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by Craig Workman
Crisis management professionals say that most
serious crises can be avoided if the situation is identified
and managed in its developing stages. Having managed numerous
crises, including some that should never have become crises,
we have seen the powerful role that perceptions, relationships
and outside influences play in turning an issue into a crisis.
#1: The Power of Perception
Most businesses rely on their own set of science, factual
information, logic and explanations to justify their operations
and behaviors, even if they are causing potential problems
for others. In the court of public opinion, EMOTION RULES.
Science, logic and even facts are irrelevant. Likewise, journalists
are always looking for heroes, villains and victims to create
attention-grabbing stories. Science and logic get low priority.
What other information is available to make your case?
#2: The Power of Relationships
Your relationships with third-party allies, news media and
industry influentials will never be put to a bigger test than
when a crisis hits. Third-party allies and industry experts
can bring credibility to your side of the situation –
credibility that you may not possess if you are portrayed
as the villain. Build your relationships before you need them.
Same with reporters – getting to know them before a
crisis hits will minimize the potential damage they could
do to the potential villain during a crisis.
#3: The Power of Outside Influences
This is an area you cannot directly control. Professional
activists, special interest groups and outspoken critics are
afforded automatic credibility with the public and the media.
They often they can play the role of identifying the victim,
villain and hero, and then keeping the issue before the public
as long as possible. They are highly motivated by attention,
power and influence, yet portray themselves as the poorly
funded underdog. But beware: they are often being funded by
the same attorneys that you suing you!
The key to keeping an issue from turning into a crisis is
to put your issue to the above litmus test.
- Could emotion rule over science or facts?
- Do you have the relationships in place now that you may
need?
- Are outside influencers getting involved or even showing
interest?
If you answered yes to any of the above, better get to work.
Lay your groundwork now so your crisis plan will succeed when
the time comes.
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