, appreciate the effort of each.
If you have successfully carried out your leadership role, your position within the group has become stronger. Highlight your own contributions.