Timing is everything: When to issue your crisis response
In an era of short attention spans and 24/7 news cycles, you have a very tight window to issue your statement. Here’s how to know when to break your silence.
Regardless of their industry or the specifics of their particular crisis, there is one consistent question clients ask: Should we respond?
When receiving negative feedback, organizations should listen but don’t feel obligated to respond to every comment. Instead, monitor social media chatter. Are the comments gaining traction?
Jumping into a back and forth with someone who has already decided that you are guilty escalates, rather than diffuses, a crisis. Instead, if the situation merits comment, explain your position through a statement posted on your website and social channels or as an op-ed in the local paper. These channels allow you to present the facts and get your perspective on record while avoiding a public confrontation with an adversary who has already expressed that they will not believe a word you say.
To be clear, it’s never a good idea to let your opposition tell a one-sided story. However, there are ways to communicate your side without engaging in a shouting match that accomplishes nothing and may in fact further damage your brand’s reputation.
Know when to step in
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