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Crisis Communications, Black Lives Matter, and Corporate Policy

July 13, 2020/0 Comments/in 5-Steps to Effective Crisis Communications, Media Relations /by gbraud

In this year of crisis upon crisis, many brands have been stumped and confused as to how to address the Black Lives Matter #BLM movement and the associated social justice issues.

The Black Lives Matter movement has created some communications challenges that are in some ways unique, but in other ways, can be addressed using the 5 Steps to Effective Crisis Communications.

Consider these steps for addressing #BLM, and any other social or political issue in the future. Keep in mind, these suggestions are not based on how significant the issue may be, but rather on techniques for effective crisis communications.

1. Any activist movement or protest could affect your company if you are called upon to comment.

In the case of Black Lives Matter, your company or brand may have been called upon to make a statement of support.

But before you decide if you’ll say something and what that might be on this or any other social issues, we must consider Step 1 of the 5 Steps to Effective Communications, which is based on your Vulnerability Assessment. (I encourage you to watch this week’s video, where I go into more details than I will go into in this blog.)

Your Vulnerability Assessment is designed to assess situations that could affect your organization’s revenue, reputation, and brand.

Commenting on any social issue, political issue, or political figure, can have a positive or a negative effect on your organization’s revenue, reputation and brand.

Black Lives Matter is unique because a brand statement of support pleased some, while angered others. Sometimes the words of support even angered members of the #BLM moment, if not done to their standards.

For example, unique to this situation, some brands that voiced support were criticized because their support was not accompanied by tangible action. Watch the video for tangible examples.

2. Your Vulnerability Assessment has the ability to identify a situation that can actually lead to corporate policy, which will also shape your future response and behavior.

You should have a frank discussion and establish policy about whether your brand does or does not comment on social issues, political issues, or candidates. If your brand’s position is that you never comment on such issues, when asked to do so, you need to have a statement ready that explains your corporate policy.

If you do speak in favor of an issue, policy or candidate, be ready for how it affects your brand. Home Depot reportedly has a policy not to comment or support, but reportedly their co-founder donates heavily to a presidential candidate, causing shoppers to go to Lowes if they don’t like the supported candidate.

Goya Foods is facing a boycott after its CEO praised the President at a White House Event.

3. Also, consider whether action by your brand is part of your corporate policy.

At the height of the #BLM protests, many protesters criticized brands that offered verbal support, asking, “So what are you going to do about it?”

Some organizations have taken the pro-active step of establishing various funds for various causes, such as social justice, women’s issues, LGBTQ issues, and more. Additionally, they establish committees of employees who have a say in how, when, and to whom the funds are given.

In conclusion, let me make two points. First, I’m not telling you which approach is best for your brand. That needs to be decided based on your Vulnerability Assessment. Secondly, throughout your career, you will face many watershed moments and face many significant issues. As a brand, you should never be surprised and you should always be prepared.

To have a confidential conversation or to schedule a Virtual Vulnerability Assessment, please use this link.

Crisis communications and media training expert Gerard Braud, CSP, Fellow IEC is based in New Orleans. Organizations on five continents have relied on him to write their crisis communications plans and to train their spokespeople. He is the author of “Don’t Talk to the Media Until…”

More crisis communications articles:

Covid-19 Crisis Communications Webinar Recording

The Biggest Lie in Crisis Communications

4 Steps Every Company Needs to Take in Order to Avoid the Default Spokesperson

Photo

4 Crisis Communications Considerations About Current Events

July 7, 2020/0 Comments/in Crisis Communications /by gbraud

By Gerard Braud

What do you think about the riots, protests, political unrest, all during the pandemic?

Before you verbalize your answer, think not just about your answer to the question, but also the impact your answer could have on the reputation and revenue of your business. This is especially true for those of you who are in businesses that involve face to face contact with customers. While it is true that society needs to have discussions about the important issues of the day, what degree of caution should you consider in voicing a strong opinion to a customer who strikes up a conversation with you? And, what should be the guidelines for you or your employees when you consider whether it is appropriate to strike up a conversation with a customer?

Years ago, I proposed a similar question, “What do you think of the protests going on in Baltimore?” The same crisis communications principles, and this same video interview recorded with a colleague rings true years later.

Anastasia Turchetta is a Registered Dental Hygienist and host of Hump Day Happenings, a video blog for the dental industry. Here is our conversation regarding how to handle talking about such crises in the workplace:

Small business owners, such as her dental clients are faced with two situations when top news breaks. Situation one is that a customer may initiate a discussion about the controversial issues of the day. Situation two is that the business owner or their employees initiate a discussion.

