Navigating a PR crisis during the Digital Era
Phenyo Setswe | Monday March 25, 2024 10:13
The rapid dissemination and subsequent fading of news and information are akin to wildfire, propelled by the constant competition for attention across various digital platforms.
This dynamic has significantly altered the way we, as PR professionals, handle crises.
Consider, for instance, the recent Miss World Finale, where a single moment sparked a social media controversy, challenging even the most seasoned professionals to regain control. Social media, while a potent tool for disseminating messages and shaping narratives, also presents risks, serving as a fertile ground for misinformation and online mobs.
Thus, a robust PR management strategy is imperative here, involving active monitoring, engagement with the audiences, and direct addressing of concerns or criticisms.
For PR professionals, the stakes are higher, and the pace is relentless. So, how do we navigate these turbulent waters and emerge victorious?
First and foremost, staying ahead of the curve is paramount. With news breaking at all hours, crises can erupt suddenly, demanding proactive measures. While we cannot predict every potential crisis our clients may face, thorough preparation is key. Preparing for what could be the worst-case scenario while the horizon remains clear is part of the foundation of what we do. This involves brainstorming various outcomes, devising response plans, and ensuring your relationships with key stakeholders remains strong at all times. By being well-prepared, we can effectively navigate the challenges posed by the digital age, including monitoring social media mentions and swiftly addressing any emerging issues.
Transparency is fundamental. In an era where authenticity is prized, veering away from direct addressing of crises can backfire. Embracing transparency demonstrates an understanding of the prevailing social climate and fosters trust among stakeholders.
Moreover, empathy in tone plays a crucial role. Crisis communication extends beyond managing fallout; it entails acknowledging the real-life impact on those affected. There are more that a handful of case studies where tone and the perceived lack of humanness and empathy were the tipping scales between restoring reputation and remaining in a crisis. By listening attentively to the concerns of your audience, promptly acknowledging their grievances a and expressing genuine remorse while offering practical solutions, we can diffuse tension and rebuild trust with our audience.
Furthermore, be wary of the digital platforms used to manage a crisis. For instance, a text-based platform such as X, formally known as Twitter, may allow for you to expand on your message however its audience often builds on controversial content. Be wary of how different audience engage with your content across different platforms, and tailor your messaging and images chosen accordingly. As a PR professional continuous learning is indispensable. The digital landscape evolves rapidly and so does its audience, presenting new challenges.
In conclusion, navigating crisis within digital platforms often requires a more diligent and observant strategy than traditional media. However, armed with these principles and a resilient mindset, we can weather any storm that comes our way.
*Setswe is a Public Relations Consultant at Hotwire PRC