The incredible speed at which news can spread has made responsive crisis communications best practices an essential part of any company. For public companies, a PR crisis can mean a plunging stock price and millions of dollars lost. For private companies, a squeaky clean reputation can be lost in a day. Today 28 percent of all crises spread to international media within an hour, so speedy and decisive communication is always necessary. Here are three ways mobile communication can help you in the event of a full-blown PR crisis.
1. Have Group Messaging Lists Ready
Every company has specific stakeholders they need to communicate with during a crisis. In the prehistoric days before smartphones, companies had call to spread the word and deal with a crisis.
Today, there multiple ways to communicate instantly with your company, but some are more reliable than others. For example, in the case of a cybersecurity or IT crisis, technical problems can take away your ability to use email. Today the average person checks their cell phone 85 times a day. Group messaging is now the most reliable way to get your stakeholders’ attention.
2. Use Your Network To Your Advantage
Network effects are a double edged sword in crisis communication best practices. News of a crisis can spread faster than ever before on social media. However, you can also use the power of your network to change the narrative about your organization. Unfortunately, the days of calling a reporter the newspaper to set the story straight are over.
For example, Volkswagen’s emissions controversy was made that much worse because it was revealed the company didn’t address it immediately. A PR crisis can go viral in the blink of an eye, which is why it’s so essential to get your message out to your network as soon as possible.
3. Set Up Mobile Alerts To Stay Up-to-Date
If you run communications for your organization, it’s essential to get mobile alerts for press mentions. Being on the ball gives you an opportunity to steer a crisis and put out social media fires before the start.
Whether it’s the press, your customers, or your employees, you need to know when something goes wrong as soon as it happens. Google and social media alerts give you the ability to quickly put together a plan, craft your response, and disseminate it to the people who need it.
Smartphones have given crisis communicators enormous power to change the narrative about their company. By using new technology to your advantage, you now have the ability to put out fires before they start.