This raises four questions you must consider:

1) Is this the right time and place to talk about these important issues?

2) Could the conversation result in the customer getting angry and taking their business somewhere else?

3) Is that a risk you are willing to take?

4) What advice should be given to business owners and their employees?

If an event affects your reputation and revenue, a crisis exists, in some degree. If customers elect to buy goods or services from someone else because they feel slighted by your business, then you have an emerging crisis.

In the video blog, Anastasia reminds us of what many of us were taught by our parents, which is to never talk about religion and politics.

In addition to the decision you make about having controversial conversations with your customers in person, you must also think about the personal opinions a business owner and their employees post to social media. Be especially aware of those employees who have accepted friend requests from customers.

Each employer, whenever there are hot button issues in the news, should consider what they should say to their employees face to face, as well as on social media.

If you are passionate about the issues of the day, seek out the proper venue or community group to enact change. But consider carefully how your personal opinions and those of your employees will affect your livelihood, revenue, and business.

I personally know of many case studies in which entertainers, celebrities and business owners have been put out of business and lost all they owned because of how and where they voiced their opinions. Consider what price you are willing to pay.

Crisis communications and media training expert Gerard Braud, CSP, Fellow IEC is based in New Orleans. Organizations on five continents have relied on him to write their crisis communications plans and to train their spokespeople. He is the author of “Don’t Talk to the Media Until…”

More crisis communications articles:

Covid-19 Crisis Communications Webinar Recording

The Biggest Lie in Crisis Communications

4 Steps Every Company Needs to Take in Order to Avoid the Default Spokesperson

Photo by Cooper Baumgartner on Unsplash

Coronavirus Crisis Communications Plan Truths

June 29, 2020/0 Comments/in 5-Steps to Effective Crisis Communications, Coronavirus /by gbraud

Here we are entering the middle of summer, where we can reflect on and learn from the unprecedented crises that have taken place in the past few months. As the crises unfolded, I wrote about how you can communicate more effectively in these various situations. Let’s look back at where we’ve been this Spring, and examine what rings true for crisis communications, corporate communications, and protecting your revenue, reputation, and brand today.

At the first signs of the Coronavirus, in this blog, I warned companies to get professional media training and to assess the vulnerabilities of their particular organization. I explained that by preparing for the crisis, you could show your executive leadership team you are thinking ahead and thinking on their behalf. Watch the video here:

As the pandemic unfolded I advised in this blog that the answer is YES, you do NEED a crisis communications plan for COVID-19 and other vulnerabilities, and provided 5 steps to write a crisis plan:

I continued to provide update after update, even discussing how to do virtual media interviews, since they were suddenly a MUST, and we all needed to learn to adapt and communicate in a new way.

Finally, I addressed the truth that no one wanted to address. I predicted this pandemic would likely last through the summer, and it became clear that we would not only need to manage the Coronavirus, but we would also need to manage Coronavirus + Tornado (that later ripped through my hometown), or Coronavirus + Weather Events as we entered hurricane season (we were hit later by Cristobal), AND the crises that our organizations are always vulnerable to – such as explosions, fires, power outages, crime, social media firestorms, and more. You can read the blog here.

In this blog in May, I warned that the issue of wearing masks vs. not wearing masks could spur on political issues, protests, and outrage among our country.

As protests took over our country, I was quiet. Social media and the internet was too noisy, too complicated, and too hostile for a time. The point now is not to say “I told you so,” but to acknowledge that when one crisis hits, we have to be prepared, and that we have to prepare for all of the regular challenges and crises that can occur in addition to that initial crisis.

Hopefully, by reflecting on the last few months, you are more motivated now than ever to prepare. You have work to do. It’s challenging to write a crisis communications plan. It’s challenging to think about such tragic events that could happen to your company. But as we can see, they do happen, they can last for months, and they can pile on top of each other.

I’ve broken down

How to write a crisis plan in 5 steps:

1. Start with analyzing the vulnerabilities of your company to certain crises.

2. Write a thorough crisis plan that addresses and outlines every last detail.

3. Write pre-written news releases that you can deliver to the media and the public in less than one hour.

4. Have your spokespeople and your leadership team professionally media trained.

5. Conduct realistic crisis drills.

This can all be done virtually, and I’m here to help.

This 5-part video series outlining the 5 Steps to a Crisis Communications Plan can make your path easier. Schedule a call with me so that I can walk you through it or answer any questions you might have.

