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Today, companies and brands are in permacrisis, having to manage a constant state of issues (little crises) or crises with a “big C.” Whether it’s a massive event that costs lives or a social media complaint, there is nearly always something that companies need to evaluate and respond to.
Here are three communication tenets for an appropriate crisis response:
1. Identify the issue (gather ALL the facts).
2. Apologize (empathy is good).
3. Share how you’re going to rectify the situation and prevent it moving forward.
These guiding principles can help companies better mitigate crises and keep less serious issues from becoming one.
– Levente McCrary, Executive Vice President, ECPR Texas