Crisis Communications

Bernstein & Associates, Inc. has been helping their clients navigate public relations issues since 1983.  We understand that an outstanding reputation can be lost overnight.  Therefore, we constantly work to help our clients foresee and avoid potential public relations crises. If your company suffers a crisis that catches the eye of the public, you have to be prepared.

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We follow a basic protocol:

  • FORESEE potential emergencies

  • PREPARE for possible events

  • PREVENT further damage

Bernstein & Associates customizes their approach to the unique needs of each client and each unique situation.

  • Review and assess current programs

  • Develop response plan

  • Provide media training

Issues:

  • Failing to monitor the view of you or your company that is evolving online.

  • Failing to analyze and engage with negative criticism quickly and appropriately.

  • Overreacting to criticism and negative attacks by unimportant actors who aren’t influencing anyone.

  • Failing to take all factors into consideration in planning a response.

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Solutions:

  • Analyze the situation quickly to determine if an immediate response needs to be made and, if so, to make it as soon as possible, even if it’s only to say, “We are aware of the problem and are putting everyone’s safety/well-being/economic security/customer satisfaction first, as we always do.  As soon as we have more information, we will provide updates…” And then do so!

  • Do not minimize, fail to show empathy and/or try to cover up the problem and hide it from the relevant publics.

  • Anyone who may ever serve as spokesperson for the company should have media training and should be put in the spotlight from time to time to gain experience speaking for the company.  Part of holding a position of responsibility in a company of any size is engaging in advance planning for unpleasant eventualities.

  • Messaging about the crisis should be united, consistent, reasonable and rational. 

  • The “one voice” message should be shared with employees so they can adopt it or at least refer inquiries to designated spokespeople.  Employees must realize that they now represent the company more than ever before, and the company will be judged by their behavior.  Spreading rumors internally or externally can be fatal.

  • The buck still stops at the top, and it’s hard and usually counter-productive to attempt to evade responsibility or to hide in a bunker.  Honesty, transparency, empathy and responsibility are the watchwords for any response.