Crisis communications and media training expert Gerard Braud, CSP, Fellow IEC is based in New Orleans. Organizations on five continents have relied on him to write their crisis communications plans and to train their spokespeople. He is the author of “Don’t Talk to the Media Until…”

More crisis communications articles:

Covid-19 Crisis Communications Webinar Recording

The Biggest Lie in Crisis Communications

4 Steps Every Company Needs to Take in Order to Avoid the Default Spokesperson

Photo by Edwin Hooper on Unsplash

4 Covid-19 Crisis Communication Tips As America Reopens

May 4, 2020/0 Comments/in Coronavirus /by gbraud

By Gerard Braud, CSP, Fellow IEC

Reopening after Covid-19 requires expert crisis communications on your part. Not because you have a crisis, but because this situation could rise to the level of a crisis. So today we share four tips as America reopens in phases.

As I write this, various states and communities in the United States are implementing various forms of reopening, after closures for Covid-19. This could go well or this could go badly for you, so proceed with caution.

Tip #1 Manage expectations

Things are not going back to normal. This is a transition. If you require face masks and gloves for either your employees or your customers, make sure the rules are clear and that you have procedures and policies in place to enforce those rules.

My expectation is that some of you may see fights or acts of violence between the rule-followers and the non-rule-followers.

Tip #2 Don’t make promises you can’t keep

In your communications with customers and employees, avoid making absolute statements, such as, “We guarantee the highest level of safety.” You can’t guarantee anything in a world where you cannot control all of the variables.

Instead, opt for statements that use the word “goal.” For example, “Our goal is to offer a clean and safe environment for all of our employees and customers.” The nuance of your wording matters.

Tip #3 Put people over profits

Consider if things go wrong as you reopen and you become the hub of the next cluster of Covid-19. Is it worth it?

Businesses that are not on stable ground financially are desperate to re-open, which can cause business owners to do what they think is best in the short-term rather what is best in the long-term. Some business owners will say, “I am reopening for people. My employees need money.”

Yes, but when we say people, it must be best for your employees, your customers and your community. If you re-open and infect customers or contribute to an outbreak in your community, you have failed to make the correct choice. The negative attention you will receive in the media will damage your reputation, revenue, and brand.

Furthermore, if you have a new cluster, will you be forced to shut down again? How long will you be shut down? Will you end up worse off than if you had proceeded down a different path?

Tip #4 A Final Thought

There is no one right answer that covers all types of businesses.

Listen to experts.
Seek advice from trusted advisors.
Know the difference between a trusted advisor and someone who simply echoes what you believe, because you only want to hear from people who believe like you or who watch the same cable news channel as you.
Don’t be persuaded by mob mentality, political leanings, or the pontifications of a profiteer on a cable news talk show.
Lives are on the line.
Profits are on the line.
The long-term health of your business, your employees, and your customers are at stake.

Answer this as part of your decision making process:

If I reopen, and my actions result in the death of an employee or customer, will I be able to live with my decision and myself?

The burden is heavy. The consequences may be heavier.

Crisis communications and media training expert Gerard Braud, CSP, Fellow IEC is based in New Orleans. Organizations on five continents have relied on him to write their crisis communications plans and to train their spokespeople. He is the author of “Don’t Talk to the Media Until…”

More crisis communications articles:

Covid-19 Crisis Communications Webinar Recording

The Biggest Lie in Crisis Communications

4 Steps Every Company Needs to Take in Order to Avoid the Default Spokesperson

COVID-19 Crisis Communications Award: The Lysol Case Study

April 28, 2020/0 Comments/in 5-Steps to Effective Crisis Communications, Coronavirus /by gbraud

By Gerard Braud, CSP, Fellow IEC

We raise a glass and present our first ever COVID-19 Crisis Communications Award to the team at Lysol. After the president asked doctors at a news conference if products like Lysol could be consumed orally or as an injection, the Lysol team was fast to respond with this statement:

“Due to recent speculation and social media activity, RB (the makers of Lysol and Dettol) has been asked whether internal administration of disinfectants may be appropriate for investigation or use as a treatment for coronavirus (SARS-CoV-2).

As a global leader in health and hygiene products, we must be clear that under no circumstance should our disinfectant products be administered into the human body (through injection, ingestion, or any other route). As with all products, our disinfectant and hygiene products should only be used as intended and in line with usage guidelines. Please read the label and safety information.

We have a responsibility in providing consumers with access to accurate, up-to-date information as advised by leading public health experts. For this and other myth-busting facts, please visit Covid-19facts.com.”

What is your takeaway on this? Three things…

Takeaway #1

In the 5-Steps to Effective Crisis Communications, you are encouraged to conduct frequent Vulnerability Assessments. Based on the kinds of things the president may say on any given day at his coronavirus briefings, you need to add “Rumors & Speculation” to your vulnerability list as your first take-away.

