Companies sometimes face lingering internal problems that no approach seems to have helped. The more complex a company structure, the more likely these issues are to arise. Sadly, the management of some of these businesses does them no favors in trying to manage them. Mismanaging bad publicity following an internal crisis can be disastrous (if not fatal) to a company's public image.
However, there are a handful of techniques that have proven quite useful in helping companies come to grips with the public fallout of their internal issues. These 10 members of Forbes Agency Council shed some light on some of these methods and how to best apply them in managing business crises due to internal strife.
1. Tell The Truth
So often, the cover-up is worse than the crime. HR and legal issues notwithstanding, the most effective way to get through a crisis is to share what you can when you can with both internal and external stakeholders. Acknowledge responsibility, explain how you are going to move forward, frame the issue as positively as possible, and be prepared for follow-on coverage and questions. - Nathan Miller, Miller Ink, Inc.
2. Own It And Speak From The Heart
When you make a mistake, own it. While leaders need to be aware of traps and legal issues that can arise, it's important that they take responsibility and clearly define how they plan to address the issue. It's important to be clear about the facts and address those impacted. Then clearly describe how the company plans to move forward. And remember, clarity and brevity are your friend. - Bo Bothe, BrandExtract, LLC
3. Have A Plan
All companies should assume that internal problems will not remain internal forever. With so many forms of communication, leaks are almost inevitable, and companies should assume that at some point their internal crisis will become public. With that in mind, preparedness is key -- develop a crisis plan for the most likely threats to your business, long before those threats become a reality. - Valerie Chan, Plat4orm PR
4. Provide A Respectful Response
While it may be tempting to ignore a problem and hope it goes away, you can demonstrate your ethics by responding respectfully and meaningfully to issues. Taking responsibility for your actions shows that you have respect for the parties involved, even if those actions were regrettable. Then, you need to demonstrate how you've changed with your ongoing behavior and communication. - Greg Kihlstrom, Cravety
5. Use The Moment As A Learning Tool
We all go through moments when negative narratives swirl around us. And just like people, brands need to use these moments as a learning tool to either learn from this constructive feedback, or tune out the noise and hope their truth comes out at the end. It's no easy exercise, but whether you're a company or an individual, it's something we all end up facing at some point in our lives. - Jessica Reznick, We're Magnetic
6. Say The Same Thing To Everyone
A sure way to fuel a crisis is to communicate divergent messages to different groups. It's OK to tailor your message to the group -- for example, talking about internal matters to employees -- but what you say externally should not contradict, or even appear to contradict, what you say internally. Decide on three or four message points and stick with them in all messaging. - Jeff Bradford, the Bradford Group
7. Take All Stakeholders Into Account
Aware of the need to "own the conversation" and "take full responsibility," companies today bravely face their external stakeholders -- consumers, customers and investors. But it's important to remember the company's employees, arguably its most important assets and ambassadors. Management should listen to the employees' concerns and provide information, guidance and reassurance in a stressful time. - Hamutal Schieber
8. Address Your People First
Internal conflicts and negative publicity erode the trust most employees place in the workplace. Therefore, it's far more important to bring everyone in your organization on the same page before you get down to mending your public image. Address your employees, be transparent with them and offer an apology if needed. Once you've won them back, winning the public is just half the battle left. - Ashar Jamil, Digitally Up
9. Focus On Reputation Management
Ever since digital media has become the storefront of any brand, all companies need to have a protocol about crisis management and online reputation management. From what we've seen, companies typically consult with an expert only when things are too weedy already. Be proactive, put a plan together, and make sure that when a crisis begins, everyone is reminded about the policies related to that protocol. - Ally Spinu, USA Link System
10. Remember You Have No Control
Every employee now carries a camera and a pipeline to the entire world in their pocket. In a situation where the internal challenge has now gone external, you will have absolutely no control over where the information goes and the audiences that engage with it. The highest priority should be to engage with the audiences that matter most to you, such as your employees and your customers. - Dan Cohen, Full Court Press Communications
