Communicating during a corporate crisis

There is no recipe that can guarantee success when a company faces a crisis situation; however there are some key elements that can really help a corporation turn crises into an opportunity. It is important initially to define the problem (awareness) and take into consideration all stakeholders. A company should be prepared to deal with the worst cases scenario, centralize the information flow and communicate effectively.

Standing against the media during crisis can be a big misstep; the battle will be lost. Media need a ‘cause and effect’ story to which their audience will feel related and a corporate crisis is always newsworthy. Being combative at time of crisis can really destroy corporate reputation. Any irrational response or wrong statement, when loosing control, can give media a good story, which most probably will have a negative impact on the brand. The way a company chooses to communicate with the media might determine the outcome of a crisis. It is necessary to select a spokesperson to represent the brand with confidence, showing true concern about the situation that has occurred and consideration towards the people affected. Since the beginning of the crisis the company should send clear messages to all of  its stakeholders, demonstrate competence and maintain control of the situation when talking to the media.
Evidently, good communication skills during crisis can support a company's reputation, whereas poor communication or complete lack of it can damage the company's business.

This is the proposed 5Cs model that is being introduced in Tench R. and Yeomans L.’s book ‘Exploring Public Relations’ (2006, 2nd edition). This model is based on the experience of senior crisis managers, who believe that it can be effective during corporate crisis.