Crisis Intervention

 

Crisis Intervention

The Internet has opened up novel worlds for both consumers and businesses, but it has also turned enterprises into public relations nightmares. Forums, opinion blogs, websites, and any other content that may be published can quickly damage a company's brand.

Remember the presentation "Yours Is a Really Bad Hotel," which recounted one clients bad experience in a hotel chain? Humans manage hotels. Humans make errors. The way you handle mistakes may make or break your customer service. Because the hotel's workers failed to assist the client in overcoming a difficult issue, the customer retaliated, and bloggers posted about it.

If the hotel is at the top of its match, it will deploy its crisis managing (which is additionally referred to as reputation managing) team to rescue its reputation whilst it still has the opportunity. As in the example of PG&E (California's gas and electricity business), a corporation may withstand negative publicity and emerge victorious.

Another technique is to monitor web articles about a company's operations using Internet monitoring to prepare for unfavorable press. Some people go even further, monitoring message boards, newsgroups, and internet discussion forums.

It's similar to the fable of the city's gossip who spreads false information about its residents. He felt bad one day and walked to the chaplains [Rabbi, the pastor, a priest, and choose your own term] to seek for forgiveness.

"Cut open a feather pillow and disperse its contents to the winds." The man felt this was an odd request, although it was an easy enough duty that he cheerfully performed. When he returned to inform his superiors that he had completed the task, the chaplain ordered, "Now, go gather the feathers." Because you can't make up for the harm that your words have caused any more than you can remember the feathers."

The same thing might happen to a corporation that does not have a crisis management strategy in place. It is possible to endure and grow during a crisis, as PG&E did. Expect Worldcom to emerge from its Enron-like quagmire. Fraud is not an excuse. And what about Martha Stewart? She has recruited a public relations agency to help her with damage control. It will be interesting to observe the developments in her case as the public relations agency seeks to restore her image. Did you know one of her items has been recalled? Doesn't it add fuel to the fire?