A crisis can affect any business – irrespective of how small. Everyone’s definition of crisis varies only one thing is common: that it’s an occasion that is past the scope of normal business life together with the potential to damage your reputation.
If you think your enterprise is not big enough to warrant plan de gestion de crise, then you might risk unravelling a lot of brand value and marketing effort.
An emergency might take various forms – a stock-out because of strike action; a competitor sledging your reputation within the media; or even a run-away community-based smear campaign on social networking.
Actually, when your enterprise is online as most are, the exposure is greater and needs more forethought to make sure you can minimise problems for your reputation plus your brand.
Yes! Online magazine recently spoke to Melbourne-based crisis expert and author Dr Tony Jaques, Managing Director, Issues Outcomes to get an overview on what businesses must look into when planning a crisis management strategy.
“It’s a frequent misunderstanding that only big companies and big brands need, or is able to afford, crisis management,” he was quoted saying.
“We know from research that numerous smaller organisations regard crisis management as too costly or too hard to ascertain, plus they may believe they are less likely to be hit with a crisis.
“None of the things are true. Big organisations and large brands typically have more resources and often in-house specialists. As well as their crises are more inclined to make headlines. But smaller organisations are as much at an increased risk and there are a few basic protective actions which are not so difficult and never expensive,” Tony said.
Small businesses should first identify and manage the difficulties which have the possibility to become crises.
“Then they must put plans into position to be ready,” Tony explained. “There are approaches to do that. While you can’t get ready for every possible crisis, every business has things i call natural crises. These are the basic risks which can be natural on the business and represent by far the most probable crises.
“For example, every food company ought to have plans in position to respond to a potential product contamination crises; a business handling dangerous goods should be ready for a spill or fire, plus a company heavily reliant on IT should be prepared to handle a cyber-attack or loss in data. No-one knows your company risks a lot better than you,” he said.
Including the smallest business should determine who would be the nominated go-to person within a crisis. That may be the homeowner, the manager or perhaps a subject-matter expert. There might be a different spokesperson for different types of scenarios but there must be a primary reason for contact that can triage the problem and allocate the proper person if required.
“It’s critical that everybody within your business knows who will speak to the organisation and whatever they will say,” Tony said. (Allow it to be recognized to all of your team to make sure they are not tempted to handle issue themselves.) While big companies will often have experienced spokespersons, smaller organisations often produce a 46dexepky worse by not speaking by any means, or saying the wrong thing. Media training is not really expensive, though should be done ahead of the crisis, not when all hell breaks loose,” he explained.
Crisis management can seem daunting to smaller businesses although with some planning there’s without doubt it’s worth the effort. Think of it as an extension of your insurance coverage coverage.
Later on articles, we’ll give you more in depth easy methods to formulate an emergency management policy for your small business. Right now, though, simply being familiar with the possibility issues could make a significant difference.
“Even a basic crisis management plan may save your business from being the main one in four which fails to survive an emergency,” Tony concluded. “You don’t need to commit a lot of cash and resources, but you have to consciously need to do it.”