The Rise of the Antagonist: Navigating the Perfect Storm of Modern PR Challenges
As a small business owner, it’s hard to imagine a time when a single corporate misstep might generate headlines. But the reality is, a PR crisis can affect anyone, no matter the size of their organization. It’s crucial to be aware of the potential threats and have a plan in place to handle them.
Recently, I attended PRWeek’s Crisis Communications event, and it was a sharp reminder that none of us can ever take goodwill for granted. Kirsten Walkom from Save the Children talked about how charities are currently struggling with the “halo effect” – the presumption that public trust in them will be higher than it actually is. This perception gap isn’t helping as the charity world faces an unprecedented series of crises, from Save The Children’s legal troubles to the ongoing allegations against Oxfam.
As James Melville-Ross from FTI put it, “We’re seeing the rise of the antagonist – it’s not a particularly friendly atmosphere.” And it’s not just charities that are in trouble; we’re all under more scrutiny than ever. The internet never forgets, and social media is particularly unforgiving. On top of that, the 24-hour news cycle, fake news, malicious bots, and clickbait headlines create a perfect storm for crises.
So, how do you protect your business in a world where some kind of public backlash seems almost inevitable? Here are my five top tips:
1. Defend the Brand, Not Just Employees
In a room full of corporate communications professionals, the mantra seemed to be “defend the brand at all costs.” Employees came later. This perspective aligned with the findings of the Monzo event I attended last year, where it became clear that individual employees, not brands, often suffer the brunt of any fallout.
2. Bake in the Right Culture and Processes
While the examples above may be from large organizations, my final takeaway was this: bake the right culture and processes into your business early on. Build goodwill, be as transparent and honest as possible. When a crisis hits, you’ll at least have built some bridges.
3. Develop a Robust Crisis Communication Plan
A solid crisis communication plan serves as your roadmap for navigating turbulent times. Start by identifying potential crisis scenarios and crafting tailored communication strategies for each one. Key elements include a clear chain of command, pre-approved messaging, and a designated spokesperson.
4. Leverage Social Media Strategically
Social media can be a double-edged sword in a crisis. On the one hand, it can amplify negative sentiment and spread misinformation like wildfire. But on the other, it can also be a powerful tool for reaching and engaging with your audience. Develop a transparent social media policy that outlines how you’ll communicate during a crisis, and be prepared to respond swiftly and authentically.
5. Prioritize Transparency and Empathy
In the age of the “antagonist,” transparency and empathy are more important than ever. When a crisis hits, be upfront about the situation, take responsibility for your actions, and demonstrate that you genuinely care about your stakeholders. This not only helps to mitigate the immediate crisis but can also build long-term trust and goodwill.
As the team at IT FIX knows all too well, no business is immune to the challenges of the modern PR landscape. But by proactively addressing these issues and developing a comprehensive crisis communication strategy, you can position your organization to weather any storm and emerge stronger than ever.