Takeaway #2

You also need to prepare a pre-written news release for Rumors & Speculation. Add this to your library of pre-written news releases.

Takeaway #3

You now need to designate a member of your team to watch the daily White House briefings because there is no telling when your brand or company might get mentioned in a positive or negative way.

As we discussed last week, you cannot focus all of your crisis efforts on just COVID-19. You must think COVID + X. For Lysol, it was COVID + Presidential Speculation.

What made the task of responding even harder is that in our politically divided country, people are either all Trump or never Trump. Lysol, had to walk on eggshells to avoid damage to their revenue, reputation, and brand by being forced to issue a crisis statement that attempted not to anger Trump supporters. (I’m having to walk on eggshells myself, just to write a blog about this.)

Lysol wins their award for dancing around the land mines while also being fast to respond.

Wouldn’t you love to be a fly on the wall at Lysol when this went down?

Be well and be prepared. We live in strange times.

Crisis communications and media training expert Gerard Braud, CSP, Fellow IEC is based in New Orleans. Organizations on five continents have relied on him to write their crisis communications plans and to train their spokespeople. He is the author of “Don’t Talk to the Media Until…”

More crisis communications articles:

Covid-19 Crisis Communications Webinar Recording

The Biggest Lie in Crisis Communications

4 Steps Every Company Needs to Take in Order to Avoid the Default Spokesperson

COVID-19 Crisis Communications: How Much Worse Could It Get?

April 21, 2020/0 Comments/in Coronavirus /by gbraud

By Gerard Braud, CSP, Fellow IEC

We’re all more than a month deep into various forms of crisis communications for COVID-19. So, how much worse could it get? Let’s talk frankly about that.

You are exhausted.

Zoom meetings
Strategy meetings
News releases
Employee communications
Social media
Schooling the kids with distance learning

Oh yea, and don’t forget the flood, the tornado, the hurricane, the chemical release, the fire, the explosion, and the power outage.

Wait, what?

“No!” you say. “I already have a crisis. I’m dealing with the COVID-19 crisis. That’s my crisis.”

Reality check. That’s one of your crises.

Amid the exhaustion around COVID-19, you must avoid the myopic belief that you have somehow been given permission to focus only on one crisis at a time. The hardcore truth is, you must be ready for more.

Are you ready for:

COVID-19 + Flood
COVID-19 + Tornado
COVID-19 + Hurricane
COVID-19 + Chemical Spill
COVID-19 + Fire and Explosion
COVID-19 + Power Outage

When you apply the 5-Steps to Effective Crisis Communications strategy, you see there is work that still must be done to prepare for a compound crisis.

You must multitask and keep your teams focused on the reality and the possibilities of “What else?”

Vulnerability assessments must be updated to account for new combinations of events that take social distancing into account.
Your crisis communications plan must be updated to handle multiple, simultaneous crises.
Your library of news releases must account for your current events with a COVID-19 twist, for example, if an evacuation is called, how is that accomplished in a COVID-19 environment.
Your media training must be updated to account for remote, online interviews.
Your crisis communications drills should account for how teams will coordinate activities when all or part of the team is working remotely.

As always, if you need help with any of your 5-Step process, reach out. You can use this link to schedule a free 15-minute call.

The reality is that COVID-19 may seem overwhelming. But don’t get caught in the trap of thinking that you can put everything else on the shelf until COVID-19 has passed.

Crisis communications and media training expert Gerard Braud, CSP, Fellow IEC is based in New Orleans. Organizations on five continents have relied on him to write their crisis communications plans and to train their spokespeople. He is the author of “Don’t Talk to the Media Until…”

More crisis communications articles:

Covid-19 Crisis Communications Webinar Recording

The Biggest Lie in Crisis Communications

4 Steps Every Company Needs to Take in Order to Avoid the Default Spokesperson

Photo by Daniel Jerez on Unsplash

Resources to help you protect your revenue, reputation, and brand.

4 Crisis Communications Considerations About Current Events

This raises four questions you must consider:

Coronavirus Crisis Communications Plan Truths

How to write a crisis plan in 5 steps:

4 Covid-19 Crisis Communication Tips As America Reopens

Tip #1 Manage expectations

Tip #2 Don’t make promises you can’t keep

Tip #3 Put people over profits

Tip #4 A Final Thought

Answer this as part of your decision making process:

COVID-19 Crisis Communications Award: The Lysol Case Study

Takeaway #1

Takeaway #2

Takeaway #3

COVID-19 Crisis Communications: How Much Worse Could It Get?

Are you ready for:

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