A number of recent global news stories have reminded me of the importance of communications around crisis situations. Not least the Volkswagen emissions story. They have also demonstrated how the fundamental principles of crisis management that I first learned 25 years ago have changed.
Events are now truly global. The media actively seeks comments and input from around the world. The coverage moves at the speed of light and it is virtually impossible to monitor in real time. The influence of social media is huge in opening up different angles to the world’s media with consumers and others being asked to comment instantly and with credibility. Spokespeople do not have the time to think before the questions come in an avalanche and often the facts are revealed to everyone, simultaneously providing little time for reaction.
There are some interesting and specific consequences for a region like the Middle East too, which give me pause for thought. In a region where comment of any sort is often avoided and all serious issues are usually passed up to the highest level, what should we be doing in the region to mitigate potential crises – whether corporate or government? Are the current systems fit for purpose? To be frank, I don’t think they are.
If I had my way, there would be a complete overhaul on how communications is done in the region during crises. While cultural blocks will always play a role, the spotlight of the world’s media will be switched on very quickly and remain on if not handled appropriately. In fact, the media will positively revel in the event that a crisis is not handled well, making it last longer with a bigger impact.
Of course, some of the core principles do remain. Communicate clearly and often – and remember the power of visual media too. Show concern, particularly around loss of life or injury. Understand your audiences and make sure you have them all covered without prejudice. Don’t speculate and definitely don’t lie. Be human throughout and admit fault where there has been fault. While all of these are really just common sense, I am always surprised at how often they are ignored.
These are times of great change for the public relations and media industries and all of us need to pay attention – and adapt with the times. As these stories change, grow and continue to have impact around the world so we should learn from what is going on right now around us. These lessons will be crucial when the next crisis comes along. And turning your mobile off, hoping the story will go away (which I have directly experienced in the region), is not the way to do it.
Jim Donaldson oversees Fleishman Hillard’s UK and Middle East operations
